The top July 2021 games spotlight the most innovative platforms, consoles and mobile gaming setups.With the recent Electronic Entertainment Expo (E3) running as a global, interactive, worldwide broadcast for the first time, video game fans were introduced to new experiences like Blankos Block Party that look to the future of gaming, as well as nostalgic designs that reference eras gone by.
The world of gaming is being transformed, and it's appealing to new audiences, thanks to new collaborations within the fashion and beauty industries. While some beauty brands now have their own dedicated video game streaming channels and communities, fashion brands are creating their own branded virtual outfits for avatars to wear. Luxury label Burberry and Mythical Games are teaming up for a game that involves NFT collectibles that promise to capture the interests of Gen Z.
Top 30 Games Trends in July
From Designer Block Party Games to Beauty Brand Gaming Channels:
Laura McQuarrie — Jul 17, 2021 — Tech
30
Folding Tablet Gaming Consoles
This Nintendo Switch 2 Concept Merges Previous Product Designs
29
Interchangeable Component Game Controllers
The Conceptual 'MOZER Gamepad' Changes to Suit Needs
28
Customizable eSports Controllers
The NACON Revolution Unlimited Pro Works with a Range of Systems
27
Blue Light Gaming Glasses
The VIZOR Blue Light Glasses Protect Gamers from Digital Screens
26
eSports-Backed Gaming Chairs
The AndaSeat Fnatic Edition Has a Comfort-Focused Design
25
Rounded Pro-Grade Gamer Consoles
This PlayStation 5 Pro Concept Imagines a New Model
24
Classic Arcade Cabinets
The Class of '81 Arcade Machine Comes in a New Ms. PAC-MAN/GALAGA Finish
23
Mobile Gamer Accessory Kits
The NexTemplo Nintendo Switch Gaming Kit is Packed with Essentials
22
Beauty Brand Gaming Channels
Benefit Cosmetics Launched its Game Face Campaign Via Twitch
21
Nostalgic Game Console Museums
The Nintendo Gallery Will Replace the Uji Ogura Plant in Kyoto
20
Branded Gaming Console Earbuds
The Conceptual 'EVOLUTION 3D' TWS Gaming Earbuds are for PS5 Gamers
19
Nostalgic Console Character Sets
The New LEGO Super Mario Sets Feature Classic N64 Characters
18
Designer Block Party Games
Burberry and Mythical Games are Launching Blankos Block Party
17
Interactive In-Game Rock Concerts
Fortnite Recreated the O2 London Arena for the Easy Life Concert
16
Lo-Fi Restaurant Video Games
Chipotle is Launching Rewards Exchange with a Tesla Model 3 Giveaway
15
Branded Virtual Outfits
Pacsun's Fashion Initiative Shares Styles on the Roblox Avatar Marketplace
14
Tactical Gaming Headsets
The Turtle Beach Recon 500 Gaming Headset Has a Noise-Canceling Mic
13
Shortcut Button Gamer Controllers
The Turtle Beach Recon Controller Has Quick-Action Controls
12
AR Auto-Robot Games
Transformers: Heavy Metal Lets Players Team Up with Bumblebee
11
Life Simulation Game Concerts
Bebe Rexha is Headlining the Sims Sessions In-Game Concert
10
Virtual Reality Meditation Apps
TRIPP Shares a Gamified Experience with Breathing Exercises
9
Entertainment-Equipped Electric Cars
The Tesla Model S Plaid Runs Triple-A Game Titles at 60 FPS
8
Fashion-Forward eSports Collaborations
Ralph Lauren Became G2 Esports' Official Fashion Outfitter
7
Voice-Transforming Gamer Microphones
The Blue Yeti X World of Warcraft Edition is Feature-Rich
6
TV-Sized Gamer Monitors
The Philips Momentum 558M1RY Offers Premium Audio and More
5
Game-Based Tourism Campaigns
Tourism Ireland Used the Wrath of the Druids DLC for its PR Campaign
