Harnessing Gaming Innovations to Elevate Your Brand Experience
Image Credit: GamesBeat
07.01.24
Paul Cicerone
Senior Director, Business Development, Gaming Practice
Harnessing Gaming Innovations to Elevate Your Brand Experience
GamesBeat Summit is an annual gathering for leaders in the gaming industry, providing a prime opportunity to connect, collaborate, and innovate. As part of InVision’s gaming vertical practice, we attended this year's summit to deepen our understanding of the latest industry trends, gain valuable insights from thought leaders, and explore the forefront of innovation and creativity shaping the future of gaming, while also discovering how these developments can be applied to brand experiences.
During the 3-day event, we identified five key findings that underscore the transformative potential of leveraging gaming industry advancements to enhance brand experiences and communications:
1. User-generated Content (UGC) is Transforming Gaming Platforms into Destinations
UGC has transformed games like Fortnite and Roblox into vibrant, dynamic platforms where players are not just consumers but active creators and contributors. This shift has democratized game development and significantly lowered user acquisition costs by leveraging the community to continually refresh and expand content, enhancing engagement, growth and sustainability of the platforms.
Takeaway: Just as UGC allows gamers to contribute to and shape their virtual environments, employ similar strategies that foster more engaging, participatory, inclusive, and community-driven experiences. By incorporating elements where attendees can influence or contribute to the experience, brands can create more interactive and memorable engagements.
2. Impact of AI on Game Development
AI is seen as a tool to reduce redundant tasks, thus enhancing development efficiency without compromising creativity. It also has the potential to create more intelligent non-player characters (NPCs), enriching the gaming experience.
Takeaway: AI-driven analytics can be utilized to understand attendee behavior and preferences, tailoring experiences, content, and activities to individual interests. Additionally, AI can help create interactive virtual hosts/assistants, offering a more engaging and personalized interaction. This not only increases attendee engagement but also fosters a deeper connection and loyalty.
3. Games as Social Platforms
Games like Fortnite continue to evolve into social hubs where users meet and socialize before engaging in gameplay. This shift has significant implications for community building and game monetization.
Takeaway: Games evolving into social platforms provide unique avenues for community-building and real-time brand engagement. Brands can host virtual events, launch parties, and social gatherings within similar environments, creating a sense of community and fostering loyalty. We can also leverage these platforms to facilitate user-generated content and collaborative experiences, enhancing engagement and brand advocacy.
4. Blockchain and Game Assets
Blockchain technology may revolutionize gaming by enhancing security, enabling true ownership of in-game assets, and supporting decentralized economies. Decentralized networks could replace traditional servers, reducing costs, increasing transparency, and giving players more control and ownership.
Takeaway: The adoption of blockchain technology for game assets introduces new ways to create and trade digital assets, increasing consumer loyalty and trust. Brands can explore opportunities in offering branded virtual goods and collectibles that customers can own, trade, and sell on blockchain platforms. This not only enhances the overall consumer experience but also creates new revenue streams and deepens the emotional connection between the brand and its consumers.
5. Adoption of New Technologies
The Apple Vision Pro (AVP) is expected to revolutionize gaming with superior interaction fidelity and AI integration. Initially, its adoption is anticipated to be higher in business-to-business (B2B) settings for training and lifestyle applications.
Takeaway: Emerging technologies like the Apple Vision Pro can revolutionize virtual and augmented reality experiences, positioning brands as innovative leaders. Brands can develop immersive VR/AR experiences that showcase their products and services in a highly interactive and engaging manner. This can include virtual showrooms, augmented reality games, and interactive storytelling experiences that provide attendees with a unique and memorable brand interaction..
Drawing on the dynamic trends and innovative insights from the gaming industry, brands can significantly elevate their experiential and event marketing strategies. By integrating principles such as user-generated content, AI enhancements, and social platform dynamics, brands have the opportunity to transform traditional interactions into memorable, interactive brand experiences that foster deep connections and community engagement.
If you’re looking to create impactful brand experiences that move your audiences to action, contact your InVision account representative or info@iv.com to learn more.