Disruptive Publishers

Disruptive Publishers

August 30, 2011 09:00 ET

Fashion Brands Eyeing New Opportunity in the Gaming World Turn to Disruptive Publishers

VANCOUVER, BRITISH COLUMBIA--(Marketwire - Aug. 30, 2011) -

Editor's Note: There are two photos associated with this press release.

Many of today's leading fashion and apparel brands have recently burst into the gaming world in a unique way: through Xbox 360 Avatars. Brands such as Billabong, Santa Cruz, Quiksilver, Burton, Diesel, Adidas and others are leveraging avatars – virtual representations of online users – to organically embed their brands within the 35 million online-enabled Xbox 360 users worldwide.

Disruptive Publishers, a unique studio focused on the creation of digital personalization content on today's leading online game platforms, recently partnered with Billabong, Santa Cruz, Independent and Creature to release the "Surf & Skate" avatar collection. Since launching on the Xbox LIVE Marketplace on August 11th, several items in this collection have populated the top of the sales charts on Avatar Marketplace, and a collection update is scheduled to be released on September 1st.

"Today's gamers are doing so much more than playing traditional video games," explains Trey Geiger, Director of Operations and Managing Partner at Disruptive Publishers. "Microsoft has created a great platform with Xbox 360, and consumers are demanding the ability to showcase their personal tastes through their Xbox LIVE Avatars. We're excited to have worked with some of the most credible and recognizable surf and skate brands to extend their product lines to life in the virtual world."

Several brands, such as Billabong, have used avatars to mirror real-world product line launches. Users can purchase items ranging from graphic t-shirts, plaid flannel button-ups, board shorts and caps which have recently been released in Billabong's Summer 2011 real-world product line.

Otis Perrick, co-founder and Director of Business Development at Disruptive Publishers, explains that, "Self expression is the common thread between anything purchased virtually or in the real world. Today's savvy consumers are demanding to have the ability to showcase their personal tastes not only where they shop at retail, but what brands they buy online and in this case, what they buy for their Xbox 360 avatar. It's just as important to have the newest shorts, t-shirts and hoodies virtually as it is to have them when you head back to school. The gaming world is now becoming a hot spot for companies whose market aligns with the gamer demographic. We have been able to translate Billabong's admired surf appeal into products that carry the same allure – only virtual."

"Billabong is the definitive surf and skate brand on the market so it was only natural for us to extend the reach of our brand to the Xbox 360 avatars as this is a new digital platform," said Scott Wallace, VP New Media & Strategic Partnership Billabong International." Our fashion line appeals to the very demographic that is using these gaming platforms, so it was a natural fit for us to create a digital line."

The success of branded avatar content points to a growing trend of fashion labels and major international brands looking to the gaming world and virtual fashions as one of the most valuable sectors outside of the runway. As the number of gamers logging into their gaming consoles steadily increases, marketers are now seeking ways to translate their products into virtual goods to be sold in the growing online marketplace.

Proof of the trend:

  • In 2010, virtual good revenues hit over $7.3 billion.
  • The average cost of a micro transaction in the gaming world can range from $1 - $5, with content ranging from motion pictures, TV series, sports leagues, video games and more.
  • Xbox LIVE Members love avatars, personalized digital reflections of the game user themselves, changing the digital outfits of their Avatars more than 300 million times since the launch of the Avatar system in late 2008.

To view the first photo associated with this press release, please click on the following link: http://www.marketwire.com/library/20110829-avatar.jpg

To view the second photo associated with this press release, please click on the following link: http://www.marketwire.com/library/20110829-shot.jpg

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