PLAYING GAMES: Wardrobe options for players of the “Kim Kardashian: Hollywood” game just expanded.
The game’s maker, Glu Mobile Inc., today added 20 pieces from the Balmain Paris spring 2016 collection, following the label’s game debut and inclusion of creative director Olivier Rousteing in late 2015. That was followed by the rollout of two Balmain pieces inspired by the fall 2015 ready-to-wear collection designed exclusively for the game.
Glu declined comment on how successful the game has been at driving sales for Balmain.
A Balmain spokesperson called the brand’s presence in the game not only successful but educational — in what it’s learning about the prospective digital clientele: “Our continued partnership with the ‘Kim Kardashian: Hollywood’ game is successful and acts as a mirror to real life, which helps us build awareness of the brand with new digital followers. The integrations create an engaging marketing experience for our fans. In particular, the emphasis on the Balmain runway collection heightens the engagement with these designs, enabling us to understand the perception of the brand by this new consumer. First and foremost, Balmain is about creating artful clothing; seeing how players style these garments within a digital environment is truly inspiring. After all, appealing to a couture and high-fashion clientele is our end goal — whether they’re located in a digital or real-life realm.”
The two-year-old game has so far attracted a strong roster of appearances in its virtual world — from both designers and labels, including Karl Lagerfeld, André Leon Talley, Anna Dello Russo, Jen Atkin, Judith Leiber Couture, shopping app Spring and Nars Cosmetics.
The game counts about 45 million downloads since inception, and its revenue through March 31 is $157.88 million.