Marketing Currents - Business and Marketing Current Events

‘The potential is enormous’: why high fashion brands are getting into gaming


Roblox is an online gaming platform where users can immerse themselves in any of the 18 million virtual worlds created by independent developers. In the first quarter of 2021, it had 42.1 million daily active users spanning 180 countries. Contrary to popular misconceptions, 44% of its base was female.

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Discussion Questions:

  1. What is product placement?
  2. Are in-game ads the same as product placement?
  3. How can a brand benefit from an appearance in a video game?
  4. What are industry trends? How might this story be describing an industry trend?
  5. According to this story, why are fashion brands getting into gaming?
  6. Why do you think there is so much potential for fashion brands in gaming?
  7. Do you think there is any risk for fashion brands who wish to insert the brand into a gaming environment? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.