Marketing with Video Games: Louis Vuitton and Video Games

Marketing with Video Games: Louis Vuitton and Video Games


Hi everyone. I’m Marshal Carper, and
welcome back to Marketing with Video Games brought to you by Mega Cat Studios. Last week, I told you the story of
MAC Cosmetics and how they used the game Honor of Kings to target female gamers
in China with a game-branded lipstick. Today I want to dive deeper down that
rabbit hole of rethinking who gamers are and what their tastes are and
what their consumer choices are with a story about Louie Vuitton. Louie Vuitton,
yes, the the bag manufacturer, the fashion icon, you’re familiar with this brand.
You’ve seen it everywhere. You’ve seen it for years. It has a long legacy and really
deep roots. Louie Vuitton partnered with Riot Games. Riot Games is the producer of
League of Legends. League of Legends is one of the biggest, if not the biggest
eSports game in the world. League of Legends is played internationally and to give you an idea of how big it is, the world championships
attracted 99.6 million unique viewers last year.
Huge game. Huge game. Absolutely fanatical fanbase. So, Louie
Vuitton has embraced that by providing in-game skins. Your characters can
wear Louie Vuitton clothing in-game. That’s pretty wild. That’s something that
usually players have to pay for, so that’s a monetization opportunity for
Louie Vuitton. They’ve also done the… it’s called the Summoner’s Cup. It’s basically
the trophy that you win if you win the League of Legends World Championship.
They did the carrying bag for that, and to put that into context, they’ve also
done the carrying bag bag for the World Cup, as in the football or soccer trophy.
They’ve also released exclusive eSports products, so eSports themed bags and
clothing and that sort of stuff, and those have sold out in large
quantities. This is another high-fashion brand, a little bit
different from what you might think of as being stereotypically a gamer brand,
finding a ton of success in the games industry by meeting gamers where they
are and making products that appeal to them and also resonate with them. That
could be a good win for your brand too if you’re willing to be
creative and think a little bit differently also. Hope to see your work out
there soon. Thanks for watching, and I’ll see you next week.

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