# Package Gaming Brands offer gamified experiences through packaging. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Nov 18, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/package-gaming ## Key Figures - Trend score: 5.3/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jun 5, 2019 to Mar 16, 2021 - Published: Nov 18, 2020 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Package Gaming trend ### 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. ### 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. ### 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. ## What the Package Gaming trend means for industry ### For 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 for Package Gaming Trend score 5.3 out of 10, from popularity 83%, activity 67%, freshness 10%. - Popularity: 83% - Activity: 67% - Freshness: 10% ## Examples of the Package Gaming trend 6 featured examples from Jun 5, 2019 to Mar 16, 2021. - [Connected Cheese Packaging](https://www.trendhunter.com/trends/kraft-cheese-packaging): This Kraft Cheese Packaging Shares Savings, Recipes & More with a Tap (Category: Lifestyle) Implication: 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… - [Connected Bottle Caps](https://www.trendhunter.com/trends/smart-caps): Malibu's Smart Caps Integrate NFC Tech to Link Consumers to Content (Category: Tech) Implication: Exploring opportunities for interactive packaging and gamified consumer engagement in the food and beverage industry. - [Artist-Designed AR Cups](https://www.trendhunter.com/trends/bryan-moss): White Castle Joined with Bryan Moss to Create Interactive Packaging (Category: Lifestyle) Implication: 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… - [Gummy Worm Video Games](https://www.trendhunter.com/trends/deliciously-dark-escape): Packages of Trolli Gummy Worms Connect to the Deliciously Dark Escape Game (Category: Marketing) Implication: Confectionery companies can incorporate interactive elements like video games to create unique experiences that enhance brand engagement and appeal to younger consumers. - [Interactive AR Cans](https://www.trendhunter.com/trends/ar-cans): Third Aurora's Augmented Reality Tech Encircles Drink Containers (Category: Lifestyle) Implication: 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… - [AR Beverage Packaging](https://www.trendhunter.com/trends/zappar): Zappar and Solucan Team Up on Interactive Packaging Technology (Category: Lifestyle) Implication: 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. ## Recent trend clusters - [Spatial Refinement](https://www.trendhunter.com/protrends/spatial-refinement) (Tech) - [Portable Power](https://www.trendhunter.com/protrends/portable-power1) (Tech) - [Creatine Formats](https://www.trendhunter.com/protrends/creatine-formats) (Lifestyle) - [Scent Rituals](https://www.trendhunter.com/protrends/scent-rituals) (Fashion) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)