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Will mobile games ever be fashionable? September 25, 2007

Posted by BCME UK in Mobile, Social media.

With technology seemingly dominating nearly every industry in today’s society, it may not come as a huge surprise that Giorgio Armani is the latest top fashion designer to embrace the phenomenon that is the multi-media device – mobile phones to you and I. The news from Milan Fashion Week is that Giorgio Armani has just announced a new mobile phone along with some other equally sleek and sexy-looking electronic devices. It’s a credit-card sized device with a touch-sensitive screen, 3 megapixel camera and Bluetooth. It even boasts a haptic user interface. Armani has joined forces with Samsung on this new venture, perhaps in response to LG Prada or even the iPhone.

Keeping on the Italian fashion and mobile theme, there’s a new mobile game that’s just been launched by Milan’s Bocconi University. It’s a free mobile game that’s called Fashion Empire which gives the gamer a virtual year to take charge of a fashion business. You will be able to do everything from choosing the shop location, overseeing the design and distributing your own clothing lines. If you’re fashion savvy, you even get rewarded with a range of fashionistas visiting your store.

It’s going to be interesting to see how this game is received as fashion isn’t always a mobile game developers most obvious choice of industry. Do mobile phone games and fashion work together? Speaking from a girl’s perspective, the appeal of fashion phones such as the LG Prada is certainly there. And industry feedback tells us that there is the interest. But we can’t forget the Motorola D&G Razr that got some poor press due to it being labeled as tacky. There’s also the argument that, once you get past the sleek design and impressive style of these phones, girls – like anyone else – actually go for functionality over fashion when making their purchasing decision.

But perhaps interactive games like Fashion Empire are the way forward to enhancing this cross-industry convergence. Being able to shop virtually and manage your own fashion empire in the palm of your hand will certainly appeal to certain markets. The extent is yet to be seen. One thing for sure is that mobile is everywhere and games are beginning to emulate every aspect of our reality. And what guy is not going to support these kinds of games if it gets him out of hours being dragged around the shops on a Saturday…



1. CresceNet - September 27, 2007

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