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GM 🤙 

Since I started The Wild West of Web3, one of the most recurrent topics is “gaming”.

And that has nothing to do with “hype” or “because it’s cool”.
I truly believe that by offering (well-done) gamified experiences, brands can better communicate with their audiences.

Besides, things like blockchain and NFTs have the potential to impact the gaming industry over the next few years.

In Web3, things change really fast - so I thought it was a good idea to bring “gaming” back to our table and have a fresh view of what’s going on.

LFG!

Adapting to new demands:
The importance of Gamified Experiences for brands

I said this in past editions, but here it goes: brands and businesses have to adapt to the shifting demands of younger generations.

Millennials, Gen Z, or whatever you want to call them, who together account for a significant portion of the consumer base, are particularly drawn to interactive and engaging experiences.

Traditional marketing strategies, while still effective in certain contexts, are no longer sufficient to capture (and most importantly: keep) the attention and loyalty of these digitally native generations.
Gamified experiences, which incorporate elements of gaming into brand interactions, offer a dynamic way to engage these audiences by turning passive consumers into active participants.

According to recent studies (sauce: Deloitte), over 70% of Gen Z consumers prefer brands that offer engaging experiences, demonstrating the growing importance of new approaches in marketing strategies. All of this, more than just a trend reflects a fundamental shift in how consumers interact with brands, demanding a more immersive and rewarding experience.

(A couple of months ago, in edition #45, we talked about Immersive Commerce)

Given the many benefits of having more engaging experiences - such as gamification - brands can create more meaningful connections with their audiences, driving both engagement and loyalty in the process.

If you think about it, many brands have adopted gamified approaches to their engagement strategies - and you have probably tried some of them… Starbucks’ Stars/Rewards, Nike’s Run Club, Duolingo, etc.

“Ok, but how Web3 can enhance all this?”

I’m sure you have read/heard this a million times (some of them here probably 😁), but this is important: One of the key advantages of Web3 is its ability to provide verifiable digital ownership through non-fungible tokens (NFTs).

We talked a lot about this in several past editions, but in short: this allows brands to create unique, collectible assets that can be rewarded to consumers for their engagement, fostering a sense of exclusivity and ownership that traditional gamification methods cannot always offer.
For instance, a brand could issue limited-edition NFTs as rewards for completing certain tasks or challenges, turning engagement into a tangible asset.

Transparency and trust are other significant benefits that Web3 brings to gamification. With blockchain technology, all transactions and interactions are recorded on an immutable ledger, ensuring that rewards and achievements are verifiable and secure.
This transparency builds trust between the brand and the consumer, as users can be confident that their efforts and rewards are recognized and cannot be altered or revoked without proper consent.

Finally, the decentralized nature of Web3 empowers consumers by giving them more control over their digital assets and interactions, which better aligns with the values of younger, more tech-savvy consumers who prioritize privacy, security, and autonomy.

So is “gamification” the magical solution for any brand or project? Unfortunately, the answer is “no” (shocking, right? 😆). And “no”, not every single brand/project needs a Web3-based solution.
However, ignoring them completely may place your brand several steps behind its competitors.

Trends & Numbers in Web3 Gaming:
Things to keep an eye on

Web3 gaming encapsulates elements that are transforming the industry from both a technological and experiential standpoint.

One of its most famous elements is the integration of decentralized finance (DeFi) mechanics into gaming ecosystems.

Yes, there’s a whole debate on whether this is positive or not, but the fact is that this shift allows players not just to play, but to trade and grow their assets within the game.
Imagine playing your favorite game, where every in-game achievement can be translated into real-world value, whether through earning a certain (crypto) currency or trading unique NFTs.

According to Global Market Insights, “Web3 Gaming Market size was valued at USD 26.38 billion in 2023 and it is anticipated to register a CAGR of over 19.2% between 2024 and 2032” - Now, imagine the potential when it really hits mainstream.

At the same time, Web3 games are increasingly being integrated into the broader metaverse, creating more immersive and interconnected experiences.

As discussed in several past editions, this is a game-changer for brands, as it allows them to cultivate deeper, more meaningful connections with their audiences in digital spaces that blend entertainment, social interaction, and commerce.

For example, players might not only interact with a brand within a game but also attend virtual events or shop in a brand's virtual store, all within the same metaverse ecosystem.
The convergence of gaming and the metaverse is already redefining how consumers engage with brands, making these digital experiences more impactful and memorable.

Roblox (another name you have heard several times here) keeps growing - and more brands are “testing the waters” with activations there.

“But I thought it was just hype” - (check our edition #44 then 🙂)

AI is also playing a transformative role in Web3 gaming, enhancing the way games are developed and experienced.

By leveraging AI, developers can create more dynamic and personalized gameplay, where in-game environments and characters adapt to the player's behavior. This makes each gaming experience unique, adding a new layer of depth.

For instance, AI can generate real-time content that evolves based on player actions, making the game world feel more alive and responsive. There’s a lot of work to be done here, but things are moving fast.

As you can see, a lot is going on - so I once again invite you to consider gamified options for your brand.

Or, if you are a builder, you may want to consider offering this kind of solution for brands that want to reach new audiences in different ways.

Below, let’s see how our community is seeing this conversation around gamification:

“They let you experience the feelings conveyed by the ads”

Exactly!

Watching a great ad is, well, great. However, getting to experiment with whatever product/service it is advertising brings a whole new level of immersion.

“They let you experience the feelings conveyed by the ads”

And not only kids.

It’s not hard to imagine an environment in which even “grown-ups” start moving towards more immersive experiences.

Let’s remember that for some time, social media was also something “new” and niche.

“We're still waiting”

We are indeed.

The good news is that the company/brand/developer that really nails the Web3 gaming thing will certainly get a lot of attention.

We can’t deny that - at least for now - it’s really hard to bring non-Web3 people into a Web3 game.

DeFi, ownership, etc. All these things are great, but at the end of the day, a game must be FUN to play - so we don’t have this:

See you soon.

#LFGrow
Diego Borgo