Fashion retailer Revolve Group and game developer Muus Collective have launched their fashion styling game Bellemint globally, following initial success in the U.S., attracting over 100,000 downloads.
Fashion retailer Revolve Group and game developer Muus Collective have officially launched their fashion styling game, Bellemint, to a global audience following a successful debut in the United States. Available for download on both Google Play and the iOS App Store, Bellemint has already accumulated over 100,000 installs, indicating strong initial interest, as reported by Sarah Fuchs, co-CEO of Muus Collective, in an interview with GamesBeat.
The game is designed to combine interactive gaming with real-world shopping experiences, allowing players to engage with Revolve’s catalog. While Muus Collective developed and owns the game, they have strategically partnered with Revolve to facilitate in-game purchases of the real clothes showcased within the game environment.
Fuchs noted, “We’ve seen such an incredibly positive response from our U.S. cohort. And we’re seeing interest from the broader community on social media. So we thought that Women’s History Month was the perfect time for our women-led studio to go global with our first game.” The launch coincides with various upcoming initiatives with Revolve that are still under wraps.
Bellemint features a business model that encourages player interaction with Revolve’s offerings. Users can style avatars with real clothes sourced from Revolve’s extensive selection, enter contests to gain votes for their styling choices, and make purchases through Revolve’s e-commerce platform. Additionally, in-game purchases are available for virtual clothing items, allowing players to further customize their avatars.
Bezahler, who shares the role of co-CEO at Muus Collective with Fuchs, emphasized that the game currently does not include user-generated content. She explained that this decision was made to protect the curated luxury brands represented in Bellemint, stating, “We have carefully curated luxury brand partners and we don’t want to cannibalize the wonderful products that they have.” However, there is potential for user-generated features in future updates.
The game offers players an avenue for creative expression through customization options for avatars, allowing choices in skin color, hair style, and outfit selection. Users are encouraged to explore their fantasy fashion preferences, which can include outlandish items such as costume wings. Fuchs remarked, “It’s both, it is rooted in real world, but we also have a fantasy element.”
In addition to a gamified shopping experience, the partnership with Revolve introduces a range of benefits for players, including rewards for linking up their Revolve accounts. Those who engage with the app can earn loyalty points, take advantage of discounts, and enjoy personalized shopping incentives.
Bellemint has seen promising engagement metrics since its launch, including an average daily playtime of 30 minutes and a user demographic skewed towards women, with 97% of players identifying as female. A significant portion of the player base, 51%, falls within the 18-24 age range, while 28% are aged 25-34, which aligns with Revolve’s target customer demographics. The game has inspired users to style over 1.6 million outfits, with dresses being the most popular item category.
Fuchs expressed enthusiasm for the game’s success in the U.S., revealing that users have engaged with Revolve’s products over five million times in-game. “We can’t wait to continue to connect with Revolve customers all over the world with our global expansion,” she said.
Michael Mente, co-CEO of Revolve, highlighted the innovative nature of Bellemint, stating, “Integrating our Revolve Loyalty program into the game allows users to unlock exclusive perks… This launch is an exciting step forward in bridging fashion and technology.” Emily Wang, partner and COO at Griffin Gaming Partners, supported this perspective by stating that Bellemint serves as a centralized hub for fashion lovers, enabling them to engage with styles and make purchases seamlessly.
As Bellemint continues to grow, Muus Collective has an active calendar of updates planned to introduce new features and further enhance user engagement within the game. Bezahler indicated that the team’s focus remains on creating experiences that connect digital fashion enthusiasts with real-world shopping opportunities. The successful global rollout marks a significant milestone as Bellemint aims to be a leader at the intersection of gaming and fashion retail.
Source: Noah Wire Services
