In spite of the bonanza of brand activity surrounding games, Riot Games has largely avoided integrating brands directly into popular titles such as “League of Legends” and “Valorant.”

To marketers at Ralph Lauren, this week’s so-called “phygital” boot release represents an unprecedented mix between the brand’s virtual and physical options.

Roblox has been beta testing its new Materials tools for several months, but officially launched the update in late July. Users now have the ability to build with materials and textures that more accurately represent the physical world.

Loaded’s even-handed, talent-agnostic approach was a major selling point for Journeys as the brand explored potential agencies and partners for its gaming push.