Gucci, the Italian fashion house, is expanding its content strategy by venturing into the world of gaming. In the spring of 2020, Gucci introduced a revamped brand application that emphasized retailtainment principles. One of the highlights of the application was the Gucci Arcade section, which initially featured five mini-games inspired by the brand’s universe. However, the Gucci Arcade has since grown to include over twenty exciting games, with the latest addition being Gucci Splash.
Gucci Splash is a mini-game that exudes summer vibes and involves stacking rings and logos using virtual bubbles. This retro-inspired aquaplay game is not only available on the official Gucci application but also has its own dedicated webpage, allowing non-app users to enjoy the game as well. While most of the games on the application are free, some can be accessed with a fee.
These arcade mini-games are just the beginning of Gucci’s gamification strategy. Over the past three years, the brand has made several ventures into the virtual world. Gucci has collaborated with platforms such as Zepeto, Drest, Roblox, and The Sandbox to create engaging content. Additionally, Gucci has partnered with e-sports teams Fnatic and 100 Thieves, further expanding its reach into the gaming industry.
In May 2022, Gucci announced its association with the FACEIT platform to establish its own training academy called the Gucci Gaming Academy. This move allows Gucci to tap into the growing trend of digitalization and attract new generations of consumers. According to a Statista study, the gaming industry attracted nearly 1.8 billion players worldwide last year.
As Gucci continues to immerse itself in the gaming world, it aims to captivate gamers and enthusiasts alike with its unique and engaging content. The brand’s foray into gaming demonstrates its willingness to adapt to the changing habits of consumers and embrace the digital landscape. By combining fashion and gaming, Gucci is setting itself apart and connecting with a wider audience.
Useful Links:
1. Gucci Arcade Official Website
2. Statista Study on Global Number of Gamers
