Muus Collective raises $5M for fashion-centric video games and collectibles

ByLouise McGinnis

Oct 13, 2022

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Muus Collective has raised $5 million for its fashion-centric studio for making cellular video games and digital collectibles for numerous audiences.

The Los Angeles firm and investor Griffin Gaming Companions wish to advance range in gaming, Web3, and style by way of inclusion, collaboration and empowerment. The corporate is getting ready to launch its inaugural Web3-enabled cellular sport that empowers gamers to create, have enjoyable and earn.

Muus’ give attention to digital style innovation with Web3 enablement was a significant differentiator behind GGP’s funding. High cellular style titles have grossed over half a billion {dollars} in lifetime income, and NFT video games generated $2.3 billion in income in Q3 of 2021 alone, in keeping with The Blockchain Recreation Alliance.

Griffin Gaming Companions led the spherical, and Emily Wang, managing director at LionTree and Griffin Gaming Companions, helped get the startup off the bottom.

“Shopper demand exceeds provide on the intersection of gaming, style, and Web3,” Wang mentioned in a press release. “The Muus workforce has a observe file of constructing revolutionary experiences throughout all three areas, and we’re excited to revolutionize the buyer expertise and outline the way forward for this intersection collectively.”

Muus was began by Sarah Fuchs, cofounder and chairwoman. She has greater than 20 years of
expertise constructing, working and rising profitable sport studios. She not too long ago
served as vice chairman and common supervisor of Covet Vogue, the highest style cellular gaming platform. That sport was created by CrowdStar, acquired by Glu Cellular, after which acquired once more by way of Digital Arts’ acquisition of Glu Cellular.

She additionally led manufacturing on The Sims Cellular and quite a few different cellular video games and served as a producer for a lot of PC and console titles (e.g., Spore, The Sims 2, and The Godfather) at Activision, Maxis and Digital Arts. Fuchs is enthusiastic about making house for feminine creators and creating merchandise for numerous audiences.

One other cofounder is Amber Bezahler, CEO. She is a digital company and operations govt who led platform, eCommerce and innovation initiatives for gaming manufacturers.

Bezahler additionally suggested metaverse manufacturing studios creating on-chain video games and digital collectibles.
“We’re witnessing the cross part of two revolutions — one in style and the opposite in gaming,” mentioned Bezahler. “Throughout the style world, designer manufacturers are participating through video games and Web3 with more and more sustainably minded shoppers in ways in which concurrently democratize style and reinforce its exclusivity.”

Muus Collective is focusing on the intersection of video games, style, and Web3.

Citing the rising range in gaming, Bezahler continued, “The gaming trade is seeing an inflow of extra intersectional avid gamers, whereas increasingly gamers embrace creator-driven communities. We’re excited to launch our first web3-enabled cellular sport, enabling gamers to indulge their ardour for style whereas blurring the road between participant and creator.”

Nick Tuosto, cofounder of Griffin Gaming Companions and head of gaming at LionTree, mentioned in a press release, “We’re thrilled to incubate Muus and help their thrilling innovation within the digital style house. Griffin continues to give attention to discovering feminine founders who’re constructing experiences more and more tailor-made for feminine audiences.”

“As traders, the composition of our portfolio speaks louder than phrases,” Wang added. “Near 30% of our portfolio corporations have feminine founders or co-founders, relative to 19% of whole US enterprise offers. With girls comprising almost half of all avid gamers worldwide, we’re enthusiastic about bringing female-centric merchandise to life by partnering with groups like Muus.”

Wang and Boyoung Kim of Griffin Gaming Companions, will serve on the Muus Collective board of administrators. Muus’ advisory board consists of Mich Mathews-Spradlin, former CMO of Microsoft, and Felicia Day, actress, producer, streamer and gamer.

