Level up: Why the future of beauty marketing is in video games

No longer just for teenage boys, the gaming industry is getting a makeover and beauty wants in

MAC Cosmetics' unveiled a line in 2019 that amassed a 14,000-person waiting list and sold out in 24 hours. But the brand's big ticket launch of the year wasn't a collaboration with a mega influencer, or a blockbuster movie, or an award-winning singer. It was five lipsticks inspired by characters from the mobile game Honor of Kings.

Step on any mode of public transport and chances are that you will see a consumer's head down, playing a game on their mobile phone. But the gaming phenomenon is bigger than a five inch screen.

Video games have gone from arcades to homes to handheld devices and stadiums quicker than you can say Call of Duty. Last year, the global games market generated US$152.1bn, according to analyst Newzoo.

The underdog of the entertainment industry, video games have silently taken over and . . .

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