The market is large, but there are two sectors that particularly interest us: gaming and digital marketing. It’s no coincidence that we create advergames. But since we’re always on the ball, we thought we’d get help from an AI to write the text so we can fully step into the future.

We look at 2023 with optimism and also a bit of healthy excitement, but we also analyze the data emerging from industry studies to have a clear picture of what awaits us in the new year.

What we will talk about in 2023 regarding video games

To understand what we will talk about in 2023, it will be useful to take a look at what is happening right now in the world of video games. 2022 saw new players approach gaming dynamics, such as the fashion sector. According to analyses by BoF (Business of Fashion), 25% of the world’s population belongs to Generation Z, the one that does not consider traditional communication channels and is therefore immune to traditional advertising communication.

This market segment, aged between 12 and 25, is particularly sensitive to video games and social networks.

Ralph Lauren, Gucci, and Burberry, among others, did not miss the opportunity to connect with these potential customers by joining new gaming dynamics.

Honestly, this does not surprise us. It’s no coincidence that among our advergames we feature "Rescue Matilda," Chiara Ferragni’s video game, where outfit choice is the starting point, and "King Of The Roses," the advergame by Simone Guidarelli, the famous stylist and fashion designer.

So, certainly, the sector to keep in our sights for 2023 is fashion, and we don’t lack a few case histories to present.

Four elements of online video games to keep an eye on in 2023

But what are the aspects to take into consideration for the future of online gaming?

Cloud gaming, have you heard about it? Every day we use cloud services to store and manage work; now these services also apply to video games, bypassing other types of physical media. Many gaming companies already use it; we still like the simplicity of using the browser, we’ll see in the future.

Augmented reality continues its rise to the Olympus of video games. Where virtual reality creates a parallel world in the game, augmented reality allows a personalized experience for the player, who can access extra content.

Microtransactions are a new trend in the gaming business. First of all, microtransactions are defined as purchase options within a video game that allow users to obtain items or decorations. Microtransactions can be made with real money or virtual currency.

In video games, the sharing aspect is increasingly decisive for players, who choose a specific video game precisely based on interaction with other users. Studies have shown that transactions play a decisive role in online advertising revenue.

An offline look, overview of the year to come.

Let’s step away for a moment from our specific interest related to video games, to place it within a broader perspective: that of the trends that will shape the market in the coming months. Many of us have already read the report on #BigIdeas2023, and here we would like to put on the table those that will most influence our sector and our vision of work in the company.

The in-depth analysis shows that 2023 will be a year marked by slowdown, recession, and recovery, in which one fixed point will be the fight against climate change, which will have to involve all sectors, including ours. This is a point already very dear to us; it’s no coincidence that among our advergames we include the "Hera Eco Games," with the goal of educating people about waste sorting for a conscious and sustainable approach to consumption.

Next year will be the year of AI and of new tools that will increasingly replace smartphones as the single communication tool.

Competing with smartphones will be wearable devices, wearable technologies such as Bluetooth headphones, smartwatches, and smart glasses, which are increasingly autonomous compared to smartphones.

From our point of view, new challenges and creative ideas for communication certainly await us. We are ready to see whether predictions will keep pace with reality.

Sources: Financiallounge , Futuroprossimo.it , Linkedin-Big Ideas 2023