# Branded Adventure Brands adopt interactive gaming experiences to entice consumers. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jun 2, 2019 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/branded-adventure ## Key Figures - Trend score: 5.0/10 - Evidence articles: 7 ## What is the Branded Adventure trend? **Branded Adventure:** 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. ## The consumer insight behind the Branded Adventure trend 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Mar 14, 2018 to Oct 7, 2021 - Published: Jun 2, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Gamification](https://www.trendhunter.com/megatrend/gamification), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Branded Adventure trend ### Gamification Bringing gamification elements to retail experiences to engage young consumers who are adept at online shopping. ### Virtual Experiences Creating virtual experiences, such as virtual tailgating, to replace in-person experiences during the pandemic. ### In-Game Collaborations Partnering with makeup brands to offer in-game makeup styles, expanding the possibilities of virtual self-expression. ## What the Branded Adventure trend means for industry ### For Retail Retail businesses can benefit from gamified retail apps to incentivize consumers to make purchases through live-streaming and gamified apps that offer rewards. ### For Food & Beverage Food & beverage businesses can leverage virtual experiences like virtual tailgating to capitalize on the rise of stay-at-home entertainment. ### For 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. ## Workshop question If you were to create a mobile game with your brand as the focus, what would that look like? ## Trend signals for Branded Adventure Trend score 5.0 out of 10, from popularity 78%, activity 62%, freshness 10%. - Popularity: 78% - Activity: 62% - Freshness: 10% ## Examples of the Branded Adventure trend 7 featured examples from Mar 14, 2018 to Oct 7, 2021. - [In-Game Makeup Collaborations](https://www.trendhunter.com/trends/makeup-for-sims): The Sims 4's Base Game Now Includes M.A.C Cosmetics Makeup for Sims (Category: Fashion) Implication: Cosmetic brands are embracing gaming collaborations to reach a wider audience and explore unique marketing strategies. - [Gamified Retail Apps](https://www.trendhunter.com/trends/gravy-live): 'Gravy Live' Uses an 'HQ Trivia' Format to Help Brands Sell Products (Category: Business) Implication: Gravy Live is just one example of how the retail industry can take advantage of live-streaming and gamification to engage with consumers and sell products in new, innovative ways. - [Virtual Tailgating Experiences](https://www.trendhunter.com/trends/virtual-tailgating): General Mills & Meijer's Virtual Homegate Shares Trivia & Recipes (Category: Lifestyle) Implication: Utilizing virtual platforms and experiences for marketing and promotion, in addition to gamification for engagement with consumers. - [Rewarding Grocery Games](https://www.trendhunter.com/trends/branded-video-game): No Frills' Branded Video Game Lets Players Earn Real Loyalty Points (Category: Tech) Implication: The retail industry can leverage branded video games to create unique shopping experiences and increase customer loyalty. - [Game Day AR Recipes](https://www.trendhunter.com/trends/made-for-bills-watching): Pepsi's Augmented Reality Recipe Experience is "Made for Bills Watching" (Category: Lifestyle) Implication: The food and beverage industry can benefit from implementing interactive experiences and incentivizing purchases to increase customer engagement and loyalty. - [Convenience Retailer AR Quests](https://www.trendhunter.com/trends/ar-quest): 7-Eleven is Promoting Pokémon: Detective Pikachu with Experiences (Category: Pop Culture) Implication: AR quests and gaming experiences can be used in retail environments to create unique customer experiences and drive sales. - [Restaurant Simulator Games](https://www.trendhunter.com/trends/restaurant-simulator): Cooking Fever Challenges Players to Run a Virtual Hard Rock Cafe (Category: Marketing) Implication: Developing and improving mobile gaming platforms can support the growing demand for restaurant simulation games. ## Recent trend clusters - [Category Mashups](https://www.trendhunter.com/protrends/category-mashups) (Business) - [Festive Fusions](https://www.trendhunter.com/protrends/festive-fusions) (Lifestyle) - [Engineered Layers](https://www.trendhunter.com/protrends/engineered-layers) (Fashion) - [Embedded Intelligence](https://www.trendhunter.com/protrends/embedded-intelligence) (Tech) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [Repairable Hardshell Jackets](https://www.trendhunter.com/trends/sperro-sv) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)