Gamification

Trend - Over the last few years, wellness apps have become increasingly popular and now, entrepreneurs are revolutionizing the category by offering more immersive experiences for meditation and breathwork. These services embody visually psychedelic effects that are research-backed to encourage individuals to explore their consciousness and relax.

Insight - Many consumers today are experiencing heightened stress levels, restlessness, and other mental health issues—whether that is due to an accelerated working environment, global civil unrest, the ongoing pandemic, among other things. In an attempt to be more conscious of their personal needs, individuals are taking charge of their health, while being more mindful of their limits and work-life balance. This is creating a demand for various accessible services that consumers can use in order to feel more relaxed and restored.

Trend - Companies are launching virtual home shopping experiences to market products during the COVID-19 era. These gamified platforms are engaging with playful interactivity and comfort aesthetics that entertain consumers and also allow for the visualization of a product in one's space.

Insight - As government-imposed COVID-19 measures are highly restrictive to brick-and-mortar retail, individuals have turned to online shopping for their daily needs—whether that is because they want to play it safe or save themselves the hassle. Aware of the potentials of technology in virtual environments, many are looking for digital experiences that are immersive and this demand arises from a consumer need for entertaining distractions during a difficult time.

Trend - Brands are creating virtual services that help children learn various skills online. These platforms include everything from language-learning to virtual cooking camps--all of which prioritize skill-building in children.

Insight - The ongoing pandemic has made consumers even more present online than they were prior to the pandemic, and consumers all over the world have turned to the digital space in unprecedented numbers to work, consume content and learn new skills. These habits haven't just formed in adults--parents are looking for ways to keep their children engaged with various virtual platforms created for needs like education, skill-building, or entertainment.

Trend - Brands are launching eyewear specifically designed for gamers that claim to enhance their performance. These glasses have features like anti-blue light functionality, comfort-focused frames that can be worn with headsets, and tech-integration that increase players' mobility.

Insight - E-sports and online gaming have become increasingly popular, with professional and recreational gamers spending hours sitting and focusing on a screen. Since avid gamers often remain in one position for long periods of time, it can result in both health and comfort-related issues including eye-strain and sleep disorders. These consumers are looking for tools to optimize the playing process and reduce any related health concerns, providing a more comfortable and enjoyable experience.

Trend - In order to immerse consumers more into their video games, brands are launching accessible products that can seamlessly enhance roleplay. These innovations boast voice changing capabilities or even enable users to speak to each other, despite language barriers.

Insight - In the last couple of years, the gaming community has increased in size—and this is especially true during the COVID-19 pandemic when consumers are advised to stay at home and have picked up new hobbies. While some consider games to be entertainment and a way to socialize with their friends, for others—it is a passion. This, in turn, is creating a demand for better experiences, as consumers look to be more immersed, amused, or even distracted.

Trend - In order to create more engaging product experiences, food and beverage brands are offering customers gamified features on their product packaging. Items in this space include video games attached to candy packaging via QR codes, and games scanned from alcohol bottle caps.

Insight - When it comes to food and beverage items, consumers typically prioritize things like flavor, convenience and cost over product experience. By creating interest in product experience as well, brands are able to gain the loyalty of customers who also appreciate novelty in their purchase decisions.

Trend - Augmented reality is being use in tourism-based apps in order enhance the experience of explorers. These apps help keep people engaged with their surroundings and bring more money to local economies.

Insight - Now that local tourism has become many consumers' only travel option, the use of platforms that help them explore already-familiar environments could be useful in keeping local tourism fresh and exciting. With the restrictions and limitations consumers are currently facing, any alternative form of travel and tourism is welcomed.

Trend - In an effort to slow the spread of COVID-19, many consumers are opting not to participate in "trick-or-treating." To help families celebrate Halloween, brands are launching novel products and services including drive-thru Halloween events, digital Halloween platform, and safety-focused costumes.

Insight - As consumers continue to adjust to the current realities of the pandemic, many are looking to keep family traditions alive while following safety guidelines. Consumers are searching for ways to make special occasions memorable and meaningful to maintain some semblance of normalcy.

Trend - Many companies are debuting different products to engage kids on the topic of COVID-19 rules and encourage them to wear face masks when in public. This comes in the form of educational coloring books, face coverings that can be customized at home, and even mask-wearing plush toys.

Insight - Amid the COVID-19 pandemic, the immediacy of wearing face masks at all times when in public is strongly asserted. Some parents, however, are finding it challenging to relate this importance to their children, and this problem is especially emulated as businesses reopen and kids go back to school. With their child's safety in mind, many consumers seek out solutions in the form of products that can engage, entertain, and encourage their offspring.

Trend - American brands are launching social media campaigns to encourage consumers, specifically Millennials and Gen Z, to continue wearing masks for public safety. These social media campaigns contain humor and pop culture references in an attempt to authentically connect with the target demographics who are digital natives to these platforms and constantly immersed in the content.

Insight - Many consumers, especially younger consumers like Gen Z and Millennials, are becoming more relaxed and not following the strict physical distancing guidelines set forth by health professionals. These demographics are faced with mixed messaging around the severity of the virus for people of their age group, giving them a false sense of security. In an effort to encourage public safety, brands are using popular social media platforms to convey the seriousness of the issue to the more relaxed generations.