| Customers: Sela Contractors: Roblox Project date: 2023/09 - 2024/03
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2024: Launch of the game on the Roblox platform
Russian the brand clothes Sela appeared in - metauniverse the company launched its game on the platform Roblox and presented a collection inspired by the connection of the fashion world with digital technologies. Sela announced this on April 17, 2024.
The overall style and content of the game support the positioning of SELA as a family clothing brand. For April 2024, two locations are available in the game - a clearing and a store. In the clearing, users can choose a character - mother or child, as well as see the general standings. In the store, the game plot itself takes place - the child runs away from the mother or the mother catches up with the child.
During the game, users complete tasks, activate abilities and earn game currency that they can spend on UGC goods. For example, players will be able to get a special pet Vigge - a mascot of the SELA brand, or purchase a backpack with his image. Also among UGC are real things from the augmented reality (AR) capsule, which the brand introduced alongside the launch of the game on the Roblox platform.
The AR collection included 9 T-shirts and longsleeves ranging from size 122 to 164. Each item is decorated with a graphic print with mischievous characters in the style of streetwear and skater culture. To activate augmented reality, you need to scan the QR code on the product using a mobile device. Then, for example, the frog will start performing skateboard tricks, teenage sisters will look after chamomile in a flower pot, and a girl in Panama will puff and burst pink gum.
The project was implemented in cooperation with the Russian metamarketing agency Vova Family, which creates projects in metaverse and AR effects. In the future, SELA plans to expand the number of gaming locations, as well as add new products based on real collections. Such things will be marked with a special henteg with information that these clothes can be found in the SELA world on the Roblox platform.
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