Barbour, CONTEN.T Launch Mobile Game For GenZ Engagement

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English luxury lifestyle brand Barbour has partnered with digital experience agency CONTEN.T to create its first-ever mobile game, aiming to engage GenZ consumers as part of the brand’s 130th-anniversary celebrations.

With expertise in mobile-first strategies, CONTEN.T will help Barbour deepen its connection with younger audiences by delivering immersive and interactive experiences. This collaboration represents a pivotal move in Barbour’s efforts to engage the next generation of consumers.

Barbour’s new mobile game adopts a “match-and-win” format, where players must pair two matching stickers to earn points. Each sticker represents elements of the brand’s iconic heritage, offering users an interactive way to engage with Barbour’s century-old legacy.

Examples of stickers featured in Barbour’s game include a Cocker Spaniel, symbolising their dogwear collection, and the Herd Groyne lighthouse, referencing the iconic red landmark in South Shields, where the brand was founded.

To boost engagement and excitement, the game will also feature a leaderboard that taps into players’ competitive spirit. The top three scorers are incentivised with a chance to win Barbour’s best-selling waxed jacket, encouraging repeat play and adding a rewarding challenge to the experience.

Barbour’s partnership with CONTEN.T sets the stage for the brand’s revitalisation, aligning with its long-term strategy to engage digital natives through immersive experiences. In a world where traditional ads no longer resonate with tech-savvy consumers, this move allows Barbour to connect with a generation that craves interactive and meaningful digital content

The game was rolled out across five key regions in Asia: China, Japan, Hong Kong, Taiwan, and South Korea.