Category
Fashion
Seoul Scaling
Trend cluster
Category
In-Game
Activation
Brands create pop-up experiences in popular video games.
5.4
Trend score
Trend
What is the In-Game Activation trend?
In-Game Activation: In-game marketing has become increasingly popular, with brands taking it to the next level with pop-up experiences they've curated in collaboration with popular video game brands. Everything from jewelry to personal hygiene brands have featured their products in the virtual world this way.
Insight
The consumer insight behind the In-Game Activation trend
Consumers are more frequently engaging with brands' marketing initiatives due to the prevalance of social media. Now, it's taking more creativity on the part of brands to capture consumer interest at home, and brands that are able to successfully accomplish are able to draw in young consumers in-particular.
Trend themes
Themes within the In-Game Activation trend
Three behaviours holding the trend together01
In-game marketing
Brands are curating pop-up experiences in collaboration with popular video game brands, which could involve various categories such as fashion, beauty, or jewelry.
02
Virtual experiences
Brands are creating virtual experiences for their products, services, or campaigns, which could increase consumer engagement and support safe exploration during the pandemic.
03
Metaverse platforms
Brands are making their debut on metaverse platforms such as Roblox to promote their products, services, or campaigns, which could leverage gaming as an interactive and immersive marketing channel.
Industry implications
What the In-Game Activation trend means for industry
Where the trend changes the playbookFor
Fashion industry
The fashion industry could leverage in-game marketing, virtual experiences, and digital-first fashion brands to reach younger consumers interested in fashion and gaming.
For
Beauty industry
The beauty industry could use inclusive gaming campaigns, virtual experiences, and metaverse platforms to connect with consumers interested in diversity, creativity, and self-expression in gaming culture.
For
Jewelry industry
The jewelry industry could participate in in-game marketing, virtual experiences, and branded metaverse clubhouses to reach gaming audiences interested in unique, personalized, or collectible items.
Workshop question
What's a more novel way your brand could engage with its customers?
Trend signals
Trend signals for In-Game Activation
Trend score 5.4 out of 10, from popularity 83%, activity 66%, freshness 14%.
Popularity83%
Activity66%
Freshness14%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the In-Game Activation trend
6 featured examples from Apr 28, 2020 to Jan 4, 2023CategoryMarketing
Virtual Vegan Clothing
H&M Recreated Its Newest Fashion Collection in Animal Crossing
As H&M incorporates virtual experiences into its product launch, there is an opportunity for fashion brands to use technology to engage with consumers and enhance the shopping exp…
CategoryMarketing
Inclusive Gaming Razor Campaigns
Gillette Venus Debuts Skinclusive Summer Line on Animal Crossing
Brands can capitalize on the growing demand for inclusive beauty products and advocate for positive representation in the industry.
CategoryPop Culture
Video Game Fashion Pop-Ups
Sandy Liang's Animal Crossing Pop-up Lets Guests Download Looks
This pop-up showcases the opportunity for fashion retailers to expand their audience through collaboration with video game developers.
CategoryMarketing
Video Game Jewelry Pop-Ups
Pandora and Animal Crossing Partner to Launch In-Game 'Pandora Island'
Jewelry brands could explore in-game collaborations to reach niche audiences and offer unique experiences for consumers.
CategoryFashion
Digital-First Fashion Houses
House of Blueberry Backs Female Design & Aesthetic in the Metaverse
The fashion industry can explore the potential of digital-first business models to offer virtual clothing and accessories and leverage technology to engage with younger generation…
CategoryMarketing
Branded Metaverse Clubhouses
American Eagle Makes Roblox Debut, Promoting Members Always Capsule
Retailers can explore new revenue streams and marketing channels by leveraging immersive metaverse experiences and digital collaborations.
