Online retailer ASOS has signed a deal with esports brand Fnatic, becoming the latest fashion brand to get into gaming. As part of the partnership, ASOS will create online and offline activations based on Fnatic games, and create branded in-game experiences and digital content across 30 games and 200 championships. The ASOS logo will also appear on all the clothing featured in Fnatic’s games, including the upcoming Legends World Championships, which pulls in over 100 million viewers. Fashion brands have been infiltrating the gaming world for a while now, including Nike and Adidas, as well as luxury brands such as Gucci, Dior, and Louis Vuitton as young consumers spend more of their time gaming. Our State of Gaming trend research found that nearly three in four U.S. Gen Z and Millennials are playing video games every week, and YPulse’s exclusive COVID research found that during quarantine, 46% of 13-39-year-olds started playing a new mobile or video game. Our recent media consumption research also found that 37% of 13-39-year-olds in Western Europe have spent money on gaming subscriptions in the past month. (The Drum)
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