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Fostered by Millennial interests, in 2030 game-playing is the leading form of entertainment among crucial consumer demographics. Brand managers respond by embedding their brands into gaming experiences that mix the virtual with the real. Ubiquitous adoption of augmented reality has made brand-oriented gaming as common as playing Angry Birds was in 2013. Consumers engage in branded scavenger hunts, for instance, competing and cooperating with friends and family. Branded games have opened up new avenues for consumer-brand interaction, trading entertainment and competition for special discounts, promotions, and elite service.
What’s driving this forecast…
- Augmented reality and brands. Brands are exploring innovative uses of augmented reality to develop new consumer touchpoints.
- Brands in gaming. Gaming is an increasingly dominant media form, and offers opportunities for in-game branding and product promotion.
What this means for companies…
- Gameplay brand manager. Brand managers will need to expand their skillsets to encompass expertise in game design and game experiences that enhance brand identity.
- Branding the world. Smartphones and augmented reality enable brand content to be digitally overlaid on any real-world environment. Any location or experience can be used as a platform for brand development.
- From consumer to player. Gamification offers brands the opportunity to turn consumers into teammates. Purchase behavior could be influenced by a team mentality and the competitive urge to win.
- Entertainment and beyond. Gamification already goes well beyond entertainment. Companies can use game formats to deliver new experiences, new learning, and new opportunities for socialization that are relevant to brand identity.
For more on the future of brands and branding see our report: The Future of Brands 2030.
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Looking at the long-term of [something something something].
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