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Gucci has tapped a world soccer star to seem in its Roblox expertise, merging the worlds of digital and bodily gaming. An avatar model of Manchester Metropolis and England fan favorite Jack Grealish now seems within the digital “Gucci City”, kitted out within the Gucci “Good Game” capsule collection and sporting a digital model of his signature headband. Grealish signed on as a Gucci ambassador in April 2022.
Grealish’s avatar welcomes Roblox customers into Gucci Town’s central piazza, inviting them to play a football-inspired mini-game modelled off a penalty shootout within the Mini Sport Heights part of the expertise and coached by Grealish. The sport finishes with “GG”, or “good recreation”, the colloquial sign-off (video) players usually use to acknowledge each other. Certainly, the marketing campaign for Gucci’s bodily “Good Sport” assortment, launched in November 2022, included a number of references to the digital gaming trade. “GG”, conveniently, can be a reference to the model’s founder, Guccio Gucci.
Consistent with Gucci’s previous Roblox experiences, this challenge is extra about advertising and marketing than driving gross sales. Nothing, as of but, is accessible for buy. That stated, Gucci has labored merchandise on the market into its Roblox technique prior to now. Considered one of Roblox’s first notable “restricted” objects was a Gucci Dionysus bag, which resold for $4,115 — greater than the price of the bodily bag. However Gucci’s Roblox success lies in its prioritisation of community-driven brand-building over product gross sales, Geeiq’s Salma Diaz recently told Vogue Business.
Photograph: Courtesy of Gucci
