Muus Collective introduced right this moment that its Bellemint style styling cellular sport goes into comfortable launch right this moment within the U.S. The sport is launching as a part of a partnership with Revolve Group and Griffin Gaming Companions.
Los Angeles-based Muus Collective constructed the sport in collaboration with style retailer Revolve. It presents a game-forward cellular styling platform with a seamless e-commerce tie-in. Stylists can nearly store and magnificence the most recent collections on Revolve from common manufacturers, get inspiration for his or her IRL wardrobes, and store their favorites from revolve.com with the faucet of a button.
This superior style styling sport integrates the famend model portfolios of Revolve and Fwrd into an immersive purchasing expertise. As Bellemint’s unique retail associate, Revolve is increasing its digital presence, providing a particular mix of digital and real-world style, designed to deepen buyer engagement and broaden its attain to new audiences.
“There’s so much diversity you can choose from many different skin tones, hairstyles, hair textures, eye color, and hair colors that are both natural in the real world and also way out there,” mentioned Sarah Fuchs, co-CEO of Muus Collective, in an interview with GamesBeat. “You can really create whoever you want to style and then you style with real-world brands and you get challenges every day. Then you can shop in real life on Revolve.”
Via Revolve, gamers get to discover the clothes of manufacturers resembling A.L.C., Andrea Iyamah, Bronx and Banco, Hemant and Nandita, Maria Lucia Hohan, Rococo Sand and others.
It’s certainly one of a brand new era of video games that mixes a digital sport with e-commerce and bodily retail merchandise, leading to new alternatives for monetization. The sport is offered on iOS and Android. Bellemint is its inaugural cellular style sport, and it’s one more instance of a sport from a venture-backed sport studio. Griffin Gaming Companions led a $5 million spherical for Muus in 2022.
Stylists faucet into self-expression by creating seems to be, customizing digital avatars (Muses) with inclusive choices for measurement, pores and skin tone, and hair texture, and collaborating in day by day styling challenges, mentioned Amber Bezahler, co-CEO of Muus Collective, in an interview with GamesBeat. They’ll join with different stylists via voting on their seems to be and may observe and good friend others who encourage them.
Fuchs mentioned that as gamers earn their first promotion to a brand new stylist degree in Bellemint, they unlock a limited-time 20% low cost to buy on Revolve, seamlessly connecting digital achievements with real-world rewards. This promotion-based reward system encourages gamers to proceed refining their styling abilities whereas participating with Revolve and Fwrd collections. Future updates will additional combine loyalty advantages, providing much more real-world incentives via gameplay.
There are different style video games like Covet Vogue, which is owned by Digital Arts. Fuchs labored on that sport previously, whereas Bezahler got here from the e-commerce aspect.
What differentiates Bellemint is its seamless integration with the Revolve e-commerce platform, merging the digital world with the true world to supply clients an aspirational, participating, and personalised purchasing expertise. By tapping into the gaming world via a classy and stylized
platform, Bellemint helps Revolve’s dedication to offering unique, interactive experiences that foster buyer loyalty and drive innovation in retail.
Walmart has additionally been exploring new enterprise fashions for e-commerce choices in video games as nicely. On the whole, gross sales of real-life gear in a sport leads to a lower of the acquisition value for the sport maker. Muus Collective can not touch upon the kind of deal it will get. However we are able to assume there’s some affiliate income right here. And what’s good about that’s that the sport may have an alternate mannequin for monetization past in-game merchandise gross sales or promoting. That’s vital, as it’s getting more and more exhausting for generic cellular video games to become profitable as a result of it’s tougher to focus on advertisements at shoppers as of late, due to Apple’s concentrate on privateness over focused advertisements.
Following profitable checks in Australia, Canada, and New Zealand, the sport is now out there within the U.S. on iOS and Android, with plans to launch globally in 2025. Preliminary metrics present in-game stylists participating within the app for round half-hour per day whereas logging two to 3 periods day by day.
Stylists (on this case, the gamers) can customise their avatars with numerous options, together with a variety of physique sizes, pores and skin tones, eye colours, eyebrow shapes, and hair textures and colours.
They’ll compete in day by day type challenges, vote on fellow stylists’ outfits, and observe their favourite stylists for continued inspiration and neighborhood connection. That is solely the start, with a full roster of recent options deliberate earlier than world launch, the corporate mentioned.
“We’re thrilled to announce this major milestone of Bellemint soft launching in the U.S.,” mentioned Bezahler. “Our initial tests in regions like Australia and Canada have found a highly engaged audience that values self-expression and spends around 30 minutes daily styling, discovering, and shopping the latest collections from Revolve. With even more features coming to help you curate your perfect digital and IRL wardrobe, we can’t wait to see how our U.S. audience embraces the experience.”
“Bellemint offers an immersive and aspirational shopping journey that seamlessly merges virtual fashion with real-world trends,” mentioned Fuchs. “Our initial regional launches in Canada, Australia, and New Zealand revealed a highly engaged audience that embraces self-expression and spends an average of 30 minutes a day styling, discovering, and shopping. With even more exciting features coming soon, we’re thrilled to introduce this experience to the U.S. audience—Revolve’s primary market—and can’t wait to see how they unlock and embrace their perfect digital and IRL wardrobes.”
Muus Collective is a women-founded and led digital studio for the creator, gamer, and tastemaker in all of us. Muus brings collectively the very best minds in style, gaming, and retail to create style experiences spanning cellular video games, leisure, and e-commerce.
“The launch of Bellemint marks a strategic advancement in retail, merging immersive digital engagement with real-world shopping incentives. At Revolve, we’re committed to pushing boundaries, and this partnership with Muus Collective enables us to reach new audiences and strengthen customer engagement and loyalty through innovative experiences. By blending virtual and physical shopping,
we’re elevating our brand presence with the potential to drive measurable growth for Revolve and
Fwrd,” mentioned Michael Mente, co-CEO of Revolve Group, in a press release.
“Revolve and Muus designed Bellemint to be a digital runway for players to discover and shop
curated fashion — and for brand partners to market their products to a tailored audience,” mentioned Emily
Wang, associate and COO at Griffin Gaming Companions, in a press release. “The game serves as a new medium for brands to boost product discovery and brand loyalty organically, with players repeatedly engaging with digital clothing and accessories to win outfit styling challenges. Players enter and vote on challenges as a creative form of self-expression, all the while delighting in fashion inspiration and adding real-world
outfits to their cart from their favorite in-game stylists and the game’s user-generated social feed.”
“Bellemint is a gamified platform where creativity meets the fashion and beauty our players love, offering a unique experience they won’t find anywhere else,” mentioned Bezahler. “We are proud to provide an inclusive experience with an unparalleled range of skin tones, hair textures, and body sizes—seamlessly aligned with Revolve’s ethos. Together, we’re setting a new standard for diversity and representation in fashion gaming.”
Bezahler mentioned, “You can take a picture of yourself in your real world outfit and put it next to your avatar. It’s really an immersive engagement platform. The big thing is about self expression. You can channel your creativity and your love for the game.”
Muus Collective has round 15 folks and it has numerous contractors as nicely. It has additionally tapped exterior improvement corporations to assist make the sport.
