REVOLVE AND MUUS COLLECTIVE LAUNCH MOBILE FASHION GAME, BELLEMINT IN THE U.S.
Revolve Group (RVLV) has launched BELLEMINT, a mobile fashion styling game, in the U.S. through a partnership with Muus Collective and Griffin Gaming Partners. The game integrates REVOLVE and FWRD's brand portfolios into an immersive shopping experience. Players, known as Stylists, can explore collections from popular brands, create looks, customize avatars, and participate in daily styling challenges. The game offers a 20% discount on REVOLVE purchases when players reach new stylist levels. Initial launches in Canada, Australia, and New Zealand showed high engagement, with users spending an average of 30 minutes daily styling and shopping. The platform aims to merge virtual fashion with real-world shopping while promoting inclusivity through diverse avatar customization options.
Revolve Group (RVLV) ha lanciato BELLEMINT, un gioco di moda mobile per la stilizzazione, negli Stati Uniti attraverso una partnership con Muus Collective e Griffin Gaming Partners. Il gioco integra i portafogli di marca di REVOLVE e FWRD in un'esperienza di shopping immersiva. I giocatori, noti come Stilisti, possono esplorare collezioni di marchi popolari, creare look, personalizzare avatar e partecipare a sfide di stile quotidiane. Il gioco offre uno sconto del 20% sugli acquisti REVOLVE quando i giocatori raggiungono nuovi livelli di stilista. I lanci iniziali in Canada, Australia e Nuova Zelanda hanno mostrato un alto coinvolgimento, con utenti che trascorrevano in media 30 minuti giornalieri a stilizzare e fare acquisti. La piattaforma mira a fondere la moda virtuale con lo shopping del mondo reale promuovendo l'inclusività attraverso opzioni di personalizzazione degli avatar diversificate.
Revolve Group (RVLV) ha lanzado BELLEMINT, un juego de estilismo de moda móvil, en los EE. UU. a través de una asociación con Muus Collective y Griffin Gaming Partners. El juego integra los portafolios de marcas de REVOLVE y FWRD en una experiencia de compra inmersiva. Los jugadores, conocidos como Estilistas, pueden explorar colecciones de marcas populares, crear looks, personalizar avatares y participar en desafíos de estilo diarios. El juego ofrece un descuento del 20% en compras de REVOLVE cuando los jugadores alcanzan nuevos niveles de estilista. Los lanzamientos iniciales en Canadá, Australia y Nueva Zelanda mostraron un alto compromiso, con usuarios que pasaban un promedio de 30 minutos diarios estilizando y comprando. La plataforma tiene como objetivo fusionar la moda virtual con las compras en el mundo real mientras promueve la inclusividad a través de diversas opciones de personalización de avatares.
Revolve Group (RVLV)가 BELLEMINT라는 모바일 패션 스타일링 게임을 Muus Collective 및 Griffin Gaming Partners와의 파트너십을 통해 미국에서 출시했습니다. 이 게임은 REVOLVE와 FWRD의 브랜드 포트폴리오를 몰입형 쇼핑 경험으로 통합합니다. 플레이어는 스타일리스트로 알려져 있으며 인기 브랜드의 컬렉션을 탐색하고, 룩을 만들고, 아바타를 사용자 정의하며, 매일 스타일링 도전에 참여할 수 있습니다. 이 게임은 플레이어가 새로운 스타일리스트 레벨에 도달할 때 REVOLVE 구매 시 20% 할인을 제공합니다. 캐나다, 호주, 뉴질랜드에서의 초기 런칭은 높은 참여도를 보여주었으며, 사용자들은 평균 30분을 매일 스타일링과 쇼핑에 소비했습니다. 이 플랫폼은 가상 패션과 현실 세계 쇼핑을 결합하는 동시에 다양한 아바타 사용자 정의 옵션을 통해 포용성을 촉진하는 것을 목표로 하고 있습니다.
Revolve Group (RVLV) a lancé BELLEMINT, un jeu de mode mobile de stylisme, aux États-Unis grâce à un partenariat avec Muus Collective et Griffin Gaming Partners. Le jeu intègre les portefeuilles de marques de REVOLVE et FWRD dans une expérience d'achat immersive. Les joueurs, connus sous le nom de Stylistes, peuvent explorer des collections de marques populaires, créer des looks, personnaliser des avatars et participer à des défis de stylisme quotidiens. Le jeu offre une remise de 20 % sur les achats REVOLVE lorsque les joueurs atteignent de nouveaux niveaux de styliste. Les lancements initiaux au Canada, en Australie et en Nouvelle-Zélande ont montré un fort engagement, les utilisateurs passant en moyenne 30 minutes par jour à styliser et à faire des achats. La plateforme vise à fusionner la mode virtuelle avec le shopping dans le monde réel tout en promouvant l'inclusivité à travers des options de personnalisation d'avatar diversifiées.
