In recent years, a trend has emerged in retail and entertainment that indicates that immersive experiences will soon become central to the commercial experience. If retailers can captivate audiences by placing them in the centre of a narrative or providing tactile experiences, then consumers are more likely to form deeper connections with a product. Whether it’s through new technologies, the gamification of shopping, or online game shows with live hosts, we are on the verge of a revolution in how we interact with products and brands.
The Live Digital Gaming Experience
When it comes to entertainment, we are witnessing an emergence of streaming technologies that provide immersive feedback to viewers in real-time. For example, live casino gambling has become incredibly popular with players by using live-streaming technology to host games such as blackjack, roulette, poker, and even television game shows. These are hosted by real-life dealers who can interact with players in real-time.
Casinos such as Paddy Power stock dozens of immersive titles that replicate physical casino spaces, with several variants of live casino roulette offering more gameplay features than what is available in land-based versions of the game. Ultimately, this provides entertainment that converges an in-person experience with the enhanced potential of digital gaming.
The Potential of Augmented Reality
Augmented Reality (AR) is a technology that overlays digital content over real-world environments through devices such as smartphones or AR glasses. While this has been successfully displayed in mobile video games and entertainment apps, it has also been utilised by brands such as Warby Parker to enable customers to virtually try on glasses or Sephora, which offers AR makeup testing. Not only is this a novel experience, but it also addresses a previous limitation of online shopping.
Virtual Reality Shopping Environments
Virtual Reality (VR) technologies immerse users into simulated, three-dimensional digital environments through devices such as headsets. While we are still on the cusp of the mainstream VR revolution, major brands have already invested in the technology to boost their retail sales.
Examples include BMW and Audi creating virtual car showrooms and vehicle customisations, Tesco providing virtual grocery stores to navigate, and IKEA supporting virtual interior design with digital renders of their products. These experiences help consumers to bridge the gap between their imaginations and realities.
Brand Activation Experiences
Experiential brand activations are in-person marketing events or campaigns designed to promote a brand or product through interactive and memorable moments. One of the most well-documented brand activation spaces is Coachella, which has successfully boosted engagement with festival-goers for brands such as Revolve, American Express, and Adidas.
These campaigns are varied and can include pop-up stores that allow customisation of products, games, and challenges to win products, or styling and makeover sessions that are otherwise unrelated to the products. These are some of the most impactful ways for brands to create lasting and impactful relationships with customers.
Gamification in Shopping
Gamified elements have steadily been integrated into shopping experiences to boost engagement and brand loyalty. Sites such as Temu have introduced spin-the-wheel games to win coupons, while tiered loyalty and rewards programs incentivise spending with prizes.
It’s clear that we are only in the early days of immersive commercial experiences, and as certain technologies evolve, this is only going to increase. As these trends are better integrated into retail and entertainment spaces, our interactions with how we discover and purchase products will be reshaped.
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