Games

Implications - There has always been a very distinct divide between physical and online casinos due to the lack of atmosphere only available in the brick and mortar setting. With the utilization of VR, brands now have the ability to bridge that gap by creating immersive experiences targeting specific audiences. This shift highlights that by using VR, it's possible to create curated experiences that appeal to different types of consumers.

Homework Question - How could your brand utilize VR to personalize your product offering? [More]

Implications - In recent years there has been a surge in viewership on gaming platforms, and charities are tapping into the fanbases of popular gamers and gaming franchises to raise awareness of their causes among Millennial and Gen Z audiences. The shift from traditional forms of outreach in the social good space, reveals how brands should better adapt to the engagement that younger consumers view as authentic.

Homework Question - Consider how your brand could leverage the content consumption habits of younger consumers. [More]

Implications - The gamification of charitable initiatives can be seen in everything from brands following the "swipe" model made popular by Tinder, to experiences like video game characters whose proceeds go to charity. Such programs and products support good causes by engaging consumers, appealing particularly to Millennials and Gen Z for their experiential nature.

Homework Question - How could your brand incorporate gamification into its product, service or campaigns? [More]

Implications - As gamers continue to seek out better tactics, strategies and methods of play, we’re seeing elements of AI being integrated into the fold as a means to enhance the overall gaming experience. Not only a source of assistance, platforms like Amazon Alexa are coming into play to act as actual aids and resources for the gaming process. From offering personalized tips to tracking the gamer’s performance, these AI features help to not only assist the gamer, but it provides context, background and tracking capabilities that all-in-all allow players to feel more supported through the process.

Homework Question - How could you integrate AI features into your service or platform beyond mere assistant capabilities? How could it elevate your business? [More]

Implications - While gaming is traditionally associated with excitement and competition, there is a growing category of games that are focused on encouraging relaxation for consumers. Interactive experiences like the ones that promote de-stressing are aimed to challenge the common perception that spending too much time with technology magnifies consumer stress.

Homework Question - How can your brand use interactive experiences to promote a sense of well-being or relaxation? [More]

Implications - Cult fashion and skincare brands are approaching nostalgia by collaborating with retro gaming franchises on product ranges that differ from mainstream convention in order to appeal to luxury-inclined consumers. This progression highlights the flexibility of even seemingly saturated branding experiences by partnering with high-end collaborators for unexpected results.

Homework Question - How can your brand reclaim retro experiences in a refreshing way that appeals to mature luxury consumers? [More]

Implications - The popularity of online gaming has increased as technology has improved. The appeal of online gaming is largely due to the teamwork aspect it creates. This is taken a step further with online team-based gaming that has players collaborate on the construction of a specific piece. This enhances the sense of community and speaks to the larger societal acceptance of friendships forged through digital means.

Homework Question - Does your product or service create a community? What can you do to encourage closer bonding within that community? [More]

Implications - As esports continue the transition into the mainstream, the droves of fans and followers who connect to the competitions need ways to connect with one another. Platforms and networks have thus arisen to satisfy this need, giving fans resources for finding nearby pro and amateur events, learning the ropes of competitive gaming, and connecting with one another. In this way, brands that find methods for serving a preexisting, passionate fan base can channel some of that passion towards their own cause.

Homework Question - Identify a niche group of passionate consumers that your brand could serve. How would you do so? [More]

Implications - Consumers who play independently produced board games are likely familiar with most basic game designs. Rather than striving to catch lightning in a bottle with a new and inventive game concept, savvy producers have created games that require creativity and participation on the part of the player — games where the player becomes the designer. Strategies for immersing consumers in product design, whether in games or any other industry, add an extra layer of participation and encourage emotional connections to that product.

Homework Question - How could you incorporate your consumer into the design or output of your brand's offering? [More]

Implications - Drinking games are typically the provenance of college students, but as independent board games grow in popularity among adults, alcohol is a natural accompaniment to further attract consumers. Alcohol-inspired board games are presented as less rowdy alternatives to classic college drinking games, appealing to consumers' nostalgia without betraying the lifestyles that they've developed as they've aged.

Homework Question - What aspect of your target consumer's past could you incorporate into your brand offering to make it more appealing? [More]