![]() "We have an enormous amount of new followers from Instagram and a lot of their fans who have purchased and pre-ordered leather jackets," said Erin Conry Webb. "A unique authenticity is added to the game as players engage with these brands naturally as they progress through gameplay."įor the brands, the benefit is even clearer. "We took a look at the brands Kendall and Kylie Jenner actually wear in their daily lives," Glu's CEO Niccolo de Masi told Racked. The virtual experience also crossed over into "real life": Users interested in moving one step closer to the brand's $1,600 jackets can be redirected to the brand's Instagram page, and from there, check out Nour Hammour's actual online store where they could buy jackets to wear in real life.įor Kylie, Kendall, and Glu Mobile, incorporating a brand gives the game an element of realness (and a nice paycheck). Nour Hammour (the person) and Erin Conry Webb, the brand's designers, partnered with Kendall and Kylie's mobile game (by paying Glu Mobile, though the company declined to disclose the deal terms), so that the brand is incorporated into the users' virtual world: Players can access Nour Hammour's virtual store, receive push notifications alerting them to the availability of specific virtual jackets, and acquire them for their virtual wardrobes. A Britney Spears game launched yesterday, and Taylor Swift's title is scheduled to debut later this year.Įach game is different, but what they do share is a shoppable element that allows users to "buy" in-app clothing, as well as the potential to send users directly to the real world clothing on which the virtual versions are based.Īny one of the thousands of Kendall and Kylie players will know what that looks like, but for those that don't, one recent example is Nour Hammour, a Paris-based brand that makes custom leather jackets for celebrity wearers like Blake Lively and Will.i.am. The latter is behind a rash of roleplaying games built around the lives of the absurdly famous, including Kim Kardashian, Katy Perry, and the sisters Jenner. The former's explicit goal of making mobile games for women is working: Its most popular title, Covet Fashion, regularly sits on the leaderboard for app performance rankings, including a " most addictive" list: It's number eight, under Facebook, Snapchat, Timehop, and a few others. According to consumer tracking company Nielsen's latest report, the split between gamers on phones and tablets is 49% women and 51% men.Įven more interesting, women are buying what these games help to sell.ĬrowdStar and Glu Mobile are two of the most prominent developers right now. And regardless of what came first - the women or the games explicitly made for women - the gender gap on mobile and tablets has nearly closed. In 2016, there's an increasing number of gaming apps geared toward women, especially those that use fashion and/or celebrity as a jumping-off point. You can also see what we’re up to by signing up here. The archives will remain available here for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. ![]() ![]() Thank you to everyone who read our work over the years. ![]()
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