Category
Life-Stages
Constructible Franchises
Trend cluster
Category
Gamified
Recreational
Leisure brands are engaging Boomers through addictive gamification.
4.0
Trend score
Trend
What is the Gamified Recreational trend?
Gamified Recreational: Not just for targeting Millennial consumers, gamification serves to create emotional engagement between brands and older demographics, including the Boomer segment. With more free time and disposable income, Boomers are seeking fun ways to interact with brands in their leisure time, from gamified shopping services to playful retreat experiences. By leveraging the elements of addictive game play, brands are creating new consumers among this traditionally brand-loyal demographic.
Trend themes
Themes within the Gamified Recreational trend
Three behaviours holding the trend together01
Gamification for Boomers
Brands are using addictive game play to create engagement with older demographics, creating new consumers among this traditionally brand-loyal demographic.
02
Digitized Gift-Giving
Loop Commerce is helping physical retail stores offer e-gift cards, potentially disrupting traditional gift-giving.
03
Digitized Coupon-Clipping
Apps like Fetch Rewards are working to remove paper coupon clippings and let consumers scan items to get discounts all while shopping for groceries.
Industry implications
What the Gamified Recreational trend means for industry
Where the trend changes the playbookFor
Retail
Retailers can use Loop Commerce to digitize gift-giving, making the system more efficient for both retailers and customers.
For
Automotive
Automakers can use the example of the Volvo Studio Milan pop-up to showcase luxury auto models and design products, focusing on their brand prestige and widening their target audience.
For
Tech
Tech platforms like Stitch, designed for Boomers to connect with like-minded individuals, can help companies focus on creating immersive web and app platforms to develop communities of users with similar interests.
Workshop question
Which viable consumer segments are you overlooking?
Trend signals
Trend signals for Gamified Recreational
Trend score 4.0 out of 10, from popularity 60%, activity 51%, freshness 8%.
Popularity60%
Activity51%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z (not a primary audience)
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Gamified Recreational trend
4 featured examples from Nov 13, 2017CategoryLifestyle
Holiday E-Gift Services
Athleta and Banana Republic are Enabling Customers to Send e-Gifts
The retail and e-commerce industry stands to benefit from the growth of e-gift shopping platforms, as it offers new opportunities for online sales and customer engagement.
CategoryLifestyle
Gamified Coupon-Clipping Apps
'Fetch Rewards' Digitizes Deal-Hunting at Grocery Stores
Retailers can use technology like Fetch Rewards to create personalized experiences for shoppers with targeted sales, discounts, and rewards.
CategoryTech
Boomer Companionship Platforms
Stitch Helps Users 50 and Over Form Friendships or Love Connections
Boomer companionship platforms provide disruptive innovation opportunities for dating apps looking to expand into mature markets.
CategoryAutos
Luxury Swedish SUV Pop-Ups
Volvo Studio Milan is a Pop-Up Dedicated to Driving and Design
Disruptive innovation opportunity: Integrate innovative technology and sustainable materials to create luxury SUVs with improved performance and lower environmental impact.
