New Delhi:y leverage interactive gaming, comapanies can secure an advantage over rivals as it is very effective in engaging consumers
The problem of plenty affects consumers today like never before. They are presented with a buffet of entertainment options, accessible across personal devices, such as phones and laptops, to shared platforms like smart TVs. Streaming services have overhauled the entertainment landscape, reshaping the way we engage with content. Take Amazon, for instance. Beyond shopping, its app offers a distinct viewing experience with Prime Mini TV, a standalone from its main OTT platform. And then there's the podcast evolution. While Spotify caters to audio podcasts, YouTube delivers podcast videos, providing a dual-sensory experience for its users.
Amidst this content evolution, one industry seamlessly bridges platforms and engages consumers across diverse domains: gaming. With a staggering revenue of $185 billion in 2022, gaming has surpassed the combined earnings of movies and music, firmly establishing itself as the sovereign of content.
Active participation
Gaming offers an immersive content experience that transforms users from passive observers into active participants. It establishes virtual realms where consumers can engage fully.
This engagement extends to the exploration of intricately crafted worlds and forging connections with characters, often represented by players from different corners of the globe.
Certain games even grant players the ability to shape their worlds, mirroring the sandbox creativity evident in titles like Minecraft.
A similar dynamic exists in games such as Among Us, where real-time play is accompanied by voice chat interactions with fellow players. Essentially, consumers are presented with interactive gameplay that effortlessly sustains their interest over extended periods.
Continuous re-discovery
Unlike other content, gaming offers limitless experiences, with new possibilities each time. Yet, there's a comforting familiarity that beckons players to return. Nir Eyal, in Hooked: How to Build Habit-Forming Products, highlights that products with sticky experiences are most likely to get user recommendations. Consequently, engaging gaming experiences spread from one user to another. This attachment not only prolongs gameplay but fuels positive word-of-mouth, as players eagerly share their immersive encounters.
Consumers across sectors
Gaming's allure spans demographics, uniting over 3 billion players globally, transcending age, gender, and location. This diverse potpourri obliterates language barriers, enabling connections between individuals, be they friends or strangers. Gaming's influence extends beyond its domain, venturing into various content types, even within news portals or streaming platforms.
Gaming's impact prompts these content platforms to integrate gaming sections, catalyzed by players like GameStop, known for seamlessly introducing games to non-gaming products. A recent Gamezop survey unveils that integrating games into non-gaming apps and websites can elevate engagement by 15-40%. Striking examples include products like Tata Play Binge, The Tribune, Samsung Internet, Amazon, and Royal Challengers Bangalore – all of which have dedicated gaming sections within their apps. These instances underscore gaming's potential to captivate audiences spanning a diverse spectrum.
The way forward
If comapnies leverage the interactive and sticky experiences of gaming, they secure an advantage over rivals. Gaming will continue to shape the way we consume content and interact with digital products. With its unmatched ability to create memorable and engaging experiences, gaming is set to transform the entire content business. It's an exciting time to be a part of this rapidly evolving industry.
(The author is a co-founder of gamezop, views are personal)