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.

Need to Know
15 : 06 : 20

Gucci’s gaming garments for phygital wear, DM dining comes to London and affluent consumers seek more socially responsible investments.

Gucci’s tennis apparel for virtual and IRL dressing

Gucci x Tennis Clash, Italy Gucci x Tennis Clash, Italy
Gucci x Tennis Clash, Italy Gucci x Tennis Clash, Italy
Gucci x Tennis Clash, Italy Gucci x Tennis Clash, Italy

Italy – The fashion house has partnered with multiplayer game Tennis Clash for a collection of Gucci garments.

Part of the collaboration is an in-game tennis tournament, in which users can be kitted in Gucci tennis outfits while competing. Featuring matching tennis skirts, tops, tracksuits and footwear, the collection is also available to buy as physical pieces.

Tennis Clash also links directly to the Gucci website, encouraging players to invest in real life versions of the virtual garments worn in-game. While many fashion brands have tapped into the gaming world in recent years, Gucci’s use of Tennis Clash as an alternative digital shopfront is likely to spark new innovation in the retail and entertainment sectors.

The collision of virtual and physical garments in the gaming world is proving profitable for fashion brands, as we explore in In-game Fashion.

A delivery-only restaurant by London's top chefs

Hot 4 U, Hoxton Hot 4 U, Hoxton
Hot 4 U, Hoxton Hot 4 U, Hoxton

London – Hot 4 U is a new delivery and collection-only restaurant supporting local chefs.

The restaurant is working with chefs from St.John, Cub and Silo, bringing together the flavours and expertise of these businesses in a dining outlet that responds to the current challenges of the market. Offering a weekly changing set menu for delivery and collection on Fridays and Saturdays, Hot 4 U offers dishes such as tête de cochon with rosehips and tamarind; rabbit glazed in fig leaf and Szechuan daikon.

While some dishes are ready to eat, others are designed for customers to finish creating at home. The concept restaurant offers citywide delivery, with an informal service that asks customers to order via DMs on Instagram.

Showcasing a unique template for future dining spaces, Hot 4 U offers an example of how food and beverage brands will innovate in the inter-Covid period.

IBM drops its facial recognition technology

Facial Recognition Facial Recognition

US – IBM has announced its decision to no longer offer facial recognition or analysis software.

The technology company's decision to discontinue work in this field has been detailed in a letter to Congress, which outlines how it plans to support racial equality in the US. In addition, IBM will no longer research the technology, as part of a value shift to combat racial bias.

‘IBM firmly opposes and will not condone uses of any [facial recognition] technology, including facial recognition technology offered by other vendors, for mass surveillance, racial profiling, violations of basic human rights and freedoms, or any purpose which is not consistent with our values and Principles of Trust and Transparency,’ explains Arvind Krishna, CEO of IBM. ‘We believe now is the time to begin a national dialogue on whether and how facial recognition technology should be employed by domestic law enforcement agencies.’

With traditional moral frameworks shattered, institutions and brands are reviewing their systems and products to create a more inclusive society. For more, read Morality Recoded.

Stat: Affluent clients engage in responsible investment

Nordea Markets branding by Snask Nordea Markets branding by Snask

According to research by deVere Group, more than a quarter of its clients are considering or are actively engaged in responsible and sustainable investment.

The organisation reports that, since the beginning of May, 26% of all clients had sought environmental, social and governance (ESG) investments. As a global recession looms, affluent clients are focusing their wealth on supporting social causes.

As Nigel Green, CEO and founder of deVere, explains: ‘The global pandemic has brought into laser-like focus how the health of our planet affects human health which, in turn, affects the way we all live and work.’

As a result of Covid-19, many individuals, brands and businesses are offering support through financial investments. In our Uneasy Affluence macrotrend, we explore how social initiatives are encouraging a more purposeful distribution of wealth.

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