How Louis Vuitton’s eSports Move Shows Gaming’s Current Power
For more than 150 years, the French fashion house of Louis Vuitton has taken great pride in being regarded as one of the biggest luxury retail brands on the planet.
The organisation has taken many different steps through the decades to achieve its unassailable position in the fashion world but, despite all of this, its latest move still seems surprising even by their standards. After all, how often have you associated LV with the world of video gaming?
Intriguing new partnership
The luxury brand’s announcement towards the end of September that it is partnering with Riot Games and its iconic eSports title League of Legends is undoubtedly an intriguing one.
Under the terms of an agreement described as a ‘first-of-its kind partnership’, Louis Vuitton is set to create a very special travel case to hold the Summoner’s Cup – the prestigious trophy which will be handed to the winners of the League of Legends World Championship following a finals event being held in Paris in November. >>
First of its kind. #LouisVuitton has partnered with @riotgames and @lolesports for the @LeagueOfLegends World Championship. A bespoke trunk will protect the Summoner's Cup, the prize for the most prestigious esports event. See more at https://t.co/sUeDpQ8Uvd#LVxLol #Worlds2019 pic.twitter.com/JXkAjUgjLM— Louis Vuitton (@LouisVuitton) 23 September 2019
Furthermore, the brand has set about creating a host of digital assets to be used within the League of Legends game too, including unique champion skins and a capsule collection designed by its artistic director of women’s collections Nicolas Ghesquiere.
But while the news is undoubtedly fascinating, it does raise one key question – why has Louis Vuitton decided to make this move now?
A mainstream proposition
It could be argued that it was only a matter of time until a luxury brand considered embracing eSports, as it has become a lucrative industry in recent years. In fact, earlier this year research from Newzoo even predicted that revenues in the market will surpass an incredible $1 billion for the first time this year.
Furthermore, while gaming once had the reputation as a niche pastime, it is now a mainstream proposition with so many different experiences being available at the touch of the button on a number of devices. More luxurious forms of gaming have notably found a place in this new world, with many sites offering casino action once associated with a glamorous night out. Furthermore, a site like Paddy Power also offers Jackpot King, a prize-pool based concept in which winners can secure payouts of up to six figures by trying their hand at online slots.
When all of this is considered, it is clear to see that there is a significant amount of money in eSports and gaming in general at present. As such, it is perhaps not a huge surprise to see a prestigious brand like Louis Vuitton look to get involved in the area.
A sensible step
So while some may have initially been confused by Louis Vuitton’s decision to embrace eSports, it is, in fact, a move which probably makes a lot of sense.
The industry and video gaming in general have become a big part of popular culture in the last couple of years and while LV may be among the first luxury brands to embrace the area, the chances are it will not be the last.