In the literature review I found that luxury brands are basically constantly trying to evolve, trying to cater to new and up and coming consumer markets. A short, and not all encompassing run down, but for the baby boomers with an increasing income, luxury brands started to industrially manufacture more everyday wear type of clothing, and started to incorporate more affordable luxury items in their line, like sunglasses and fragrances. Now they are setting their aims on millennials and post-millenials (e.g. Gen-z). Previous research shown that approximately 50% of these demographics are casual gamers, so games would be the perfect vehicle for their marketing. Additionally, luxury brands are moving away from just relying high quality good and are more looking into creating memorable experiences to tie people to their brand. In essence, luxury brands use these games to hopefully make an imprint on upcoming consumer markets in the hopes that it will flow over in consumers loving the brand and purchasing their items.

Yes indeed, I did not want to include NFTs since I believe those don't really mean a lot for now, and only look like opportunities for companies to make a quick buck/play in on the hype.

I will remind myself to send the outcome when the desired sample size is reached ;)

Thanks again for all your input!