# Why clothing brands should advertise on The Pillar > The Pillar is a free 3D city game in the browser where every tower window ($9 to $392.85 a month) and every billboard ($4 to $8 a month) is ad space. A clothing brand can put its logo on the glass or a lookbook photo on a billboard, link it to a collection and cancel any month. Fashion goes where young customers spend their time, and for years that has included games. In 2021 Gucci opened a garden inside Roblox and Nike built a world of its own there. Balenciaga dressed Fortnite characters the same year. Those projects took studios, partners and budgets that most labels will never have. The Pillar is a much smaller version of the same idea, priced for small brands: a free 3D city in the browser, where the 1,920 windows of an 80-floor tower and the 187 billboards around it are ad space you rent by the month. **At a glance** - Big fashion houses build inside games. In 2021 Gucci and Nike opened worlds on Roblox, and Balenciaga dressed Fortnite characters. - On The Pillar a window costs $9 to $392.85 a month depending on the floor, and a billboard costs $4 to $8. There's no bidding and no contract. - A billboard can show a full photo, so a label can put up a lookbook shot instead of a logo. - Link your spot to a collection page with a tracking tag, so visits from the city show up in your own analytics. - The Pillar is new and its audience is small. Treat a window as a cheap placement that's always on and a story to post, and keep your main sales channels where they are. ## Why do fashion brands advertise inside games? Because a lot of their customers already spend hours there, and a brand inside a game becomes part of the place instead of an interruption to it. Nike opened Nikeland on Roblox in November 2021, and by March 2022 it had drawn 6.7 million visitors from 224 countries, according to [The Drum](https://www.thedrum.com/news/nearly-7-million-people-have-visited-nike-s-metaverse-store). Gucci went first that year. In May 2021 it ran the Gucci Garden on Roblox for two weeks. One virtual item, a Dionysus bag, went on sale for an hour at 475 Robux, about $6. A player later resold it for 350,000 Robux, roughly $4,115, which [Hypebeast](https://hypebeast.com/2021/5/virtual-gucci-bag-roblox-resale) pointed out was more than the $3,400 the real bag costs. In September 2021, Balenciaga brought outfits, bags and pickaxes into Fortnite. Players could get some of them free, earn others and buy the rest, as [Nintendo Life](https://www.nintendolife.com/news/2021/09/fortnites_latest_collaboration_is_with_fancy_fashion_house_balenciaga) reported on launch day. **Fashion brands inside games** | When | Brand | Game | What happened | | --- | --- | --- | --- | | May 2021 | Gucci | Roblox | The Gucci Garden ran for two weeks. A virtual bag sold for 475 Robux was later resold for 350,000. | | Sep 2021 | Balenciaga | Fortnite | Outfits, bags and pickaxes, some free, some earned, some bought. | | Nov 2021 | Nike | Roblox | Nikeland opened. It had 6.7 million visitors from 224 countries by March 2022. | | Oct 2026 | Any label | The Pillar | A window from $9 a month, or a billboard from $4. | All of these put the brand in the world itself. Nobody had to click an ad to see it: the clothes were on the characters and in the places players walked through. This guide is about the small version, which costs less than most labels charge for a single tee. ## A shop window that stays lit Fashion has sold through windows for more than a century. When Harry Gordon Selfridge opened his London store in 1909, he became the first shop owner to leave the window lights on after closing, "to the shock, then emulation, of his commercial contemporaries", as [British Heritage](https://britishheritage.com/history/selfridges-christmas-windows) tells it. People could look at the displays after the doors were locked. A window on The Pillar works the same way, in a 3D city instead of a street. Your logo sits on a pane of glass on the tower in the middle of the city, and it stays lit day and night for as long as you pay. Every visitor starts with the tower in view, because the page opens on a wide shot of the skyline with the tower in the middle. From there visitors move through the city. Some ride the elevator up the face of the tower, past window after window at reading distance. Others drive, fly a helicopter or walk the streets, past the billboards on top of the buildings. Windows from about floor 20 up rise above the buildings around the tower, so they can be seen from further out in the city and from the air. ![A billboard in The Pillar's 3D city at night, covered edge to edge by a full-bleed poster banner](https://thepillar.io/blog-img/billboard-banner.jpg) *A full-bleed banner on a city billboard. This one is EZDrop's, one of our own products; yours would show your own photo.