Catalyst: Over the past decade, video games have progressed as one of the most dominant forms of entertainment and engagement, and the industry has indisputably broken out of its heritage audience of “hardcore video gamer” into the general population via casual games and social games. The definition of “gamer” has broadened substantially into a “Gamer2.0.” In the process, many game environments have evolved into articulate and highly profitable “virtual economies” with virtual currencies and the attendant “sources and sinks” for players to earn value and burn (spend) that earned value. Now the inverse is occurring. Game mechanics are infecting and integrating into real-world economies—especially commerce, e-commerce and loyalty programs—and “gamer2.0” is responding. Retailers and eTailers are being advantaged by gamified engagement, loyalty and reward techniques.
Who is Gamer2.0?
Who are “Shopping Gamers” and why should we be striving to engage them?
What does it mean to “gameify”?
How does targeting Shopping Gamers help etailers and retailers?
Lead Analyst: Jim Banister