Video Game for Balenciaga: Slalom Between Fashion and Technology

Balenciaga chose to launch its new Skiwear Collection through a video game.

The game was embedded in an online contest running from December 11, 2023 to January 31, 2024. Players could receive exclusive stickers and wallpapers, and also compete in the final global leaderboard.

Top-ranked players won a Balenciaga Ski Lock for sports equipment.

In just a moment, we’ll dive into all the details of the video game developed by Code This Lab, but first, there’s an important question to answer: why did Balenciaga choose to promote itself through a video game?

Advergame: a tool that engages

Balenciaga is certainly not the first fashion house to develop an advergame, i.e., a branded video game.

Partnerships between fashion brands and famous video games are becoming increasingly common, such as the collaboration between Louis Vuitton and Riot Games, with an endless runner experience connected to League of Legends.

Or the Moschino case, which teamed up with the popular game The Sims to create a collection of virtual outfits inspired by the brand’s design.

Gucci, on the other hand, launched Gucci Arcade. It's a mobile app featuring a series of mini-games inspired by the brand’s iconic aesthetics and themes.

Many well-known brands have chosen to tell their story through video games, from fashion to food & beverage, all the way to automotive.

In short, advergaming is an expanding world made of creativity, expertise, and refined marketing strategies.

The reason is simple: everyone likes to play.

It’s one of our most primal instincts, one that evolves with us, giving digital game experiences a truly significant role. With the rise of smartphones, the numbers have skyrocketed. In Italy alone, gamers represent 32.2% of the population, with an average age of 29.8.

Playing has become part of daily life, both for kids and for older generations.

That’s why a web game can become a powerful tool for any brand that wants to tell its story.

Unlike traditional advertising, a game is interactive and fun. It doesn’t bore people, on the contrary, it engages them; and above all, it delivers a real, tangible experience.

In fact, several magazines and online newspapers covered Balenciaga’s video game, such as Il Fatto Quotidiano, MamE, and other well-known fashion portals.

Let’s not forget the data!

Another major strength lies in the ability to collect a wealth of useful data and insights about your audience.

Through the video game, or rather, through an optimized back end, you can access information about the people interacting with your brand or company.

Beyond basic user data gathered via log-in (valuable for lead generation), a video game can include questions related to products and brand values, helping you understand user preferences and even purchasing habits.

Any data collected is, of course, processed in full compliance with privacy regulations, and only after users have given their consent.

In short, video games and gaming solutions designed for loyalty and branding provide valuable insights for any brand.

Balenciaga’s Video Game: An “Infinite” Sports Game

Our Game Developers took inspiration from Slalom Ski for the Balenciaga Skiwear Collection video game.

The gameplay is endless, built around a slalom run with no finish line. It goes on forever.

The goal is to keep going for as long as possible, while the snowstorm closes in.

The game features three different settings, each with its own weather conditions: as you progress, the climate becomes harsher and the pace of the game increases.

Here are the environments recreated:

• The majestic Mount Fuji
• A classic European mountain
• A thrilling nighttime setting

When the run ends, the user can receive exclusive wallpapers and stickers as a reward, and check the global leaderboard to see how they rank against other players worldwide.

At the beginning of the game, the player is asked to choose between two avatars, both wearing digital recreations of Balenciaga’s winter products, including technologically advanced outerwear, protective accessories, snow gear, and sportswear.

The avatars were not differentiated by gender, even though the two outfits, one white and one black, echo designs typically associated with womenswear and menswear.

The Value of 3D Modeling

The video game was created to celebrate Balenciaga’s first-ever skiwear collection, highlighting the central role of play.

It’s clear, then, that the game’s success required a digital reproduction that stayed true to the brand’s products.

Our 3D Specialists worked meticulously on the Balenciaga outfits, which feature many technical elements that define the collection.

This was made possible thanks to our extensive experience in 3D modeling, with a strong focus on sports.

Since 2009, we’ve created over 300 fully designed and finely polished 3D characters, born not only from client requests and market trends, but also from the creative collaboration between our professionals specialized in 2D graphics, 3D modeling, and pixel art.

We use the most advanced design software, including 3ds Max, ZBrush, and V-Ray, enabling us to build models that accurately reproduce human movement.

Video Games and Online Contests: An Unbeatable Combo

Video games have reshaped the world of online contests, competitions, and giveaways, becoming a highly effective engagement tool. Their ability to entertain and encourage participation is unmatched, transforming the traditional mechanics of these initiatives.

Through interactive games, companies can create immersive experiences that motivate the audience to take an active role. In addition, the competitive and challenge-driven nature of gameplay helps boost participation even further.

The effectiveness of video games in online contests also lies in their ability to keep users’ attention, and to spark greater virality, as people share their gaming experiences.

We’ve been working in this field for many years, and we know that the most widely used formats are still Instant Win and Rush & Win, or solutions that don’t require specific gaming skills. However, in recent years things have been changing: there’s been a clear rise in games featuring more complex mechanics, asking for greater commitment from users. This shift is certainly linked to the evolution of audiences, which are increasingly digital-savvy and informed.

Ultimately, the game experience is what’s transforming the relationship between brands and people. As we’ve always said: games win people over, without being intrusive.