Luxury fashion house Gucci is making waves in the gaming industry with a new virtual world in Roblox, named Gucci Town. After teaming up to bring players the ‘Gucci Garden’ last year, the brand and popular video game return with Gucci Town. The branded game world will feature Gucci’s signature GG logo in a large, central garden that joins different areas of the world, including a mini-game arena, cafe, and virtual store where players can purchase Gucci apparel for their Roblox characters.
The Gucci Garden saw a peak of 20 million players upon release, despite the short time that it was available on the game. Gucci has slowly started integrating itself into the gaming world, with a collaborative 100 Thieves backpack and limited-edition Xbox console joining its endeavors.
Nicolas Oudinot, Gucci’s EVP of new businesses, stated: "True to this, we envision the future developments as an open dialogue between Gucci and the recurring visitors. Emerging content creators and talents from the Roblox community will be on board, while we will infuse the ecosystem with new ideas and visual stimuli, as our creative messaging is forever in flux, evolving with the kaleidoscopic vision of creative director Alessandro Michele."
Interactive Luxury Brand Universes
'Gucci Town' Arrives in the Roblox Universe
Trend Themes
1. Virtual Luxury Brand Experiences - The marriage of luxury and gaming worlds is creating an opportunity for luxury brands to digitally enhance their brand presence and experiences.
2. Collaborative Virtual Ventures - Opportunities to create digital collaborations between luxury brands and gaming platforms are presenting lucrative ventures for both parties.
3. Branded Gaming Merchandise - Luxury brands are creating exclusive in-game merchandise, presenting a new market that extends beyond traditional retail sales channels.
Industry Implications
1. Luxury Fashion - The luxury fashion industry can enhance its brand presence and engage with a younger audience through collaborations with the gaming industry.
2. Gaming - The gaming industry can expand its offerings and engage with a wider audience through partnerships with luxury fashion brands.
3. Retail - The retail industry can explore new channels of sales and marketing through the creation of branded gaming merchandise.