Brands adopt interactive gaming experiences to entice consumers
Trend - Seeking to add more engaging moments to the retail experience, brands are adopting interactive gaming elements as a means to prompt excitement. Creating intrigue even prior to being on-site, these branded games and online adventures go beyond simply offering loyalty points or promotions, rather, they help create playful moments, interactions and instill brand presence among consumers who might not necessarily be as engaged.
Insight - Today's young consumer is extremely adept at online shopping, and often prefers it for its convenience and reliability. Having grown up with the rise of e-commerce, these consumers require more motivation to truly be engaged in in-person retail experiences. Thus, elements like gamification or customization are key motivators for young consumers to take part in branded experiences.
Insight - Today's young consumer is extremely adept at online shopping, and often prefers it for its convenience and reliability. Having grown up with the rise of e-commerce, these consumers require more motivation to truly be engaged in in-person retail experiences. Thus, elements like gamification or customization are key motivators for young consumers to take part in branded experiences.
Workshop Question - If you were to create a mobile game with your brand as the focus, what would that look like?
Trend Themes
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Gamification — Bringing gamification elements to retail experiences to engage young consumers who are adept at online shopping.
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Virtual Experiences — Creating virtual experiences, such as virtual tailgating, to replace in-person experiences during the pandemic.
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In-game Collaborations — Partnering with makeup brands to offer in-game makeup styles, expanding the possibilities of virtual self-expression.
Industry Implications
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Retail — Retail businesses can benefit from gamified retail apps to incentivize consumers to make purchases through live-streaming and gamified apps that offer rewards.
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Food & Beverage — Food & beverage businesses can leverage virtual experiences like virtual tailgating to capitalize on the rise of stay-at-home entertainment.
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Gaming & Entertainment — Gaming & entertainment industries can offer in-game collaborations with other industries, such as the makeup industry, to expand possibilities of self-expression and cross-marketing.