* ## What does a clothing brand get for its money? You rent a spot in the game's world by the month. On the tower, your logo goes on a pane of glass. On a billboard, your logo or a full-bleed banner covers a sign on top of a building. Both stay up for every visitor until you cancel. Anyone who taps your window opens its panel. It shows your brand name, a pitch of up to 140 characters, a pricing line of up to 80 characters and a link to your shop. Your panel also shows a view counter that goes up by one each time someone opens your window. It starts at zero and counts real opens only. Each lit spot gets its own page at thepillar.io/w/ plus the spot's id. When you post that link on Instagram, X or in a newsletter, it shows a preview card with your logo, name and pitch, and anyone who opens it is flown straight to your spot. Your brand is also listed in the [directory](https://thepillar.io/directory), with a link to your site. It helps to know what you are not buying. The Pillar is a 3D open-world browser game and an advertising marketplace. A window is a licensed ad pane on its 80-floor tower, not real property and not a security. You get a licence to show your name, logo and link on that spot for the months you pay for. You can read the full wording on the [Advertising License](https://thepillar.io/legal/license) page. The game has rockets and a flamethrower, and weapons never touch the windows or the billboards. Players can wreck cars and burn trees; your ad stays clean. ## Window or billboard: which suits a label better? Pick a window if your wordmark is strong on its own. A lot of clothing labels are built around a name in bold type, and a bold name reads well on glass from across a plaza. Height also says something. A window high on the tower looks established, and the top corner, the most expensive pane on the tower, costs $392.85 a month. Pick a billboard if your best asset is a photo. A billboard can carry a full-bleed banner, so you can put up a lookbook shot, a flat lay or a campaign image instead of a logo. Billboards come in many shapes, from nearly square to about nine times wider than tall. At checkout you see a live preview shaped like the exact board you picked, and you drag the image until it's framed the way you want. Billboards are also the cheapest way in. Each one costs $4 to $8 a month depending on how visible its building is, which is less than the cheapest window. - **Window:** your logo on the tower, $9 a month on floor 1 up to $291 on floor 80, with corners 35% more. - **Billboard:** your logo or a full photo on a building in the city, $4 to $8 a month. - **Both:** a window for the name and a billboard for the clothes, if you have a known name and good photos. - **Neither yet:** if your shop page isn't ready for strangers, fix the page first and rent a spot after. ## What should the pitch, the pricing line and the link say? Write the pitch for someone who has never heard of you. Say what you make and one fact that sets it apart: the fabric, the fit, where it's made or who it's for. "Heavyweight cotton tees, cut and sewn in Portugal" tells a stranger more than a slogan does. Use the pricing line for a number. A price helps a stranger decide whether to click, so "Tees from $38, free returns" does more than "Shop now". It's optional and capped at 80 characters, so keep it to one price and one promise. Point the link at a collection page, not your homepage, so a visitor lands on clothes. Add a tracking tag to the end, such as ?utm_source=thepillar&utm_medium=window, so visits from the city show up in Shopify, Google Analytics or whatever you use. Your link is stored exactly as you type it, tags included. Choose a logo that reads at a distance. Players see your window from a moving car or a helicopter, so a bold mark on a transparent background holds up, while a thin script logo turns to a smudge. You can upload PNG, JPG, WebP or SVG files up to 400 KB. Write copy that lasts the season. There's no self-serve editing after checkout yet, so "Summer sale ends Sunday" will look stale within a month. "Made in small runs" or "Free repairs for life" stays true for as long as the window is lit. ## How much does it cost? Windows are priced by floor. The bottom floor costs $9 a month, and each floor up costs about 4.5% more than the one below it, so floor 