4
Brewery-Created Mobile Games
The Climb is the First Video Game from the Great Notion Brewery
3
Cloud Gaming Hardware Launches
Microsoft Will Release New Cloud Gaming Features Later This Year
2
Train-Simulating Console Controllers
The Densha De Go!! Controller Brings Train Sims to the Switch
1
Retro Mini Arcade Machines
The Egret II Mini Has a Rotating Display That Enables Two Aspect Ratios
Related Ideas
Gaming-Themed Chocolate Partnerships
Kinder Joy and Nintendo Partnered on a Limited-Edition Range
Retro-Style Gaming Consoles
The PlayStation 5 30th Anniversary Limited Edition Marks a Milestone
Nostalgic Gamer Streetwear Collections
The New Era x PlayStation Range Has Hats, Hoodies and More
Retro Gaming Handhelds
Evercade Nexus Brings Physical Cartridges Back to Portable Gaming
Luxe Designer Beauty Activations
YSL Launched an Entertainment-Themed Light Club 2.0 Concept
Interactive Fashion Horror Games
The Room by Gentle Monster Reimagines Brand Storytelling
Shooter Game Console Releases
FragPunk Launches for Xbox and PlayStation on April 29
Digital Apparel Education Initiatives
Roblox is an Unexpected Platform for Fashion Education
Retro Gaming Controllers
Hyperkin Partners with ModRetro for M64-Compatible Designs
Next-Gen K-Beauty Pop-Ups
MUSKAT Hosted a Five Day Immersive Experience in L.A.
Gen Z Advertising Initiatives
Tubi Targets Younger Viewers with Ad Innovations at IAB NewFronts
In-Stream Shoppable Experiences
e.l.f. Cosmetics Launched a Live-Shopping Element on Twitch
Festival-Inspired Luxury Fashion Campaigns
Burberry Celebrates the Energy of British Music Culture
AR-Powered Vending Machines
Snapchat and L’Oréal Made a Gamified Lens to Share Refillable Haircare
Circular Runway Fashion Events
eBay Endless Runway Brings Pre-Loved Styles to Fashion Capitals
Beautifying Self-Care Bundles
Olive & June x Bubble Collaborated on Skin and Nail Care Kits
Nostalgic 90s-Inspired Gaming Consoles
Analogue 3D Funtastic Consoles Come in a Rainbow of Colors
Versatile Beauty-Enthusiast-Approved Products
L’Oréal Paris Spotlights its Trending Must-Haves
Branded Power Banks
Reale Actives Created a Wireless Battery Pack for Recharging on the Go
Inclusive Beauty Games
e.l.f Beauty's Glow Up! Experience Celebrates Self-Expression & Diversity
Interactive Motorsport-Inspired Gaming Experiences
EB Games Boasts Mario Kart World in Montreal
Digital Avatar Makeup
Roblox Expands into Digital Avatar Makeup with Customizable Cosmetics
Themed Snack Collectibles
Kinder Joy Evolves its Treat-And-Toy Format with Themed Collections
Co-Branded Metaverse Games
Epic Games and Disney Launch 'Disneyland Game Rush' in Fortnite
Inaugural Toy-Inspired Tournaments
BEYBLADE X Franchise is Expanding with BEYBLADE Day
Interactive Toy Experiences
Spin Master Highlights Opportunities in the Toy Sector in 2026
Gaming Skins Updates
The New Balenciaga Fit Skins Now Offer LEGO Style Variants for Dual-Mode Play
Browser Game Platforms
RetroGames Lets Users Play Classic Console Games Online Instantly
Fandom Culture Retail Experiences
EB Games x Vibrant Marketing Launch an 'EB Trends' Store Concept
Telenovela-Inspired Beauty Campaigns
e.l.f. Cosmetics' Big Game Ad Airs Ahead of Halftime
Live Social Shopping Expansions
QVC® Announces New Brands That Will Join Its Roster in 2026
Rewards-Based Beauty Devices
Sephora Expanded its Rewards Catalog With High Tech Skincare Tools
Video Game-Inspired Makeup Ranges
The Pat McGrath Labs x Candy Crush Saga Range is Limited-Edition
