TheIndustry.fashion LIVE! Pocket Styler on how to gain customer growth through gaming

Reporting from TheIndustry.fashion LIVE! ‘A New Era For Fashion E-Commerce’, Simonas Sturys, the Head of Marketing at Nordcurrent, joined Lauretta Roberts to discuss how retailers can use gaming to engage and attract customers.

Pocket Styler, which launched in June 2021, is one of the newest and fastest-growing mobile games produced and published by Nordcurrent. In July, the company invited forward-thinking fashion brands to pitch for the opportunity to create a virtual collection to be featured on the platform.

The game has attracted 19 million downloads globally and has 100,000 players spending a total of 10,000 hours on the app daily. It allows user to create and style their own avatars with daily themed challenges and the opportunity for users to vote on their outfits. Some 310 trillion-plus style combinations are available on the app with more than 10.5 million outfits submitted weekly and 10 million votes cast daily.

Today, Simonas Sturys told brands at retailers at The Hoxton Holborn why gaming is a new and ever growing way to engage and convert consumers. For example, Pocket Styler recently partnered with London-based designer David Koma who saw traffic to his website increase by 600% as a result of the collaboration.

Stury is a self-proclaimed "newby" to the fashion business. However, this fresh way to introduce consumers to fashion brands is taking the industry by storm.

He told the audience that computer games came out in the 70s/ 80s but by 2000s majority of games were played on Pcs. But now, mobile gaming is the majority of the $85 billion business.

95% of gamers don’t pay for their mobile games. 43% of 3 billion mobile game users are female and 40% are above the age of 35. Pocket Styler’s users are 83% female with 70% over the age of 25.

Sturys let the audience in on a secret that Pocket Styler's latest collection is in celebration of 50 years of Marc Cain, launching on 18 September.