Style retailer Revolve Group and recreation maker Muus Collective are launching the Bellemint style styling recreation on the worldwide market.
The style styling recreation from the women-led studio seamlessly merges interactive play with real-world purchasing. To be clear, the sport was created by Muus Collective and it belongs to them, however strategic retail associate Revolve is providing it to their clients, who can purchase Revolve garments through the sport.
“We’ve seen such an incredibly positive response from our U.S. cohort. And we’re seeing interest from the broader community on social media. So we thought that Women’s History Month was the perfect time for our women-led studio to go global with our first game,” Fuchs mentioned. “It comes just in time for some really exciting initiatives that are coming up with Revolve, our partner, which we can tell you more about soon.”
What’s attention-grabbing about this style recreation is that it has an attention-grabbing enterprise mannequin, the place Muus partnered with a strategic retail associate in Revolve. You’ll be able to attempt on real-world style objects from Revolve’s catalog. You’ll be able to enter your style choice of Revolve garments in a contest to see for those who can win votes. And for those who actually like the garments, you should buy them through Revolve’s e-commerce platform. Or, for those who merely need your avatar to look actually good, you should buy the digital garments with actual cash through in-app purchases within the recreation. In that case, your avatar can put on the garments.
Sarah Fuchs and Amber Bezahler are cofounders of Muus Collective.
Revovle advantages from the sport as a result of it permits its clients to have interaction with its product by interactive styling challenges. Gamers can study concerning the garments and what kinds are a very good match by taking part in with the garments within the recreation earlier than they ever set foot in a retailer. They’re additionally extra prone to go to the shop as a result of they’ve realized concerning the recreation within the model. And gamers who make a Revolve buy within the recreation can get extra loyalty factors for the primary three months after they hyperlink their accounts, mentioned Fuchs.
Up to now, Muus Collective has chosen to not allow gamers to create user-generated content material, or their very own style clothes within the recreation. Quite, Muus is highlighting the real-world Revolve clothes as digital style objects within the recreation, mentioned Amber Bezahler, co-CEO of Muus Collective, in an interview with GamesBeat. (Is your head beginning to spin like mine?).
“There is no UGC now and the reason for that is we have carefully curated luxury brand partners and we don’t want to cannibalize the wonderful products that they have,” Bezahler mentioned. “In the future there may be an opportunity to integrate UGC. For now there is user-generated content in the form of people putting together unexpected looks under a certain theme and then sharing them to the game and sharing with their friends.”
Fuchs additionally identified that Bellemint provides gamers instruments to be artistic. You’ll be able to create your personal avatar, select your face form, your physique sort, your pores and skin shade, your eye shade and extra. You get to decide on your hair shade, starting from sort of hair colours that exist on the earth to hair colours that you’d pay to dye your hair. You’ll be able to then select all types of clothes, clothes, tops, shorts, sneakers, luggage, scarves, your coiffure, and really primary seems, Bezahler mentioned.
Because the recreation is a fantasy, you may gown up with costume truthful wings for those who prefer to dive into the fantasy extra — carrying issues in your avatar that you just won’t do in actual life. Muus Collective noticed that gamers may have enjoyable being artistic of their selection of outfits, even when they aren’t creating the outfits themselves.
“We want to be able to create and have that costume moment as well. So it’s both, it is rooted in real world, but we also have a fantasy element,” Fuchs mentioned.
You’ll be able to order real-world Revolve clothes contained in the Bellemint recreation.
Muus Collective’s recreation can be a place the place style lovers can even fantasize about shopping for costly style objects and use them on huge events like a ballroom dance or a promenade. In that manner, the sport is aspirational for style followers. And people who need to have interaction with Revolve’s famend model portfolio can accomplish that in an immersive, gamified purchasing expertise by the sport.
As Bellemint’s unique retail associate, Revolve continues to push the boundaries of digital style engagement. To boost the expertise, U.S.-based gamers can now hyperlink their Revolve Loyalty accounts inside the recreation to unlock unique loyalty factors and even earn double factors on qualifying purchases made by Bellemint for the primary three months.
Moreover, gamers who attain degree six will unlock a limited-time 20% low cost code to buy on Revolve.com, additional bridging the hole between digital styling and real-life purchasing. That is solely the start – with much more thrilling perks and rewards anticipated to launch within the coming months.
Bellemint has quickly gained traction amongst fashion-forward players, boasting spectacular engagementmetrics:
30-minute common day by day playtime, reflecting excessive person interplay.
97% feminine person base, with sturdy engagement amongst younger consumers.
51% of gamers aged 18-24; 28% aged 25-34, aligning with Revolve’s core demographic.