Immersive Video Shopping Experiences
ASOS Live Blends Creator-Led Content with Real-Time Shopping
Face-to-Face Game Consoles
Board Merges the Best Features of Board Games and Video Games
Gen-Z-Targeted Language Platform Campaigns
Duolingo Introduces its Character-Driven 'Duolingo Ads'
Dynamic Scent-Inspired Fashion Presentations
Startup Fashion Week 2026 Concluded Its Program
Focus-Enhancing Lo-Fi Games
Mooncube Games Has Officially Become Part of the Lofi Girl Ecosystem
Gaming-Inspired Cosmetics
Godmode is a New Beauty Brand from Chloe Grace-Moretz & Rina Sawayama
In-Car Gaming Collaborations
AirConsole x Audi Partner for Car Gaming, and Includes Pictionary
Digitized Music Group Experiences
Toca Boca Partners with KATSEYE for a Unique Digital Experience
Immersive Gameplay Features
The Sandbox Launched 'Game Maker 0.11' for Creators and Brands
Connection-Centered Bag Campaigns
Kate Spade's Spark Something Beautiful Stars Gen Z Icons
Beauty Entrepreneurs Growth Studios
Breakout Beauty UK Represents a Strategic Initiative
Mobile Beauty Pop-Ups
Henkel’s göt2b Debuts a Citywide Mobile Beauty Experience
Bold Beauty Campaigns
IPSY Reframes Beauty as a Hobby with the 'I Play Beauty' Campaign
Influencer-Driven Fashion Events
Pacsun Collaborated with Prominent Gen-Z Creators
Real-Life Doll Apparel
Barbie Debuts its First-Ever Fashion Collection with Edikted
Fashion Gaming App Collabs
Drest x Jimmy Choo Let Gamers Style Paris-Themed Wardrobe Icons
Chinese Band-Supported Beauty Brands
Maybelline New York Partners with Teens in Times (TNT)
Self-Expression Festival Activations
Barbie Brings Customizable Persona-Building to Coachella
Multi-Brand Match Games
Mattel Match: Toybox Unlocked Unites Brands Like Barbie & Hot Wheels
Immersive Gaming Lands
Minecraft World Brings the Game to Life in a Theme Park
Virtual Beauty School Experiences
NYX is Taking Over Roblox's Bayside High School
AI Beauty Apps
Refresh App Combines Hair, Makeup and Styling in One AI Platform
Fashion-First Digital Games
DressX and Puma Launched DRESSGO on Roblox
Instant Gaming Platforms
Zeon Games & Studio Enables Instant Play Through Scroll-Based Gaming
Interactive Juice Boxes
Suntop's Mega Back to School Campaign Integrates Connected Packaging
Enhanced Mobile Gaming Platforms
Samsung Showcased its New Gaming Hub at CES 2026
Interactive Fashion Games
Gucci La Famiglia Mystery Unfolds Turns the Collection into a Game
Social Commerce Integrations
Ulta Beauty Launches a Creator-Driven TikTok Shop
Interactive Shopping Streams
e.l.f. Cosmetics Launches Innovative Partnership with Amazon Ads
Cartoon Summer Game Crossovers
Spongebob Crossovers Bring Bikini Bottom to Apple Arcade Games
Retro Goggle-Style Gamer Accessories
The Nintendo Classics Virtual Boy Revives a 90s Console
Gaming-Inspired Apparel
Uniqlo Celebrates Honor of Kings’ 10th Anniversary with Graphic Tee Drop
Production-Led Live Commerce Events
P.Louise Launches Get Unteddy With Me on TikTok Shop
Celebratory Stacking Game Consoles
The Tetris Forever Handheld Video Game Console Marks 40 Years
Luxury Fragrance Game Experiences
Dolce & Gabbana Arrives on the Roblox Platform
Casual Puzzle Games
Block Blast Games Offers Engaging Block-Matching Gameplay Online
Game-Themed Beauty Pop-Ups
Benefit Cosmetics' Beneland Shares Playful, Giftable Product Sets
Third-Party Publisher-Focused Presentations
Nintendo's Direct on July 31st will Focus on Partners
Impactful Gaming Experiences
Humanity Games Combines Retro Gameplay With Real-World Lessons
