Games’ cultural role in the 2020s
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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