## Adjusting to the Gamer Mindset
Mark McGuinness, a gaming marketing authority and digital gaming public relations specialist, posits that in our current rapidly evolving landscape, the destiny of online gaming could depend on operators streamlining their products.
As the calendar year concludes, numerous individuals within the online gaming sector, whether congregating in executive suites, at industry conferences, or even within their WeChat circles, are contemplating an enduring inquiry: What lies ahead for digital gaming?
The stark truth is that the future isn’t some far-off occurrence; it’s transpiring at this very moment. In this hyper-connected digital era, technology has infiltrated every aspect of our lives. From biometric ink that decodes our internal functions to wearable gadgets, intelligent applications, the Internet of Things (IoT), and naturally, our smartphones – our “auxiliary brains” (or perhaps for some, their “primary”) – technology has interwoven itself into the very essence of human existence. In this interconnected realm, technology is propelling transformations in our inherent behaviors, shaping how we engage with and consume brands, goods, and services. So, where does this position us?
**The Focus Marketplace**
You’ve probably come across this marketing catchphrase previously. Essentially, the omnipresent smartphone (perhaps the primary offender in this digitally oversaturated world) bears a significant portion of the responsibility.
This gadget, some might say, understands you more deeply than your closest friend. People interact with it, obsess over it, even physically engage with it more than their partners, romantic interests, closest companions, or mental health professionals. We utilize it for purchases, to engage with friends both in person and online… it stores our deepest secrets, our most personal instances, and all those meticulously curated images meant for social media platforms.
It’s the core of our daily online interactions, our digital tasks, and all those crucial events on social networks. The mobile phone boasts the highest daily user engagement, acting as the launchpad for all our digital adventures in this interconnected world. And all of this generates a massive amount of digital information, which, it goes without saying, is a whole other discussion.
**Excessive Digital Options**
What are the implications of all this? Well, aside from the phone being the portal to this digital realm and the attention economy, it’s created an egocentric “me-centered” existence, rife with terms like “hidden narcissists” and “inward-focused narcissists.” To put it simply, and perhaps a bit directly, it’s created a marketing and product dilemma: everything must revolve around the individual, be tailored to the individual, and be communicated in a personalized and relatable manner.
Essentially, while the phone has created both an inability to focus and access to unlimited knowledge, it’s also resulted in an overabundance of digital choices and the opposing effect of attention spans lasting mere moments.
Its akin to the misconception about goldfish memory, but with our ability to concentrate.
At the dawn of this century, we could maintain focus for a full 12 seconds. Now? We’ve plummeted to a paltry 8, as per the National Center for Biotechnology Information. One can envision Darwin perplexed by this development.
And honestly, it’s not surprising. Cornell University investigators discovered that we make an astounding 35,000 conscious choices each day. A remarkable 226.7 of those revolve solely around food! This plethora of options is overwhelming for us biological beings. We can’t simply install additional processors or cultivate extra gray matter to manage it all, at least not yet.
This excess poses a challenge across the board, but let’s consider the realm of gambling. An entire field of research, the psychology of decision-making, is dedicated to comprehending how we arrive at choices. Yet, certain gambling entities appear to disregard this entirely. They pack every single pixel of their digital platforms with games and wagers. Countless casino offerings, an inexhaustible sportsbook, and more live betting possibilities than anyone could ever require. It’s simply too much!
Players are not machines. They become disoriented in this ocean of choices, struggling to locate what they genuinely desire. The consequence? Discarded betting slips and disgruntled players.
Numerous individuals overseeing sports wagering offerings would privately acknowledge that a minuscule portion (approximately 5%) of their betting choices genuinely see any engagement. This implies the majority of their offerings are simply extraneous.
Bettors require direction. However, I remain uncertain if the sector possesses the fortitude to simplify matters, to streamline the bet placement or game participation process. This simplification would enhance customer satisfaction and encourage loyalty, yet reducing choices might impact brand recognition and revenue generation. Prominent sportsbooks and renowned casino brands might hesitate to embrace such a risk.
Consider this: within our contemporary digital landscape, everything progresses at an accelerated pace. Products, technology, even interpersonal connections – all have become disposable with the ascent of social platforms. New products, new technologies, new acquaintances – all are merely a click away.
Rapid expansion and localized approaches are the prevailing concepts, the frameworks shaping the future of online gaming. Traditional methods of promoting betting products, largely conceived before the internet’s widespread adoption, are antiquated. Most depend on factors like age, sex, hobbies, and media consumption in an attempt to comprehend potential players.
Alternative approaches rely on location, presuming that individuals residing within the same postal code share more similarities than two arbitrary individuals.
Undeniably, conventional elements like population data are crucial when crafting a marketing strategy for a gaming enterprise. However, I believe the sector must delve deeper to gain a competitive advantage. This is where the realm of behavioral economics comes into play.
This discipline examines how factors such as our mental processes and social contexts shape our choices, particularly those involving finances. This is paramount in the world of wagering, where feelings run deep! Behavioral economics enables us to comprehend why individuals make decisions that appear illogical at first glance – for instance, why someone would persist in betting even when aware that the odds are unfavorable.
Case in point, loyalty initiatives frequently fall short in the gaming sphere. This is because, especially for younger demographics, receiving $10 presently is far more enticing than the *possibility* of obtaining $15 in the future, even if the latter constitutes a wiser financial decision. This short-sightedness is prevalent among gamblers.
In essence, individuals who engage in gambling, whether digitally or at a physical casino, are multifaceted. We cannot simply categorize them into tidy compartments based on their age or geographic location. To achieve genuine success, the gaming industry must embrace a more profound comprehension of human conduct.
The gaming landscape is evolving. Flashy technology and extensive marketing are no longer the sole drivers. Players are now the focus, dictating trends, sharing their journeys digitally, and shaping the opinions of others. This shift demands a change in strategy from developers and publishers.
Abandon the pursuit of the next blockbuster. The future of gaming lies in simplicity. Imagine games that are easily accessible, provide genuine worth, and deeply connect with players. It may not appear as captivating, but ultimately, players determine which games deserve their time and resources.