Why Companies Need To See The Future In Gaming

"In the popular imagination, video gaming is a pursuit carried out by young men dressed in dark clothes sat in basements for hours on end. But, while there is a group like that mostly playing "shooter games" or sports-related games, this is in fact a minority. The reality is that more than three billion people from all walks of life and all ages are regular players of what might loosely be termed video games. For instance, they may not realise it, but all those middle-aged people who wake up to play Worldle, a digital daily word game now owned by the New York Times, are gamers."

"According to Bastian Bergmann, co-founder of Solsten, a company that helps businesses create personalized content using AI and psychological data, this is a huge opportunity for any business that is seeking to engage with customers. Claiming that it is "the only form of entertainment that cuts across all demographic segments," he says "gaming has to be a core component of corporate strategy." At a time when consumers are increasingly interested in experiences and are blurring the distinction between their digital and real lives, companies that rely on traditional forms of communicating, such as advertising on billboards or on radio or television, are failing to connect with the public."

"While they make plenty of money for the platforms because they are paid according to the numbers of "clicks," they are not as effective as they could be, believes Bergmann. In a recent interview, he explained that advertisers should be using the digital technology and the data known about individuals to offer something really personalized. "An ad should be like a tap on the shoulder," he said."

The stereotype of gaming as a pastime for young men playing shooters or sports is outdated. A minority of gamers fit that description; more than three billion people of varied ages and backgrounds regularly play video games. Many casual players engage with simple digital games, such as daily word puzzles, without identifying as gamers. Gaming cuts across demographic segments and represents a major opportunity for businesses to engage customers. Traditional advertising channels like billboards, radio, and television are increasingly ineffective at connecting with consumers. Digital ads earn platforms revenue through clicks but often lack effectiveness. Advertisers should use digital technology and individual data to deliver subtle, highly personalized messages—an ad should be like a tap on the shoulder.

Read at Forbes