Gaming

From luxury product drops to new revenue streams and youth activism, discover the how gaming and play are becoming tools to reach the masses.

ACTIVISM GAMING
A new generation are viewing the gaming world as a utopian medium to explore and express their social, ethical and political values.

MUNDANE GAMING
Countering our hyper-emotional online existence, gaming platforms are turning mundane daily activities into a form of escapism.

E-TOURISM
Travel and hospitality brands are levelling up their services to embrace the thrills, sights and sounds of competitive gaming.
In-game fashion

In-game fashion:

The synergy between fashion and gaming is swelling as designers and brands produce garments for wearing in-game and IRL.

 Gaming : Fashion : Media
Gucci’s tennis apparel for virtual and IRL dressing

Gucci’s tennis apparel for virtual and IRL dressing:

Gucci and Tennis Clash have partnered to bring virtual Gucci garments into the gaming space.

 Fashion : Gaming : Virtual Shopping
A social-first store from Burberry and WeChat

A social-first store from Burberry and WeChat:

Burberry has launched a ‘social retail’ shopping concept in Shenzhen, developed in collaboration with WeChat.

 Retail : Fashion : Gaming
Gaming Garments Market

Gaming Garments Market:

Esports and gaming culture are infiltrating the world of fashion, with inspiring brand collaborations and innovation in performance wear.

 Fashion : Esports : Leisure
Why flagship stores are the arcades of the future

Why flagship stores are the arcades of the future:

Gaming is creating a new breed of bold retail spaces that transcend language barriers, says Gilles Boissele, creative partner at UNIT9.

 Retail : Fashion : Youth
Party Chat hacks Grand Theft Auto to unveil garments

Party Chat hacks Grand Theft Auto to unveil garments:

The clothing label revealed its latest unisex collection by hacking into Grand Theft Auto (GTA).

 Fashion : Augmented Reality : Gaming
Drest is a shoppable luxury fashion game

Drest is a shoppable luxury fashion game:

The interactive fashion styling app will allow users to style and create their own content, as well as discover and shop products in a...

 Fashion : Gaming : Retail
B Surf is Burberry’s latest gaming experiment

B Surf is Burberry’s latest gaming experiment:

Burberry has unveiled a video game, B Surf, to promote the launch of its monogram summer collection.

 Fashion : Retail : Media And Entertainment
Mundane Gaming

Mundane Gaming:

Countering our hyper-emotional online existence, gaming platforms are turning mundane daily activities into a form of escapism.

 Gaming : Technology : Health & Wellness
A video game delivered on prescription

A video game delivered on prescription:

A new iOS game called EndeavourRX is the first of its kind to be authorised by the US Food and Drug Administration (FDA) as a medical...

 Gaming : Youth : Emerging Youth
Activism Gaming

Activism Gaming:

A new generation are viewing the gaming world as a utopian medium to explore and express their social, ethical and political values.

 Youth : Media : Entertainment
Wildeverse brings animal conservation to gaming

Wildeverse brings animal conservation to gaming:

Augmented reality developer Internet of Elephants has launched a new game to raise awareness of the struggles faced by wildlife and...

 Gaming : Ar : Augmented Reality
Gaming giants pledge to reduce their environmental impact

Gaming giants pledge to reduce their environmental impact:

Twenty one technology companies have formed the Playing for the Planet Alliance with the aim of reducing the environmental impact of...

 Gaming : Sustainability : Technology
e-tourism

e-tourism:

Travel and hospitality brands are levelling up their services to embrace the thrills, sights and sounds of competitive gaming.

 Travel : Hospitality : Tourism
Atari’s luxury hotels make a play for e-tourism

Atari’s luxury hotels make a play for e-tourism:

The Japanese gaming giant has set its sights on the luxury hotel market, as it branches into e-tourism.

 Travel : Media : ESports
Travis Scott’s world ‘tour’ for Fortnite players

Travis Scott’s world ‘tour’ for Fortnite players:

Rapper Travis Scott debuted his new song ‘Astronomical’ through Fortnite as part of a series of concerts within the game.

 Media And Entertainment : At-home Entertainment : Virtual Events
Stat: eSports wins in India during lockdown

Stat: eSports wins in India during lockdown :

According to research by Global Web Index, the gaming and eSports industries have grown significantly since lockdown measures were put...

 Gaming : ESports : Covid-19
Accessible Gaming

Accessible Gaming:

While the mainstream gaming industry has long ignored disabled people, a host of new technologies are enabling brands to adapt to their...

 Gaming : Entertainment : Accessibility
Stat: Gaming accounts for 51% of UK entertainment market

Stat: Gaming accounts for 51% of UK entertainment market:

Games accounted for 51% of the entire UK entertainment market, according to a 2018 study by the Entertainment Retailers Association.

 Gaming : Entertainment : Leisure
An eSports restaurant for eatertainment

An eSports restaurant for eatertainment:

Fast-casual food chain Fairwood has opened a space that combines eSports, live-streaming and dining.

 Hospitality : Gaming : ESports
Cloud Gaming

Cloud Gaming:

A new era of gaming is on the horizon, fuelled by big brand data centres, digital communities and on-demand services.

 Media : Gaming : Leisure
A banking app for eSports fans

A banking app for eSports fans:

Banking app Lunar has joined forces with Astralis Group to launch a digital banking experience that combines personal finance with gaming.

 FinTech : Gen Z : Mobile Banking
Micro-amusement parks

Micro-amusement parks:

Brent Bushnell, CEO of Two Bit Circus, on how immersive gaming, edutainment and theatrical dining can attract a diverse leisure audience.

