Games

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. [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. [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. [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. [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. [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. [More]

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 eSports, 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]