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How Fashion Wove a Successful Blueprint for In-Game Advertising



How Fashion Wove a Successful Blueprint for In-Game Advertising
Reading Time: 4 minutes


By Lisa Hau, COO of Bidstack

With 60 percent of retail transactions now taking place online (compared to around 10 percent as recently as last year) the “retail apocalypse” that many skeptics never thought possible is now a reality. This is not just an e-commerce wave — people are choosing to shop differently now and all signs indicate this behaviour shift is permanent.

This is fundamentally changing how luxury, retailers and CPG brands reach consumers. Out-of-home advertising is being replaced with “shoppable media” advertising via social media, display, and more, with media spends expected to increase exponentially.

But for creative and innovative retail brands that want to stand out, there is an option that connects them with new and existing generations of engaged consumers — in-game advertising. Despite the impact of the pandemic on many industries, the gaming industry has reversed declining trajectories and came out as one of the strongest industries in 2020. With the introduction of two next-generation consoles as well as major M&A consolidation activity involving Bethesda and Codemasters (US$8.5B in M&A spend), in-game advertising is fast emerging as a lucrative medium for brands to adopt. Of the in-game advertising early adopters, one sector, in particular, has captured the essence of doing it well and provided a blueprint for others: fashion.

Luxury brands such as Burberry and Gucci have recognized the cultural significance and the mass appeal of gaming, and have embarked on multichannel gaming campaigns that have gamers spending frequently on physical and digital products, indulging in branded experiences within games, and clamoring after the products on display from the industry’s most-watched influencers.

Adidas partnered with Tyler Blevins, better known online as Ninja, who has nearly 21 million followers across social media platforms, and 22.3 million YouTube subscribers that tune in to watch him play. While he is at the top of the gaming influencer food chain, Twitch, which clocks monthly users at 140 million, has a bevy of game-playing stars likely to partner with brands that want to celebrate and invest in creators and their audiences. The second screen audience has proven their loyalty results in a purchasing power retail product brands can’t afford to lose out on over the next several years. Dressing, feeding, and accessorizing these powerful online players is a multi-layered marketing approach, which fashion has already shown is a powerful sales and branding strategy.

Influencers are just one piece of the multichannel experience fashion has practically perfected within in-game advertising. Louis Vuitton was at the forefront of real-world and in-game campaigns when they signed a two-year deal with the popular online game League of Legends (LoL), where they created in-game skins for player avatars, as well as a ready-to-wear collection and trophy travel case for the LoL Championship in Paris. Vuitton didn’t stop there; their Final Fantasy 13 heroine was so popular that she became a full-time digital model for the brand, bringing the advertising investment in the campaign full circle and fostering long-term relationships with the game’s most loyal audiences.

Further illustrating the increasingly symbiotic relationship between fashion and gaming, Balenciaga released its Fall 2021 collection in the form of an original video game – “Afterworld: The Age of Tomorrow.” Allowing the player to walk through the game filled with characters in Balenciaga wear, the environment is almost Cyberpunk 2077-esque – opening the world of fashion to gamers, and the world of gaming to fashionistas. British luxury fashion house, Burberry, has also adopted an interactive approach by showcasing its Spring 2021 collection by partnering with Twitch. The engagement led to 40,000 concurrent viewers, providing the brand access to a gaming demographic that is heavily invested in fashion, both virtually and in real-life.

Fashion has also encouraged gender parity in gaming, which has traditionally been a masculine pursuit up until now. The Far East represents an interesting case study, where women account for 71 percent of China’s luxury spending. What is interesting is females also comprise 58 percent of the country’s total gaming population – a whopping 280 million gamers. With the Chinese female millennial spending an average of US$5,000 annually on luxury goods and a serviceable available market (SAM) of US$1.4 trillion, it comes as no surprise to see fashion brands prioritising gaming as a way to capture market share.

In-game advertising has a surprisingly low barrier-to-entry. For example, brands are incorporated into the environments of certain games that mimic real-world advertising slots such as billboards, race car skins, or football jersey “sponsorships.” Bidstack’s work with Burberry in Ubisoft’s AAA free-to-play battle royale game Hyper Scape is a high impact illustration of how the open world genre lends itself to in-game advertising.

However, fashion offers some of the most compelling use cases of how complex and pleasing the visual creativity of integrating a product into a gaming experience can be as reflected in the success of DREST, which has reimagined the shopping experience. One of the biggest appeals of video games to gamers is the endless possibility to customise, and fashion brands were quite possibly the best to capitalise on the appetite of gamers to differentiate themselves, none other than in-game itself.

