Communal meetups between die-hard media fans become a pop culture mainstay
Implications - Entertainment is now very much a communal experience for young men -- especially within China. Moviegoers and gamers want to take their fandom to the next level by actively seeking out competitions, festivals and virtual platforms that allow them to interact and emotionally connect with those who have shared interests. These niche interests are embraced within their community, and members feel a sense of acceptance, achievement and greater purpose because of their network.
Workshop Question - How can you create a sense of community within your consumer base outside of typical demographic segmentation?
Trend Themes
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Fandom Community — Entertainment is now very much a communal experience for young men -- especially within China.
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E-sports Tournaments — There is a growing interest in online gaming and just how lucrative the industry is becoming in countries like China.
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Movie Merchandise Pop-ups — The popularity of video game-based films such as Warcraft demonstrates that there is a growing demand for collective memorabilia from younger consumers.
Industry Implications
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Gaming Industry — There is potential for innovative apps that allow gamers, moviegoers and fans to find and connect with others who share their interests.
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Entertainment Industry — There is a growing demand for interactive events and merchandise to enhance the fan experience.
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Marketing Industry — There is potential for companies to capitalize on the popularity of fandom culture by creating targeted events and pop-ups that will attract consumers, including a diverse range of movie buffs, gamers and enthusiasts.
