100 Thieves x Gucci
Esports organisation 100 Thieves has collaborated with Gucci to drop an exclusive backpack. A red variant of the original 'Off The Grid' model with the 100T logo embroidered on the flap, the item was priced $2,500 and limited to only 200 pieces. Importantly, the release was announced with a full fashion campaign, including lifestyle film and photoshoot featuring star members of the team.
A curated database of branded gaming examples.
Three hours a night grinding WoW with your guild. Fortnite with your mates after work. Candy Crush on the commute. Whether or not you’d call yourself a gamer, you are still playing. Gaming has become an unprecedented cultural force. Massive attention, deep engagement and yet, little money invested. Need more convincing?
Source: GroupM, GEEIQ, Newzoo, 2024
Source: Dentsu & GWI, State of Gaming 2024
I’ve spent the past few years on both sides of the fence: with gaming brands, and with non-gaming brands trying to work out what to do about gaming. Along the way I kept examples. What started as a Google Doc is now an index of close to 200 of them. This is it.
I hope you’ll find it useful, reach out if you want to chat.
JonathanFounder & Principal, Office of Applied Imagination
