The choose-your-own-adventure format enters passive forms of entertainment
Trend – Brands associated with passive forms of entertainment such as storytelling are incorporating choose-your-own-adventure formats into their offerings in new and innovative ways. Now an option in everything from smart home assistants to streamed movie content, the choose-your-own-adventure option is able to engage by directly involving the customer in how they want to be entertained.
Insight – With consumer attention spans being increasingly limited due to the new ways in which they consume content, this new form of interactive storytelling in contemporary formats is able to maintain customer engagement over an extended period of time. This shift also speaks to the growing desire for immersive experiences over passive viewership–which has now extended into the home.
Insight – With consumer attention spans being increasingly limited due to the new ways in which they consume content, this new form of interactive storytelling in contemporary formats is able to maintain customer engagement over an extended period of time. This shift also speaks to the growing desire for immersive experiences over passive viewership–which has now extended into the home.
Workshop Question - How could your brand make its product, service, or campaigns more interactive?
Trend Themes
1. Choose-your-own-adventure Formats - Passive entertainment brands are incorporating choose-your-own-adventure formats into their offerings through various platforms to maintain customer engagement over an extended period of time.
2. Voice-powered Interactive Experiences - Voice assistants have become highly involved in gaming experiences and can serve as facilitators or as allies that enhance gameplay, and they can also provide consumers with personalized experiences like voice-activated unboxing adventures.
3. Eye-tracking Technology - Eye-tracking technology is revolutionizing the traditional viewing experience, as seen in The Angry River, a landmark interactive film that explores the relationship between sight and perspective.
Industry Implications
1. Entertainment Industry - The entertainment industry can incorporate new narrative structures like choose-your-own-adventure TV shows and interactive adventure television series to offer immersive experiences for the consumer.
2. AI and Voice-enabled Technology Industry - The AI and voice-enabled technology industry can develop and enhance voice-powered interactive experiences that engage and educate consumers in a personalized way.
3. Film Industry - The film industry can experiment with eye-tracking technology to enhance the traditional viewing experience and offer new forms of interactive storytelling like The Angry River.
