Within Animal Crossing: New Horizons, players can visit virtual recreations of their favorite ice cream shops, try on the latest designer fashions from luxury brands and view a film screening of Andy Warhol’s Chelsea Girls. The Warhol Museum in Pittsburgh set up a virtual space within the game that players can visit to view the 1966 film, which plays on a 24-hour loop. The virtual setup even boasts "two 16mm projectors and... the proper reel order and sound cues."
A variety of brands and museums are taking to Animal Crossing to engage with the Millennial and Gen Z players of the game, especially at a time when people may not be able to attend in-person experiences due to the pandemic.
Image Credit: Jake Fogelnest
Why This Trend Is Growing
- Virtual Museum Experiences
- The trend of virtual museum experiences within video games creates opportunities for museums to engage with younger generations and expand their reach beyond traditional in-person exhibits.
- In-game Brand Activations
- The trend of brands creating virtual experiences within video games creates opportunities for innovative marketing campaigns and reaching younger audiences in a new way.
- Digital Content Integration
- The trend of integrating digital content within video games creates opportunities for cross-industry collaborations and new revenue streams for movie and music industries.
Industries Being Reshaped
- Museums and Art Galleries
- Museums and art galleries should consider offering virtual experiences within video games to reach younger generations and engage with audiences beyond traditional exhibits.
- Fashion and Luxury Brands
- Fashion and luxury brands should consider creating in-game activations within video games as a unique and interactive way to reach younger consumers globally.
- Movie and Music Industries
- Movie and music industries should consider collaborating with video game developers to integrate digital content into games, creating new revenue streams and engaging with younger audiences.
