Global gaming commerce platform Xsolla has signed a strategic partnership with digital fashion and virtual entertainment company ALTAVA Group.
This collaboration was pursued to provide gamers with a new form of avatar customization and brand experience by incorporating luxury fashion IP into the game. Morgan Stanley predicts that the digital fashion market will grow to approximately $50 billion by 2030 due to the spread of personalization trends and avatar-based commerce.
Through this partnership, Xsolla and Altava will build an online marketplace that will allow developers to apply Altava’s high-quality 3D digital fashion assets to their game content. This will create a structure for applying and monetizing luxury brand-based clothing, accessories, and other items to avatars.
“Altaba’s innovative approach to digital fashion aligns perfectly with Xsolla’s vision for gaming commerce,” said Chris Hewish, Xsolla’s chief strategy officer. “We will deliver immersive luxury experiences leveraging premium IP that empower games to become a platform for player self-expression and identity.”
Altaba currently owns over 3,000 3D digital fashion assets and has created content in collaboration with over 20 global brands including Balmain, Clarins, Fendi, and Renault. These assets can be integrated with Xsolla’s commerce tools for in-game avatar customization, in-game events, marketplace listings, and more. A flexible revenue sharing model is also provided, including user-generated content (UGC).
“Our partnership with Xsolla will help establish luxury as a cultural asset rather than a mere trend in the digital world,” said Andy Koo, founder and CEO of Altaba Group. “Combining high-end brand IP with Xsolla’s infrastructure will open up new markets and revenue opportunities for developers, brands and players alike.”
In addition, Altaba plans to present customized experiences targeting global fans through content that combines AI-based fashion technology with K-culture IPs such as K-pop, idols, and K-dramas. In the future, consumption experiences that expand from offline events to purchasing actual products will also be possible based on Altaba’s digital-physical linkage solution.
Through this collaboration, the two companies plan to pioneer new interactive experiences that combine fashion, games, and culture, and accelerate the spread of premium IP within the game industry.
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