Games

Implications - In professional sports leagues, players use custom gear suited to their own unique needs and designed to maximize their performance. With the rise of professional e-sports, gaming hardware brands are appealing to aspirational consumers by allowing them to tap into that same degree of exclusivity, personalization, and professionalism. [More]

Implications - Though many perceive video games as childish, Gen Xers represent the largest contingent of gamers across the industry as a whole. Developers are thus appealing to those consumers' adult tastes with complex, highbrow concepts and narratives. This divergence has the added benefit of expanding the industry's taste range, opening it up to a broader base of consumers — regardless of their generational demographic. [More]

Implications - While increasing salaries doesn’t always lead to increased employee satisfaction or loyalty, offering perks that come with a challenge increases motivation to reach goals and provides a stronger sense reward once completed. By directly correlating achievements with rewards, employers are demonstrating trust in the skills of their employees, making them more likely to feel accountable for their own success. [More]

Implications - Giving children a chance to have some flexibility and control of the narrative presented to them in character-driven stories sends a powerful message to young Gen Zs that their decisions have implications and make an impact on the story's final outcome. This not only fosters critical thinking and confident decision making early on, it also encourages young minds to become more invested in the narratives that they’ve contributed to. [More]

Implications - As consumers become increasingly used to convenience-enabling technology, voice control capabilities are being adapted to entertainment, to make even the most enjoyable activities that much more intuitive. This permutation of voice-controlled technology demonstrates the rise of demand for responsive entertainment that allows the user complete control and ease of use. [More]

Implications - Smartphone gaming tends to evoke images of mainstream consumer-friendly apps, however, peripherals and in some cases, tweaked mobile design is skewing more toward the hardcore gamer. This is being executed by taking direct cues from console gaming. This shows a convergence of two opposing subcultures within gaming culture as a whole. [More]

Implications - Creating a sense of community within their fan base, video game developers are reusing familiar characters and themes of the past to spark emotional attachment amongst Millennial players. Reimagining highly recognizable characters from gamer’s adolescence increases brand engagement with new players as well as their core demographic base. This cyclical movement demonstrates a proclivity in the Millennial demographic to turn towards childhood nostalgia-inducing stimuli as a way to elevate their mood in times of stress or boredom. [More]

Implications - With younger generations being more open and discussions revolving around sexuality growing, adult entertainment brands are approaching promotions in a new way. Looking to expand its reach, Pornhub and other adult entertainment brands have implemented VR technology to make its experiences more realistic. In addition, its name has been associated with fashion shows and interactive games for couples -- helping to broaden how consumers see the brand and expand its reach organically. [More]

Implications - Seeking a new audience, brands are sponsoring events and launches within the video game industry. This signifies a rising interest in Gen Z and Millennials as these groups gain an increase in spending power. Coinciding with the surge of public gaming functions, as well as the growth of the gamer community by way of phenomena like Pokemon Go, this shift shows the power in fast adaptability to consumer growth. [More]

Implications - Capitalizing on the popularity of classic video games in a fresh way, low-tech board games based on digital franchises are beginning to emerge. Both novel and nostalgic, this approach to fandom appeals to consumers who want to engage with much-loved characters and narratives in a way that they haven't had a chance to before: offline. [More]