2023-08-03 21:33:28
Star on the screen with the record start from the eponymous film, did you know that Barbie had become so on… Animal Crossing ? This life simulation game allows players to create and customize their own island. Since the release of trailer of the feature film directed by Greta Gerwig, several creators share on social networks designs by clothesvisits to their island or even tutorials aimed at reproducing the dream house of the matte doll.
Barbie couldn’t be the only one to have invested Animal Crossing : Star Wars, Toy Story and other iconic movie heroes are also featured. Some players recreated outfits inspired by Elsa and Anna from the snow queen ; others, from the universe of Harry Potter recreated the Gryffindor common room or other iconic Hogwarts locations. On the serial side, Wednesday, Friendswhere the Simpsons also inspire players. Evidence of the plasticity of the universe Animal Crossingeven iconic scenes from Game of Thrones have been replicated.
Purpose of our researchrecently published in the journal Marketing Decisions, the game does not only have a playful dimension when it approaches such universes. Nintendo and audiovisual producers also have something to gain.
Fashion, ubiquitous in Animal Crossing
With over 42.2 million units sold as of March 31, 2023, Animal Crossing : New Horizons ranks behind Mario Kart 8 Deluxe as the second best-selling video game from the Japanese giant Nintendo. Fashion plays an essential role in it and is one of the most appreciated aspects by the players. The personalization of their avatar, also called “villager”, is indeed one of the salient aspects of the game. They can choose the appearance and obtain throughout their adventure many clothes and accessories.
Animal Crossing also offers players the ability to design and customize their own clothing. Using the pattern maker, they can draw their designs and apply them to different garments, creating original and personalized outfits. Fashion allows players to create a unique avatar, reflecting their proven, dreamed or fantasized look. It also plays an important role in social interactions.
By visiting other players’ islands or hosting visitors on their own island, players can trade clothes and accessories, organize parades or shopping sprees. In this dynamic of sharing, many are those who share their creations online on social networks like Instagram or the one that must now be called “X”.
As we explained in a previous contribution to The Conversation, the community’s interest in fashion Animal Crossing has naturally attracted the attention of brands that make product placement. Some like Gemo or Uniqlo have not failed to integrate the game to deploy virtual collections inspired by their real products. It is also through fashion that audiovisual productions are appearing in video games.
Players, Nintendo, Producers: All Winners
While video game customization tools are powerful, they also have limitations that pose challenges, especially when it comes to reproducing icons like Barbie: Beware of Barbie bizarre ! The size of the patterns and the number of colors being limited, the faithful reproduction of certain garments is a real feat. The challenge is all the greater since the characters of the video game have a specific graphic style and a morphology far removed from that of the fashion icon. These graphic difficulties cannot, however, upset players experienced in the “kawaii” style of the universe ofAnimal Crossing.
Animal Crossing : New Horizons gives them a blank canvas to express their love for their favorite shows and movies. The convergence of the world of video games and the film and television entertainment industry thus opens up the possibility for gamers to unleash their creativity. This gives them the opportunity to live an immersive experience where they can embody their favorite characters, create emblematic settings and share their passion with the gaming community. They then become key players in the promotion and reinterpretation of films and series. .
Read more: Is the movie “Barbie” really feminist?
Nintendo also finds its interest there. For the multinational, the players’ integration of audiovisual productions constitutes an additional opportunity for attraction and loyalty. This builds commitment to the game and creates a lively and creative community around it. Reproductions of famous series, TV shows and films can attract the attention of social networks and the media: this increases the visibility of the game and Nintendo.
As for the producers, they too benefit from this practice which increases the visibility of their products. Special collaborations, such as cross-events or promotional items, can be considered. In this register, the promotion of the series Enola Holmes is iconic. This is, for example, since his Instagram account that designer Nicole Cuddihy promoted the costumes she made in connection with the famous Netflix series.
The reproduction of their creations in a popular game like Animal Crossing can serve as an indirect promotion for series, films or other TV shows. This can attract the attention of new audiences and prolong the interest in these contents.
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