AI-Powered Beauty Discovery Platforms
MyLondonBeauty Debuts Mobile Applications & an AI Assistant
Roblox Popularity Trackers
Rotrends Shows What’s Popular on Roblox and Why
Smart TV Party Games
Jackbox Games is Coming to Smart TVs Through a New Update
Mom-Focused Mobile Game Events
Avia Debuts a First-Of-Its-Kind Mom's Week in Solitaire Clash
Gaming Trivia Apps
Retro Game Trivia Offers Daily Retro Gaming Quizzes And Fun Facts
Funded Mobile Development Studios
'Bigger Games' Raised $25M to Grow its Mobile Development
Gamer-Themed Soda Branding
Fanta and Xbox Partnered for Limited-Edition Pack Designs
Acne-Fighting Mini-Games
Differin's Level Up Lobby Educates, Entertains & Rewards Gen Alpha
Media-Backed Creator Platforms
BET Launches a Creator Studio with ‘The Jason Lee Show’
Sharable Digital Video Games
The Nintendo Switch Virtual Game Card Allows for Sharing
Competitive Web3 Shooting Games
'Wilder World' was Announced at Gamescom 2025
Expansive Action Character Toys
Blokees Debuts Its Range in Toy Fair New York 2026
Streaming Service Brainteaser Games
Netflix Puzzled Will Feature Show-Themed Puzzles
Shoppable Beauty Metaverses
The Fenty Beauty Experience on Roblox Shares an Exclusive Gloss
Creator-Boosting Platform Features
The YouTube Hype Feature Boosts Smaller Creators in Explore
Console-Focused Retail Updates
Walmart and Best Buy are Shifting Store Operations for the Switch 2
Social-Focused Childrens Games
Dragon Snacks Games' 'Solar Punk' Will Act as a Social Hub
Celebrity Game Crossovers
Kim Kardashian Fortnite Collab Adds a Playable Character and Cosmetics
Summery Beauty Metaverses
Essence's Sunshine Shores Engages Gen Alpha & Z on Roblox
Online Gaming Portals
Best Website Games Offers Accessible Browser-Based Games Anytime
Game-Inspired Energy Drink Campaigns
Monster Energy Piggybacks on the New Call of Duty Release
80s-Inspired Game Launches
Probablymonsters Debuts a New Title — Storm Lancers
Interactive Party Games
Scano Games Lets Friends Play Real-Time Multiplayer Games On Their Phones
Branded App Takeovers
TikTok Introduces Logo Takeover Ads That Dominate the App’s Opening Screen
Competitive Trivia Games
Trivia Tiles Offers Fast-Paced, Image-Based Multiplayer Challenges
Indie Game Directories
Lovable Games Curates Unique Indie Games For Gamers And Developers
Mainstream Storefront Metaverse Launches
Decentraland Debuts On Epic Games Store and Mobile
Engagement-Focused Gaming Platforms
The Money Factory's New Platform Deepens Connections
Interactive Emoji Puzzle Games
The Apple News+ Emoji Game Offers Visualized Puzzles
Social-First Beauty Retailers
Sally Beauty Joins TikTok Shop
Searchable Gaming Platforms
Search to Play Helps Users Discover, Track, And Share Video Games
Gaming-Inspired Food Partnerships
Nanak Foods and Nintendo of Canada Debut Their Collaboration
Interactive Beauty Destinations
Superdrug Beauty Playgrounds Inspire Fun & Product Discovery
Independent Rhythmic Puzzle Games
'Lumines Arise' is an Upcoming Indie Title from 'Enhance'
Interactive Game Advertisements
Samsung Ads GameBreaks Encourage Deeper Engagement
Interactive Live Shows
Cirque du Soleil's Interactive Experience Offers Multi-Device Exploration
Global Product Launch Events
Uber Unveils a New Go-Get Exhibit Featuring Interactive Vignettes
Mascot Sumo Showdowns
Duolingo Launches Playful Event Featuring Gaming Icons and Cultural Mascots
Luxury Gaming Capsules
The Balenciaga x PUBG Collaboration Delivers Couture for Battlegrounds.
