From Gucci’s foray intoAnimal Crossingto Burberry’s surfing adventure, luxury and gaming are becoming increasingly intertwined. These spaces let fans interact in more intimate ways with their favourite brands, something Ferragamo is exploring as it launches its SS21 collection.

As elements of our lives go increasingly online, luxury fashion is following suit – and leveraging its presence to tap into younger, more varied, and more global audiences. Bringing fashion fantasies to your fingertips, Drest offers users a grown-up, glamourous, haute-couture version of dress-up.

Research has shed light on how gamified promotions and discounts can increase consumer spending in-store. It highlights how brands can harness 'retailtainment' to boost loyalty and emphasize the value of brick-and-mortar in an increasingly digital retail landscape.

Online gaming has ballooned in popularity during the pandemic, offering a social outlet amid lockdowns. By making gaming-friendly streaming service Twitch a key pillar of its Prime subscription service, Amazon is appealing to a broad landscape of mainstream and niche interests.