As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

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?

Luxury brands are unlocking the attention of gamers through immersive advertising. In partnership withFortnite, Armani Beauty set up a minigame that players can explore to crack the ‘Code’ of its fragrance, demonstrating how brands can integrate themselves into virtual worlds.

The Sims 4 is partnering with game-modding platform OverWolf to empower community content creators by providing an official platform for Sims 4 mods. By collaborating with existing user-generated content, they are facilitating a legitimate space for players to personalise their virtual worlds.

Disrupting a stale hardware category by tapping into the next evolution of casual gamers, Playdate is innovating in the world of gaming by putting participatory creativity at the heart of its media experience. Can collaborative, interactive, and nostalgic tech level up modern gaming culture?