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Busting the gaming stereotype

South Africa’s gamers are educated, healthy, well-off and lives life to the full, writes RACHEL THOMPSON, Insights Director at GfK SA

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Perceptions that gamers are predominantly young, geeky, and male persist, despite the reality that playing videogames has become mainstream.

Our consumer research at GfK shows that playing games today spans generations and genders. Today, most people in the mid and upper LSMs play games at least sometimes, with around 72% of Internet-connected South Africans playing games across their devices at least once a month.

Our GfK Consumer Life* study – surveying 1,000 South African consumers who are representative of the online population – indicates that the proliferation of smartphones and mobile devices is the catalyst for the mainstream gaming explosion. Some 54% of the respondent base are playing from mobile phones. Around a fifth (20%) own a dedicated gaming console.

The data reveals that 12% of these connected consumers own a gaming console and play games every week, while 6% play every day. Daily gamers are more likely to be members of Generation Z, but there are significant numbers of older daily gamers, too.

Regular gamers are more likely to live in high-income households and to have a good education – 30% of daily gamers are LSM 10 and 23% have a university degree. While half of regular gamers work full time, the more frequent daily gamers are more likely to be students (30%) or unemployed (20%).

The profile of the gamer is that of a person living life to the full – regular gamers are more likely than the average online South African to socialise, exercise, play sport, go to gym, and shop online. They are also more likely to stream online movies and drink alcohol. Consider that 49% of daily gamers use vitamin and mineral supplements compared to 39% of online South Africans, for example, and that 82% of daily gamers exercise to look their best (all online consumers – 71%).

What’s more, 69% prefer to buy fewer higher quality items (all online consumers – 49%), 56% pamper themselves regularly (all online consumers – 44%), and 72% reflect their individuality through what they buy and wear (all online consumers – 48%). This no doubt reflects the fact that gamers are often from higher income households than the average and that many are students who have time on their hands. However, it does dispel the myth that they focus on their gaming hobby to the exclusion of real life.

Compared to the typical South African, gamers also have a progressive outlook on technology adoption. Some 60% of daily gamers describe themselves as ‘passionate about technology’ and 80% planned to purchase home electronics in the next twelve months at the time they were surveyed. Compared to just 43% of all online consumers in South Africa, 65% said they had knowledge and experience of technology. They are also more likely to purchase online (85% vs 68%).

All of these stats paint a picture of the avid gamer as an adventurous person who treasures their freedom and individuality. They understand the power of tech to elevate their individualism and they are looking for products that are tailored to their personal needs.

So, what does this mean for brands seeking to tap into the spending power of this leading-edge consumer segment?

1. Bring reality into a game

For increased engagement, take advantage of the blurring between games and reality. Interactivity and gamification offer ways to break through to this audience. Microsoft, for instance, is planning to launch Minecraft Earth, a mobile augmented version of its popular game. It will allow players to build and place their creations in the physical environment around them via augmented reality.

2. Let them embark on their own quest

Rather than funneling them down a customer journey, enable them to discover and curate their perfect personal experience. Some 57% of daily gamers spend a lot of time researching brands; what’s more they understand the power of tech to elevate their individualism. They are looking for products that are tailored to their personal needs. But it must be on their terms, not the brand’s.

Xbox, as an example, enabled gamers to design customised controllers on its website, then came up with the idea of letting them earn a commission for each of their creations that was sold to other fans. This ‘fanchise’ model boosted sales of custom-design controllers because creators started to think strategically and creatively about ideas that would appeal to other people as well as to promote them via their own social media accounts.

3. Be edgy

Keep consumer engagements unique, customised and edgy and then allow gamers to reveal their story and lead mass adoption of new offerings. Stuffy corporate press releases and press conferences are not the way to get to this audience. As gaming console companies like Nintendo and Sony show, this segment appreciates fun, creative experiences like live video streams that connect them directly to the source of the info.  

*GfK Consumer Life is a global data and insight service that provides a view on how consumers’ everyday lives are evolving. It provides access to what people think, and what people do on a global, regional, local or micro level.

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Projection tech transforms retail

By TIMOTHY WILSON, visual imaging business account manager at Epson South Africa

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Display designs, such as those found in retail stores, are no longer confined to static visuals on pull-up banners, 2D print and posters. The increasingly popular use of projection technology has ushered in new and exciting ways to create immersive displays using rich media and high-quality visual content to go beyond the four walls of traditional marketing.

In the past, projectors were lamp-based and prone to failure when used in a harsh environment, such as a retail store. Today, newly introduced laser projection technology has unlocked a range of capabilities.

Transforming the way brands engage with audiences

Creative techniques such as projection mapping, which can be described as the projection of video, animation and other colourful displays onto 3D surfaces, have completely transformed the way brands engage with audiences and can live in retail spaces, concert halls and even sports stadiums.

