Virtual Influencers Are The Latest Moneymakers For The Gaming World

China continues to be at the cutting-edge of developing virtual influencers; once only synonymous with the gaming industry, many are now moving beyond that industry into more mainstream realms.

The main case to fuel this latest trend is Nuan Nuan, once a popular female character created by Chinese gaming company Papergames. Nowadays, she doesn’t game anymore! Instead, the character is busy being a celebrity fashion ambassador, stylist and singer to engage her hordes of fans who affectionately call her “daughter”. And brands have been keen to jump on the bandwagon.    

In September 2019, Nuan Nuan (暖暖) bagged her first endorsement assignment, working with popular hair care brand Lux. A campaign which was well-received by her fans.  

Six months later, Nuan Nuan partnered with clothing brand Urban Revivo; after this debut became a staple feature in many fashion magazines.

For her followers, the fact that Nuan Nuan is a virtual character makes no difference to the influence and special presence she has in their lives – they follow her on popular social media platforms as she keeps them abreast of her life.

What this shows is that virtual influencers have outgrown gaming channels. Cosmetics and fashion brands – including the likes of Chinese cosmetics brand Perfect Diary and Louis Vuitton – all want a piece of the action. In fact, the former has created a popular character called “wanzi” who fans can interact with in real-time on WeChat.

And there’s one somewhat humorous upside from this new phenomenon: brands can endorse these virtual idols without the scandals that their human counterparts sometimes throw into ointment. A virtual idol can be coded to do whatever the brand desires: the perfect endorser!