Fashion Brands Are Eyeing The 100 Billion Mobile Game Market And Leveraging The Consumption Potential Of 2.7 Billion Players

The popularity of the game market in recent years is obvious to all. According to data, the market size of e-sports mobile games has reached US$159.3 billion, with the number of players reaching 2.7 billion. Both "Honor of Kings" and "Afterworld: The Age of Tomorrow" have attracted the attention of a large number of players.

In this era of "attention economy", if there is attention, there will be traffic, and if there is traffic, there will definitely be business opportunities. Erin Wayne, head of community and creator marketing for gaming social software Twitch, said brand marketing in games is the next step for the fashion industry. And this is just the beginning of gamification in the fashion industry.

So, how effective is the mobile game + e-commerce marketing plan? In fact, international fashion brands have taken turns to test the waters and have confirmed the potential of this solution.

A large part of the reason why mobile games can be combined with e-commerce, especially fashion e-commerce, is that the consumer groups targeted by the games and fashion industries are highly consistent. Demographic data shows that as of 2019, 64% of women prefer to play mobile games, and 79% of women prefer to make money for games in mobile apps, and the number of female mobile game players has continued to grow.

More than half of the users of China’s phenomenal mobile game “Honor of Kings” are women, and they are no more than 24 years old. In 2019, MAC, a well-known lipstick brand owned by Estee Lauder, took a fancy to the consumption potential of female players of "Honor of Kings" and chose to cooperate with the game platform. "Honor of Kings" did not disappoint it. MAC's limited edition lipstick was available for 24 hours at that time. The toiletries are sold out.

London-based esports organization Fnatic has also recently successfully tested its audience's "fashion appetite." The e-sports organization collaborated with luxury fashion brand Gucci to release a limited-edition dive watch series priced at $1,427. Despite the high price, all products in the series successfully sold out within 48 hours.

Paolo Mascio, President of Italian fashion brand Yoox, said: “Since the advent of social media, people have been constantly exposed to information, images and videos, everything is accessible and clear at a glance. We firmly believe that games and brand interactive programs have commercial relevance and they are the best way to provide customers with The key to innovative and personalized shopping experiences, which is what customers, Millennials and especially Gen Z want.”

Interested sellers can also pay more attention and find out their customer positioning. Maybe one day they can open the door to huge sales and get rich through a marketing method that combines games with promotional activities!