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The game, called Shoubu-Foku, simulated league soccer. Users accumulated goals, which initially produced virtual prizes — like a bag or blazer for the in-game player, but those who gathered large numbers were given an exclusive chance to buy the official Japanese team tie. “That tie outsold every other style we have ever sold online,” said Jason Beckley, Dunhill’s marketing director.

What they understood is that top-tier luxury consumers are not after free stuff,” Mr. Zichermann said. “They want exclusive status and privileged access to the brand.”