Fashion brands took a leap on this new medium, but did so by deeply understanding the relationship between players and games, respecting the escapism of the gaming experience, and seizing the opportunity to build creative activations for players, including their professional gaming heroes. Fashion has shown that the world of retail products and the experience of gaming can have a symbiotic relationship that deeply entertains and benefits the end consumer, as well as the brand itself.

About Lisa Hau:
Lisa joined Bidstack in May 2020 with 15 years experience most recently at WPP a FTSE 100 where she led investor relations and Jefferies where she was an equity analyst heading up coverage for European Media and Internet. Lisa oversees the day to day operations for Bidstack and works closely with the management team on strategy, corporate and business development. Lisa graduated from the University of Technology, Sydney in 2006 and is a qualified Chartered Accountant.


Nintendo DS ranked as the top console gamers most want to see make a modernised comeback



Nintendo DS ranked as the top console gamers most want to see make a modernised comeback
Reading Time: 2 minutes


  • A new study by Hyperoptic delves into gaming nostalgia, revealing the retro consoles gamers most want to see make a comeback
  • Almost two-thirds (61%) of gamers want the Nintendo DS to return, making it the most sought-after console, followed by the PlayStation 1 (60.6%) and 2 (57.9%)
  • The study also taps into the most in-demand retro games, with the 1991 version of Sonic the Hedgehog taking the top spot (38%)

Over the last year or two we’ve seen new consoles and games launch such as the Nintendo Switch OLED, PS5, and Pokémon Diamond and Pearl. But with search interest for ‘retro gaming’ on the up, it seems many are currently looking for a hit of gaming nostalgia.

Hyperfast broadband provider, Hyperoptic has delved into the world of gaming nostalgia, to uncover the most sought-after consoles and games that players would most like to see make a comeback, or be modernised. Not only that, but the study also unveils just how much money players would spend to get their hands on the consoles.

Based on the percentage of gamers that most want the console to make a comeback or be modernised, the top 10 desired consoles and how much gamers would be willing to pay are:

Console % of gamers that want the console to make a comeback/be modernised The average price gamers are willing to pay
Nintendo DS 61.0% 177.21€
PlayStation 1 60.6% 187.01€
PlayStation 2 57.9% 196.84€
SEGA mega drive 57.0% 172.07€
Nintendo Game Boy 56.8% 165.85€
The Commodore 64 Games System 53.5% 191.28€
Nintendo 64 53.0% 180.85€
Nintendo Game Boy Colour 52.3% 181.70€
Super Nintendo Entertainment System (SNES) 51.8% 188.72€
Nintendo Game Boy Advance SP 51.2%



Nintendo consoles are leading the way, with six consoles making up the top 10. Taking the top spot is the DS. Released globally between 2004 and 2005, gamers would be willing to spend over 177€ to purchase the handheld console. The PlayStation 1 and 2 make up the top three.

However, considering the consoles that didn’t make the top 10 most desired list, it seems gamers would be willing to spend the most money, overall, on the Xbox One console – 236.45€ to be precise. Over two-fifths (44%) chose this as one of the consoles they’d want to see make a comeback/be modernised, making it the 20th most desired console.

Now we know the most sought-after consoles, looking at the nostalgic games gamers would most love to see make a comeback or be modernised, without further ado, the top 10 gems are:

Game % of gamers that would love to see the game make a comeback/be modernised
Sonic the Hedgehog (1991) 38.0%
Super Mario Kart 64 (1997) 33.4%
Space Invaders (1978) 28.3%
Tetris (1984) 25.8%
Super Mario Bros (1985) 25.3%
Sonic the Hedgehog 2 (1992) 24.3%
Donkey Kong (1981) 21.4%
Crash Bandicoot (1996) 20.3%
Tekken (1990) 13.0%
The Legend of Zelda (1986) 12.8%

1991’s Sonic the Hedgehog claims the top spot, with almost two-fifths (38%) of gamers opting for the game. Other classics on the list include Taito’s 1978 Space Invaders, and Tetris, a game focused on finding the best way to arrange coloured blocks – who would’ve thought this would still be as popular today? Nintendo’s 1981 arcade hit, Donkey Kong, is also another classic game that over one in five (21%) players want to see modernised. We can only dream…

For more information on the top consoles and games, head across to:

