How are brands leveraging gaming collaborations to boost engagement and drive results?

The recent collaboration between Adidas and Fortnite exemplifies how brands can successfully engage with gaming audiences. The Three Stripe Squad Bundle, launched on July 23, 2024, allowed players to purchase Adidas-inspired in-game cosmetics, including character skins, accessories, and customisation options​ (Adidas Press)​​ (DSCENE)​.

This partnership was designed to emphasize creativity and self-expression, offering players multiple customization options with five human and five unique Adidas creature heads, as well as three color zones and two logo options​ (Adidas Press)​​ (DSCENE)​. The collaboration not only allowed players to express themselves through their avatars but also linked physical and digital worlds by including Adidas characters available in LEGO styles​ (Adidas Press)​.

The limited-time availability of this bundle, which was in the Fortnite Shop until July 29, created a sense of urgency, driving players to engage with the content quickly. This strategy not only boosted Adidas's brand visibility but also aligned with Fortnite's culture of dynamic and interactive gameplay​ (DSCENE)​.

Why This Matters to Marketers

This case illustrates how brands can effectively collaborate with gaming platforms to create exclusive and engaging experiences, thus expanding their reach and resonance with younger audiences. By incorporating customisation and limited availability, brands can foster a sense of community and urgency, driving both engagement and conversion.

Brands can achieve a significant impact by engaging with gaming audiences. Get in touch to learn how Mana can help your brand unlock new opportunities through gaming collaborations.