The overlap between the world of fashion and the world of gaming was inevitable this year. Many brands used the digital sphere for the introduction of collections, collaborations and general marketing activities. It is becoming increasingly clear that this area has future potential that brands should not ignore. Consulting firm Wunderman Thompson published a report examining the importance of gaming in the new e-commerce ecosystem.
The company’s study, which surveyed 2,024 UK-based gamers, aimed to re-evaluate opinions on in-game shopping. The trend has grown rapidly in recent years as the online audience uses a greater variety of channels that allow shopping from the comfort of their own home. Brands now also have the opportunity to benefit from the new sales channels in the form of virtual worlds that can be used as retail opportunities.
The results of the study “Gaming Commerce” by Wunderman Thompson show that the boundaries between reality and virtuality are becoming more and more blurred, as gamers express an increasing interest in clothing for their avatars and in shopping within video games. A total of 41 percent of respondents said they view their avatar as part of their identity, with a significant 61 percent saying it is just as important to them to look good in the game as in real life.
The human being as a digital being
On average, 51 percent of gamers stated that they spend around 70 British pounds per year to buy things within a game. Another 49 percent said they would like their favorite brands to be featured in the games they play so they can buy their clothes.
The overlap between digital and offline was evident in the response from more than half of gamers, who said they would buy the real-world versions of products in games, while 56 percent said they would rather buy from a brand, who is represented in their favorite game.
Influencers also play a role in the gaming industry, with streams and YouTube videos having a significant impact on viewers, who are often younger gamers. Of those surveyed, 33 percent said they bought something that was recommended or used on their favorite streams. The same number also stated that games were the place for new brands to be discovered, making the digital sphere a potential platform for brands and labels to expand.
Ultimately, the report concluded that of all of the digital products available in the game, fashion continues to be at the forefront and most likely to be bought, ahead of technology, music, toys and cosmetics. In his conclusion, Wunderson Thompson points out how important it is to consider the blending of physical and digital products in branding strategy, and that customers can also be perceived as a digital unit. Also, the desire for products both in-game and on-site was highlighted, as players value the importance of their offline as well as online identities – something that is slowly becoming a unit.
This article was previously published on FashionUnited.uk. Translation and editing: Barbara Russ.