Karl Lagerfeld has become the latest luxury fashion retailer to launch a branded video game to promote its new Pixel Collection.
The Maison Karl Lagerfeld game lets users take control of the late fashion icon’s beloved cat Choupette in a Pac-Man-style 8-bit game on the retailer’s website and in-store and via Instagram.
Choupette must escape a pack of neighbourhood dogs and collect pixel points and Karl Koins while navigating a digital maze based on the brand’s headquarters at Maison at 21 Rue Saint-Guillaume in Paris.
Top scoring players will be entered into a weekly prize draw and be gifted a shopping spree at a local Karl Lagerfeld store.
The game was developed by creative agency Smack who have previously worked with Ted Baker, The Body Shop and Molton Brown.
“Fashion and beauty brands are increasingly looking to games and gamification as another way to engage fans and broaden their experience of the designs and styles they love,” Smack’s creative director Lubna Keawpanna said.
Numerous luxury brands have also tried their hand at producing their own branded video games.
Burberry recently launched their second branded game Ratberry to coincide with the Chinese New Year, Gucci added Gucci Arcade to its app last year featuring a range of games, and Louis Vuitton launched Endless Runner on both mobile and desktop.
Brands such as Prada and Louis Vuitton have also collaborated with huge gaming franchises, with the latter releasing a range of both physical and ingame products with League of Legends, as well as sponsoring a tournament watched by more than 100 million fans.