People might be stuck inside social distancing, but they’re also harvesting fruit from orange trees, running errands for the local museum, and catching butterflies – virtually, that is. As people spend more time at home, they’re turning to video games like Animal Crossing for some light relief.

Once maligned as anti-social and addictive, gaming is being seen in a different light due to the COVID-19 crisis. As the pandemic forces large parts of the world into quarantine, the WHO has acknowledged the activity as an important method of social connection.

Once perceived as an anti-social pursuit, gaming now offers people a way to connect with peers around the world through streaming, forums, and social media. How do these diverse communities go beyond gameplay to support individuals in their search for escapism and creative expression?

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?