Trend retailer Revolve Group and sport maker Muus Collective are launching the Bellemint trend styling sport on the worldwide market.
Following a profitable U.S. launch, Bellemint is now out there on Google Play and the iOS app retailer around the globe. The sport has already had greater than 100,000 installs thus far, mentioned Sarah Fuchs, co-CEO of Muus Collective, in an interview with GamesBeat.
The style styling sport from the women-led studio seamlessly merges interactive play with real-world buying. To be clear, the sport was created by Muus Collective and it belongs to them, however strategic retail companion Revolve is providing it to their clients, who should buy Revolve garments by way of the sport.
“We’ve seen such an incredibly positive response from our U.S. cohort. And we’re seeing interest from the broader community on social media. So we thought that Women’s History Month was the perfect time for our women-led studio to go global with our first game,” Fuchs mentioned. “It comes just in time for some really exciting initiatives that are coming up with Revolve, our partner, which we can tell you more about soon.”
What’s fascinating about this trend sport is that it has an fascinating enterprise mannequin, the place Muus partnered with a strategic retail companion in Revolve. You possibly can attempt on real-world trend objects from Revolve’s catalog. You possibly can enter your trend choice of Revolve garments in a contest to see in the event you can win votes. And in the event you actually like the garments, you should buy them by way of Revolve’s e-commerce platform. Or, in the event you merely need your avatar to look actually good, you should buy the digital garments with actual cash by way of in-app purchases within the sport. In that case, your avatar can put on the garments.
Revovle advantages from the sport as a result of it permits its clients to interact with its product by means of interactive styling challenges. Gamers can be taught concerning the garments and what types are an excellent match by enjoying with the garments within the sport earlier than they ever set foot in a retailer. They’re additionally extra more likely to go to the shop as a result of they’ve realized concerning the sport within the model. And gamers who make a Revolve buy within the sport can get extra loyalty factors for the primary three months after they hyperlink their accounts, mentioned Fuchs.
To date, Muus Collective has chosen to not allow gamers to create user-generated content material, or their very own trend clothes within the sport. Moderately, Muus is highlighting the real-world Revolve clothes as digital trend objects within the sport, mentioned Amber Bezahler, co-CEO of Muus Collective, in an interview with GamesBeat. (Is your head beginning to spin like mine?).
“There is no UGC now and the reason for that is we have carefully curated luxury brand partners and we don’t want to cannibalize the wonderful products that they have,” Bezahler mentioned. “In the future there may be an opportunity to integrate UGC. For now there is user-generated content in the form of people putting together unexpected looks under a certain theme and then sharing them to the game and sharing with their friends.”
Fuchs additionally identified that Bellemint provides gamers instruments to be inventive. You possibly can create your individual avatar, select your face form, your physique kind, your pores and skin shade, your eye shade and extra. You get to decide on your hair shade, starting from type of hair colours that exist on this planet to hair colours that you’d pay to dye your hair. You’ll be able to then select every kind of clothes, attire, tops, shorts, footwear, baggage, scarves, your coiffure, and really fundamental seems to be, Bezahler mentioned.
For the reason that sport is a fantasy, you possibly can costume up with costume truthful wings in the event you prefer to dive into the fantasy extra — sporting issues in your avatar that you just won’t do in actual life. Muus Collective noticed that gamers may have enjoyable being inventive of their alternative of outfits, even when they aren’t creating the outfits themselves.
“We want to be able to create and have that costume moment as well. So it’s both, it is rooted in real world, but we also have a fantasy element,” Fuchs mentioned.
Muus Collective’s sport is mostly a place the place trend lovers can even fantasize about shopping for costly trend objects and use them on massive events like a ballroom dance or a promenade. In that approach, the sport is aspirational for trend followers. And those that wish to interact with Revolve’s famend model portfolio can achieve this in an immersive, gamified buying expertise by means of the sport.
As Bellemint’s unique retail companion, Revolve continues to push the boundaries of digital trend
engagement. To boost the expertise, U.S.-based gamers can now hyperlink their Revolve Loyalty accounts throughout the sport to unlock unique loyalty factors and even earn double factors on qualifying purchases made by means of Bellemint for the primary three months.
Moreover, gamers who attain degree six will unlock a limited-time 20% low cost code to buy on Revolve.com, additional bridging the hole between digital styling and real-life buying. That is solely the start – with much more thrilling perks and rewards anticipated to launch within the coming months.
Bellemint has quickly gained traction amongst fashion-forward avid gamers, boasting spectacular engagement
metrics:
- 30-minute common every day playtime, reflecting excessive consumer interplay.
- 97% feminine consumer base, with robust engagement amongst younger buyers.
