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Retailer Expands Roblox Presence With PACWORLD
In June 2021, Pacsun moved into the online entertainment space with a dedicated experience on Roblox (NYSE: RBLX), a global online platform for shared experiences connecting millions of people every day in its metaverse.
As part of this collaboration, the fledgling retailer today officially announced a fantastic interactive shopping mall experience on the Roblox platform, created through a partnership with leading game development studio MELON. This is a natural extension of Pacsun’s existing catalogs on Roblox, with the top-selling catalog items being “fantasy” oriented items, including golden wings.
PACWORLD allows players to create a unique hub, crossing fashion technology and community. Within the social environment, customers find a community in this space, drawing on the powerful network effects of the metaverse. Players are the owners and operators of a new mall, and their goal is to make the mall as profitable and popular as possible. Players will be able to create and delete stores, upgrade well-functioning stores, decorate the mall to try to attract more customers, and even invite their friends to visit their mall.
“Innovation and creativity are at the heart of the Pacsun brand voice, and we see our audience as the cultural pioneers of the future. As we speak to an all-digital generation, we recognize that Gen Z values community and accessibility more than any other generation, and we’ve joined Roblox to further strengthen that connectivity with our consumers,” said Brie Olson, President of Pacsun. “Given they use Roblox as a socializing point, we knew that to build our strong emotional resonance as a brand, we needed to continue building alongside them in the gaming world.”
With digital being Pacsun’s top priority, the retailer has grown exponentially in the space year over year, driven by insightful brand and talent partnerships, social media activations and strategic campaigns. Over the past year, Pacsun has begun to embark on a strategy with paid media and upper funnel initiatives, with NFTs and VR becoming a major focus for collaborative initiatives and in-store efforts.
Pacsun entered the NFT space with the introduction of the Pacsun Wave NFT in November 2021, followed by the Pac Mall Rats series in January 2022 and most recently PS Sunset in collaboration with Pakistani artist Sara Shakeel. The second drop of Pac Mall Rats also debuted today, representing 14 different Pacsun locations, as well as Reebok, Pacsun’s first Pac Mall Rats based on a brand partner. Locations for this wave of Pac Mall Rats include Glendale and Downey, CA, Orland Park, IL, St. George, UT, Raleigh, NC, New York City, NY, and more. Pac Mall Rats are now available for auction on Open Sea for one week, starting at $250.
Pacsun also launched its first-ever video game, “Pacsun the Game”, scheduled for its Spring/Summer 2022 campaign through the relaunched Pacsun app in the App Store. The campaign once again featured Gen Z and style icon, Emma Chamberlain, who starred in Pacsun’s virtual reality experience video as a personal avatar, Emma’s first time playing its digital role.
“While it is important for us to follow our customers through digital touchpoints, we understand that in-store purchases are still relevant. PACWORLD, we give players and consumers the reins to create their space and build it from scratch. It combines whimsy with a traditional in-store feel, through a digital lens in a highly interactive way,” added Alfred Chang, co-CEO of Pacsun.
In PACWORLD, players will be able to customize their malls with style and aesthetics that can be purchased with their virtual income they earn from experience. The starting point is a sunny beach island reminiscent of Pacsun’s home base in Southern California, where players can choose land for their custom mall on which to build their stores. Stores are the main aspect of the game and each store will generate its own virtual income to add to the player’s overall virtual income earned in the experience. As a mall grows in popularity and is visited by more and more shoppers, modeled on their Roblox friends list, players can keep upgrading their mall by adding new ones. fun shops and restaurants, as well as decorations such as plants, furniture and murals.
To amp up the social element, Roblox players can visit each other to socialize and compare malls. PACWORLD allows up to six players to build malls next to each other, while Roblox’s platform allows players to access any server to visit friends and check out their malls .
PACWORLD is now available on Roblox. Be sure to check back later this month when we reveal PACWORLD virtual goods.