Engaged on Covet Vogue, Fuchs mentioned, “I used to be actually excited in regards to the alternative to make merchandise for girls. As a result of, as everyone knows, girls make up about 50% of the cellular viewers now. And I wished to create video games for ladies by girls. So it was at Covet Vogue for 4 years that we doubled our bookings. In that point, we made nearly $85 million within the final yr, after which we have been acquired by EA.”

After that, she took a break and located her cofounder by way of Griffin Gaming Companions/Liontree, the place she incubated the studio.

Bezahler mentioned she began as an entrepreneur — founding an promoting digital company which she finally bought. She then joined exec groups on the digital businesses for Omnicom and WPP, and she or he labored with to manufacturers on the intersection of video games and style. In video games, she labored with Activision, Digital Arts, Nintendo, Ps, and Xbox. In style and sweetness, she labored with Bottega Veneta, Holt Renfrew, L’Oréal, Agent Provacateur and Violet Gray. In recent times, she labored in personal fairness and operations.

“Assembly Sarah and the Griffin workforce was a dream come true,” Bezahler mentioned. “To have the ability to leverage their expertise and fervour for each gaming and style — so we’ve created Muus Collective.”

The primary venture is a Web3-enabled styling sport that will probably be launched in the midst of subsequent yr on iOS and Android.

“We actually see it as a style playground the place creators can have enjoyable on their sense of fashion, categorical themselves and make a reputation for themselves,” Bezahler mentioned.

Gamers will be capable of earn cash primarily based on their creations whereas they play.

“And all of this has the underpinnings of what we name a kindness idea the place in-game actions have constructive real-world social affect,” Bezahler mentioned.

In fact, by working with the cellular sport app shops, the corporate will possible need to provide you with a model of Web3 enablement that matches with the principles of these platforms. Proper now, you may’t pay for objects in a blockchain sport with cryptocurrency and nonetheless function within the app shops.

Muus is focusing on numerous audiences with its video games.

“Web3 is de facto placing energy again into the palms of the shoppers, and on this case, avid gamers, permitting them to have extra possession over their knowledge and over the objects that they personal,” Bezahler mentioned. “We simply see great alternative for us to open up the styling style style, the place there may be extra self-expression and extra capacity to have possession and a capability to earn out of your creations.”

A part of the hope is that the corporate will assist girls and non-binary individuals — in addition to any followers of style — get extra concerned in understanding NFTs and blockchain expertise, Fuchs mentioned. The digital collectibles technique will possible be a great match for NFTs. However the first mission is to create a enjoyable cellular sport, Bezahler mentioned.

“We wish to elevate the crypto fluency of our participant base in a sport the place it’s enjoyable, however not make it necessary to the core gameplay,” Bezahler mentioned.

The corporate will disclose extra in regards to the tech and the plan for the sport over time. If the corporate decides to make use of NFTs, “we wish to ensure that they’ve utility for the sport,” Fuchs mentioned.

However the firm sees some revolutions taking place, with numerous audiences choosing up video games, significantly in cellular, and the transformation of bodily and digital companies, the place there may be now an enormous digital component to companies like style that was once all bodily, Bezahler mentioned.

“I’ve been in gaming for 20 years and infrequently was the one girl on the workforce,” Fuchs mentioned. “For me, it’s actually necessary that the individuals who make the sport appear like the individuals who play the sport. And for that motive, we’re constructing an extremely numerous workforce. We’re female-founded, we’ve a feminine board.”

As for the hardcore avid gamers who seem to hate blockchain video games, Bezahler mentioned that the majority of the corporate’s viewers was ignored of the primary Web3 video games.

“They’re curious,” she mentioned. “They’re confused about the way to become involved. And but we’re seeing so many activations on the intersection of style and Web3. Our sport is creating these stepping stones that permit gamers to simply, and in a really gamified approach, get their first style of the blockchain and rewards.”

The corporate hopes there will probably be huge model partnerships coming within the house, and it’s positioning itself to get these companions.

Whereas huge corporations in video games have acquired cellular sport corporations, or the large corporations, cellular continues to be on the backburner, “and we must be cellular first,” Fuchs mentioned.

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