Last year, Pacsun reported $900 million in revenue, with earnings for 2022 coming out in the next month.įor brands, launching a game on Roblox is typically cheaper than launching an IRL collection, as there are overhead costs, according to Pacsun. The game has had almost 9,000 visits since its launch, and MacDonald said the brand had a positive reaction to the first launch on Roblox, based on user feedback and engagement in the game. It expanded the mall in November 2022, ahead of the holidays. Pacsun released its first Roblox launch, an interactive mall experience dubbed Pacworld, in April 2022. “ In addition, we’ve seen strong success in sales of our virtual clothing, launched seasonally on Roblox, as well as sales of our fantasy items, such as gold wings.” Although the brand declined to share exact sales, the wings have been favorited over 4,000 times in the Roblox avatar store. “ We’re continuing to find ways to generate hype and energize the experience with key partners,” said Olson. The brand collaborated with the car brand on the inclusion of the car in the game. Within the Santa Monica map, users can opt to drive around in style in a classic DMC Delorean, the car made famous by the “Back to the Future” film series. After completing an autograph-seeking quest in the Hollywood-inspired area of the map near the end of the game, users are awarded the Pacsun Aura. A wearable accessory called “the aura,” featuring sun and water elements, is available to win. Twenty of the featured digital fashion items available to purchase were inspired by Pacsun’s spring 2023 collection of physical apparel. Users can invite friends to engage with their designs in each city. “This experience is grounded by a build-and-collect tycoon game loop, and includes fun elements like street art, beach carnivals and movies, among other side quests and challenges,” said Evan Opperman, client director at metaverse Roblox developer The Gang. The latter includes a a Santee Alley-inspired obstacle course with the opportunity to track down celebrities to collect autographs. These will come in the form of best-selling graphic tees available for purchase, as well as obstacle courses promoting the Los Angeles lifestyle. The game will also feature Easter eggs, a gaming feature that brings unique, branded visual features to a game and is found in popular video games like GTA V. It also presents ample opportunity for positive digital exposure of the latest Pacsun launches.” “ The brand’s involvement on Roblox provides another touchpoint and way of connecting directly to our target social audience and consumers. “ We have seen positive ROI, in terms of our continuously increasing engagement within Roblox,” said Tyler MacDonald, Pacsun senior manager of influencers and social media. Users then get access to the store and are then able to buy community-created merchandise. Once each region is completed by a single user, a dedicated piece of a Pacsun store in the specific zone will be unlocked, representing a prize.
The game world is one of these connections.”
As we continue to cater to a fully digital generation, we need to find new ways to connect with them in order to further our strong emotional resonance as a brand. “This translates to meeting consumers at the intersection of not only fashion, but also gaming, music, sports and art. “ We aim to explore and activate right alongside the consumer,” said Brieane Olson, Pacsun co-CEO.
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