As gaming avatars become “an extension of identity,” in-game fashion and shopping is becoming more important to young gamers. In a survey of more than 2,000 U.K. gamers, marketing firm Wunderman Thompson found that 41% of respondents say they consider their in-game characters a part of their identity, and 61% say it’s as important that they look good in-game as in real life. Meanwhile, 49% say they want their favorite fashion brands to offer their clothing lines in-game, underscoring the fact that the future of marketing is inside video games. YPulse’s recent WE gaming research found that nearly a third of young European gamers have purchased virtual goods in-game, and virtual collections from IRL fashion brands are already taking off. According to Wunderman Thompson, “the consumer can also be perceived as a digital entity,” and it’s important for brands to consider gaming spaces to reach young consumers. (Fashion United)
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