Livin' in a gamer's paradise 🌴
How gaming partnerships are a gateway to deeper connections with audiences... a deep dive into Rocket League x Adidas and Vini Jr x Spiderman.
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FESTIVAL OF FOOTBALL
Rocket League have just announced a 3 week ‘Festival of Football’ in collaboration with Adidas. The collaboration will allow gamers to unlock in-game Adidas items. Things such as football kit decals for rocket league cars, via a series of in-game challenges. The 3 week festival starts 19th June and finishes 10th July with in-game rewards inspired by the Euros and Copa America.
This partnership is a smart move by Adidas to increase their presence past the 90minutes of a football match in the Euros and Copa America. According to the graphic below, Nike have more presence on pitch this Euros. With 45% of players wearing Nike boots compared to Adidas 36%. I’ve done some quick maths and Nike also supply 38% of kits at the Euros compared to 27% for Adidas.
Whilst having kit decals from the national teams, Adidas also have boot decals for Rocket League players. Where players can unlock items so their cars look like the iconic silhouette’s of the F50, Copa or Predator. Whilst I remember the F50 growing up, it’s a name Gen Alpha may not be aware of. Placing the boot in Rocket League allows the younger generations to create new memories with this silhouette. It extends Gen Z’s/Alphas touch points with the Adidas brand in a new world through digital content. Rocket League is also free to play, meaning the barrier to entry to experience Adidas football products this summer is essentially free. Providing you have a device that can play Rocket League - most PCs, Playstation, Xbox or a Switch.
Nike are winning the on-pitch battle with Adidas for awareness. But the football game only lasts 90minutes. Whereas a weekend gaming session can turn into a marathon, I’m speaking from experience. oo often I’ve started smoking people on EAFC in the evening and next minute I’m hearing birds chirping the next day.
The gamer’s paradise is another world in itself. If you’re a gamer you’ll understand the feeling of being in a flow state and losing all sense of time. Gamer’s have been doing marathons before they became cool. In the last 7 days Rocket League has averaged 20,420 viewers and for context EAFC recieved 19,466. FIFA have also announced that the next FIFAe World Cup will feature teams competing in Rocket League after their divorce with EA. It’s about to be a Rocket League summer. 🚀
The marathons gamers endure with their friends facilitates a hyper-engaged community. The blend of all night conversations, shared experiences and feelings means games can often act as a gateway to connection. Through this partnership Adidas are able to connect with a hyper-engaged community. It amplifies their brand message far deeper and greater than what’s possible in just a 90 minute football game.
The Soul of Brazil meets Spiderman 🤌
We’ve also seen players activate in the gaming world this past week. This year’s Ballon D’or favourite, Vini Jr, has created an in-game Spiderman suit for Marvel’s Spiderman 2 game. Titled the “Ginga” Suit.
Ginga derives from Gingar - which means ‘to sway’. Ginga is a style of footwork used in the martial art, capoeira. In the footballing context it describes the way our favourite Brazilian footballers have always had this innate ability to dance on the pitch. Bringing the soul of Brazil onto the football field.
The Spiderman Ginga Suit was designed by KidSuper, the streetwear clothing brand founded by artist and designer Colm Dillane. The Brazilian influence is clear in this clean design. The trailer features Miles Morales moving with slick footwork in combat, channeling his inner Vini Jr.
Whilst the Spiderman game was released last year, this collaboration will spark Copa America / football fans to load up the title again. The suit brings flair to Spiderman via football roots. It allows another touchpoint with Vini Jr the athlete, outside of the the game of football. Fans can watch Vini Jr dance around a defender during the Copa America then channel their inner Vini Jr in Spiderman.
The collaboration allows Vini Jr to build his brand in spaces that he’s passionate about outside of football. Vini Jr is a passionate gamer who actively engages in the gaming community, having also streamed on Twitch in the past. This partnership between him and Insomniac Games (creators of the Spiderman game) is authentic. Audiences can see the athlete and the brand are passionate about this creation. It represents a natural progression of Vini Jr building his brand in the world of gaming.
We see a lot of footballers express themselves through fashion and its nice to see players build on their interests in other spaces as well. Gaming has always been a space where players have felt comfortable. Their relationship with gaming in their downtime is well documented. Most player interviews featuring a question on ‘Who’s the best at Fifa in the squad’ etc. During lockdown football fans saw their favourite players take part in Warzone tournaments, showcasing their aim on Verdansk.
In recent times we’ve seen the anime influence in football. From Dominic Solanke’s celebrations with Naruto masks to Jeremie Frimpong’s Anime x Football TikTok creations. Vini Jr has built on this and leveraged another standout campaign on-pitch. This partnership with Insomniac Games allows him to shine off-field in unique spaces compared to his peers. Merging the communities of football and gaming creates a hyper-engaged community who want to explore New York City in their Ginga suits.
Gaming is a gateway for connection between audiences and brands / players. The gamer’s paradise features a hyper-engaged community who transcend live sport. It’s time to tap in. 😤
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