Luxury brands play the long game in gaming

With trends like NFTs and Snapchat filters now considered passé, brands are doubling down on where the real money is: gaming. As digital platforms evolve into full-fledged social ecosystems, brands are shifting from one-off activations to long-term engagement, meeting consumers where they already play. The proof is in the pudding. According to data from metaverse platform Geeiq, in November, Versace dropped 200 virtual bags on South Korean title Zepeto — which sold out in six minutes. Other successes include Coach’s activations on Zepeto and Roblox, which featured key gaming influencers and inspired 730,000 user-generated posts in just one month. Meanwhile, Maybelline’s Roblox Paradise Island takeover, launched last July, has garnered 25 million virtual item try-ons and 2.4 million mini-game playthroughs. These gaming destinations are increasingly taking on the same role as social media channels, offering users a platform for product discovery, socializing, and inspiration. User behavior in Roblox and Fortnite also mirrors patterns seen on social media apps: just as social media users flit between their Instagram, TikTok, and X accounts, many users in virtual worlds engage with multiple platforms. Brands are catching on to their interconnectedness. In 2024, 65 brands launched three or more activations across multiple platforms, ensuring maximum reach in an increasingly fragmented arena. Coach’s ‘Find Your Courage’ campaign is a case in point. In July 2024, the luxury label’s activation spanned social media, Zepeto, and Roblox, engaging audiences through user-generated content, virtual items, and immersive experiences. By scaling its multi-platform strategy and meeting audiences where they are, Coach’s approach delivered big results, racking up 13 million visits, 4 million virtual item try-ons, and 30 million organic content views. As brands move away from short-term buzz to build lasting brand equity with the next generation of luxury spenders, they’re choosing their channels wisely. Last year, brands leaned into popular hubs Fortnite and Roblox, while The Sandbox saw significant growth and Minecraft activations grew more gradually. Of all activations tracked by Geeiq last year, 46% were on Roblox, 32% on Fortnite, 8% on The Sandbox, 6% on Zepeto, and 2% on Minecraft, reflecting a clear consolidation around key gaming ecosystems. Gaming livestreaming is proving just as essential. As gaming livestreamers solidify their role in mainstream culture, new trends are emerging in the market. YouTube, for instance, has been a powerhouse for gaming content since its early days. But in recent years, its livestreaming efforts have gained momentum. According to data from business intelligence platform Stream Hatchet, YouTube Gaming hit a record-breaking 2.2 billion livestreaming hours in Q2 2024, surpassing even its Covid-era peak. This surge, largely down to the platform’s ability to merge pre-recorded and live content, highlights YouTube’s growing authority as a rival in the gaming space, closing the gap with Twitch in livestreaming hours watched. Platforms like YouTube and Twitch are emerging as the next major revenue drivers for brands looking to strengthen their ties with gaming fans. Whether through collaborations with top gaming livestreamers or by launching their own livestreamed events, those who move early are poised for a winning streak.

Luxury brands play the long game in gaming

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Published March 02, 2025

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Luxury brands play the long game in gaming