Has gaming really influenced marketing?

Well, for long periods of time, the video gaming industry has led the way in technological innovation, whether it’s been from a hardware perspective or from ground-breaking design/visuals. This has had a direct impact on the way we market our products and services globally.

In the past:

Computer animation (also known as CGI) originally came from computer based graphics. This is used on the 3D animations of today, helping design the tools, software, and general assets used in online marketing campaigns. The concept behind games and gaming has spread across to marketing tools as well.

Another key influences is ‘gamification’. Gamification is the act of applying typical game elements (e.g. point scoring, competition with others, rules of play) to other areas of activity. This is typically used as an online marketing technique to encourage user engagement.

Let’s take Facebook and it’s notorious ‘Like’ button. The more likes you get, the better your post has performed. If we consider more in-depth CRM tools, such as Loyalty cards, we see how gamification is very useful. The new Nando’s loyalty rewards card allows you to tally up all your free chicken with a swipe and check your total freebies online. In the long-term this will help improve the number of chickens Nando’s sell.

More potential influences may be on the horizon with the recent E3 press conferences in June. The 2014 Electronic Entertainment Expo gave experts and gamers alike the opportunity to battle and showcase their latest gadgets. Let’s take a look at some of the most impressive innovations that may shape the future for online marketing and digital tools.

Virtual Reality (VR):

We knew it wouldn’t take long but VR really stole the show at an E3 event. Oculus rift themed games are now becoming serious contenders to compete with consumer purchasing.

Ad1ft, for example, is a game that highlights how visuals have improve drastically since the birth of the hardware back in 2012. With Adr1ft you’re tasked with piecing together the events that led to the space station’s collapse. The game looks more like a movie, but it’s so much more. VR games are starting to embrace space travel and innovation.

Could VR be the future for promotional content? Imagine being able to view google earth through an Oculus Rift, or even walk around a hotel resort you’re looking to stay at before making that final booking.

Our own Creative Director, Ryan Bousfield, has also created an exciting Oculus Rift experience called ‘A Chair in a Room’, which creates suspense and is sure to give users a fright (note: I screamed when I tried it out).

PlayStation Now:

Another key highlight was PlayStation Now. Through Sony, consumers will have access to games, TV, movies, and music from any device. Sony are using the ‘Cloud’ convention as a way to give fans access to their favourite titles on any platform. This is very interesting, as regardless of the device or the location, you’ll be able to access Crash Bandicoot or Grand Theft Auto.

This demonstrates how important it is services and tools merge with all devices available to consumers. A consumers will want access to a site, service, tool, app everywhere.

The Video gaming industry is continuing to grow, evolve and influence in a positive way. So let’s hope that marketing will take a leaf out of gaming’s book and follow in the same innovative direction.

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