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Microgravity to host MGL Free Fire Battle Royale this December



Microgravity to host MGL Free Fire Battle Royale this December
Reading Time: 2 minutes


Microgravity Ventures Private Limited, a facilitator of world-class gaming hubs and e-sports tournaments in India, today announced the 5th edition of Microgravity Gaming League (MGL) – Free Fire Battle Royale. The company will be hosting this e-sports tournament in partnership with Platinum eSports between 11th and 22nd December. The format of the tournament will be qualifier and invitation based, spread out in 5 phases – qualifiers, phase 1, phase 2, semi-finals and grand finals. Microgravity has announced a total prize pool of Rs. 1 Lakh for the top three teams and exciting gaming vouchers redeemable at their world-class gaming facility in Gurugram for top 5 viewers of the live broadcast. Teams can register from 1st till 10th December and participate in this competitive all-India tournament.

Speaking about the announcement, Mr. Rahul Bhattacharya, Co-Founder and MD, Microgravity said, “We are thrilled to have partnered with Platinum eSports for the 5th edition of MGL  – a Free Fire tournament. This year, we have witnessed immense enthusiasm and curiosity among Indian games for e-sports tournaments. We strongly believe that MGL Free Fire will be a great success and will serve as a platform for gaming enthusiasts to hone their skills. Through these tournaments, we aim to support and promote gamers in India who are exceptionally talented and need support to further enhance their skills. We are also planning to host several such tournaments with new titles going forward that will help players become more polished in their skills.”

A total of 1000 teams can participate in this tournament with 4 players per team along with one substitute. The qualifiers stage will be held in the ‘Bermuda’ map in two phases with 100 groups participating in phase 1 and 30 groups participating in phase 2. Each group will have 10 teams taking part in the tournament. Top 3 teams from Phase 1 and Top 4 teams from Phase 2 of the qualifiers stage will take part in the quarter finals match. A total of 120 teams can take part in the quarter finals match spread in 12 groups of 10/11 players taking part in each group. Top 4 teams will be shortlisted based on the best of 2 matches in ‘Bermuda’ and ‘Purgatory’ map for the semi-finals. During the semi-finals stage, 8 teams were invited to take part in this challenge and a total of 60 teams battled for the finals. Top 2 teams will qualify for finals based on the best of 4 from maps- Bermuda (2), Purgatory, Kalahari. Two additional teams will be invited to take part in the finals and will have a total of 12 teams in this stage. This stage will have only one group with 6 matches happening across maps – Bermuda, Purgatory and Kalahari.

This year, Microgravity has successfully organized two online gaming tournaments which gained significant traction amongst gamers. These tournaments were the MGL FIFA 21 tournament and the MGL Call of Duty: Mobile tournament.


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Outplay Entertainment Announces Kitchen Makeover Update to Gordon Ramsay’s Chef Blast



Reading Time: 2 minutes


Outplay Entertainment, the largest independent mobile game developer in the UK, has announced a new update for its culinary mobile puzzle game, Gordon Ramsay’s Chef Blast. The new Kitchen Makeover feature, which is available now, allows users to customise elements of their kitchen via a new tasks and customisation system.

The new feature adds a whole new element to Gordon Ramsay’s Chef Blast, with players inheriting a run-down kitchen at the outset of the game and being met with dirty counters and broken cupboards. On a mission to restore the kitchen to its former glory, players will begin as an amateur chef and be trained by Gordon Ramsay. As players complete levels in the game, they will earn cash which can be used to complete tasks that will replace and upgrade the various elements of their kitchen piece by piece and build the kitchen of their dreams.

A total of 13 different kitchen sets will be available for players to unlock, with each set featuring unique elements across 17 customisation categories, with more kitchens to be added in future updates and special events. Elements that can be updated include kitchen counters, wallpaper, utensils, cabinets and many more.

Gordon Ramsay said: “In this incredible new update to my mobile game, Gordon Ramsay’s Chef Blast, my virtual counterpart helps players explore their creativity to design and customise their very own dream kitchen, while continuing to experience all of the cube matching fun and exclusive real-world recipes they’ve come to enjoy.”

Douglas Hare, CEO of Outplay Entertainment, said: “We’re delighted to announce the new Kitchen Makeover update, giving our players an entirely new gameplay experience and reward system for the first time since launching earlier this year. With limitless makeover options, the introduction of this new feature is the start of an exciting new chapter for Gordon Ramsay’s Chef Blast.”

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