Gucci works with Gaming Academy to find the next generation of esports talent.

Dive Briefs:

  • Gucci and esports organization Faceit have collaborated on initiatives seeking to nurture the next generation of gaming talent, including providing mental health services for youngsters, according to a press release shared with Marketing Dive.
  • that much Gucci Game Academy Working with groups like the World Health Organization and Mindwork to help gamers manage issues including stressful performance, spotlighted living and teamwork. Participants will also have access to luxury marketers’ Gucci training platform and training sessions to explore player contracts and learn how to develop their personal brand.
  • Programs that evaluate values ​​and soft skills by selecting members based on in-game performance and personal interviews are offered for one year or until participants sign up for a professional team. Gucci will start the first class with four players from Counter-Strike: Global Offensive (CS:GO) already competing in the Faceit Pro League, but plan to expand that number with their stake as the game’s luxury brand.

Dive Insights:

With a new gaming academy, Gucci strives to gain a first-mover advantage in the burgeoning world of esports. The company claims it’s a first in the luxury category, with a concept aimed at developing aspiring amateurs into pros without sacrificing mental health. Faceit is the world’s largest competitive gaming platform with over 26 million players.

For Gucci, the program provides a direct way to build relationships with gaming talent who will eventually be successful. This news tells how the game is reaching a more diverse audience, including the types of consumers who are able to purchase higher priced goods. Gucci has worked hard to captivate gamers before. Previous fashion label 100 Thieves, an esports clothing brand From Microsoft as well as from a very limited capsule collection From expensive iterations of Xbox game consoles.

Gucci is trying to transplant a general sense of style to the gaming academy. The three-minute promo video was clearly inspired by Wes Anderson’s “The Grand Budapest Hotel.”

Esports players and video game streamers have become an increasingly influential segment of the creators economy, and valued Gen Z consumers are their largest audience. Three-quarters of Gen Z gamers Watch game-related contentAccording to industry researcher Newzoo.

The participants of the Gucci Gaming Academy are yet to be named, but the brand is using a more established name to support the program. Launch dialogue includes commentators James Bardolph, Counter-Strike veteran Christopher “GeT_RiGhT” Alesund, Stephanie “missharvey” Harvey, female esports pioneer and notable for playing Counter-Strike. Together with promoting the academy, these partners mentor members, offering monthly one-on-one sessions.

Gucci and Faceit are trying to differentiate their platforms by emphasizing psychological support to manage mental and physical stressors. Online gaming always has a toxic side, and these negative traits can be amplified with the added pressure to become a pro.

Some esports leagues and teams are facing criticism for not supporting players. Last week, Michael “ninjaboogie” Ross, a member of esports organization Team SMG, said: His mother’s death may affect performance. The incident sparked discussion on social media and platforms like Reddit.

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