Immersive experience – Can video games keep it up?

The brands expanded from their humble comic book roots to encompass everything from movies and TV series to toys, video games, clothes, and theme park experiences. You can make a single franchise into an immersive, yet fragmented experience if you have the desire (and the cash).

Immersive experience - Can video games keep it up?

Instead of branching out into gaming, many of the most well-known franchises in the world today are developing from it. Gaming brands have proliferated to the same extent as the most recent Disney or Marvel movies, from Fortnite and League of Legends to Minecraft and Call of Duty. This change in significance shouldn’t be shocking. New movies and TV franchises struggle to achieve market share like they did in earlier decades due to the development of streaming platforms and the sheer number of premium video content being created on a weekly basis. The huge and dynamic virtual worlds to explore, the significant new updates, and the multiplayer interactions with other players, on the other hand, may frequently keep users’ interest for weeks or months at a time.

Technology and fresh creative talent have enabled games to offer an experience unlike any other format, going beyond simply grabbing more attention. In ways they never could previously, character development, visual narrative, interactive experiences, and community exist.

The gaming industry is at a turning point where there is a once-in-a-lifetime chance to build world-class entertainment companies and deliver a seamless immersive experience to their largest fans. To seize this opportunity, however, game development studios and parent businesses will need to make use of a crucial new resource: first-party user data.

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Immersive consumer experience in the future

What will differentiate an immersive experience at Fortnite or Minecraft in 2022 from an immersive one at Disney or Universal Studios in 1999? Let’s start by examining the pinnacle of all-encompassing customer experiences: Disney World. Disney World provides the option to pay an admission charge and spend a day immersed in the worlds of your favorite characters for fans of well-known Disney franchises like Toy Story or Frozen. Visitors to the park must pay for additional goods and services, such as upscale experiences, food, and merchandise, in addition to the initial payment.

Even a family watching the newest Disney movie at home on Disney+ will find themselves buying toys of their children’s favorite characters and listening to songs like “We Don’t Talk About Bruno” for weeks on end. As demonstrated by the 2021 Disney+ Day event, which offered subscribers benefits like free shipping from the shopDisney store and early access to theme parks at the Walt Disney World Resort and Disneyland Resort, the Disney+ subscription experience may soon serve as a portal to a larger connected Disney experience.

Connected franchise gaming can give fans an experience that is comparable to the Disney model and all-encompassing. Microsoft’s Game Pass and Amazon Luna are just two examples of cloud gaming services that could pave the way for more ambitious offerings that approach the monthly subscription cost like a ticket to a real-world theme park. Such subscription arrangements already give players immediate access to a number of games, but they may also pave the way for the franchise to market further in-game extras like customizability of game character appearances alongside real-world branded apparel or costumes. Even premium experiences like concerts and exclusive fan events might be upsold to subscribers by the brand.

Gaming franchises will need to think broadly and take into account how every touchpoint links and interacts in their new environment in order to create a genuinely immersive consumer experience. Particularly with the increased variety of devices, the evolving Metaverse, and the adoption of blockchain and VR/AR technology. The business will need to know when customers often opt to switch from playing a game to purchasing tangible goods or from watching a show based on that game to watching it on a streaming video platform. Gaming businesses will need to gather, compile, and analyze enormous volumes of user data in order to reach this level of understanding.

Analytics and data for immersive video game franchises

There is little doubt that gaming businesses have access to the level of raw data required to develop an immersive experience, given that each individual user may spend dozens of hours each week playing an online game. To transform that unprocessed data into useful insights for sustaining and expanding connected franchise gaming, these franchises will need modern data infrastructure and analytics techniques.

Three different sorts of analytics must be used skillfully for a connected gaming experience:

Analyzing existing content to assess player interaction and gauge relative success using engagement and other measures. Future gaming content can benefit from content analytics to improve engagement.

Analyzing the preferences and actions of your audience to better serve you. This strategy is crucial for involving people from a larger community and luring them to the franchise.

Experience analytics is the study of how audiences interact with material and whether it is delivered to the appropriate audience at the appropriate time. The best instrument for enhancing performance and enhancing business results is experience analytics.

All of these data analytics solutions are created to monitor and comprehend the customer journey, including the choices that customers make, when and why they make them. Gaming firms can get the data they need to produce a next-generation immersive experience if they have the proper data engineering infrastructure and sophisticated, thoughtful analysis tools.

The technology supporting the development of faster broadband internet and mobile networks have made this moment for connected franchise gaming conceivable. The gaming experience predominated on video game consoles and other devices that weren’t always connected to the internet for the majority of the game industry’s existence. As long as they have a broadband connection that can stream even the most graphically demanding games and VR/AR experiences, gamers can connect to their favorite gaming franchise more and more frequently wherever and whenever they want.

On this fresh possibility, numerous participants are concentrating. Large tech businesses are increasing their gaming spending. For instance, Microsoft’s purchase of Activision Blizzard, a publisher of video games, is likely to increase the appeal of its well-liked Game Pass program. Amazon is also undertaking similarly audacious attempts to develop its Luna cloud gaming service and discover ways to integrate it with its Twitch live streaming service, which is popular among gamers and esports enthusiasts.

By purchasing game studios, creating new programming based on already-existing games, and forming content collaborations with significant game publishers like Riot Games, huge entertainment brands like streaming juggernaut Netflix are also entering the gaming market. Additionally, game developers are looking for ways to produce a more lifelike, immersive experience. Fortnite, a well-known video game series from Epic Games, has appeared in crossovers with both Ariana Grande and the Marvel Cinematic Universe. Even established businesses like Batman, which made his debut in May 1939, are finding innovative methods to revitalize their image and draw new fans into the realm of the caped crusader. Fans were able to experience and comprehend their hero in a completely new way through series like Batman: Arkham City (2011), experiencing the vast and interactive universe that created the bat!

The growth of the gaming industry is fascinating. The amount of innovation and originality that is emerging in the space is astounding, whether it comes from major AAA studios or independent retailers worldwide. It will require a sophisticated data analytics approach to make it happen, but each of these prominent firms has the ability to completely transform how we play and interact with our favorite video games. It’s time to start strategizing and investing in data analytics skills that can support a linked franchise game growth strategy.

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