Burberry Gets Into the NFT Game
LONDON — Burberry is continuing its mission to target younger generations, delving further into gaming and experimenting with digital ownership for the first time.
The British heritage brand has announced a partnership with Mythical Games at the Electronic Entertainment Expo in Los Angeles. Gone are the days when big launches only happened at fashion week.
As part of the tie-in, the label will launch a limited-edition NFT vinyl toy, dubbed Blanko, for the company’s open-world multiplayer game Blankos Block Party.
As part of the game, players are able to collect, upgrade and sell digital toys. Gaming companies are continuing their push towards digital ownership within gaming and fueling a new “play-to-earn economy.”
“Player ownership is the future of games, and our driving principle is making these new economies a reality. Blankos Block Party sits at the intersection of games, art, music and fashion, and presents players and collectors new ways to engage with and even own a piece of the brands they love,” said Nicole Yang, vice president of marketing at Mythical Games.
This marks the first time the gaming platform has partnered with a luxury brand, Yang added.
