Luxury fashion brand Louis Vuitton has seen half a million downloads in the first week for its adventure-based game for mobile, Louis the Game, which launched on 3 August, according to figures from App Annie. China is the biggest market driving the download numbers.

The game was created as part of the celebrations to mark the brand’s 200th year in business, as a way to appeal to Louis Vuitton’s Gen-Z audience, enabling them to experience the brand, without having to buy anything. The game follows character Vivienne through six different global locations, and unlocks 200 stories from the brands history It features 30 embedded NFTs (Non-fungible Tokens) for players to discover throughout the game, designed by artist Beeple. These NFTs are collectibles that can only be found through playing the game, and cannot be sold.

Louis Vuitton is not the first luxury brand to explore cryptocurrency or gaming. Burberry recently launched its first NFT, and brands including Balenciaga and Gucci have also explored the tech world through games and other virtual activations.