Designing Exclusive, Impactful Merchandise for Online Gaming Communities

The global population of video game players and esports enthusiasts is substantial, comprising over one third of the world's population. However, there is a notable dearth of apparel and merchandise tailored to older demographics, who typically possess higher disposable income and can afford to seek higher-quality products. Existing options mainly target younger audiences with cheaply produced garments, or focus on designs specific to esports teams and their fans. This study endeavors to explore the preferences of older demographics when it comes to purchasing new apparel. By developing apparel inspired by a widely popular video game within this demographic (Valorant), the research aims to produce garments that strike a harmonious balance between premium quality, subtle aesthetics, and reasonable pricing. The findings will contribute to filling the current void in the market, providing apparel that aligns with the tastes and expectations of older gaming enthusiasts.