20 is $21, floor 40 is $50 and floor 80 is $291. The two corner panes on each side of a floor cost 35% more. Billboards cost $4 to $8. - Floor 1: $9 / mo - Floor 10: $13 / mo - Floor 20: $21 / mo - Floor 30: $32 / mo - Floor 40: $50 / mo - Floor 50: $78 / mo - Floor 60: $121 / mo - Floor 70: $188 / mo - Floor 80: $291 / mo - Floor 80, corner pane: $392.85 / mo - City billboard: $4 to $8 / mo Every day and every hour of the month, the price is the same. It doesn't move with the weather in the game, the time of day or the number of people who pass your window, and there's no auction against other advertisers. You pay monthly through Stripe and can cancel any month from your desk at [thepillar.io/desk](https://thepillar.io/desk) or by email. Compare that with a paid social test. Social ads charge per view or per click, the price moves with whoever else is bidding that week, and the ad stops when the budget runs out. A window stays up for the whole month whether anyone clicks or not. ## Ways to use a window through the year ### A new season Rent a billboard when a new collection lands and put the campaign photo on it. There's no self-serve editing yet, so a new season means a new billboard: rent one with the new image and release the old one, which stays up until the end of the month you already paid for. ### A limited drop For a limited release, rent a spot a week or two ahead and link it to the drop page or your sign-up list. Post the share link with the date. Write the pitch so it still reads right after the drop sells out, for example "Small runs, never restocked". ### A shop with a front door If you also have a physical shop, link the window to a page with your address and opening hours. Visitors from other countries won't drop by, but a local one might, and your regulars get something new to talk about. ### A collab Two labels can rent windows next to each other on the same floor and announce them together. You pick any free window, so neighbours are easy to arrange if you both book on the same day. ## How do players find your window? Everyone sees the tower first, since the page opens with it in the middle of the frame. After that, players come across windows and billboards in five ways. - **The elevator.** It runs up and down all 80 floors and lets players swipe around all four faces of the tower, so they pass windows at reading distance. - **The city.** Cars, a helicopter and walking take players past the billboards on top of the buildings. - **The daily hunt.** Every evening at 19:10 New York time the Golden Window starts, and players search the tower's dark windows for the one hiding a prize. The first finder wins a week on that window with their X avatar on it, so players study the glass closely. - **Links.** The [directory](https://thepillar.io/directory) lists every brand with a link to its spot, and every share link a brand posts brings its own followers to the tower. - **Other players.** The game has live multiplayer and a lobby chat, so players show each other around. None of these paths promises a number of views. ## How do you put your label on the tower? 1. Open [thepillar.io](https://thepillar.io/) and tap a window on the tower, or ride the elevator to pick one. For a billboard, head into the city and tap a sign. 2. Sign in with X when asked. Playing needs no account; renting a spot does. 3. Paste your shop's address. The Pillar reads the page and fills in your brand name, your logo and a short pitch. Change any of it, or upload your own logo. 4. Add a pricing line if you want one, up to 80 characters. 5. On a billboard, choose between your logo and a full banner, then drag the banner in the preview to frame it. 6. Pay through Stripe. Your spot lights up a few seconds after the payment goes through. 7. Copy the share link and post it wherever your customers are. The [advertiser guide](https://thepillar.io/advertise) covers each step in more detail, along with the billing and refund rules. ## What can't The Pillar do for a clothing brand yet? The Pillar went live in September 2026. It's a new site with a small, growing audience, and we won't promise you a flood of visitors or a number of sales. Most of the tower is still dark, and today most of the lit windows belong to products made by our own team. That also means you get first pick of floors and faces. There's no targeting. Everyone sees the same city, so you can't aim a window at one age group, country or interest the way social ads can. There's no self-serve editing after checkout yet. The view counter counts how many times your window was opened, not