Gaming-Commerce Industry: Predictions for 2022

Jan 17, 2022 | Brands, Gaming Commerce, In-Game Ads, Mobile Games, Publishers

Predictions for 2022

Jan 17, 2022 | Mobile Games, Gaming Commerce, Brands

We’re more than halfway through the first month of 2022. Time flies faster and faster each day, and I’d like to share a few predictions for this year with you, before we blink and 2023 is around the corner.

● Gamerverse Growth Spurt As someone who works in the gaming industry, it’s becoming clearer by the day that the gaming industry is undergoing a massive evolutionary transformation. We’re in the first month of 2022, and already two huge acquisitions have taken place: Take-Two Interactive bought Zynga, and Microsoft acquired ActiVision and this is just the start of a cresting trend. I predict we will see many more traditional video game studios interacting with mobile ones. With the rapidly advancing mobile tech, the end of the ridiculously-expensive console is fast approaching – and the studios know it. This is the moment to nurture their future wave and consumers, and that group is the mobile-first Generation Z.
Blizzard’s infamously-ridiculed “Do YoU gUyS nOt HaVe pHoNeS?” meme doesn’t seem all that derpy now, does it?

● MetaCommerce  eCommerce is a clear given in today’s digital market, thanks to a certain pandemic that skyrocketed online sales into galactic orbit. But there are new commerce categories popping up across our corner of the digital universe that are all about shopping as part of something else. Social commerce is that almost imperceptible purchasing you do, that’s become a completely natural part of your social feed.  Live commerce is all about seizing the moment and being part of an exciting one-time event, here & now. Gaming commerce (a market category Sayollo created) involves the selling of real-life products inside mobile games without interrupting the gaming experience. And that’s the key factor consumers crave: experience. So how do we amalgamate them all together? I believe we will see the beginning of what I call MetaCommerce by mid-year. 

● NFTs  I believe this will be the year that either makes or breaks the NFT. There are loads of opportunities to earn big bucks in this market, and just as many to potentially lose billions on a market that stands, at the moment, on shaky ground. The money made from NFTs this year will be the deciding factor regarding whether and how to preserve the technology (and assets) for future generations. Speaking of NFTs, it’s obvious that consumers are still largely apprehensive about taking the leap – and rightly so. For the moment, owning a digital asset is, primarily, a fresh type of flex. But where there’s money to be made, there are brands lining up to grab their piece of the pie. The main way for DTC brands to jump on this novelty bandwagon will be through engagement. Today’s consumer wants to feel involved, seen, and heard – and will pay real money for that so-called privilege.

● The New DTC Conversation Everything is coming together. We are witnessing a symbiosis between different types of technology, social media, and commerce platforms – and brands need to be everywhere at once. As it all begins to draw together, retailers are facing not only a vastly different generation of consumers (Gen-Z), but a new, interconnected ecosystem of social commerce that has its share of opportunities (no user cap, no time/space restrictions) and restrictions (Apple killed the IDFA for a reason, and it has nothing to do with protecting your privacy – but more on that at a later date). As part of adaptation for survival, I believe we will see brands becoming more a part of the daily conversation across social media, and less about pushing their product. Today’s disruption is all about engagement.

● Gamers: The Next Level Gen-Z, that enigmatic, constantly shifting creature, is always several steps ahead of the market. And they expect – no, demand! – that the world catch up.  Games can’t just fun anymore, they have to go far beyond that and encompass an entire experience that matches the Gen-Z mindset and behavior. To us that behavior seems erratic and disjointed, like ADHD jumping from main game to minigame to purchase to social interaction and back to the main game, all while checking their texts, Instagram, listening to music, and having the TV on in the background but the digital generation is so used to being constantly bombarded by stimulus, that they can’t function without it. And games need to follow suit, by becoming part of that uninterrupted digital stream and seamlessly meshing with their dynamic lives. Zoomers are responsible for turning mobile games into makeshift social networks, and if brands want to engage this 3-billion-strong community as consumers, they’ll have to come to them. And they’re inside mobile games much of the day. So how do you capture the attention of a constantly moving target? We are about to witness some very forward-thinking, never-before-seen strategies from the brands that will make their mark on the first inhabitants of the Metaverse.

What do you think? Have any of your own predictions? I’d love to hear them.

Jonathan Attias, 
CEO & Co-Founder