Games’ cultural role in the 2020s
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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.
Companies and brands mentioned in this report: Epic Games, Unreal Engine, and Meta