Interactive Word Games
Play And Share AI-Created Word Search Games Onchain With Prism
Streaming Series Video Games
The 'Thronglets' Game is Inspired by a Black Mirror Episode
Collaborative Branded Mobile Games
CD Projekt Red is Working with 'Scopely' on New Game
Value-Minded Video Game Consoles
This Nintendo Switch MAR10 Day Bundle Celebrates the Console
Spatial Bubble Games
Bubbles Everywhere Offers Immersive Bubble Popping on Apple Vision Pro
Entertainment Venue Loyalty Platforms
Dave & Buster's Debuts 'What the Fun' Platform
IP-Based Kids Games
Netflix Turns Shows into Play Experiences
Emoji Word Games
Quiz Blitz Turns Emoji Clues Into Addictive Word Challenges
Breakfast Brand Digital Platforms
Kellogg’s Town Engages Fans in an Entertaining and Personal Way
Interactive Knowledge Plays
TriviaBlaze Offers Engaging Quizzes To Test Knowledge in Categories
Personalized Beauty Planners
Makeup Playbook Helps Create, Share, and Explore Beauty Routines
New Customization Updates
On-Together Adds Facial Hair Styles
Expansive First-Person-Shooter Games
EA Announced Battlefield 6 with an October 10th Release Date
Co-Branded Digital Summer Events
Crayola Partners with Paddington™ and STUDIOCANAL
Integrated Streaming Access Updates
Spotify and EA SPORTS Team Up to Power In-Game Audio Streaming
Engaging E-Soccer Video Games
Betby Announced Two New Soccer Titles for its Portfolio
Inclusion-Focused Design Partnerships
Barbie's New Initative Spotlights Black Designers for BHM
Interactive Holiday Games
Easter Quest 2025 Creates Digital Scavenger Hunts For Families
Relaxing Puzzle Platforms
Puzzle Paradise Offers Visually Appealing and Easy-to-Play Puzzles
Electronic Gaming Accessories Lineups
JSAUX Debuts Nintendo Console-Compatible Accessories
Archival Game-Honoring Books
Sony’s 30th Anniversary Book Uncovers Unseen Prototypes and Designs
Casual Game Discovery Apps
PizzaSlice Helps Users Find Relaxing, Chill Indie Games Easily
Immersive Store Game Launches
Target Launches an In-Store Nintendo Switch 2 Launch Experience
Music-Focused Game Collaborations
Fortnite Teams Up with Daft Punk for a New In-Game Collaboration
Puzzle Game Apps
Ahhhh Weekly Crosswords Delivers Social Puzzle Games With Leaderboards
Family Party Games
MirFam Games Turns Your TV Into Interactive Fun For Family And Friends
Puzzle Strategy Games
Challenge Friends with Strategic and Fun Puzzle Gameplay
Community-Focused Startup Leaderboards
IndiePage Showcases Startups that Compete for Top Spots
Curated Surprise Game Seasons
Panic Announces Playdate Season Three for Episodic Game Releases