In its latest metaverse move, Gucci is bringing a famous British footballer to Roblox’s Gucci Town. Repping the lux brand’s new “Good Game” capsule collection, Manchester City and England fan favourite Jack Grealish is merging the digital and physical, in avatar form. As players enter the digital experience Gucci Town, Grealish will invite them to enter Mini Game Heights, where he’ll act as a virtual coach. The game notably ends with players saying “GG”—a play on the common phrase used in the virtual gaming world that means “good game,” that also conveniently stands for Gucci’s founder Guccio Gucci. We’ve seen how Gucci has been successfully reaching Gen Z though gaming, making the brand appear more accessible. Plus, young Europeans are huge fans of football—and data from YPulse’s Sports and Athletics Report shows that two-thirds watched European football on-screen last year. (Vogue Business)
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