FashionTV targets Asia in 2020

Fashion TV targets Asia

FashionTV Gaming Group, an offshoot of the global fashion media giant, is planning a major push into Asia in 2020, seeking to introduce its B2B franchise model and bespoke gaming lounges. 

FashionTV Gaming Group is the world’s sole licensor for the FashionTV brand in iGaming. It allows its partners to design, develop and launch their own Fashion-TV branded games and websites.

In addition, the company last year announced the launch of the FashionTV Diamond Lounge – a venture that enables land-based casinos to create bespoke, FashionTV-branded lounges within their premises.

It’s now setting its sights on further expansion in Asia, which is the main driver for the global fashion and luxury goods market. According to a McKinsey report entitled “The State of Fashion 2020,” China has accounted for 38 percent of global fashion industry growth for the past decade, while since 2012, it has been responsible for 70 percent of expansion in the luxury segment. Other markets, such as India and Indonesia are also showing strong growth. 

“Asia is a huge market for us,” said Pamela Allmark, commercial director – Europe, at FashionTV Gaming. “The FashionTV brand is massive here, with over one billion viewers across the region. We believe there’s a big appetite for stylish games that bridge online and virtual worlds, utilising FashionTV’s huge content archives.”

“We are already in discussion with some of the leading gaming companies in Asia, in order for them to create a series of B2C sites and branded games specifically targeted for the Asian market,” she said.

“We’re looking to meet potential partners, with the intention of creating longstanding, meaningful relationships with some of the region’s leading companies – although we only plan to issue a limited amount of licenses, to ensure our partners’ offerings remain uniquely compelling.”

Allmark said the group sees potential in FashionTV-branded games, such as live dealer, branded bingo, scratch cards, fantasy sports, social games and skill games.

She acknowledges that competition in both land-based and online gaming is hotting up in Asia, though says the group has an advantage in its already well-established brand name. 

“The market definitely isn’t what it used to be, and making a success of new ventures can require enormous investment – something that’s not always possible,” she says. “Harnessing both the brand power and global reach of the FashionTV network, Operators and Providers can dramatically reduce marketing costs – and limit the risks of bringing new games to the market.”

FashionTV didn’t give specifics on target markets within Asia, or potential partners. 

The Diamond Lounge concept will allow convergence between the land-based and online worlds, giving players access to an exclusive FashionTV-branded area within a casino, with the ability of continuing the game play online through live streaming from the tables. 

“Effortlessly blending the worlds of luxury lifestyle and online gaming, the Diamond Lounge offers a valuable new pipeline for land-based casinos looking to leverage the latest transformative technologies,” she said.

Live dealer has been one of the fastest growing verticals across Asia, though the outlook for the sector is far from clear since Cambodia, a major base for live dealer operations, banned online gaming.