In the meantime, however, she sees plenty of other organic opportunities for brands outside of designing clothes. Mercer notes the gaming company could be opening up, pointing to its recent announcement of Super Nintendo World theme park in Japan and a partnership with the not-for-profit Digital Schoolhouse.
“Right now, brands have an important role in supporting culture and communities, and their generosity will be rewarded post-pandemic when players are more able to spend," adds the creative director. Matt Michaluk of design consultancy Fitch warns against brands exploiting gamers in a time of "untold financial pressure" by charging for outfits codes, for instance. “If you’re trying too hard, then it looks obvious.” “For years and years gamers have been told that they’re just nerdy kids who are weird for sitting in the same room all day, so they’re always going to be cynical when a brand tries to insert themselves,” warns Adam Libonatti-Roche, the senior social media strategist at Progress Wrestling who previously worked in social for UK video game retailer Game. It is, according to R/GA New York head of strategy Rachel Mercer, “a very wholesome corner of the internet” where the only real risk to brands is accidentally messing up and being trolled by the gaming community. Set in a clean, friendly and irrefutably PG island archipelago, Animal Crossing is also as close to an 100% brand safe environment as advertisers can get. If a brand can organically contribute to people’s peaceful simulations, whether that’s with clothes or doing something silly on their own, then they have the most to gain.” “It’s a space where people are trying to live out their ideal lives and create a space that’s just their own. “Animal Crossing is a great place for brands to be because it’s where people are finding the time to escape reality during these tough times,” says Moshe Isaacian, a social strategist at Laundry Service.
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Users can pick an artwork from Getty Museum’s open-access collection, download it via a QR code and mount it on the walls of their island dwelling for an added dash of highbrow decor.
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Getty has gone one step further and developed an Animal Crossing Art Generator for Islanders. Twitter, for instance, is hawking an endearingly basic line of graphic T-shirts while Nintendo’s friendly rival Xbox has released a branded shirt and hoodie. The relative ease with which users can design clothes in-game means it’s not only fashion brands that can use clothes as a way in which to organically join the Animal Crossing community. “Immediately after release we saw a lot of fans across all platforms share screenshots of their characters in-game, saying that they loved the designs."
Wu says 100 Thieves’ designers did “a phenomenal job”, especially on the pieces that needed to be tailored to accommodate what was possible in-game. We’ve even thought about re-creating a pop-up experience in-game. It was the prime opportunity to bridge gaming, fashion and lifestyle, and we wanted to share the experience with everyone. “We have a lot of staff who play Animal Crossing and some had recreated 100 Thieves apparel by themselves,” explains the brand’s senior marketing manager, Julia Wu. These include Highsnobiety, which has recreated three of its collections in Nintendo form, and lifestyle brand 100 Thieves, which has brought its entire apparel line to the game. Some, such as Nook Street Market and Animal Crossing Fashion Archive, have invented what can only be described as a pixelated knockoff market, reproducing real pieces from the likes of Chanel, Gucci and Supreme, and sharing them with the Islander community via online codes.īut since the popularity of New Horizons catapulted Animal Crossing into the zeitgeist, a number of companies have produced their own ’official’ lines of clothing. Veteran Animal Crossing players have been using the in-game pixel art design tool to create their own virtual clothes for years.
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