In today’s fast-paced world, live streaming has become an increasingly popular form of content consumption. This trend has not only affected traditional media, but also the gaming industry. With the rise of younger audiences and their shifting entertainment preferences, game developers and video content creators must adapt to best practices in order to reach this new generation.
According to recent studies, the average American now spends more time consuming media online than watching regular scheduled television. In fact, the gaming community is a significant part of this shift in the media mix.
With the rise of mobile technology, gaming has become a daily activity for many individuals and it is not just limited to dedicated gamers. As a result, the gaming industry has seen an increase in the number of casual and non-traditional players who consume media through video games. Let’s explore how traditional media companies and game developers are adapting to this behavior shift.
Traditional Media vs The Gaming Industry
Media consumption trends in recent years have shifted from traditional scheduled television to online streaming. This has had a major impact on the advertising and entertainment industries, with advertisers shifting their focus and budgets towards digital platforms. However, this change in behavior has also affected the gaming industry.
In the past, gaming was primarily seen as a form of entertainment that required dedicated devices such as consoles or personal computers. But with the rise of mobile technology, gaming has become more accessible and appealing to a wider audience. This has resulted in traditional media companies making their move into the gaming industry.
When it comes to entertainment consumption habits, traditional media companies have been slow to adapt. However, in order to stay relevant and compete with the growing popularity of gaming, many of these companies have started investing in game development and esports. This is a significant shift from their traditional business model of producing and distributing content through television and other media outlets.
Twitch and other streaming platforms have also played a major role in bridging the gap between traditional media and gaming. These platforms allow for live-streaming of video games, making it possible for traditional media companies to utilize their existing infrastructure and engage with new audiences through gaming content.
Throughout history, the evolution of media has looked down upon the new and emerging forms of entertainment, only to later embrace them. We have seen this with radio, television, and now with online gaming. However, it is important for traditional media companies to understand the unique and dynamic nature of gaming in order to successfully integrate it into their business strategies.
With the rise of virtual reality and augmented reality technologies, gaming is set to become an even more immersive and interactive form of entertainment. This presents a huge opportunity for traditional media companies to not only enter the gaming market, but also to collaborate with game developers in creating new and innovative experiences.
Storytelling & IP In The Digital Entertainment Sphere
With video games being adapted into TV shows and movies, there has been a growing trend of traditional media companies acquiring game development studios or partnering with existing ones to create new content. This allows them to tap into the already established fan base of popular games and brings the stories and characters to a wider audience.
One notable example is the Angry Birds franchise, which started as a mobile game and has since expanded into movies, TV shows, and even theme parks. The success of this franchise showcases the potential for traditional media companies to expand their reach through gaming IPs.
Another example is The Last of Us, a highly acclaimed video game that is being adapted into an HBO television series. This collaboration between Sony’s Playstation division and HBO demonstrates how gaming IPs can be successfully translated into other forms of media, further blurring the lines between traditional entertainment and gaming.
At the core of what makes the media great is its storytelling. Games that can effectively tell compelling stories have the potential to capture a wider audience and keep them engaged for longer periods of time. Stories are fundamental to human connection and gaming serves as the vessel to deliver these stories in an interactive and immersive way.
Immersive Experiences and Video Game Consumption
As we mentioned earlier, VR and AR technologies are revolutionizing the gaming industry and providing players with more immersive experiences than ever before. This not only presents a lucrative market for traditional media companies to tap into, but also raises questions about the future of video game consumption.
With VR and AR, players are no longer limited to playing games on a screen – they can now physically enter and interact with virtual worlds. This has opened up possibilities for new forms of storytelling and gameplay, but it also means that players may spend more time in these virtual worlds and less time consuming other forms of media.
Although VR is not as popular as console or mobile gaming yet, it is steadily gaining traction and is expected to become more mainstream in the coming years. This poses a challenge for traditional media companies as they may have to compete with VR and AR experiences for consumers’ attention and entertainment dollars.
Game developers must also consider how VR and AR will impact their storytelling techniques. Will players still be interested in linear narratives or will they prefer more open-ended, interactive stories? How will the use of VR and AR affect character development and immersion in the game world? Do senses like touch and smell need to be incorporated for a truly immersive experience?
These are just some of the questions that game developers and media companies must contemplate as they navigate the ever-evolving landscape of video game consumption.
The Second Screen Effect of Mobile Devices
Online video and mobile phones have made today’s audiences more connected and engaged with content than ever before. With the rise of second screen experiences, where viewers use their mobile devices to enrich their viewing experience while watching television or movies, young people are increasingly multitasking and seeking out interactive content.
Second screen experiences allow viewers to engage with content in real time, whether it’s through live-tweeting a TV show or using an app to play along with a game show. This level of interactivity and connectivity has become the norm for younger generations, who are used to being constantly connected and engaged with media.
No matter what kind of game your game studio is attempting to create, we must keep in mind the ever-distracting world we live in and the need for our games to compete with other forms of digital entertainment. This means considering how your game can incorporate elements of second screen experiences, whether it’s through companion apps or social media integration.
For console games, a ring on their phone is all it takes to go from being fully immersed in the game world to checking a notification or responding to a text. For mobile games, a push notification can pull players away from the game and onto another app. It’s a double edged sword as these techniques can also pull players back into the game, but it’s important to be aware of potential distractions and how they can impact player engagement.
With that in mind, having access to big data, advanced analytics and a team that knows how these interactions all work together can give your studio a competitive edge. By understanding how players interact with your game and using that data to inform design decisions, you can create a more engaging and immersive experience for your audience.
How To Analyze Audience Behaviour
From cut-scenes to dialogue trees, media can be consumed through gaming, but it can be difficult to know exactly what is working and what is not. This is where audience behavior analysis comes in. By tracking and analyzing data on player interactions, game developers can gain valuable insights into what elements of the game are resonating with audiences.
Partnering with a game analytics company such as Helika can help create valuable audience segments and present tailored media to these audiences. This allows for consistent engagement in a deeper way as the game can adapt and evolve based on player behavior.
By having a closer look at today’s audience preferences, game developers can make adjustments that lead to a significant difference in their marketing strategies. Analytics plays a critical role in shaping not just the gameplay but how your media is presented. If there’s a high churn rate after a specific storytelling cut-scene, then it’s likely that players are not interested in the narrative or are finding it difficult to follow.
Other factors of great media such as character development can also be analyzed through audience behavior. For example, if players are frequently skipping dialogue or side quests, it may indicate that the characters and their stories are not engaging enough to keep players invested in the game. With these insights, audio narration for example can be adjusted to better capture audiences, leading to a more immersive and enjoyable gaming experience.
Final Thoughts
Digital media has evolved beyond just being a form of entertainment, it has become an interactive and data-driven experience. Audience behavior analysis allows game developers to make informed decisions that can greatly impact the success of their games. By understanding player preferences and behaviors, developers can continuously improve and refine their games to meet the ever-changing demands of audiences.
With the help of analytics, gaming has truly entered a new era where players are not just consumers but active participants in shaping the future of the industry. If you’re a game developer searching for better ways to incorporate content into your games, feel free to contact us here at Helika as we are always excited to collaborate and explore new possibilities in the world of gaming.