- 51% of gamers aged 18-24; 28% aged 25-34, aligning with Revolve’s core demographic.
- $252 common order worth (AOV) on gross sales pushed from Bellemint to Revolve.com.
- Over 1.6 million seems to be styled in-game – and counting.
Bellemint customers (often called Stylists) have a robust affinity for Revolve’s top-selling classes, with attire main the best way, adopted by a mixture of tops, skirts, and pants. Revolve-owned model, Lovers + Mates, has emerged because the most-shopped model throughout the sport, with extra types from Revolve and FWRD enjoying a key position within the platform’s success.
Bellemint’s seamless integration with Revolve’s e-commerce platform presents a really distinctive buying journey. Gamers can experiment with styling curated seems to be, customise digital avatars with numerous sizes
and pores and skin tones, take part in every day challenges that encourage private expression, and supply suggestions on
different Stylists’ seems to be to highlight the very best fashion. The end result? A deeper connection between gaming and
buying, the place digital engagement interprets into real-world trend purchases.
With Bellemint now out there globally, Revolve continues to innovate on the intersection of trend,
expertise, and group, providing an aspirational but accessible platform for the subsequent era of
fashion fanatics.
“We are absolutely thrilled with Bellemint’s U.S. release,” mentioned Fuchs. “We’ve discovered a deeply captivated audience that loves Revolve and has engaged with their products over five million times in-game – styling diverse avatars with an unparalleled range of skin tones, hair textures, and body sizes with items from brands like Bronx and Banco, A.L.C., and Rococo Sand. We can’t wait to continue to connect with Revolve customers all over the world with our global expansion.”
Fuchs beforehand labored at Digital Arts on The Sims titles. These gamers would say they’re not avid gamers, however they’d spend six hours enjoying The Sims.
“We are always looking for innovative ways to connect with our customers, and with Bellemint, we can merge gaming with real-world shopping, by offering a more immersive experience that brings our brand to life in a new way,” mentioned Michael Mente, co-CEO of Revolve Group, in a press release. “Integrating our Revolve Loyalty program into the game allows users to unlock exclusive perks, like earning double points and accessing special discounts, so they can enjoy the full benefits of shopping with Revolve—even while gaming. This launch is an exciting step forward in bridging fashion and technology, and we’re proud to continue pushing boundaries in how consumers engage with our brand.”
“Fashion lovers want a centralized place to discover and get inspired by influencers’ closets (e.g., Instagram and TikTok), curate their own looks (e.g., Pinterest), get their friends’ input on their shopping carts, and easily click-through to purchase. Bellemint is this one-stop shop, starting with Revolve’s brands,” mentioned Emily Wang, companion and COO at Griffin Gaming Companions. “Years ago, Revolve changed the
game of retail marketing with its influencer activations, so it’s no surprise that Revolve is at the forefront of innovating retail’s next marketing channel – mobile gaming.”
Bellemint has an lively dwell operations calendar the place updates will repeatedly come to the sport.
“This is an exciting new phase for Bellemint as we continue to grow our audience and add more Revolve-focused features into the game,” mentioned Bezahler. “Our women-led studio has worked closely alongside the Revolve team and their customers to ideate and develop features that will inspire and connect millions of fashion enthusiasts both digitally and IRL. The loyalty program integration is just one of many features we have planned for this year to provide a seamless shopping experience.”
Revolve Group is a trend retailer for millennial and era Z shoppers. The corporate has greater than 1,000 rising manufacturers. It was based in 2003 by Michael Mente and Mike Karanikolas. Muus Collective has 14 full-time members and a few contractors.
In reality, in the event you went buying on the retailer, you might need a extra slim discovery second in the case of encountering among the 1,000-plus trend manufacturers within the Revolve catalog. By means of Bellemint, gamers might be uncovered to extra forms of trend themes, Fuchs mentioned.
“You get to experience products that you may not have ever come across and fall in love with them,” Bellemint mentioned.
Fuchs mentioned, “Bellemint is a place for inspiration and it’s a place where you get to play with fashion. Players come and they may not know Revolve and they can fall in love with it.”
Fuchs mentioned the gamers are distinctive in the case of contemplating themselves to be avid gamers.
“Women often don’t characterize themselves as gamers, even though sometimes they play lots of games. So I think we have very passionate players, but we want Bellemint to be available for those who want to have a bite-sized play experience,” Fuchs mentioned. “If they have five minutes while they’re standing in line getting coffee, they can play. Or they can sit and take their time and spend hours in the game.”
The meta narrative within the sport is that gamers are competing to turn into the last word stylist. You can begin as an assistant stylist and work your approach as much as be an final stylist.
