Games Consumer Insights

Trend - Religious institutions, brands, and designers are taking part in the technological revolution by offering products that will enhance prayer and make the teachings of different religions more accessible to younger consumers. The products in these spaces are increasingly diversified—from tools that utilize artificial intelligence to video games.

Insight - Cultural and religious duties are usually passed down through the family line, however, Gen Z and the coming digitally native generations have internalized the Internet of Things to be an almost inseparable part of their individuality. This shift has strongly influenced their decisions on how to integrate certain traditions within their daily rituals. As a result, they express a strong desire for digital accessibility, when it comes to studying and partaking in a given cultural or religious tradition.

Trend - Cosmetic and skincare brands are beginning to take advantage of a market they're newer to. As a budding category, many companies have chosen to partner with eSports events for marketing purposes, however, it wasn't until recently that opportunities here were spotted by the beauty industry.

Insight - The eSports industry is experiencing a push toward inclusion as audiences grow and participating gamers become more diverse in representation. This demographic expansion entails more opportunities for different products and services that satisfy consumer interest across a variety of categories. With this growing diversity and the inherently communal elements of the eSports environment, discussions are opening up about individuals' personal experiences, therefore supercharging the message.

Trend - In the gaming category, a 'skin' refers to the outfit of a character. It promotes a more customizable and immersive experience by placing emphasis on aesthetics. With the popularity of skins in mind, developers are creating outfits and characters that will raise awareness and funds for different charities.

Insight - Consumers look to give in accessible ways and are often much more receptive to initiatives that offer something small in return. The tie of shoppable objects to fundraising efforts allows individuals to feel justified about their purchase as they are able to get what they want, but are also assured that their money will go toward supporting a good cause.

Trend - Voice-controlled gaming systems are increasingly popular, and are used to update traditional gaming formats or create systems that are entirely new. This shift comes as voice-activated technology permeates the home, with consumers now expecting more personal interactions with their play-based rituals.

Insight - The ubiquitous nature of voice-activated technology has made it so that consumers interact with it at home, in their shopping experiences, and even at work. Having become accustomed to this technology and the day-to-day conveniences it enables, consumers are now looking for ways in which it can enhance their recreational activities. This level of elevated interactivity ensures that consumers are more immersed in the activities they're taking part in.

Implications - A number of brands have recently launched interactive campaigns in the form of 8-bit video games that serve to educate individuals on brand developments and leave a lasting impression. This progression speaks to the ability of such nostalgia-driven interactive campaigns to be sufficiently memorable, and which allow consumers to more accurately see themselves reflected in the aspirational lifestyle features of the brand in question.

Implications - As modern games move closer to reality, some of today's gamers are looking for the opportunity to play games from the past. Retro gaming offers a unique possibility to expose young gamers today to the gaming world of the yesterday while allowing seasoned gamers the chance to relive their childhood. This exponential acceleration of technology nostalgia offers brands the opportunity to tap into nostalgia and immerse future generations in the past.

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.

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.

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.

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.