What E-commerce Can Learn from the Gaming Industry in Marketing Trends

Intro

Competition is stiff in the E-commerce business, and every online business is trying to outsmart its way to the top. While there are numerous means through which online stores can keep their heads above the waters, my key discussion will border on marketing tips from the gaming industry.

From the arcade boom of the 1990s to home consoles, PCs, mobile gaming, and virtual reality, this industry has grown. Today, the video game market is worth more than $217.06 billion and is projected to hit US$363.20 billion by 2027.

What marketing strategies can e-commerce learn from the video game industry?

Feedback: An Asset for Building Trust with Consumers

Over 90% of consumers (me included) rely on reviews and feedback when purchasing. The gaming industry has learned this trick—it encourages players to create and share content (fan art and gameplay videos) to influence potential consumers.

For example, the SkyCrown Casino Review provides an objective overview of the platform, covering licensing, games, promotions, banking options, customer service, and the mobile experience.

Can E-commerce benefit from this?

Yes. E-commerce sites can encourage customers to create and share content, be it reviews, photos, or unboxing videos on their websites or social media channels. That way, other customers will get an idea about what to buy, while the business will understand where to make improvements.

Gamification: Promoting User Engagement

Gamification is about engagement, and video games use it to captivate and immerse players in dynamic experiences.

How does this work?

Through the utilization of in-game mechanics, such as points, levels, and rewards, gamification gives a sense of competition and accomplishment to a player.

A perfect example would be Xbox, where you are able to earn points for completing in-game tasks. You can redeem these points for Xbox gift cards to use on game upgrades, controllers, or consoles.

Can gamification be a marketing strategy to drive traffic and sales in E-commerce?

E-commerce can implement loyalty programs that mimic gaming mechanics. For example, regular customers can be rewarded with redeemable points every time they shop. Alternatively, online stores can give customers physical rewards like free shipments for unlocking a specific badge (say, orders above $500).

Community Building: Interacting with Real Players

Community is the lifeblood of any business, and engaging with it creates a sense of belonging. The gaming industry allows its players to share game-related discussions, tips, and feedback on various platforms like Reddit and Discord.

Further, the industry usually organizes tournaments, seasonal events, and in-game challenges that help it attract and retain more players.

Can community building be a solution to common obstacles online businesses face?

E-commerce businesses face stiff competition. To remain competitive, they need to build lasting relationships with their target audience. Online stores can create dedicated Facebook, Twitter, and TikTok pages where customers can discuss products, share experiences, and ask questions.

Additionally, businesses can organize contests or themed campaigns, such as product trivia nights or photo sessions to enhance brand loyalty.

Personalization: Each Customer Is Unique

We are living in the era of personalization, and that is precisely what customers expect. Let's learn a few lessons from the gaming industry, and observe how we can apply these to E-commerce.

Most video games will enable one to make a detailed profile and then personalize characters based on their preferences or style of play. They use advanced algorithms, including AI, to analyze and save players' gameplay patterns and purchase history.

How is this important?

Gaming platforms use player activity and spending habits to offer personalized in-game promotions and discounts. E-commerce platforms can use this strategy to turn website visitors into loyal customers.

First, let's discuss audience segmentation. One of the factors that makes your customers unique is demographic, interest, and behavior variables, which you should base your customer segmentation on. After the segmentation of your customers, you may offer them certain personalized discounts, such as birthday offers or special rewards for returning visitors.

E-commerce companies can use the AI system to suggest related products to the customers in relation to what they purchase. For example, Amazon uses 'customers who bought this also bought' feature with the aim of helping users find what they need and even buy more.

Limited Time Events: The Fear of Missing Out

The gaming industry widely uses the fear of missing out (FoMO) to drive customer engagement and sales. For example, Steam frequently runs time-limited sales events like summer sales with steep discounts. Fortnite releases exclusive skins and makes them available for a limited time.

Does the fear of missing out work in E-commerce?

Imagine visiting an online store like Amazon and finding the product you've always wanted to buy is available for $500 instead of $1,500. This will create a sense of urgency and make you purchase before the offer is gone.

So, creating a buzz around a product works for E-commerce. The platforms can use countdown timers for upcoming sales or product launches and include scarcity to drive interest and excitement.

Learning from the Gaming Industry

The gaming industry is thriving, and I recommend that other sectors, particularly e-commerce, benchmark it. The E-commerce sector can learn much from the video game industry, from feedback and community building to gamification and the fear of missing out. All these strategies work to reach a wider audience, make sales, and retain customers.