Gamers are used to spending on virtual goods to customise characters and unlock additional content, but how would they feel about IRL brands existing in these environments? As fashion labels seek to capture the next generation of luxe shoppers, how can they engage gamers in an authentic way?

With beauty fans unable to browse the aisles of their favourite stores, they’re staying connected via virtual experiences. Keen to show support for the cosmetics industry and its dedicated fans, Tatler magazine launched an online shopping event that gave beauty and lifestyle shopping a virtual makeover.

Gamers in search of compelling video content may flock to Twitch and YouTube, but Discord has become the platform of choice for those seeking a community they can easily drop in and out of, offering spaces in which to arrange play sessions, discuss tactics, and bond with others over a shared hobby.

The Houseparty app has hosted a three-day ‘In The House’ Festival, with numerous big names on the bill. The festival showcased a co-watch feature update, ensuring that friends and family could share in media experiences seamlessly as an intimate collective, providing inspiration for music brands.