Category
Lifestyle
Creatine Formats
5.3
Trend score
Trend
What is the Package Gaming trend?
Package Gaming: In order to create more engaging product experiences, food and beverage brands are offering customers gamified features on their product packaging. Items in this space include video games attached to candy packaging via QR codes, and games scanned from alcohol bottle caps.
Insight
The consumer insight behind the Package Gaming trend
When it comes to food and beverage items, consumers typically prioritize things like flavor, convenience and cost over product experience. By creating interest in product experience as well, brands are able to gain the loyalty of customers who also appreciate novelty in their purchase decisions.
Trend themes
Themes within the Package Gaming trend
Three behaviours holding the trend together01
Gamified Product Packaging
Brands are adding gamified features to product packaging, including QR codes and NFC technology, to create more engaging product experiences and gain customer loyalty.
02
Connected Packaging
Connected packaging solutions with TAP technology and AR capabilities are creating more interactive and dynamic ways for brands to interact with consumers beyond the store shelf and point of purchase.
03
Augmented Reality Packaging
AR technology used in beverage packaging and AR cans is providing manufacturers with the chance to engage consumers with fresh and engaging content that has the potential to be updated in real-time.
Industry implications
What the Package Gaming trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can offer more engaging product experiences through gamified packaging and connected packaging solutions to increase customer loyalty.
For
Marketing and Advertising
Marketing and advertising professionals can leverage augmented reality technology in product packaging to create more interactive and dynamic ways to engage consumers beyond the store shelf and point of purchase.
For
Customer Engagement and Insights
Connected packaging solutions with TAP technology can provide customer engagement and insights to drive sales for brands while offering value to consumers in the form of sweepstakes, special promotions, and loyalty rewards.
Workshop question
What kind of gamified experience could your brand attach to its packaging?
Trend signals
Trend signals for Package Gaming
Trend score 5.3 out of 10, from popularity 83%, activity 67%, freshness 10%.
Popularity83%
Activity67%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Package Gaming trend
6 featured examples from Jun 5, 2019 to Mar 16, 2021CategoryLifestyle
Connected Cheese Packaging
This Kraft Cheese Packaging Shares Savings, Recipes & More with a Tap
The packaging industry has an opportunity to innovate by incorporating technology and data analytics to create intelligent packaging solutions that provide value for both consumer…
CategoryTech
Connected Bottle Caps
Malibu's Smart Caps Integrate NFC Tech to Link Consumers to Content
Exploring opportunities for interactive packaging and gamified consumer engagement in the food and beverage industry.
CategoryLifestyle
Artist-Designed AR Cups
White Castle Joined with Bryan Moss to Create Interactive Packaging
The use of augmented reality technology and collaborative design partnerships in the food and beverage industry to create unique packaging experiences that enhance customer engage…
CategoryMarketing
Gummy Worm Video Games
Packages of Trolli Gummy Worms Connect to the Deliciously Dark Escape Game
Confectionery companies can incorporate interactive elements like video games to create unique experiences that enhance brand engagement and appeal to younger consumers.
CategoryLifestyle
Interactive AR Cans
Third Aurora's Augmented Reality Tech Encircles Drink Containers
The beverage industry can use augmented reality technology to create innovative packaging designs that engage consumers and offer real-time updates on promotions, new product laun…
CategoryLifestyle
AR Beverage Packaging
Zappar and Solucan Team Up on Interactive Packaging Technology
The use of AR technology in beverage packaging can revolutionize the industry by creating more engaging experiences for consumers while also effectively promoting the brand.
