Muus Collective introduced right this moment that its Bellemint vogue styling cell sport goes into delicate launch right this moment within the U.S. The sport is launching as a part of a partnership with Revolve Group and Griffin Gaming Companions.
Los Angeles-based Muus Collective constructed the sport in collaboration with vogue retailer Revolve. It gives a game-forward cell styling platform with a seamless e-commerce tie-in. Stylists can just about store and elegance the most recent collections on Revolve from in style manufacturers, get inspiration for his or her IRL wardrobes, and store their favorites from revolve.com with the faucet of a button.
This superior vogue styling sport integrates the famend model portfolios of Revolve and Fwrd into an immersive procuring expertise. As Bellemint’s unique retail companion, Revolve is increasing its digital presence, providing a particular mix of digital and real-world vogue, designed to deepen buyer engagement and increase its attain to new audiences.
“There’s a lot variety you may select from many alternative pores and skin tones, hairstyles, hair textures, eye shade, and hair colours which might be each pure in the actual world and likewise method on the market,” stated Sarah Fuchs, co-CEO of Muus Collective, in an interview with GamesBeat. “You may actually create whoever you need to fashion and then you definitely fashion with real-world manufacturers, and also you get challenges every single day. Then you may store in actual life on Revolve.”
By way of Revolve, gamers get to discover the clothes of manufacturers similar to A.L.C., Andrea Iyamah, Bronx and Banco, Hemant and Nandita, Maria Lucia Hohan, Rococo Sand and others.
It’s one among a brand new technology of video games that mixes a digital sport with e-commerce and bodily retail merchandise, leading to new alternatives for monetization. The sport is obtainable on iOS and Android. Bellemint is its inaugural cell vogue sport, and it’s one more instance of a sport from a venture-backed sport studio. Griffin Gaming Companions led a $5 million spherical for Muus in 2022.
Stylists faucet into self-expression by creating appears to be like, customizing digital avatars (Muses) with inclusive choices for dimension, pores and skin tone, and hair texture, and taking part in day by day styling challenges, stated Amber Bezahler, co-CEO of Muus Collective, in an interview with GamesBeat. They will join with different stylists via voting on their appears to be like and may comply with and pal others who encourage them.
Fuchs stated that as gamers earn their first promotion to a brand new stylist degree in Bellemint, they unlock a limited-time 20% low cost to buy on Revolve, seamlessly connecting digital achievements with real-world rewards. This promotion-based reward system encourages gamers to proceed refining their styling abilities whereas partaking with Revolve and Fwrd collections. Future updates will additional combine loyalty advantages, providing much more real-world incentives via gameplay.
There are different vogue video games like Covet Vogue, which is owned by Digital Arts. Fuchs labored on that sport up to now, whereas Bezahler got here from the e-commerce facet.
What differentiates Bellemint is its seamless integration with the Revolve e-commerce platform, merging the digital world with the actual world to supply clients an aspirational, partaking, and personalised procuring expertise. By tapping into the gaming world via a complicated and stylized
platform, Bellemint helps Revolve’s dedication to offering unique, interactive experiences that foster buyer loyalty and drive innovation in retail.
Walmart has additionally been exploring new enterprise fashions for e-commerce choices in video games as nicely. Generally, gross sales of real-life gear in a sport ends in a lower of the acquisition value for the sport maker. Muus Collective can’t touch upon the kind of deal it will get. However we will assume there’s some affiliate income right here. And what’s good about that’s that the sport can have an alternate mannequin for monetization past in-game merchandise gross sales or promoting. That’s necessary, as it’s getting more and more onerous for generic cell video games to earn money as a result of it’s more durable to focus on advertisements at shoppers today, because of Apple’s give attention to privateness over focused advertisements.
Following profitable exams in Australia, Canada, and New Zealand, the sport is now out there within the U.S. on iOS and Android, with plans to launch globally in 2025. Preliminary metrics present in-game stylists partaking within the app for round half-hour per day whereas logging two to a few periods day by day.
Stylists (on this case, the gamers) can customise their avatars with numerous options, together with a variety of physique sizes, pores and skin tones, eye colours, eyebrow shapes, and hair textures and colours.
They will compete in day by day fashion challenges, vote on fellow stylists’ outfits, and comply with their favourite stylists for continued inspiration and group connection. That is solely the start, with a full roster of latest options deliberate earlier than world launch, the corporate stated.
“We’re thrilled to announce this main milestone of Bellemint delicate launching within the U.S.,” stated Bezahler. “Our preliminary exams in areas like Australia and Canada have discovered a extremely engaged viewers that values self-expression and spends round half-hour day by day styling, discovering, and procuring the most recent collections from Revolve. With much more options coming that can assist you curate your good digital and IRL wardrobe, we will’t wait to see how our U.S. viewers embraces the expertise.”
“Bellemint gives an immersive and aspirational procuring journey that seamlessly merges digital vogue with real-world tendencies,” stated Fuchs. “Our preliminary regional launches in Canada, Australia, and New Zealand revealed a extremely engaged viewers that embraces self-expression and spends a mean of half-hour a day styling, discovering, and procuring. With much more thrilling options coming quickly, we’re thrilled to introduce this expertise to the U.S. viewers—Revolve’s main market—and may’t wait to see how they unlock and embrace their good digital and IRL wardrobes.”
Muus Collective is a women-founded and led digital studio for the creator, gamer, and tastemaker in all of us. Muus brings collectively the perfect minds in vogue, gaming, and retail to create vogue experiences spanning cell video games, leisure, and e-commerce.
“The launch of Bellemint marks a strategic development in retail, merging immersive digital engagement with real-world procuring incentives. At Revolve, we’re dedicated to pushing boundaries, and this partnership with Muus Collective allows us to succeed in new audiences and strengthen buyer engagement and loyalty via revolutionary experiences. By mixing digital and bodily procuring,
we’re elevating our model presence with the potential to drive measurable development for Revolve and
Fwrd,” stated Michael Mente, co-CEO of Revolve Group, in a press release.
“Revolve and Muus designed Bellemint to be a digital runway for gamers to find and store
curated vogue — and for model companions to market their merchandise to a tailor-made viewers,” stated Emily
Wang, companion and COO at Griffin Gaming Companions, in a press release. “The sport serves as a brand new medium for manufacturers to spice up product discovery and model loyalty organically, with gamers repeatedly partaking with digital clothes and niknaks to win outfit styling challenges. Gamers enter and vote on challenges as a inventive type of self-expression, all of the whereas delighting in vogue inspiration and including real-world
outfits to their cart from their favourite in-game stylists and the sport’s user-generated social feed.”
“Bellemint is a gamified platform the place creativity meets the style and sweetness our gamers love, providing a novel expertise they gained’t discover wherever else,” stated Bezahler. “We’re proud to offer an inclusive expertise with an unparalleled vary of pores and skin tones, hair textures, and physique sizes—seamlessly aligned with Revolve’s ethos. Collectively, we’re setting a brand new customary for variety and illustration in vogue gaming.”
Bezahler stated, “You may take an image of your self in your real-world outfit and put it subsequent to your avatar. It’s actually an immersive engagement platform. The large factor is about self-expression. You may channel your creativity and your love for the sport.”
Muus Collective has round 15 folks and it has quite a few contractors as nicely. It has additionally tapped exterior improvement firms to assist make the sport.
