Marketing
April 1, 2021
Gucci is one of the brands that has most eagerly embraced gaming. Image credit: Gucci
By Sarah Ramirez
While luxury brands may have initially been hesitant about experimenting with gaming and virtual influencers, these avenues offer marketers a way to build and maintain relevance with younger consumers.
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","iv":"9dcb028a717954aa95b69d558632590d","s":"9a7505d128d55716"}
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