 Entertainment : Leisure : Food
Hybrid Gaming

Hybrid Gaming:

Combining VR and AR with escape games, laser tag and drones, a new category of immersive interactive gaming is emerging in the leisure...

 Youth : Technology : Leisure
The Factory is a new phygital venue in Fortnite

The Factory is a new phygital venue in Fortnite:

Creative venue The Factory is opening a digital version in Fortnite, allowing players to tour the building virtually before its physical...

 Architecture : Media : Gaming
Minecraft becomes a safe space for censored journalists

Minecraft becomes a safe space for censored journalists:

Reporters Without Borders is turning to gaming to give a voice to censored writers from countries such as Egypt, Russia and Saudi Arabia.

 Technology : Minecraft : Digital
Phoneless focus

Phoneless focus:

Maths Mathisen, co-founder of productivity app Hold, explains how gamifying smartphone screentime can build positive brand relationships.

 Workplace : Apps : Technology
Relationship Games

Relationship Games:

Players and developers are exploring gaming’s potential to build positive, meaningful relationships between boys and men.

 New Masculinity : Media : Entertainment
Stat: Audience figures for eSports set to surge

Stat: Audience figures for eSports set to surge:

The number of spectators watching competitive video gaming is predicted to increase significantly, according to recent projections.

Leisure : ESports : Media
eSports Nutrition

eSports Nutrition:

As competitive gaming broadens its appeal, both amateur and professional gamers are looking to the health and wellness industry to give...

 Wellness : ESports : Food
eSports Market: Part 1

eSports Market: Part 1:

With exponential growth across Asia and North America, the eSports channel is becoming a key way to reach male Millennials.

 Digital : Sports : Gaming
eSports Market: Part 2

eSports Market: Part 2:

With mobile hardware lowering barriers to entry and non-endemic brands acting as sponsors, eSports are entering the mainstream.

Gaming : Sports : Branding
James Dean on how brands can engage the eSports audience

James Dean on how brands can engage the eSports audience:

The managing director of ESL UK discusses how perspectives are changing and how non-endemic brands can become part of the conversation.

Entertainment : Gaming : Marketing
Edu-play-tion

Edu-play-tion:

With parents of Generation Alpha now home educators, brands are elevating playtime with tools that combine digital and analogue learning.

 Youth : Technology : Gen Alpha

Related to Gaming

Adidas’ smart insole shapes virtual skills News

Adidas’ smart insole shapes virtual skills

Adidas and EA Sports have joined forces on a phygital innovation that enables players to affect their virtual performance through real-world play.

Adidas : Sports : Techology
The Sims makes a play for tiny homes News

The Sims makes a play for tiny homes

The Sims is launching a tiny living pack to allow gamers to experience downsized living in their virtual worlds.

Media : Entertainment : Design
Teen Tech Welfare Markets

Teen Tech Welfare

Brands are playing an increasingly supportive role to parents and children to help them approach their digital lives more mindfully.

Media : Technology : Kids
Tilt Five melds digital and tabletop gaming News

Tilt Five melds digital and tabletop gaming

Tilt Five looks to bring augmented reality to board games with holographic lenses.

Media : Entertainment : Technology
Louis Vuitton brings luxury touch to eSports News

Louis Vuitton brings luxury touch to eSports

The French luxury house has become the first to collaborate with a major eSports organisation.

Luxury : ESports : Entertainment
A dystopian game inspired by social credit systems News

A dystopian game inspired by social credit systems

LifeCredit is a game that imagines a possible dystopian future where a social credit system is run by a private company in the UK.

Society : Technology : Media
Evenprime revamps K-beauty with an anime aesthetic News

Evenprime revamps K-beauty with an anime aesthetic

Evenprime is an American brand of skincare imbued with the nostalgic aesthetic of 1990s anime.

Beauty : Gaming : Skincare
Gucci introduces gaming to its app News

Gucci introduces gaming to its app

Gucci Arcade is inspired by vintage video games of the 1970s and 1980s.

Fashion : Gaming : Entertainment
Why audio is the future of virtual reality Big Ideas

Why audio is the future of virtual reality

Daniel Sabio, aka The Glad Scientist, has built a career as a VR musician. Now he’s creating virtual experiences for people with visual impairments.

Technology : Gaming : Entertainment
Ikea’s Uppkoppla collection targets gamers News

Ikea’s Uppkoppla collection targets gamers

Ikea has unveiled prototypes for a series of products designed to change the gaming experience at home.

Gaming : Technology : Design
Minecraft launches an AR game to merge realities News

Minecraft launches an AR game to merge realities

Minecraft Earth allows players to build creations in their physical environment.

Entertainment : Media : Technology
Pokémon will turn sleep into game play News

Pokémon will turn sleep into game play

The creators of Pokémon GO are launching Pokémon Sleep, a game to reward good sleeping habits.

Health : Wellness : Gaming
Thought-starter: Should eSports players receive health protection? News

Thought-starter: Should eSports players receive health protection?

While the negative stigma around gaming is gradually fading, junior creative researcher Livvy Houghton examines how eSports are still some way from becoming a recognised competitive activity.

Health : Wellness : Gaming
eSports players need better health protection Opinion

eSports players need better health protection

While the negative stigma around gaming is gradually fading, eSports is still some way from becoming a recognised competitive activity.

ESports : Gaming : Health
Thought-starter: Is the future of gaming on the cloud? News

Thought-starter: Is the future of gaming on the cloud?

A new era of gaming is on the horizon, argues Josh Walker, fuelled by big brand data centres, digital communities and on-demand services.

Gaming : Technology : Entertainment
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