$252 common order worth (AOV) on gross sales pushed from Bellemint to Revolve.com.
Over 1.6 million seems styled in-game – and counting.
Bellemint customers (generally known as Stylists) have a powerful affinity for Revolve’s top-selling classes, with clothes main the best way, adopted by a mixture of tops, skirts, and pants. Revolve-owned model, Lovers + Associates, has emerged because the most-shopped model inside the recreation, with further kinds from Revolve and FWRD taking part in a key function within the platform’s success.
Bellemint’s seamless integration with Revolve’s e-commerce platform gives a really distinctive purchasing journey. Gamers can experiment with styling curated seems, customise digital avatars with numerous sizesand pores and skin tones, take part in day by day challenges that encourage private expression, and supply suggestions onother Stylists’ seems to highlight the most effective model. The outcome? A deeper connection between gaming andshopping, the place digital engagement interprets into real-world style purchases.
With Bellemint now accessible globally, Revolve continues to innovate on the intersection of style, know-how, and group, providing an aspirational but accessible platform for the subsequent technology ofstyle fans.
You’ll be able to check out your fantasy model of Revolve’s actual product line inside Bellemint.
“We are absolutely thrilled with Bellemint’s U.S. release,” mentioned Fuchs. “We’ve discovered a deeply captivated audience that loves Revolve and has engaged with their products over five million times in-game – styling diverse avatars with an unparalleled range of skin tones, hair textures, and body sizes with items from brands like Bronx and Banco, A.L.C., and Rococo Sand. We can’t wait to continue to connect with Revolve customers all over the world with our global expansion.”
Fuchs beforehand labored at Digital Arts on The Sims titles. These gamers would say they’re not players, however they might spend six hours taking part in The Sims.
“We are always looking for innovative ways to connect with our customers, and with Bellemint, we can merge gaming with real-world shopping, by offering a more immersive experience that brings our brand to life in a new way,” mentioned Michael Mente, co-CEO of Revolve Group, in a press release. “Integrating our Revolve Loyalty program into the game allows users to unlock exclusive perks, like earning double points and accessing special discounts, so they can enjoy the full benefits of shopping with Revolve—even while gaming. This launch is an exciting step forward in bridging fashion and technology, and we’re proud to continue pushing boundaries in how consumers engage with our brand.”
“Fashion lovers want a centralized place to discover and get inspired by influencers’ closets (e.g., Instagram and TikTok), curate their own looks (e.g., Pinterest), get their friends’ input on their shopping carts, and easily click-through to purchase. Bellemint is this one-stop shop, starting with Revolve’s brands,” mentioned Emily Wang, associate and COO at Griffin Gaming Companions. “Years ago, Revolve changed thegame of retail marketing with its influencer activations, so it’s no surprise that Revolve is at the forefront of innovating retail’s next marketing channel – mobile gaming.”
Bellemint has an lively stay operations calendar the place updates will usually come to the sport.
“This is an exciting new phase for Bellemint as we continue to grow our audience and add more Revolve-focused features into the game,” mentioned Bezahler. “Our women-led studio has worked closely alongside the Revolve team and their customers to ideate and develop features that will inspire and connect millions of fashion enthusiasts both digitally and IRL. The loyalty program integration is just one of many features we have planned for this year to provide a seamless shopping experience.”
Revolve Group is a style retailer for millennial and technology Z shoppers. The corporate has greater than 1,000 rising manufacturers. It was based in 2003 by Michael Mente and Mike Karanikolas. Muus Collective has 14 full-time members and a few contractors.
Muus Collective has partnered completely with strategic retailer Revolve.
In reality, for those who went purchasing on the retailer, you may need a extra slender discovery second on the subject of encountering a number of the 1,000-plus style manufacturers within the Revolve catalog. By way of Bellemint, gamers might be uncovered to extra sorts of style themes, Fuchs mentioned.
“You get to experience products that you may not have ever come across and fall in love with them,” Bellemint mentioned.
Fuchs mentioned, “Bellemint is a place for inspiration and it’s a place where you get to play with fashion. Players come and they may not know Revolve and they can fall in love with it.”
Fuchs mentioned the gamers are distinctive on the subject of contemplating themselves to be players.
“Women often don’t characterize themselves as gamers, even though sometimes they play lots of games. So I think we have very passionate players, but we want Bellemint to be available for those who want to have a bite-sized play experience,” Fuchs mentioned. “If they have five minutes while they’re standing in line getting coffee, they can play. Or they can sit and take their time and spend hours in the game.”
The meta narrative within the recreation is that gamers are competing to turn out to be the last word stylist. You can begin as an assistant stylist and work your manner as much as be an final stylist.
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