The way developers integrate personalization and culture into games is evolving. As demand for premium in-game content grows, Xsolla has partnered with ALTAVA Group, a digital fashion and virtual entertainment leader that emerged from the LVMH La Maison des Startups program, to give developers access to high-end fashion IP and cutting-edge 3D avatar tools. This partnership enables the creation of scalable, branded experiences bringing new valuable opportunities to developers and players. According to Morgan Stanley, demand for digital fashion is projected to reach $50 billion by 2030, driven by increased personalization, immersive digital environments, and avatar-based commerce. This collaboration will connect game developers and publishers with ALTAVA’s extensive catalog of high-quality branded digital fashion assets and unlock scalable, creative ways to integrate luxury fashion IP into the gaming experience. With ALTAVA’s catalog of over 3,000 3D fashion assets—used in past collaborations with global brands like Balmain, Fendi, Clarins, and Renault—developers can now deliver unique avatar customization, exclusive branded content, and immersive digital fashion campaigns. These assets are optimized for gaming platforms and available through Xsolla’s powerful commerce ecosystem, streamlining integration and monetization.

Solving the challenge of personalization and premium content integration

Game developers are increasingly challenged to meet player demand for deeper identity and self-expression while finding sustainable ways to monetize those experiences. Traditional in-game customization often lacks quality, authenticity, or brand relevance. This partnership solves that challenge by offering direct access to luxury fashion IP, delivered through ALTAVA’s proprietary AI fashion-tech tools and avatar systems. Developers can build branded in-game wardrobes, host digital fashion events, and create interactive content powered by assets that align with real-world cultural trends. With support from Xsolla Payments and operating as a merchant of record, developers can launch and monetize these experiences globally, without the complexity of sourcing IP or developing tools from scratch. In the next phase of the collaboration, developers will also gain access to digital-to-physical activations, allowing players to purchase real-world merchandise tied to their digital assets. The partnership offers new ways to extend in-game content into broader lifestyle experiences, from localized brand pop-ups to K-wave entertainment collaborations.

Industry leaders on this collaboration

Chris Hewish, Chief Strategy Officer at Xsolla, highlights the strategic impact of this partnership: “ALTAVA’s innovative approach to digital fashion perfectly complements our mission to simplify game commerce while expanding what’s possible for developers and players alike. Together, we’re making it easier for games to tap into the global appetite for self-expression, identity, and premium IP by enabling immersive, scalable, and authentic luxury fashion experiences.” Andy Ku, Founder and CEO of ALTAVA Group, emphasizes the cultural relevance: “This partnership with Xsolla accelerates our mission to bring luxury into the gaming world not as a novelty, but as a meaningful part of digital culture. By combining high-end brand IP with Xsolla’s powerful infrastructure, we’re creating real value for developers, brands, and players, unlocking new experiences, audiences, and revenue.”

Why this partnership matters for video game developers

Today’s players are looking for more than skins—they want to engage with content reflecting their identity, interests, and aspirations. This partnership allows developers to meet that demand by providing customizable, culturally relevant fashion assets that drive engagement and monetization. With flexible revenue models and seamless integration through Xsolla, developers can focus on building memorable game experiences while tapping into premium content ecosystems.

Get started with Xsolla and ALTAVA

The future of personalization in gaming is powered by culture and commerce. Xsolla and ALTAVA are helping developers lead the next wave of in-game customization with premium IP, creative tools, and global brand support.