Reports Games

Games’ cultural role in the 2020s

Report by Karol Severin
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20,000 foot view:  Over time, games have carved out their role from the cultural fringes, through to becoming a firmly established part of digital-consumer culture. Now, they have the opportunity to become the epicentre of digital culture. To do so, gaming needs (and has already started) to evolve from a standalone pastime towards a destination for all other forms of entertainment. Games companies should proactively embrace, rather than compete against, other attention-seeking entertainment formats. Together, they can create unique experiences for audiences and all benefit from incremental value.

Key insights

  • For something            be culturally relevant, it needs            be framed by creativity and consumption;            societal; and transcend time
  • Gaming evolved            the cultural fringes in the            era to a firmly established            of consumer culture, alongside video,            sports, and social media
  • Due to            majority of consumers’ time already            allocated, it is increasingly more            to grow time spent, and            cultural relevance
  • Games can            from a standalone pastime to            destination for wider entertainment consumption,            some of time spent on           
  • Thanks to            interactive nature, games are well            to host unique digital experiences            music, video, sports, and socialising           
  • The key            for cultural relevance over the            decade will take place between games            social media
  • Games already                       interfaces, enabling deeper fan experiences            cultural moments than social media
  • Social media            still more advanced in combining            across entertainment and fostering social            than games
  • Both games            social media will provide unique            and use cases for other entertainment            to reside in, in the            environment

Companies and brands mentioned in this report:  Epic Games, Unreal Engine, Meta