Demystifying the new Direct-to-Avatar economy
Share   —
Email
LinkedIn
Twitter
Facebook
Client
We worked with an urban streetwear brand popular among Gen Z shoppers. The company has an annual revenue of nearly £15 million.
Situation
Millions of gamers spend long hours playing online computer games and they purchase many different in-game items, ranging from digital loot boxes to virtual outfits (skins) for online characters (avatars). Globally, consumers pay a staggering $50 billion for in-game assets. Our client was determined to find opportunities in this Direct-to-Avatar (D2A) market.
Action
We started by conducting research on streetwear fans and their online behaviours. This involved interviews with dozens of our client's customers as well as large-scale electronic surveys. From there, we gained a sound understanding of streetwear consumers and gamers and built detailed buyer personas.

Furthermore, we analysed how big firms engage with young consumers in virtual hangouts and games.

We then organised reverse mentoring sessions with the client team to discuss the latest trends in the D2A economy and to share our findings about their target audience. Ultimately, our team proposed a plan to help this fashion brand increase sales by connecting the digital and physical world.
Result
Based on our recommendations, the client partnered with the game developers we had chosen to design and launch digital character skins. These gaming skins are visually similar to the company's newest collection and those who purchase any of the virtual outfits get vouchers to spend in-store and vice versa.

This strategy was highly effective in boosting both online sales and in-store traffic. The client team was impressed with the campaign. We started a second project with the same company to explore more opportunities in the metaverse.
Patrick Cheong-see
Patrick Cheong-See
Featured Expert
Gulen Guigaz
Gulen Guigaz
Featured Expert
Download PDF
467 Kilobytes
Open
Ready to talk?
Get in touch
Contact
  • Leveraging trends in youth culture to grow
    A jewellery business was seeking to earn a place in youth culture and get its spark back as the entire industry was at an inflection point.
    View Project
  • Designing a membership plan tailored for students
    A professional association has diversified its membership base by introducing a new membership grade for junior members.
    View Project
  • Formulating a bold strategy to target young travellers
    A hospitality group inspired young British travellers to visit its hotels in the Mediterranean countries with a year-long marketing plan.
    View Project
  • Creating a personal finance app for Gen Z
    A team of entrepreneurs partnered with us to develop a mobile app designed to help young adults manage their spending.
    View Project
  • Developing a sought-after graduate training scheme
    An engineering company knew it needed to introduce a structured graduate scheme to increase talent retention and diversity.
    View Project

Any questions?

FSC Global - Contact - First-Step-Consulting
Let us know. No sales pitch. No obligation.
Arrange a Call Back
fsc - logo - white
Volunteers
Are you a university student
or graduate based in the UK?
Send your application
Clients
Let us help you choose
the right service for you.
Find your solution
Newsletter
Join 5000+ subscribers. Receive exclusive management insights from leading experts.
Client Login
info@fscglobal.org
London
Copyright © 2014–2022 First Step Consulting. All Rights Reserved
lockarrow-leftarrow-right