What is social gaming?
Social gaming refers to all forms of games that encourage interaction between players, whether online or face-to-face. Unlike traditional games, which can be purely solo experiences, social games encourage sharing, collaboration and healthy competition.
The success of social gaming is based primarily on the accessibility of platforms and new technologies, making these games available on a multitude of media: social networks, mobiles, interactive leisure rooms, etc.
Social gaming has become a key phenomenon in the world of gaming and digital marketing. It allows players to interact with each other, share their experiences and even take part in online or physical competitions. But how exactly does social gaming work, and why is it so attractive to businesses? Find out all you need to know about this fast-growing trend.
The different types of social games
1/ Games on social networks
Games integrated into platforms such as Facebook have revolutionised the way users interact with video games. Titles such as FarmVille or Candy Crush have marked a generation by offering collaborative or competitive challenges directly accessible via social networks.
These games are often based on a freemium model where players can buy advantages to progress faster.
2/ Multiplayer mobile games
With the rise of smartphones, mobile multiplayer games have exploded in popularity. Titles such as Among Us, Clash Royale or Pokémon GO allow players to compete or collaborate in real time, fostering an interactive and engaging experience.
3/ Interactive physical group games
Once confined to arcades, physical interactive games are now enjoying a renaissance thanks to technological advances. These experiences can be found in :
- Indoor leisure centres, where friends and families can compete in interactive games.
- Immersive rooms, offering collaborative adventures in virtual or augmented reality.
- Immersive arenas, used at professional events and trade fairs for unique team-building experiences.
- Interactive walls, the perfect way to liven up events and liven up play areas.
The benefits of Social Gaming for businesses
Social gaming is not just about entertainment. It is a powerful lever for companies looking to boost customer engagement and optimise their marketing strategy.
Increased brand awareness
Social games offer brands increased visibility, particularly through organic sharing on social networks. When a player invites a friend to join a game or shares their successes online, they become an indirect brand ambassador.
Increased revenue and additional sales
Social gaming experiences, and in particular Competitive Social Gaming developed by NeoXperiences, help to build visitor loyalty by increasing the amount of time they spend in your spaces. This leads to increased consumption, particularly of food and drink.
ROI marketing actions via advertising and monetisation
Social games can generate revenue via a number of channels: integrated advertising, in-game purchases, subscriptions and even sponsorship from partner brands. This diversity of monetisation makes them a profitable and measurable marketing strategy.
Data collection and consumer insights
Player interactions provide companies with valuable data. By analysing these behaviours, it is possible to optimise marketing campaigns, improve the user experience and propose personalised offers.
Examples of Social Gaming strategies for businesses
Social Gaming with interactive activities
Brands can organise interactive events where participants play in teams. These activities strengthen the bond between consumers and the brand, while generating positive word-of-mouth.
Using interactive walls for team-building
In a professional context, interactive walls are an excellent tool for energising seminars and team-building sessions. They encourage cooperation and a competitive spirit within teams.
Social Gaming for corporate events
Trade fairs, conferences and corporate events can be made more dynamic with social gaming. By integrating interactive experiences, companies can capture visitors’ attention and make their presence memorable.
New technologies revolutionise social gaming
Advances in virtual reality (VR) and augmented reality (AR) are opening up new horizons for social gaming. Many leisure parks are now incorporating these technologies to offer even more immersive experiences.
Ces innovations permettent aux entreprises de proposer des expériences inédites, qu’il s’agisse de jeux compétitifs en VR, de défis interactifs en AR ou encore de parcours ludiques en environnement mixte.
Conclusion
Social gaming is much more than just entertainment: it’s a strategic lever for companies looking to raise their profile, engage their audience and exploit new marketing opportunities.
Thanks to new technologies and the rise of interactive games, brands now have the means to transform the user experience and create a strong bond with their community.
At NeoXperiences, we have developed the ‘Competitive Social Gaming’ module to turn every moment of the game into an unforgettable experience. !
This concept is based on gamification and competitive socialisation, creating a unique playful dynamic that will delight young and old alike.
From 24 to 26 September 2024, NeoXperiences had the great privilege of taking part in the IAAPA Expo Europe trade fair in Amsterdam, one of the biggest events in the leisure industry.
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