From the financial world to the gaming industry: Former UBS banker Theresia Le Battistini is now pursuing different goals. She is the mastermind behind the mobile game «Fashion League.» In an interview with finews.asia, the Asian entrepreneur reveals what makes her game unique and how her extensive career in the financial sector benefits her in game development.
The gaming sector is considered the largest growth segment in the entertainment industry. Particularly, mobile gaming, which generated revenues worth $173 billion in 2023, is projected to grow to $222 billion by 2070. Women play a significant role in this growth as they prefer mobile devices, while men tend to prefer PCs.
Despite fashion content dominating social media, there are few fashion games available, and those that exist often have outdated concepts and offer simple gameplay such as styling avatars or designing outfits.
Fashion Experiences in a Virtual City
Theresia Le Battistini, who worked nearly a decade at UBS as a Senior Project Manager, has now taken on the task of developing and operating a fashion game that emphasizes innovation and modernity. «It is important for me to engage the younger generation, who enjoy portraying themselves through media, with ‹Fashion League›,» explains the young woman of Vietnamese descent in an interview with finews.asia.
Here's how it works: Players start as stylists and create their avatars. There are no gender assignments for avatars; players are free to choose, which is crucial for the younger generation. The shopping experience takes place in a virtual city with numerous shops where players can select suitable items and then style their avatars.
From Stylist to Mogul
«Also noteworthy is the unique layering system, where, for example, a Gucci sweater from the latest collection can be combined with a matching jacket,» emphasizes Le Battistini. Furthermore, the game features 3D assets that cater to every body type and gender.
Moreover, the game offers a progression system where players earn special clothing through increased activity, create their own designs using an AI subscription, and even operate their own stores. Players can advance from stylists to designers and ultimately to CEOs and moguls.
Matching Looks with Avatars
«Fashion League» also integrates links similar to purchasing products directly on Instagram. «People shop where they spend their time,» explains the former UBS manager. Therefore, that stylish outfit worn by the avatar in the game can easily be acquired for oneself with just a few clicks.
Scene from «Fashion League» (Image: Screenshot)
Casual Gamers and Engagement
Casual gamers typically spend 15 to 20 minutes per day on «Fashion League.» The game's daily tasks are designed to bring users back to the platform repeatedly. «We focus on optimizing the core game loop so that players spend as much time as possible in the game and keep coming back,» says Le Battistini.
Path to Success
The biggest challenge in developing «Fashion League» was establishing their game studio. Talent management was crucial, as the quality of the team (now comprising about 25 people) determines the product's quality.
«It's important to understand why a candidate applies. Are they just looking for a job, or do they have a genuine interest in developing something new? That's why recruiting individuals in gaming who can identify with the subject matter and target audience is crucial to maximizing gameplay enjoyment,» explains the gaming specialist.
Learning from Banking Experience
Le Battistini's experience in retail and the financial sector proved invaluable in game development. Her responsibilities at UBS included regular stakeholder communication, reporting, process implementations, IT and HR projects, risk management, quality assurance, and budget control.
«These financial experiences helped me evaluate the product-market fit systematically and objectively. This allowed me to develop a game that provides fun and joy but also integrates missing elements in fashion, e-commerce, and gaming,» she says.
Originating from a Fashion Line
Her knowledge of retail also contributed significantly. «These skills helped in launching an efficient and customer-oriented product,» says Le Battistini.
Her transition from banking to the fashion and gaming industries was driven by her passion for fashion and games. «Originally, I always wanted to launch my own fashion line. However, I quickly realized that this business model requires significantly more capital and comes with scalability limitations,» explains the «Fashion League» designer. Therefore, her current role aligns perfectly with her aspirations.
Platform for Brand Testing
Long-term, Le Battistini hopes «Fashion League» will be recognized as the best fashion mobile game and become a platform where companies can test their brands and campaigns.
She describes her vision: «My game aims to appeal to a diverse community without gender-specific restrictions and collaborate closely with renowned partners to ensure the game's success.»
