Louis Vuitton has worked with League of Legends since 2019. Screenshot from uk.louisvuitton.com.png
Fashion retailers who have developed relationships with mobile game developers are helping to increase downloads of their own apps, according to a new study.
App Annie’s analysis of fashion apps that include integrated gaming experiences reveals that the approach appears to be paying off for retailers.
The mobile data and analytics company has monitored downloads of Louis Vuitton, Gucci, Drest, Polo and Burberry apps and found that their gaming partnerships may well drive downloads.
Louis Vuitton, for example, has been providing in-game skins for League of Legends since 2019. App Annie suggests that this has proven to be a popular item for gamers and has helped boost brand visibility in-game. monitored downloads between January 2020 and March 2021 – spanning the duration of the pandemic – and found that the app saw a relatively high level of downloads during this period, compared to other luxury brands in its study. In August 2020 alone, there were over 120,000 downloads.
Gucci has an arcade element to its app, which has also proven relatively popular during the study period, and more recently Burberry has developed in-game character skins for Honor of Kings through a partnership with TiMi. Studios owned by Tencent.
Other brands are taking alternative routes to increase brand awareness through online games. Puma, for example, is working to sponsor esports. It sponsors teams in North America, Europe, and Asia through deals with organizations like Gen.G Esports and Tencent’s King Pro League.
Lexi Sydow, Marketing Insights Manager at App Annie, says, “Gamification in shopping apps will continue to increase as the industry continues to return to normalcy and mobile games grow in popularity. Gamers downloaded about one billion titles each week in the first quarter, while total consumer spending on games reached $22 billion. With more games being released and brands constantly pivoting to stay relevant, integrating gaming into their mobile experiences or partnering with popular game developers is one way to stand out.