Game Changers

Key Takeaway:

Gaming mechanics and in-game marketing are expected to be used more frequently by e-commerce companies to enhance engagement, loyalty, and profitability. This way, they will be taking advantage of the many digital consumers already playing games on their phones every week, while some enjoy browsing in stores even without buying anything

Trend Type: Social & Business

Sub-trends: In-Game Activation

April, 2023 • Less than 4 min read

E-commerce companies are gamifying websites to battle low conversion rates and collect user data. According to Euromonitor, 55% of Digital consumers used their phones to play video games at least weekly in 2022. And, as of 2022, 33% of Digital consumers like to browse in stores even if they do not need to buy anything. More companies are replicating China’s gamification approach to boost app engagement, drive revenues, add value to the relationship, or convey more significant meaning.

Alongside gamification techniques in their digital properties, e-commerce companies are experimenting with pop-up experiences they’ve curated in collaboration with popular video game brands. Everything from jewelry to personal hygiene brands has featured their products in the virtual world, with in-game marketing becoming increasingly popular. Younger consumers, in particular, are more frequently engaging with brands’ marketing initiatives due to the prevalence of social media.
In that sense, in 2023 and beyond, gamification mechanics and in-game marketing will be increasingly used as a strategy able to improve engagement through loyalty schemes and the collection of first-party data, boosting these channels’ profitability.

Use Cases

Shopee's Loyalty Program

Game Changers: Shopee’s loyalty program revolves around in-app games where users can win Shopee coins when completing daily tasks like watering a virtual tree.The online experience from Shopee increases a user’s time in the app, driving consumer spending.

American Eagle Roblox

n Game Activation: Clothing retailer American Eagle has announced that it will be making its debut on leading metaverse platform Roblox in an effort to promote its new vintage-inspired ‘Members Always’ collection. To make the debut, American Eagle teamed up with Livetopia, an RPG that exists within the Roblox platform. Together the two companies created a virtual ‘American Eagle Members Aways’ club that users will be able to enter and explore. Moreover, the club will provide users with access to exclusive digital apparel items that are based directly on the new seasonal collection. In addition, American Eagle has teamed up with Snapchat to round out its digital marketing push, utilizing the platform’s augmented reality and Marker Tech features to

Pandora Island

In Game Activation: Danish jewelry label Pandora has teamed up with the video game Animal Crossing: New Horizons to launch ‘Pandora Island,’ an in-game pop-up store hosted by the brand’s creative directors, Francesco Terzo and Filippo Ficarelli. The launch of the new island belongs to the label’s broader ‘Pandora Me’ campaign, which sees Pandora venturing into the world of gaming. Ambassadors for the new campaign include Donté Colley, Cecilia Cantarano, Charli XCX, and Beabadoobee, all of whom have their own digital avatars in the game. “Pandora exists to give a voice to people’s loves, just like Animal Crossing, and we knew this was a place where we could genuinely connect with players and bring them into the world of

Use Cases

Shopee's Loyalty Program

Game Changers:

American Eagle Roblox

n Game Activation:

Pandora Island

In Game Activation:

Sub-Trend Sources
Game changers: Euromonitor 2023 Digital Shopper Trends, Trend Hunter 2023 Trend Report
In-Game Activation: Trend Hunter 2023 Trend Report