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Metamarketing: 18 Russian Brands in the Roblox Metaverse

 

We have opened the acceptance of applications for participation in the All-Russian online hackathon   ACOOLA Play House   to develop quests in Roblox to promote the clothing brand Acoola.

 

Now I want to share a case in this metaverse, as a result of which 18 Russian clothing brands were presented in an interactive showroom with digital fitting.

 

In August 2022, our team  Tomorrow's render Team , together with the Institute for the Development of the Fashion Industry BEINOPEN, the University of Industrial Design with the support of VK, announced an open call for fashion brands and digital designers. Applications were collectively selected, in a blind vote, pairs of “brand-designer” matched, who for a month, under supervision, developed clothes for Roblox. The task of the teams is to unite and transfer the DNA of the physical brand to the metaverse as much as possible.

 

18 teams reached the final, the images of which are now available  try on   on your avatar in BEINOPEN Dreams: KRAKATAU and Varvara Korzunina, TJ COLLECTION and Anza Nemkovich, Acoola and Valery Medvedev, GRASSER, Abzaeva and OKA (Katerina Zhikhareva), Molotov and Tatyana Zelikson/ Dress up, Manicure Vampire and Kreamonz , ONLY ME and Marina Gruzdova/ SCSsubsonscious, Pink Frog and Hanna Halkina, Befree and Vadim Khusnutdinov/ ERA digital brand, CAREC.O and Rita Valeeva, NoBorders Oksana Liventsova and Irina Aksenova, Lakshmi fashion, 7GREY and OMG collection by MO, Ad Astra Lab and Natalia Samsonova, Nahuel('asil), Love is Love and Olga Gladilova, Fraza and Sokolovskaya Lina.

 

How we did it and what happened

Our Tomorrow's render Team also designed the game location itself. As the semantic basis of Beinopen Dreams, there is the Beinopen 2022 Forum manifesto about cooperative strategies, diversity and the creation of connections, and the cycle of novels "Foundation" by Isaac Asimov (the role of the Academy resonates with formative and guiding functions in an era of instability and upheaval).

 

Game Description

Find all digital fashion images created by fashion brands and digital designers. Try them on, discover your personality and share with everyone! Join forces to run the main computer at the BEINOPEN Dreams factory. You will need to explore the islands, overcome the destroyed bridges and go through the labyrinth. Those who know how to work in a team will come to success faster! Look for friends at the VK Meeting Place.

 
https://www.roblox.com/games/10925932013/BEINOPEN-Dreams


The game must always have an external and internal goal, woven into a single narrative. At the same time, the external goal is divided into a global, main mission and intermediate ones - to maintain interest, while the internal one leads to the mental transformation of the player. Otherwise, why take up space on the server?

 

In Beinopen Dreams, the emphasis is on the inner goal. The method is often used, something has passed - take a pie from the shelf, which has flourished with millennials. We have abandoned the instant reward system. There is no classical achievement, competitions and ratings. At the end of the task, there is no bonus aimed at personal enrichment. Having started the main computer of the factory, the first player helps those coming after him. For a certain period, the destroyed bridges cease to fail, and the volcano calms down a bit and does not throw out clots of lava. Such a digital Danko.

 

Cooperation instead of competition.

From the manifesto of the Beinopen Forum 2022
 

To write a screenplay in a metaverse, the classic three-act structure of a film—exposure, struggle, denouement—is enough to ensure the balance of the game. After that, it is necessary to shift the words to the game mechanics of actions and speculative processes, to which it is already necessary to select technical solutions that correspond to the initial conditions.

 
 

Gameplay like in real life. It seems that you can see from the starting point where to go, and, it would seem, you can already run with your eyes closed, since you have experience, but when recording the action test, I fell under the ashes from the volcano twice, fell five times, and me three times thrown off by the blades of a wind generator. Thus, the environment is not just part of the scenery, but also directly interacts with the player.

 

Beinopen Dreams Visual
 

The trigger for the design of the location, but by no means a visual reference, was the 1990 film Total Recall with Schwarzenegger based on Philip K. Dick's short story "We'll Remember Everything for You." For the most part, a reactor launch scene and an elevator. As well as the tight deadlines for the project, the technical limitations of the site, the need to create a stylistically neutral space where the clothes of teams of different characters would not get lost and could exist side by side, and at the same time it was not boring for users))

 

The general concept of the location: a system of floating islands differing in content, between which bridges-connections are broken. At the beginning of the trip, the islands are dangerous; for those who are especially curious, you can easily die in the crater of a volcano or, through negligence, fall under a meteorite. The main island you need to get to is friendly, atmospheric and technologically advanced, it houses a factory.

 

Except for a few energy Centuries, civilization at all times has been based on the use of matter.

Isaac Asimov, "The End of Forever"
 

Clothes are dispersed throughout the islands. Roblox uses its own technology of trying on clothes on avatars, which morphs into different types - layered clothing, one of the first timid steps towards the seamlessness of content in the metaverse.

 

According to the concept, we decided not to make a factory like a building, because, firstly, the walls are only in our heads and we need to learn to look higher, and secondly, other universes do not exist for us to enclose everything with fences.

 

In our case, the factory premises are designed as a stylized multi-level labyrinth of open and closed types. This is the most versatile game mechanic for a multi-brand digital showroom, where you need to host twenty different brands in character and mood. Thus, as the American architect Louis Sullivan said, "the form of architecture determines the function."

 

BEINOPEN Dreams in numbers: statistics on target metrics
 

  - 76.3% - visitors to the BEINOPEN Dreams location aged 18+ years

  - 24.5 minutes - average duration of interaction at the BEINOPEN Dreams location and unobtrusive viewing of content from a PC

  - 17.2 minutes - average duration of interaction at the BEINOPEN Dreams location and unobtrusive viewing of content from the phone

 

 

 

 

 

 

 

 

 

 

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