Lagardère Group, the owner of the ELLE lifestyle brand, is entering the metaverse, offering games and ELLE-branded quests with multiplayer blockchain game My Neighbor Alice.
Working in partnership with blockchain-based multiplayer builder game builder ChromaWay, the tie also serves as an exploration of how brands can establish themselves in the Web3 metaverse, potentially openning the door to unique gameplay experiences for the game’s users.
“We’re so pleased to be partnering with a globally recognised and loved brand like ELLE,” says Lenny Pettersson, Acting CEO of My Neighbor Alice. “This occasion marks the first partnership with a major global lifestyle brand for My Neighbor Alice. Our users will be able to enjoy ELLE as a part of My Neighbor Alice’s gameplay experience. We believe that this partnership in the blockchain gaming sphere will inspire many possibilities for collaboration and creativity in the future.”
The partnership will also create unique ways for gamers to interact with the brand in the metaverse.
“My Neighbor Alice’s collaboration with ELLE will serve as a showcase for the ways that major global companies can explore brand engagement in the metaverse,” adds Joel Satin, Head Of Commercial Development at ChromaWay. “Players will experience a new set of ways to interact with the ELLE brand in an entirely virtual setting. We believe that this collaboration can serve as an inspirational model for other companies thinking about entering into the metaverse for the first time.”