In 2022, marketing will be about developing the classic themes of sales storytelling and bringing them into the realm of experience.
The way audiences interact with businesses and advertising is changing due to the rise of streaming and digital entertainment platforms. With so many ways to connect with customers, marketers are looking for new ways to engage with them, and it’s all about interactivity and immersion. In 2022, marketing will be about developing the classic themes of sales storytelling and bringing them into the realm of experience. It will also be about bringing customers into the brand story and allowing them to navigate their own independent experience.
The rise of the game
Consumers downloaded gaming apps during the pandemic in record numbers due to the pandemic and forced home confinement situations. Mandatory social distancing has caused them to use their downtime to seek out digital distractions. According to Statista, time spent on video games during the COVID-19 outbreak increased by double digits worldwide in June 2020, with Latin American gamers spending 52% more time on video games. Asia-Pacific ranked second in terms of increased user engagement, with a 42% increase in playtime.
Going through cases like South Korea, gambling percentages are increasing with improved web technology and internet speeds. Statistics also suggest that the introduction of 5G will accelerate the growth of video games as it represents a technological breakthrough that will improve the hype-connectivity of many devices. However, 5G will not only increase the performance of video games, but also the development of advertising.
5G technology will significantly speed up data transfer compared to all other wireless systems. Mobile AR gaming sessions will be longer, more accurate and immersive. 5G is expected to reduce the current latency we experience on 4G from 50 milliseconds to less than six milliseconds. 5G is supposed to be a breakthrough technology. The mass adoption of 5G will ensure a huge leap forward in the diverse patchwork of gaming genres. How and when will be the right time to release games and the advertising models that can take advantage of it remains to be seen.
Benefits of a Gaming and Marketing Crossover
In the coming years, marketing will focus on expanding classic principles of sales storytelling and bringing them into the realm of experience. With so many ways to connect with customers, marketers are looking for new ways to engage them, and it’s all about interactivity and immersion.
Thanks to the data that marketing companies will be able to collect, real-time analysis will allow campaigns to be optimized and adjusted at a much faster speed for the benefit of brands, advertisements on all devices will be almost instantaneous, the rates Bounce will decrease exponentially, allowing for higher click-through rates and improved ROI. The great difficulty is to bring companies into the game without being intrusive; marketing plans should consider effective and interactive integrations.
The challenges of this concept
The big challenge is to bring the brands into play, but not in an intrusive way. Marketing strategies should consider effective and interactive integrations that allow users to feel empathy for the brand while providing a satisfying experience. This will then cause the player to develop an interest in the brand and form a bond. Knowing and understanding the audience will be essential in light of this and as an essential part of a plan.
The predicted future of games marketing
The desire to move beyond video games that were locked to hardware systems – from mainframe computers in the 1950s to standing arcades in the 1970s – spawned game engines. Game technology enables creative freedom and allows the creation of live visuals that viewers can play and interact with. Game engines can supercharge productions by enabling collaborative and responsive virtual workflows.
This technology also expands the way we interact with our audience by allowing us to create and deliver experiences for web, mobile, augmented and virtual reality platforms. We can use augmented reality (think branded Instagram filters), virtual reality, and live interactive experiences to make content more playful. Real-time rendering can be used to power future direction in stadiums, museums and public exhibits. When augmented and virtual realities are finally democratized and widely used in education, architecture, medicine and other fields, they will propel multiple XR experiences around the world. From $1.1 billion in 2019, the market is expected to reach $4 billion by 2027.
Consumer interactions with brands are radically transformed by game engines. It allows us to gamify material through augmented reality, virtual reality, and live interactive experiences. Consumers can take an active role in the brand narrative by incorporating game principles into marketing, creating an experience that elicits emotion and recall. Gamified content has a lot of appeal because it gives us agency and allows us to build our own story.
In 2022, marketing will focus on extending traditional business storytelling themes into the realm of experience. Longer, more accurate and immersive mobile AR gaming sessions will be possible. 5G should be a breakthrough innovation. It remains to be seen how and when will be the right time to release games and the advertising models that can take advantage of them. The big challenge is to integrate brands into the game without being too intrusive. Marketing strategies should consider effective and interactive integrations that allow users to empathize with the brand while providing a positive experience.
By Sony Kunwar, Co-Founder & Senior Vice President – Windsor Digital