The Dive Watch
Gucci and Fnatic have partnered for a drop of limited-edition dive watches. The timepiece features the logo and signature black and orange colors of the team. To support the launch, a brand film was released and a Fnatic-branded mini-game is expected to hit the Gucci Arcade, the section of the Gucci app dedicated to gaming. Available through the Gucci store, the 100 watches were sold out in less than 48 hours.
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
