Cross-game digital avatar platform Ready Player Me is launching branded character skins
Ready Player Me, a cross-game digital avatar platform, has announced the launch of branded character skins in collaboration with major brands and intellectual properties (IPs) such as Rovio, the studio behind Angry Birds, “The Voice” TV talent show, and Warner Music Group (WMG). These branded character skins will be part of Ready Player Me’s upcoming Premium Skins Catalog, allowing brands to directly sell skins and custom content to users.
Expanding opportunities for game developers
The CEO of Ready Player Me, Timmu Toke, stated that the Premium Skins Catalog was designed to provide game developers with an opportunity to create and sell custom skins to their audiences on the platform. This initiative aims to enhance user experiences and monetization options within virtual worlds.
Partnerships confirmed
Decrypt confirmed that Rovio, WMG, and Virtual Brand Group have plans to release avatar skins on the Ready Player Me platform. Virtual Brand Group CEO Justin Hochberg expressed his belief that video games can serve as virtual stores that unlock a “retail revolution.” The offerings from “The Voice” will include virtual streetwear, accessories, costumes, and fashion suitable for performances.
Connecting with younger audiences
Hochberg highlighted the importance of connecting with younger audiences who are increasingly engaging with 3D worlds. He emphasized that these audiences are moving beyond traditional social media platforms and are now looking for immersive experiences where they can shop for 3D items within virtual environments.
Expansion into the digital assets market
WMG sees this collaboration as an opportunity to connect artists and songwriters with their fans through interactive formats. It is not WMG’s first venture into the world of NFTs and crypto, as they have previously launched a blockchain music accelerator and planned NFTs through the Polygon platform. They are actively exploring different revenue streams for their artists within the gaming industry.
Other partnerships
Ready Player Me also announced potential plans with McLaren and UMG’s Bravado merchandising arm, although these partnerships have yet to be confirmed. McLaren has previously ventured into NFTs by launching Formula 1 NFTs on Tezos, while UMG has been involved in various NFT launches and collaborations.
Hot Take: Enhancing the virtual shopping experience
Ready Player Me’s collaboration with major brands and IPs demonstrates the growing trend of integrating virtual shopping experiences within video games and virtual worlds. By allowing users to purchase branded character skins and custom content directly from these brands, Ready Player Me aims to enhance user engagement and monetization opportunities. This partnership between the gaming industry and various sectors such as music and entertainment signifies the increasing importance of digital assets and NFTs in connecting with younger audiences.
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