Gamification

Trend - Brands are creating passive pop-ups, such as billboards or signposts, that beget consumers to engage with only a brief action. These are more engaging than regular billboards while not requiring much time from consumers. Additionally, brands do not need to staff these pop-ups, thus reducing costs.

Insight - The average person living in a major city faces hundreds of advertisements a day. To this extent, most simply filter out regular ads, leading to brands not leaving a lasting impression. While some brands try to launch full-scale pop-up events that invite consumers to explore a detailed activation, not all consumers have spare time for such activities, leading to brands finding a middle ground for pop-ups that beget enough interaction to leave an impression, but do not intrude on daily schedules.

Trend - Game developers are implementing live billboard advertisements into their games. These advertisements are non-intrusive, meaning they exist in the game world but do not inhibit the players' interaction with the games. This is a value-add for advertisers while adding legitimacy to the game world.

Insight - When working with partnered clients, it is important for gaming brands to strike a balance between meeting the needs of advertisers while not hindering the experience of its players. While many free-to-play games result to timed video advertisements that interrupt gameplay, this is a negative experience for most players, as it interrupts the flow of the game, causing a negative perception of the ad. To more seamlessly advertise to players, developers are turning to seamless in-game advertising.

Trend - As esports becomes a viable career option for experienced gamers, more competitive opportunities are emerging for disabled and neurodivergent gamers. These tournaments champion diversity, fostering an inclusive environment where all gamers can showcase their skills.

Insight - As the esports landscape becomes increasingly competitive, gamers with disabilities often desire opportunities that allow them to get involved while receiving necessary accommodations. In response, esports organizations are introducing new tournament formats and player pools catered to these groups, aiming to diversify the competitive space and champion inclusion. Businesses focusing on diversity, equity, and inclusion in esports can attract marginalized communities eager to join these spaces.

Trend - Web3 and gaming brands are creating dedicated gaming consoles for cryptocurrency and NFT-integrated games. These consoles connect to players' crypto wallets to streamline withdrawing or using acquired cryptocurrencies on other platforms, thus increasing the attractiveness of web3 gaming.

Insight - The incorporation of web3 elements in video games is polarizing to gamers, with many either fully embracing or rejecting the field. However, some of the barriers that prevent gamers from engaging with web3 features include complexity, volatility, and security concerns. In an attempt to better address these concerns, reduce barriers to entry, and expand the web3 gaming market, brands are designing easy-to-use hardware with embedded security features.

Trend - Spatial computing brands are launching applications that use gamification, animations, and cameras to improve home cleaning. These are designed to integrate XR into daily tasks rather than serve as entertainment. These features aim to hold users' attention and make cleaning more engaging.

Insight - Most adults in North America are pressed for free time, and do not want to perform menial tasks, such as vacuuming, when they do have time. These consumers understand the necessity of these tasks, though, and as a result, desire help from modern technologies that could improve these experiences. Brands are recognizing these desires and launching engaging applications built on AR and XR platforms as a response.

Trend - Gaming hardware companies are partnering with racing brands to create racing simulators with lower pricepoints without compromising on realism. These simulators enable racing enthusiasts to replicate the experience of a real car in the home without needing a heavy financial investment.

Insight - Consumers interested in gaming often enjoy a variety of genres, such as first-person shooters, racing games, or strategy games. While some game genres can be enjoyed perfectly with any computer, some are drastically enhanced by additional hardware. Particularly, consumers interested in racing often desire products that replicate a real car, often investing in steering wheels and pedals that connect to gaming devices. To further address the needs of these consumers, brands are making full-scale racing simulators more affordable for the average gamer.

Trend - K-Pop video games are video games that are centered around Korean pop music and idols. These games typically incorporate rhythm and business management elements, allowing players to engage with the K-Pop industry and its artists more personally.

Insight - Mobile music games are desired by fans who want to feel closer to their idols and immerse themselves in their day-to-day lives. These games allow players to manage their virtual characters or idols, execute thrilling performances, and access exclusive content in a way that mimics the real idol experience. This allows fans to feel more connected to the K-pop experience and what it might be like to be a part of it.

Trend - As discussions around the impact AI will have on young people increase, those in the toy space are finding ways to use this and other technologies in more positive ways. Allowing kids to use technology comes with a certain stigma. Undoing this negative perception is about integrating emotional development into play, enabled by tech.

Insight - After seeing the negative impacts technology had on the Millennial and older Gen Z generations, fears around how younger members of the latter will develop with AI are on the rise. This is exacerbated by the fact that many parents of young Gen Z are Millennials themselves. To this generation of parents, emotional intelligence and a sense of holistic wellness is as important as a child's ambitions or academic performance. EQ-focused tech toys are a compromise, simultaneously exposing children to new technologies while also assisting in overall development.

Trend - Brands are releasing gamified sleep-tracking apps to encourage sleep regulation. These applications use advanced technology either through the phone itself or through peripherals, to analyze sleeping patterns and provide gamified rewards accordingly. These apps help users feel incentivized to have healthy sleep patterns.

Insight - For many consumers in the modern era, sleep gets in the way of busy modern lives, so many treat it more as an unfortunate necessity than a daily self-care ritual. Some of these regard sleep as a chore, leading them to neglect sleep and adopt unhealthy, irregular sleeping habits. In attempting to regulate sleep, many consumers are drawn to medical assists, such as melatonin or other sleeping pills, though these are not always effective. Brands are addressing these consumers by offering services that encourage regularity, reward sleep, and make both sleeping and waking up something to look forward to.

Trend - Gaming and tech brands are releasing simulation chairs designed to completely immerse players in a game. Simulation chairs often mimic the feeling or design of a specific game feature for a multisensory experience. These chairs range from realistic car seats for racing games to large mecha-like gaming stations that replace the need for a dedicated room.

Insight - While the average computer chair focuses on comfort and aesthetics, racing and simulation chairs are often desired for their immersive and realistic nature. These chairs are commonly purchased by consumers looking to disconnect from everyday stress and fully immerse themselves in a virtual world. Content creators and professional gamers also purchase these chairs to reinvent their favorite titles for live streams and videos, as they usually feature visually appealing elements.