how many people drove past it. And since anyone can open The Pillar without signing in, products that need an age check don't belong here. For a label that needs a thousand sales this month, paid social and email will do more. A window suits a label that wants to be seen in an unusual place for a small, fixed price, and that likes having something new to show its followers. ## An example: a small label's first month Say you run a small streetwear label that sells heavyweight tees and hoodies online. Here is one sensible way to try The Pillar. You rent a window on floor 20 for $21 a month, high enough to clear the rooftops. You paste your shop's address, and The Pillar pulls in your name and logo. Your logo has a thin outline that vanishes at a distance, so you upload the solid version instead. For the pitch you write "Heavyweight tees and hoodies, cut and sewn in small runs." For the pricing line, "Tees from $38, hoodies from $85." The link goes to your new collection with ?utm_source=thepillar on the end. You also rent a wide billboard for $8 a month and put your best lookbook photo on it, framed so the model fills the board. Then you post the share link with one line: "Our hoodie is on a billboard in a video game now, and our logo is on floor 20." Some of your followers will go looking for it. After a month you check the view counter and the visits tagged thepillar in your analytics. If a few new customers came through and the post got people talking, $29 was cheap. If nothing happened, you release both, and the test cost less than one hoodie. ## Frequently asked questions ### Can a small clothing brand advertise inside a video game? Yes. On The Pillar, a free 3D city game in the browser, a label can rent a tower window from $9 a month or a billboard from $4. You sign in with X, paste your shop's link and pay through Stripe, and your logo or banner goes up within seconds. ### How much does it cost to advertise a clothing brand on The Pillar? Windows cost $9 to $392.85 a month, priced by floor, and billboards cost $4 to $8. There are no setup fees, no bidding and no minimum term, and you can cancel any month from your desk. ### Can I show a product photo instead of a logo? Yes, on a billboard. Billboards take a full-bleed banner, so you can show a lookbook shot or a flat lay, and the checkout previews the image in the exact shape of the board. Windows show a logo. ### Can I target a country or an age group? No. Everyone who opens The Pillar sees the same city, so there's no targeting by age, country or interest. Social ads do targeting. A window is a fixed placement that every visitor can pass. ### Can I change my banner when the season changes? Not by yourself yet, since there's no self-serve editing after checkout. For a new season, rent a new billboard with the new image and release the old one, which stays up until the end of the month you paid for. ### Do I get stats for my window? Your window's panel shows a view counter that goes up each time someone opens your window. For clicks and sales, add a tracking tag such as utm_source=thepillar to your link and check your own analytics. ### Is a window an NFT or a piece of property? Neither. The Pillar is a 3D open-world browser game and an advertising marketplace. A window is a licensed ad pane on its 80-floor tower, not real property and not a security. You rent the right to show your logo and link for as long as you pay. ## Sources - The Drum, Nearly 7 million people have visited Nike's metaverse store, retrieved 2026-10-01, https://www.thedrum.com/news/nearly-7-million-people-have-visited-nike-s-metaverse-store - Hypebeast, A Virtual Gucci Bag Sold For More Money on Roblox Than IRL, retrieved 2026-10-01, https://hypebeast.com/2021/5/virtual-gucci-bag-roblox-resale - NME, A Gucci bag has sold in Roblox for more than its worth in real life, retrieved 2026-10-01, https://www.nme.com/news/gaming-news/gucci-bag-sold-in-roblox-more-than-real-world-value-2963548 - Nintendo Life, Fortnite's Latest Collaboration Is With Fancy Fashion House Balenciaga, retrieved 2026-10-01, https://www.nintendolife.com/news/2021/09/fortnites_latest_collaboration_is_with_fancy_fashion_house_balenciaga - British Heritage, Selfridges Christmas windows: where the wonder began over 100 years ago, retrieved 2026-10-01, https://britishheritage.com/history/selfridges-christmas-windows --- By Vladislav Gerasimchuk. Published 2026-10-01, updated 2026-10-01. The Pillar is owned and operated by Extensions Market (extensionsmarket.com) and created by Vladislav Gerasimchuk. Contact: contact@extensionsmarket.com.