Gamers are used to spending on virtual goods to customise characters and unlock additional content, but how would they feel about IRL brands existing in these environments? As fashion labels seek to capture the next generation of luxe shoppers, how can they engage gamers in an authentic way?

Luxury brands are unlocking the attention of gamers through immersive advertising. In partnership with Fortnite, Armani Beauty set up a minigame that players can explore to crack the ‘Code’ of its fragrance, demonstrating how brands can integrate themselves into virtual worlds.

The Sims 4 is partnering with game-modding platform OverWolf to empower community content creators by providing an official platform for Sims 4 mods. By collaborating with existing user-generated content, they are facilitating a legitimate space for players to personalise their virtual worlds.

Disrupting a stale hardware category by tapping into the next evolution of casual gamers, Playdate is innovating in the world of gaming by putting participatory creativity at the heart of its media experience. Can collaborative, interactive, and nostalgic tech level up modern gaming culture?