Engagement through Gaming: The Metaverse, Gamification and Beyond

Jun 13

As gaming has evolved into the king of modern entertainment, the ways in which brands can represent themselves on these massive platforms has also grown in diversity, scope and potential. From the hype of celebrities making special appearances in games to innovative brand experiences on Roblox; from high-fashion collaborations to transmedia campaigns – The possibilities are truly endless.

If you’re a brand, this can create a bit of a conundrum: with such an array of amazing opportunities before you, how do you know where to start? Worry not: we’ve laid out some of the major ways brands can engage within games below, breaking down the benefits of each one.

Take a look:

Metaversal Platforms

*Blippi’s Playground, released in October 2023, brings the beloved character Blippi to life in an immersive Roblox experience.*

The future is user-generated content (UGC) games as platforms (metaverses). These metaverses offer marketers unprecedented opportunities to engage with audiences in immersive, interactive environments. These platforms enable users to create and share their own content, fostering vibrant communities that marketers can tap into. By developing branded experiences, hosting virtual events, and integrating seamless in-game advertisements, brands can connect with users in innovative ways. Partnering with popular creators and influencers can extend reach and add authenticity to campaigns, while offering branded virtual goods and rewards can drive engagement and loyalty. Overall, leveraging games as UGC platforms allows marketers to create dynamic, interactive, and engaging experiences that align with the evolving preferences of digital consumers.

The two most well known UGC games as platforms are Roblox and Fortnite Creative (UEFN). Both platforms have a unique approach to development and monetization, here are some key differences:

Roblox

Game Development: Roblox uses its proprietary engine and scripting language, Lua, allowing for highly customizable and complex game development. Users can create standalone games with intricate mechanics.

Customization: Extensive customization options enable the creation of unique items, avatars, and worlds. The platform supports a wide range of game genres and interactive experiences.

In-Game Purchases: Features a robust marketplace where users can buy, sell, and trade virtual items using Robux, the platform’s currency. Creators can monetize their games and items, earning Robux which can be converted to real money.

Developer Incentives: Offers a Developer Exchange Program (DevEx) where developers can earn a significant income based on the popularity and success of their games.

Fortnite Creative

Game Development: Utilizes the Unreal Engine, offering powerful tools for high-quality graphics and complex game mechanics. Users can create islands with interactive elements, though it’s generally less versatile than Roblox for standalone game development.

Customization: Focuses on creating custom maps, game modes, and experiences within the Fortnite ecosystem. While it offers robust building tools, the customization is more confined to the existing game structure.

In-Game Purchases: Monetization primarily revolves around the purchase of V-Bucks, which users spend on skins, emotes, and other cosmetic items. Custom content within Creative Mode is not directly monetized.

Revenue Sharing: Epic Games offers the Support-A-Creator program, where creators earn a share of the revenue from players who support them by entering their code when making purchases.

Alternative Platforms

While Roblox and Fortnite lead the way today in metaverse platforms, many are vying to be the next metaverse darling… here are some we are keeping an eye on:

Core Games - A free-to-play PC only online video game platform with an integrated game creation system, developed by Manticore Games

YAHAHA - A platform for creating and playing 3D interactive experiences, with a focus on user-generated content (UGC) and ease of use.

And there while many are newer platforms some have been around for several years but at this time are not best suited for brands such as:

VRChat - An online virtual world platform designed primarily for use with virtual reality (VR) headsets. However, it can also be accessed in desktop mode with a mouse and keyboard or even on touchscreen devices.

Rec Room - A free-to-play social VR platform where users can hang out, play user-created games like laser tag or explore wacky worlds built by others.

Gamification

Gamification is the application of game-design elements and principles in non-game contexts. In other words, it's the process of taking things that are typically not considered games (like exercise routines, language learning, or brand activations) and adding elements that make them more fun and engaging, like points, badges, leaderboards, or challenges.

Gamification offers brands a treasure trove of possibilities. It taps into our natural desire for fun and competition, transforming mundane interactions into engaging experiences. This not only boosts brand awareness but fosters loyalty by keeping users coming back for more. Gamification empowers brands to incentivize desired actions, such as product purchases or social media sharing, through rewards and recognition systems. Ultimately, it allows brands to connect with consumers on a deeper level, fostering a sense of community and positive brand association.

Mobile Games

*An Oreo x Transformers: Age of Extinction mobile game collaboration, left, and a Pizza Hut branded mobile game, right.*

Branded mobile games may not always steal the spotlight as the hottest trend, but they remain an engaging and viable avenue for brands to connect with consumers on a deeper level. Developing a mobile game tailored to the brand can keep customers consistently thinking about the brand while rewarding them for their continued engagement. By creating an entertaining gaming experience, brands can maintain consumer interest and build stronger relationships.

For example, a beverage company could develop a mobile game featuring characters or themes related to their brand, offering rewards such as in-game currency or exclusive content for regular players. Similarly, a cosmetic brand could create a makeover or fashion game allowing players to experiment with virtual makeup or clothing styles, with the chance to unlock special cosmetics or discounts for real-world purchases. By offering incentives and enjoyable gameplay experiences, brands can keep their audience engaged while subtly reinforcing brand awareness.

Visual Novel Games

*An anime-style dating simulator game presented by Kentucky Fried Chicken.*

Visual novels are a unique genre of interactive storytelling that combine text, visual art, and often audio elements to create immersive narrative experiences. Originating in Japan in the early 1980s, these games have evolved from simple text-based adventures into rich, multimedia experiences. They typically feature static character sprites, detailed backgrounds, and a branching storyline influenced by player choices. This format allows for deep narrative exploration, making visual novels a beloved genre among fans of interactive fiction. Unlike traditional games that emphasize action and gameplay mechanics, visual novels focus on story development, character interaction, and emotional engagement, making them an ideal medium for narrative-driven content.

Visual novels have become accessible on almost every platform, from PCs and consoles to smartphones and tablets, broadening their reach and appeal. They are also cost-effective to produce, especially when developers lean into classic mechanics and visual styles, which often require fewer resources than fully animated or 3D games. This accessibility and cost-efficiency make visual novels an attractive option for brands looking to create engaging content. By leveraging visual novels, brands can tell compelling stories that resonate with their audience, create emotional connections, and enhance brand loyalty.

Ready to Get Started?

Now that you’ve had an introduction to the wide variety of “ins” for brands that want to meet the global gaming audience, what’s next?

Don’t go it alone – Player 2 is here to help. Our award-winning team of game industry experts can help you and your team craft a top-notch strategy, and set you up for success as you venture into this vast digital landscape.

Reach out today to schedule your first call with Player 2!