Video games continue to capture new audiences, providing more ways to generate revenues and engage consumers. The role of virtual platforms grew in 2020, as they replaced “normal” social and brand activities during the pandemic. FMCG brands, services, entertainment, and sport entities have been building on the virtual worlds, also developing more authentic marketing messages. However, inevitable digital fatigue will necessitate long-term strategies to engage with consumers.
This report comes in PPT.
The video games industry continues to grow, providing fresh and expanding avenues of consumer engagement and revenues. The industry is positioned well to take advantage of the continuing digitalisation of play time and life experiences beyond gaming. Gamers and non-gamers are flocking to video games and virtual worlds that build on gaming platforms at record rates.
Consumers are more likely during the Coronavirus pandemic and beyond to use digital platforms for entertainment, and to help alleviate stress, but also to fill in the void left due to the lack of large-scale socialising events. The wide variety of virtual experiences available has also allowed various brands and entertainers an opportunity to continue engaging with their consumers and fans, in a fresh and exciting style.
As Generation Z and millennials continue to expand their online presence, brands must search for new ways to engage with these consumers and consumers-to-be. The overwhelming availability of virtual content has turned brand activations into an added part of the entertainment. However, authenticity in messaging is paramount to establishing trust between consumer and brand.
Sports properties have multiple incentives to tap into videogaming and e-sports: they are the best tool available to engage with the youngest segments of the population; they expand the target reach to non-sports fans through officially licensed teams in non-endemic video games; they also expand brand visibility, both property and sponsor, transforming digital exposure into a commercial asset.
As work, social and entertainment interactions have shifted online for the majority of consumers in 2020, there is a clear risk of digital fatigue. Consumers across the world have began showing an eagerness to return to physical sources of entertainment such as concerts and sports, in the search to reduce digital activities. In order to reduce the impact of consumers limiting their virtual access, brands must show a benefit to their interactions for consumers as part of an entertainment source that keeps them engaged when they are online.
This is the aggregation of traditional toys and games and video games.
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