Category
Art & Design
Oven Aesthetics
Trend cluster
Category
Purposeful
Play
Game brands leverage viral trends to promote positive change.
3.1
Trend score
Trend
What is the Purposeful Play trend?
Purposeful Play: Brands that offer games are either taking advantage of already-viral platforms, or are leveraging their products' ability to go viral – all for a greater cause. Whether charitable or political in nature, this shift reveals that for brands and nonprofits to best create positive change, leveraging top-of-mind subjects and playing on social media habits is one of the most meaningful ways to achieve this goal – motivating consumers who spend the majority of their time consuming viral content.
Trend themes
Themes within the Purposeful Play trend
Three behaviours holding the trend together01
Viral Game Charity Campaigns
Brands and nonprofits are leveraging the viral nature of gaming platforms to promote social causes, creating opportunities for philanthropic partnerships and online engagement.
02
Fake News-Testing Games
As the prevalence of fake news continues to grow, tools like Factitious game create an opportunity for consumers to test and improve their ability to discern facts from misleading articles.
03
Activist Card Games
Activist card games like 'Cards Against Humanity for Her' offer a humorous way to promote social or political causes, providing opportunities for companies to engage with their audience and show their support for a movement.
Industry implications
What the Purposeful Play trend means for industry
Where the trend changes the playbookFor
Charities and Nonprofits
Charities and nonprofits can capitalize on the popularity of gaming platforms by partnering with game developers to launch charitable campaigns that leverage the popularity of viral gaming trends.
For
News and Media
As the issue of fake news continues to be a concern, the development of fake news-testing games creates opportunities for news and media companies to educate their audiences and improve their own journalistic integrity.
For
Marketing and Advertising
Companies can use activist card games as a way to show their support for social and political causes, creating a unique marketing approach that engages their audience and promotes social awareness.
Workshop question
How can your brand leverage the concept of "going viral" to better reach its goals?
Trend signals
Trend signals for Purposeful Play
Trend score 3.1 out of 10, from popularity 47%, activity 37%, freshness 8%.
Popularity47%
Activity37%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Purposeful Play trend
6 featured examples from Sep 28, 2016 to Nov 18, 2017CategoryLife-Stages
Transgender Doll Toys
The Tonner Doll Company's 'Jazz' Doll is Based Off of Jazz Jennings
Toy companies have the opportunity to redefine traditional gender norms and introduce more inclusive and diverse doll options.
CategoryPop Culture
Activist Card Games
'Cards Against Humanity for Her' Was Made as a Protest to the Tampon Tax
Disruptive innovation opportunity: Introduce socially-conscious card games that engage players in activism while providing entertainment.
CategoryMarketing
Viral Game Charity Campaigns
This Pokemon Go-Themed Campaign Helps Find Missing People Too
Nonprofit organizations can leverage collaborations with popular video games to raise awareness and support for their causes.
CategoryTech
Fake News-Testing Games
Factitious Tests Players' Ability to Detect False News Articles
Opportunity for tech companies to develop advanced algorithms and AI-powered solutions for detecting and debunking fake news.
CategorySocial Good
Positivity-Focused Political Games
This Game Aims to Promote the Spread of Good Deeds
Creating political and social games to engage people in positive activities.
CategorySocial Good
Card Game Holiday Campaigns
Cards Against Humanity Saves America is a Political Campaign
Businesses in the advertising and marketing industry can explore innovative ways to merge political campaigns with promotional strategies.
