In November 2023, Lockwood, in collaboration with PlanetPlay and Fat Joe released exclusive Fat Joe items in Avakin LIfe. This innovative feature not only brought Fat Joe’s style into the game, enhancing the user experience, but also served a greater cause. Each purchase contributed to the fight against climate change, blending entertainment with environmental activism.
The collaboration between Avakin Life, a popular fashion-based mobile game with over 200 million registered users, and Fat Joe, a renowned rapper and style icon with 5.8 million Instagram followers, has led to remarkable outcomes, showcasing the power of cross-collaboration in the digital and physical merchandise space. The introduction of in-game merchandise, coupled with the sale of a physical cassette t-shirt design through Fat Joe's store and the PlanetPlay store, has not only bridged the gap between virtual and real-world fashion but has also contributed to environmental causes, with donations reflected by the CO2 KG number on the product. This initiative has resonated well with the audience, leading to a significant increase in total revenue, with a staggering 30x increase in items sold, highlighting the commercial success of the collaboration.
The event has had a profound impact on user engagement and growth metrics for Avakin Life. The campaign has reactivated over 6 million users, marking an increase of 458%, and driven new downloads by 1600%, making it the highest performing event on the Google Play Store during the period of activation. The event also saw a 58.7% increase in new user acquisitions and a 104.8% increase in sales of one individual item, alongside a 6% overall sales increase.
These figures not only demonstrate the event's effectiveness in re-engaging former players but also its capacity to attract a substantial new audience, solidifying the event's status as a landmark achievement in the gaming and entertainment industry.
In November 2023, Lockwood, in collaboration with PlanetPlay and Fat Joe released exclusive Fat Joe items in Avakin LIfe .This innovative feature not only brought Fat Joe’s style into the game, enhancing the user experience, but also served a greater cause. Each purchase contributed to the fight against climate change, blending entertainment with environmental activism.
At Lockwood, we build unreal places for authentic people. We’ve created a reality where players can truly be themselves and a community that embraces self-expression. We live in Nottingham, Newcastle, Lisbon, Vilnius and the imaginations of players around the world.
+458%
Increase in total revenue of 30x items sold
+1600%
Sales of one individual item
+58.7%
Reactivated users
+104.8%
New User Acquisitions
