Fashion Online Game Taps Real Brands | Adweek Fashion Online Game Taps Real Brands | Adweek
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Fashion Online Game Taps Real Brands

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Retail Therapy also includes multiple social elements; friends can visit each others stores to shop, and players can create and share original looks with their friends across social networks.

The idea behind the game, according to Sugar Inc. CEO Brian Sugar, was to find alternative ways to monetize PopSugar’s audience. virtual goods.

“We’re a pretty decent sized Web site, and we are constantly asking ourselves, ‘how can make more money from our audience?’” he said. “The primarily way we do so is through display advertising, but what we’ve learned is that you need other revenue streams.”

Sugar believes that Retail Therapy can entice users to open up their wallets in smaller increments by borrowing elements of hugely popular social games like Zynga’s Farmville, which have successfully enticed millions of users to purchase virtual goods by promising competitive advantages and overall better game play.

Plus, the fact that the game will feature reality based goods should make it more compelling (he compared that dynamic to sports games that feature real world athletes). “This is really the first time that brands of this caliber have been available in a game like this.”