Fashion Product Placement In Video Games: Strategies, Impact and Emerging Trends

Product placement, a well-established advertising technique in film and television, has found in video games an innovative and effective medium for fashion brands, in a context where interaction and personalization are fundamental. This research explores the evolution of this strategy from traditional media into interactive digi-tal platforms, emphasizing its integration within video game. Through both theo-retical and empirical analysis, this study examines the unique attributes of product placement in fashion, comparing its impact to that in other audiovisual media. In addition, representative cases of collaboration between fashion brands and video games are analyzed, evaluating their economic and cultural impact. The findings underline the capacity of video games to create immersive experiences that strengthen the emotional bond with consumers, positioning them as a strategic space for brands. It also identifies emerging trends, such as the incorporation of immersive technologies, including augmented and virtual reality, that are redefin-ing the interaction between fashion brands and their audiences. The results high-light that the success of product placement in video games depends on its organic integration within the medium, ensuring that the user experience is not interrupt-ed, but enriched.