Revolve Group (RVLV) hat BELLEMINT, ein mobiles Mode-Styling-Spiel, in den USA in Zusammenarbeit mit Muus Collective und Griffin Gaming Partners lanciert. Das Spiel integriert die Markenportfolios von REVOLVE und FWRD in ein immersives Einkaufserlebnis. Die Spieler, auch als Stylisten bekannt, können Kollektionen beliebter Marken erkunden, Looks erstellen, Avatare anpassen und an täglichen Styling-Herausforderungen teilnehmen. Das Spiel bietet einen Rabatt von 20% auf REVOLVE-Käufe, wenn die Spieler neue Stylistenlevel erreichen. Erste Starts in Kanada, Australien und Neuseeland zeigten ein hohes Engagement, wobei die Nutzer im Durchschnitt 30 Minuten täglich mit Styling und Einkaufen verbrachten. Die Plattform zielt darauf ab, virtuelle Mode mit echtem Einkaufen zu verbinden und gleichzeitig Inklusivität durch vielfältige Anpassungsmöglichkeiten der Avatare zu fördern.
- New revenue stream through gaming platform integration
- High user engagement with 30 minutes average daily usage in initial markets
- Strategic expansion into gaming sector targeting millennial and Gen Z consumers
- Potential for increased customer acquisition through gamification rewards
- Investment costs and partnership expenses not disclosed
- Revenue impact and monetization strategy unclear
Insights
This mobile game launch represents a strategic move into gaming-commerce integration, targeting the lucrative intersection of fashion retail and mobile gaming. The 30-minute average daily engagement from initial launches in Canada, Australia and New Zealand demonstrates promising user retention metrics. The gamification strategy, particularly the 20% discount incentive, could drive meaningful customer acquisition and increase purchase frequency.
However, the impact on REVOLVE's revenue stream may be initially modest. Mobile fashion games typically have a 3-5% conversion rate from player to purchaser. While the platform shows potential for enhanced brand engagement and customer loyalty, its success will largely depend on user acquisition costs and the ability to maintain sustained engagement in the highly competitive U.S. mobile gaming market.
The integration of e-commerce with interactive gaming represents an innovative approach to digital retail engagement. The platform's architecture appears sophisticated, featuring personalized avatars, social connectivity and seamless shopping integration. This positions REVOLVE at the forefront of retail technology innovation, potentially creating a new marketing channel with lower customer acquisition costs than traditional advertising.
The success of similar platforms like Drest and Covet Fashion suggests market validation, though profitability will depend on user acquisition efficiency and in-app purchase conversion rates. The real-time integration with REVOLVE's inventory and pricing systems demonstrates technical capability that could be leveraged for future digital initiatives.
BELLEMINT IS A NEXT-GEN, MOBILE FASHION STYLING GAME THAT MERGES VIRTUAL AND REAL-WORLD SHOPPING
In BELLEMINT, players (known as Stylists) explore REVOLVE's latest collections from popular brands, including A.L.C., Andrea Iyamah,
What differentiates BELLEMINT is its seamless integration with the REVOLVE e-commerce platform, merging the virtual world with the real world to offer customers an aspirational, engaging, and personalized shopping experience. By tapping into the gaming world through a sophisticated and stylized platform, BELLEMINT supports REVOLVE's commitment to providing exclusive, interactive experiences that foster customer loyalty and drive innovation in retail.
"BELLEMINT offers an immersive and aspirational shopping journey that seamlessly merges virtual fashion with real-world trends," said Sarah Fuchs, Co-Founder, Co-CEO, and Chair of Muus Collective. "Our initial regional launches in
"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. - Michael Mente, Co-Founder and Co-CEO, REVOLVE Group Inc.
"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," said Emily Wang, Partner and COO at Griffin Gaming Partners. "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," said Amber Bezahler, Co-Founder and Co-CEO of Muus Collective. "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."
To learn more, visit https://bellemint.com/, watch the trailer on YouTube https://www.youtube.com/watch?v=qk3n4_YShqc and download the game on iOS and Android - https://bellemint.sng.link/Dp7nc/vfvd/f5t4. Media library can be found here.
Media Contact:
REVOLVE@walkerdrawas.com
Media Contact for Muus Collective, Inc.
amanda@muuscollective.com
About Revolve Group, Inc.
Revolve Group, Inc. (RVLV) is the next-generation fashion retailer for Millennial and Generation Z consumers. As a trusted premium lifestyle brand and a go-to online source for discovery and inspiration, we deliver an engaging customer experience from a vast, yet curated, offering of apparel, footwear, accessories, and beauty styles. Our dynamic platform connects a deeply engaged community of millions of consumers, thousands of global fashion influencers, and more than 1,000 emerging, established, and owned brands.
We were founded in 2003 by our co-CEOs, Michael Mente and Mike Karanikolas. We sell merchandise through two complementary segments, REVOLVE and FWRD, that leverage one platform. Through REVOLVE, we offer an assortment of premium apparel, footwear, accessories, and beauty products from emerging, established, and owned brands. Through FWRD, we offer a highly curated assortment of iconic and emerging luxury brands. For more information, visit www.revolve.com.
About Muus Collective, Inc.
Muus Collective is an entertainment studio building community-driven, fashion-forward experiences across mobile games and e-commerce. The studio's debut mobile fashion game, BELLEMINT, empowers players to discover inspiration, style unique looks, and share their creativity. BELLEMINT is now available for download on the App Store and Google Play. Follow the Collective at http://www.muuscollective.com.
About Griffin Gaming Partners
Griffin Gaming Partners ("GGP") is a leading venture capital firm, focused on the global gaming market, with over
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SOURCE Revolve Group, Inc.
FAQ
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