Gamification

Trend - Retailers across various industries, such as home and garden, crafts, and even electronics are launching with an emphases on DIY projects. By focusing on DIY, these retailers mainly provide base components rather than prebuilt items, often leading to significantly lower prices than competitors.

Insight - Many consumers prioritize saving money over saving time. When shopping for furniture, for example, consumers opt to buy more affordable DIY furniture rather than more expensive pre-built options. These priorities are now extending to other industries, with consumers in adjacent spaces opting for more engaging DIY solutions in search of both a hobby and a method of saving money. In order to appeal to these consumers in a broader sense, specialized retailers with a focus on DIY are opening.

Trend - Esports technology companies are increasingly investing in software to help consumers more accurately predict the outcomes of competitive gaming matches. These technologies, from data analytics to machine learning, allow users to make informed decisions when wagering on esports events.

Insight - As betting platforms gain traction within the growing esports industry, brands are seizing the opportunity to establish themselves as significant players in this untapped market. Many companies prioritize adopting cutting-edge technologies that attract and retain users, encouraging them to choose their platform over others. These brands understand that esports fanatics seek novelty in their experiences, making technological advancement key to differentiating themselves in this evolving space.

Trend - In response to global sustainability concerns, brands are designing new loyalty programs to encourage and reward shoppers for making environmentally friendly choices. These programs typically offer discounts on eco-friendly products, rewards points, or donations to environmental causes.

Insight - The demand for convenience in today’s food and beverage market has significantly impacted the environment, creating a harmful cycle where old products and packaging are discarded immediately after consumption. In response, brands are now offering incentives for eco-friendly purchasing decisions. By integrating sustainable rewards models, these brands help make it easier for customers to make greener choices, appealing to contemporary convenience culture while preserving the environment.

Trend - Brick-and-mortar storefronts are adding elements of gamification and entertainment to improve the in-store shopping experience. These 'retailtainment' initiatives add immersive experiences and interactive elements to increase consumer engagement and pull the focus away from simply spending money.

Insight - It is undeniable that the convenience and accessibility of online shopping leads to more consumers opting to simply shop online each year. While some who prefer in-store shopping value being able to physically touch, or try, an item before purchasing it, others are attracted to the social aspect of in-store retail. These features alone do not add enough value to pull online shoppers back to physical stores. This is leading to 'retailtainment,' brands debuting immersive in-store experiences.

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.