Fashion brands are eyeing the 100 billion mobile game market, leveraging the consumption potential of 2.7 billion players

The popularity of the gaming market in recent years is obvious to all. According to statistics, the market size of e-sports mobile games has reached 159.3 billion US dollars, and the number of players has reached 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", where there is attention there is traffic, and where there is traffic there is definitely business opportunities. Erin Wayne, head of community and creator marketing at Twitch, a gaming social software, said that brand marketing in games is the next step for the fashion industry to move forward. And this is just the beginning of the gamification of the fashion industry.

So, how effective is the marketing plan of mobile games + e-commerce? In fact, the trial by international fashion brands has confirmed the potential of this plan to bring in goods.

The reason why mobile games can be combined with e-commerce, especially fashion e-commerce, is largely because the consumer groups targeted by games and the fashion industry are highly consistent. Demographic data shows that as of 2019, 64% of women prefer to play mobile games, and 79% of women tend to spend money on games in mobile apps, and the number of female mobile game players has been growing continuously.

More than half of the users of the phenomenal Chinese mobile game "Honor of Kings" are women, and their age is no more than 24. In 2019, MAC, a well-known lipstick brand under Estee Lauder, saw 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 sold out within 24 hours.

London-based esports organization Fnatic also recently successfully tested its audience’s “fashion appetite” by partnering with luxury fashion brand Gucci to release a limited edition series of dive watches priced at $1,427. Despite the high price, all products in the series 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 interaction programs are commercially relevant and they are key to providing customers with innovative and personalized shopping experiences, which is exactly what customers, millennials and especially Generation Z need. ”

Interested sellers can also pay more attention to this and accurately identify their customer positioning. Perhaps one day they will be able to open the door to wealth by combining games with promotional activities!

Fashion Brands

Mobile Games