Today our ‘digital assets’ are not really transferable, and they can’t be sold or exchanged as we attach – until now that is - little monetary value to our digital stuff. And much of the digital ‘things’ we buy in-game are not what we would wear in real life. But this is changing. And fast.
As the gaming industry is growing to a size where it is now rivalling the movie industry, it was only a matter of time until bigger brands bought into the game (literally). Today, in-game purchases are almost 75% of gaming revenue and this is a trend set to accelerate. Economic power is shifting from game developers to the gamers.
Luxury brands are busy following their customers into the games, leading to what some industry experts call the gamification of fashion. Louis Vuitton, for example, is collaborating with League of Legends, with special looks designed for players and avatars.
Gucci, other than launching Gucci Arcade and Gucci Sneaker Garage – where you can design your own digital sneakers and bring them digitally with you into various games - also designed its Gucci Off the Grid collection and launched it into the Sims 4 community. The off-game (or ‘real life’) designs were made from totally sustainable materials and their digital versions allowed for ‘green’ credits in the game.
Digital design has a nice little sustainability edge to it anyway. With 3D avatars now commonplace, most designers would use only digital designs as a first step into the creation of a new collection. 3D digital design is fast and has great sustainability credits as fabric samples, cut outs and prototypes do not have to be flown around the world and a design will be produced only when the digital design is approved.