The proverb \u2018necessity is the mother of invention\u2019 has never been as true as it is this year. We\u2019ve adjusted the way we do business, the way we connect with friends and family, and with restrictions on the size of crowds, we are finding ways to have virtual large gatherings and concerts.<\/p>\n
New global data from Nielsen shows that people are using free-to-play digital games like\u00a0Fortnite, Call of Duty<\/em>\u00a0and\u00a0Animal Crossing<\/em>\u00a0as more than just a means of playing games. Increasingly, the platforms are serving as virtual hang-outs for online \u201cgatherings.\u201d And Nielsen says this trend won\u2019t suddenly reverse once real-world events become safer, either.<\/p>\n Even before COVID-19, games were on the way to becoming the next big wave of social networks. Nielsen suggests brands that previously engaged with consumers in real-world settings should plan gatherings to happen inside video games.<\/p>\n Mark Harrison, president and CEO of the T1 Agency, says brands, for the next 12 to 24 months, need to really focus on what the \u201cexperience\u201d is and not what the platform is and be able to adapt to whatever is accessible. And that means combining online event prowess with a real-world strategy.<\/p>\n \u201cIf your experience is only designed for a virtual setting and the market you operate in experiences a change in health guidelines, you will find your virtual investment underwhelming. The increase in popularity of virtual gatherings has obviously been driven by the pandemic, but the real winners will be those who can develop the right hybrid mix of gatherings that meet the consumer where they want to be. It\u2019s somewhat the next step in place-based media.\u201d<\/p>\n