Category
Tech
Embedded Intelligence
5.4
Trend score
Trend
What is the Branded Game trend?
Branded Game: The virtual interactivity that's possible in the metaverse has made it the perfect space for brands to create experiences that are based in or aligned with games. These branded metaverse-based games familiarize consumers with brands' products while prioritizing experience.
Insight
The consumer insight behind the Branded Game trend
As the metaverse and its impact on a range of industries expands, consumers are increasingly engaging with the space. Just as social platforms opened up a new way for brands to interact with customers in their homes, the metaverse offers the opportunity for brands to engage customers in a way that's more experiential.
Trend themes
Themes within the Branded Game trend
Three behaviours holding the trend together01
Branded Metaverse-based Games
As consumers engage more with the metaverse, brands are using branded games to reach customers in a more experiential way.
02
Virtual Fashion Collections
Virtual clothing for online avatars that are branded is becoming increasingly popular, offering a creative way for brands to reach younger audiences.
03
Phygital Experiences
The Chipotle Burrito Builder marks the first time a brand has used Roblox to offer in-game currency that can be exchanged for real-world products, making it a phygital experience that is certainly worth taking note of for other brands looking to innovate in this space.
Industry implications
What the Branded Game trend means for industry
Where the trend changes the playbookFor
Fashion
Virtual fashion collections provide an opportunity for fashion brands to reach customers in new and creative ways, especially younger generations who are more likely to engage in metaverse gaming.
For
Marketing
Branded metaverse-based games and NFT treasure hunts provide new and interactive ways for brands to promote their products and services.
For
Food and Beverage
Phygital experiences like the Chipotle Burrito Builder offer a new way for food and beverage companies to reach customers in both the virtual and physical world.
Workshop question
What type of interactive gaming experience could your brand develop to better engage with its customers?
Trend signals
Trend signals for Branded Game
Trend score 5.4 out of 10, from popularity 82%, activity 67%, freshness 12%.
Popularity82%
Activity67%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Branded Game trend
4 featured examples from Nov 19, 2021 to Apr 14, 2022CategoryTech
Retail-Branded Metaverse Spaces
Nike Reveals Details About New NIKELAND 3D Space on Roblox
Sports apparel brands can offer immersive experiences and personalized product recommendations through virtual showrooms and interactive gaming.
CategoryAutos
Branded NFT Treasure Hunts
Volkswagen South Africa Promotes Safety Features through Game On
Automotive companies can utilize NFT technology and gamification to promote and educate customers about new safety and intelligence features.
CategoryMarketing
Phygital Burrito Making Experiences
Chipotle Launches the Chipotle Burrito Builder on Roblox
Fast food companies can use virtual environments to offer unique experiences that promote their products and engage with customers in innovative ways.
CategoryTech
Hand-Painted Video Game Menswear
The Sims 4 Modern Menswear Kit Features Designs by Stefan Cooke
The fashion industry can explore the potential of virtual fashion collections and the trend of hand-painted apparel in a digitized world.
