Adidas and Dick’s Sporting Goods are sponsoring the first Snapchat video game that lets mobile users buy products directly. “Baseball’s Next Level” is a home-run derby game that can be played inside the image-messaging app through the end of October, coinciding with the Major League Baseball playoffs and World Series
The game uses eight-bit graphics that were common among video games of the 1970s and 80s, and Adidas is selling limited-edition cleats whose retro designs was inspired by those games.
“Baseball’s Next Level” is notable for combining a video game with e-commerce, giving players a chance to buy products they see featured in a gamified experience. Adidas created the game, which also is available on a dedicated microsite, with developer AvatarLabs to engage Snapchat’s typically younger audience that’s difficult to reach through traditional media like TV and print. Parent company Snap estimates that 75% of U.S. consumers ages 13 to 34 are active on the app.
About 67% of Americans ages two and older play video games, and 90% of those people use a mobile device for gaming, making wireless platforms more popular than personal computers and consoles for video games.