Primark is latest fashion name to move into gaming

By

Barbara Santamaria

Published
Aug 28, 2020

Fashion gaming is gaining traction among brands seeking new ways to engage millennials, and high street stalwart Primark is the latest to get involved.

Primark has launched a mobile gaming app named Primark Legends where gamers take the role of a shop assistant in a busy digital shop.

Described as a fun, fast-paced shop assistant simulator, the app invites gamers to help customers find their perfect outfits, tidy shelves, clean up spills and fill the shop with new stock.

Users can choose to start with an easy day for beginners, or challenge themselves with the advanced weekend mode, which is designed to reflect real life at a busy Primark store.

The retail chain said the game is the high street’s first mobile gaming app. But Primark Legends is certainly not the first gaming app to blend online games with fashion. Burberry, BoohooMan and Adidas have all caught the gaming bug and Drest, a mobile app launched by former Porter editor Lucy Yeomans, is a styling game featuring real life product from luxury brands. 

Primark Legends is available now for iOS and Android.