Projection mapping offers venues wide-spread creativity in using lighting in small or large environments, as was the case with Epson’s showstopping kinetic portal, which implemented projection mapping on a 360 degree vortex at the largest AV and systems integration show in the world – Integrated Systems Europe 2019. Driven by a new, affordable generation of projectors, mapping not only covers flat walls and traditional projections screens but also irregular shapes, objects, and even entire building façades.

When projecting on a larger scale, such as at events and music concerts, the process of visually combining several projectors to display one single seamless image might sound simple enough in principle but can prove to be a challenging task in reality. To overcome this challenge, experiential marketers are adopting the use of image edge blending, which refers to the process of stacking multiple projectors to create a single overlapped projection that appears continuous and clear.

It’s due to these advancements that displays in retail and events no longer pivot just on aesthetic appeal but can now deliver immersive consumer experiences that drive engagement and increase foot traffic. This is starting to drastically change the way that retailers, events and even restaurants host, engage, entertain and communicate with their audiences.

Projection is driving growth in experiential marketing

Consumer interest in the transition towards projection has seen this technology take centre stage at leading retailers such as Mall of Africa, events by brands such as ABSA and restaurants like Saint, transforming their environments into immersive spaces through projection that displays captivating imagery and video.

Saint restaurant in Sandton has pushed the boundaries of branding and displays, transforming all surfaces into a visual delight. Patrons entering the restaurant are greeted by a visual experience within a dome, featuring a series of moving, constantly changing artworks – such as a starry night sky or a replica of the Sistine Chapel – projected onto walls and the ceiling.

In fact, EventTrack research, which showcases the current state of marketing around the globe, highlights the continuous growth of event and experiential marketing. It notes that high-quality projection technology, more specifically its ability to emit stunning visual experiences, has grown in popularity to become the go-to tool for event organisers and retailers looking to captivate and engage with consumers.

The future of projection technology

Projection technology has proven to be an outstanding, much more cost-effective and reliable form of marketing collateral – setting an entirely new standard for high-resolution projection.

Sandton City recently embraced this market-leading technology with the installation of a virtual aquarium in its Centre Court. This installation centred on creating a 3D mapping concept that enabled shoppers to select an undersea creature from a touchpad to swim across digitised hoarding.

With capabilities to meet the demands of large-scale projection and the ability to effectively transform the way brands remain visible at shopping malls, restaurants and retail spaces – the unprecedented imaging power of projection technology has set a considerably high bar when it comes to retail and event displays. 

Epson, which is not only pioneering imaging technology and innovative projection solutions, is also the market leader when it comes to high lumen laser projection, having recently announced its 30,000 lumens laser projector (EB-L30000U) which will officially launch in 2020. This high-end installation laser projector, complete with 4K enhancement, is aimed at rental and staging companies, hospitality markets and visitor attractions, which is yet another progressive step towards transforming the way marketers engage with their consumers in the 21st century. 

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GoFundMe hits R9bn in donations for people and causes

The world’s largest social fundraising platform has announced that Its community has made more than 120-million donations

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GoFundMe this week released its annual Year in Giving report, revealing that its community has donated more than 120-million times, raising over $9-billion for people, causes, and organisations since the company’s founding in 2010.

In a letter to the GoFundMe community, CEO Rob Solomon emphasised how GoFundMe witnesses not only the good in people worldwide, but their generosity and their action every day.

“As we enter a new decade, GoFundMe is committed to spreading compassion and empathy through our platform,” said Solomon in the letter. “Together, we can bring more good into the world and unlock the power of global giving.”

The GoFundMe giving community continues to grow with both repeat donors and new donors. In fact, nearly 60% of donors were new this year. After someone makes a donation, they continue to engage with the community and give to multiple causes. In fact, one passionate individual donated 293 times to 234 different fundraisers in this past year alone. Donations are made every second, ranging from $5 to $50,000. This year, more than 40% of donations were under $50.

GoFundMe continues to be a mirror of current events across the globe. This year, young changemakers started the Fridays for Futuremovement to fight climate change, which led to a 60% increase in fundraiser descriptions mentioning ‘climate change’. Additionally, the community rallied together to support one another during natural disasters like Hurricane Dorian and the California wildfires, where thousands of fundraisers were started to help those in need.

The report includes a snapshot of giving trends from the year based on global GoFundMe data. It also includes company milestones from 2019, such as launching the company’s non-profit and advocacy arm, GoFundMe.org, and introducing GoFundMe Charity, which provides enterprise software with no subscription fees or contracts to charities of every size.

Highlights from GoFundMe’s 2019 Year in Giving report include:

  • Global giving trends and data
  • Top 10 most generous countries
  • Top 10 most generous U.S. states and cities
  • Biggest moments in 2019

To view the entire report, visit: www.gofundme.com/2019

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