LOOP's Guide to Gaming: How virtual worlds can boost your innovative edge
Gaming isn't just about playtime anymore—it's where millions are hanging out, creating, and exploring new possibilities for self expression every day. Platforms like Fortnite and Roblox have evolved into digital universes with virtual concerts, brand drops, and luxury fashion collabs. These experiences are pushing boundaries, turning gaming into a space where connection, creativity, and next-level engagement collide.
Some people call it one of the most underrated moments in gaming history: When Travis Scott took the stage in Fortnite in 2020, during the height of the pandemic, he drew over 12 million live views to his concert. Including replays, 45 million people watched his tour on the gaming platform, and to date a staggering 226 million have tuned into the YouTube video of his performance. Billie Eilish was one of the many pop stars who have since appeared in Fortnite: Outfits, emotes and new tunes inspired by the Grammy-winning artist and her discography were available on the platform. For someone not familiar with gaming, it might seem odd that a digital avatar of a celebrity not even singing live can have such an appeal. But what these successful collaborations and further events show is that gaming has become a cultural melting pot, blending music, fashion, and art with interactive experiences.
The convergence of culture and gaming.
A few decades ago, gaming was a niche phenomenon with high entry barriers, requiring thousands of dollars for a PC or gaming console and the necessary equipment. As technology advanced, free-to-play models on desktop and mobile devices with in-game purchases democratized gaming. Today, anyone can be a gamer. The pandemic accelerated gaming's entry into the mainstream, and we now count an estimated 3 billion gamers worldwide. Fortnite alone boasts 650 million registered players, and Roblox has seen 16 billion hours of engagement in the past 12 months from over 380 million monthly active users, making these two platforms leaders in the space. Gaming is no longer just a hobby, it’s emerging as one of the fastest-growing entertainment sectors globally.
A recent study revealed that people are transitioning away from traditional entertainment, such as watching movies and TV shows, in favor of gaming. Bain estimates that almost 80% of 2- to 18-year-olds are gamers, spending 30% of their entertainment time gaming, driving industry growth.
Brands have found that integrating with games leads to higher user engagement. Gamified experiences often result in visitors browsing more products and adding more items to their shopping carts, turning virtual worlds into highly effective marketing channels. According to Bain, virtual shopping is set to explode by 229% over the next 5 years, and shopping with friends in digital spaces could see a 141% surge.
Gaming is a core element of what’s often called nerd culture—a fusion of e-sports, fantasy, science fiction, superheroes, anime, manga, and kawaii, all of which have entered the mainstream. Digital culture has made 'nerd' not only accepted but celebrated. Shows like The Big Bang Theory, blockbuster franchises like Marvel, and global phenomena like Game of Thrones prove that these subcultures are now powerful forces in entertainment. As gaming and its related communities continue to expand, their influence on global trends, fashion, and media becomes increasingly evident.
Modern gamers and the culture surrounding them are often approached by brands through 'gamification', another buzzword that marketing has embraced for several years. But this is often where things go wrong. It takes more than a quick game on a website or a half-hearted gamified user experience to successfully navigate the gaming worlds as a brand. Speaking to and attracting gamers requires a deep understanding of the various subgroups, their norms, values, and codes. Gamers are not a homogeneous group: Different games have distinct mechanisms, narratives, and player interactions that shape how players connect with the digital communities they form around each game. As such, games and their most successful players as social media stars have become the storytelling spaces of our age. They are cultural validators, transporting values across countries and cultures globally.
From Geek to Chic: Luxury brands tapping into gaming.
One of the most prominent brands actively engaging with the gaming market in recent years has been Gucci. The luxury house has launched several initiatives over the past few years, fine-tuning them for an ever-growing audience. From the Webby Award-winning Gucci Garden experience on Roblox in 2021 and the Gucci Vault activation in The Sandbox to the launch of Gucci Town in 2023, the brand has strategically partnered with various gaming platforms and formats. This includes co-branding with one of Roblox’s most popular experiences, Vans World. Gucci has also ventured into Asian social media platforms like Zepeto with avatars and showcased product launches on China’s QQ. Additionally, the brand established the Gucci Gaming Academy, aiming to support emerging gaming talent and accelerate their path to professional levels. Gucci consistently links real-life events with the gaming world, exemplified by Rachell Hofstetter alias @valkyrae, YouTube’s most-watched female streamer since 2020, who was among the first gamers to attend Milan Fashion Week, sitting front row for Gucci.
Many other fashion brands are also investing heavily in gaming. Tommy Hilfiger has adopted a broad diversification strategy, establishing Tommy Play on Roblox, participating in Metaverse Fashion Week in Decentraland, hosting a Roblox live stream during New York Fashion Week, and recently launching FashionVerse, an AI-powered mobile fashion game. Burberry introduced a virtual handbag collection on Roblox and combined a physical fashion collection with an in-game Minecraft adventure. For the launch of its new denim line, HUGO BLUE, Hugo Boss introduced two interactive virtual experiences on Roblox. Balenciaga was the first fashion brand to release skins on Fortnite, followed by other major brands like Moncler and Ralph Lauren.
Outside of fashion, one notable example for brands turning to gaming for a fresh approach is Porsche recently celebrating its global 911 Turbo 50th anniversary with a first-ever young gen activation on Roblox within the Driving Empire experience. Half a million players took part in the special anniversary event to claim their special Turbo, 6 million players visited the unique Porsche dealership and 200+ videos have been uploaded by players about the event on YouTube and TikTok.
More gaming trends on our radar.
With superstars like Lady Gaga, Metallica, and Eminem headlining concerts on Fortnite in 2024, and celebrities like Paris Hilton making waves on Roblox, we’re only scratching the surface of what’s to come as culture and gaming merge. We can expect to see even more gaming activations and events featuring big stars on these platforms.
For brands venturing into these worlds, it’s crucial to approach with an open mind. This target group is young, highly agile, and expects brands to understand and respect their culture. Those who rise to the challenge will find that embracing gaming culture can significantly enhance their marketing strategy and increase brand engagement among new audiences, positioning them for a future-forward approach. Brands should also keep an eye on evolving opportunities, like Roblox’s recent announcement that creators and brands will be able to sell physical merchandise directly from their virtual experiences by early 2025.
We’ll dive deeper into this and other gaming trends in Part 2 of this guide.
