![]() That need to introduce new products and experiences is a melding of the core tenets of both retail and gaming. It’s one of the very exciting examples we’ve seen of the fashion industry taking on the metaverse.” “Tommy Hilfiger is the latest fashion name to jump into the metaverse with its Tommy Play persistent experience – which is is frequently updated, meaning even regular guests can always find something new to explore or try. ![]() She explains that the viability of a metaverse experience (as with with real-world retail) relies on the introduction of new products: “Evergreen experiences on Roblox – such as Gucci Town, Vans World and Nikeland – keep players coming back because they have created engaging social spaces with ongoing content updates where fans can discover new products in authentic and interactive ways. Winnie Burke is head of fashion and beauty partnerships at Roblox. Sign up for The Drum’s weekly Inside the Metaverse newsletter Gamers seek out new experiences constantly and the nature of Roblox means those attractions are easy to find. However, given that the metaverse as a marketing tool is extremely nascent, there were questions about how long a metaverse execution like Nikeland would remain viable. And as part of that effort, Nikeland has to date received over 21 million visitors, according to Roblox, and has been favorited by almost 118,000 gamers. Nike’s digital results – in no small part due to those metaverse experiences – now represent 26% of its total Nike brand revenue.
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