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Good game, Gucci: Why the luxury brand is betting on e-sports

Italian luxury fashion house Gucci has launched a permanent virtual environment in popular gaming platform Roblox. The ‘Gucci Town’ game has been designed through the lens of artistic director Alessandro Michele and features connections to other Gucci projects, product drops and artist collaborations. Following the success of Gucci Garden on Roblox in May 2021, Gucci is doubling down on digital games and experiences. “Gucci Town is a place to discover more about the House and its heritage