Belgian retailer JBC unveils brand world in Roblox with a virtual pop concert

Belgian pop star Camille will be giving a virtual concert in Roblox this evening, as fashion chain JBC is inaugurating its new shopping and gaming environment on the popular platform.

First virtual performance in Belgium

JBC is launching a capsule collection for kids with pop phenomenon Camille, but this collaboration also has a virtual side. On the online gaming platform Roblox, which is particularly popular with young consumers, JBC is opening its own environment where users can play games, shop and listen to Camille’s new album.

Tonight, the digital JBC world opens up with a virtual concert by Camille. Using a suit full of sensors, her singing and dancing skills have been translated into an avatar. The show will be the first Belgian concert on Roblox. Earlier this year, JBC had already created a shop and a “challenge” in the online game Fortnite, but this game is mostly popular with older children.

The concert will also give fans a first glimpse of the Camille collection, which will be available in shops from 4 November and digitally from today. By completing games in the JBC world, players can collect Roblox points. They can exchange these for virtual clothes from the collection, which their avatar (their in-game character) can sport. “In this way, boys and girls can twin in real life with their avatar in Roblox,” adds JBC.

A huge opportunity

“The opportunity for virtual avatar clothing is huge”, says Mathias Van Dosselaer of Yondr, the company that created the JBC virtual world. “The metaverse, or call it the three-dimensionalization of our internet, is booming, especially among the younger generation. Entertainment and retail, as well as advertising, make up the top three sectors that will be most affected by the metaverse. So from a strategic perspective, it’s a very strong choice on the part of JBC and Camille to bring their partnership to their target audience in this way.”

In Fortnite, players have already purchased billions of dollars worth of digital clothing and accessories. The market for in-game virtual items, such as clothing and accessories, is expected to reach 50 billion dollars by this year. To learn more about commerce in the metaverse, read the new book The Future of Shopping, nominated for the PIM 2022 Marketing Literature Prize.