LONDON — Fashion League, a fashion game from role-playing gaming platform Finfin Play AG, will launch in the spring with the aim of bridging the gap between e-commerce, gameplay and technology.
In the game, players will be able to customize their own characters with a broad range of physiques, skin tones, hairstyles and a scale of gender identities.
“Fashion League will establish a new benchmark for fashion gaming, embracing inclusivity and reflecting the ever-evolving gaming landscape,” said Theresia Le Battistini, founder and chief executive officer of Finfin Play AG.
“By uniting and working with the fashion industry, we unlock unlimited potential for players, consumers and partners to enjoy our first-class quality, free-to-play mobile game that promises startling visuals and worlds, personalized features, and an inclusive and immersive gaming experience,” she added.
The game includes two components: a narrative play and mini challenges for players that include a runway challenge, fashion house tie-ins, styling sessions, custom designs and the opportunity for players to launch their own fashion brand.
Players will be able to build up their wardrobes by participating in challenges and in-app purchases will include branded skins.
Partnerships with brands and fashion personalities will be revealed in the lead up to the game’s launch.
Theresia Le Battistini, founder and CEO of Finfin Play AG
Fashion games have become an experimental gray area.
Last year, Drest, the mobile gaming company that enables players to become fashion stylists and brands to appeal to new audiences, raised 15 million pounds in fresh funding from its longstanding investor.
The money was earmarked for the development of a new product proposition, Drest Game 2.0, which promises to offer a more sophisticated user experience and a larger, global marketing platform for fashion, luxury, beauty and jewelry brands.
On April 8, Kim Kardashian’s Kim Kardashian: Hollywood will shut down after launching successfully in 2014. The game made waves with more than 22.8 million players joining during its early days making more than $43.4 million, according to the mobile game’s publisher Glu Mobile.