GAMERS OF THE WORLD UNITE!
Video games provide countless hours of entertainment, allowing players to explore vast lands, become heroes, defeat monsters, or conduct a simpler life such as running your own farm, all without leaving your sofa. In a time when we are likely to be stuck inside for the foreseeable, this escape is invaluable to many.
This escapism is not just for existing players however, as many more are now turning to gaming for the first time; evidenced by the fact the Nintendo Switch has again become difficult to buy in some regions. The current crisis presents an opportunity for brands to connect with a completely-target audience, who may find they love the hobby so much, they continue gaming long after lockdown comes to an end.
It’s not hard to understand why. Video games provide rich worlds to explore, complex storylines to follow, puzzles to solve, and worlds to get lost in and become invested in. In a time when mental health issues could skyrocket, they can provide a much-needed relief.
Amongst new releases, Animal Crossing: New Horizons saw huge anticipation in the weeks leading up to launch: you get to develop an island exactly as you’d like, literally everything is customisable. It’s a slow-paced, gentle game with no pandemics to worry about. The ultimate relaxing life away from, well, life.
THE LAUNCH OF A GAME IS NOT THE END
But once you’ve sold a game, what next? The world of video games is inundated with opportunities – DLC (downloadable content) add-ons, in-game events (looking at you, Bunny Day!), sequels, merchandise - many of the most successful video games have had entire franchises built around them, like Final Fantasy, or Pokemon. It’s hardly surprising it’s the most profitable entertainment industry in the world. These aren’t just for seasoned gamers – those that are new to video games may find that this extra content gives them even more of a reason to stay and become invested in the world they've created. Additional content that can be used from the start can also provide a much-needed boost for those who are unfamiliar with the gaming style, boosting their character while they get to grips with how to play.
Gaming companies have been supporting their customers in a number of ways during the pandemic. In a bold move, Square Enix have willingly broken their street launch date worldwide for the Final Fantasy VII Remake, one of their most highly anticipated games, and shipped copies early in order to allow for any delays, resulting in players worldwide receiving their copies over a week early allow as many of their customers to receive their copy by the release date as possible. It has sent fans a clear message that more than anything, Square want them to be able to enjoy the game. Placing fans’ enjoyment at the heart of their decision making is an inspired way to develop brand Magnetism. Fan communities in turn have set strict no-spoiler rules, with anyone trying to ruin the surprises for others getting a ban and their content deleted. It’s a move that many companies may follow as lockdown continues, and one that will certainly not be forgotten by fans of the franchise.
PARTNERSHIPS BETWEEN DEVELOPERS AND FANS ARE STRENGTHENING
Likewise, when games have had to delay, such as Naughty Dog’s recent announcement of The Last of Us 2 needing more time, most players appreciate the honesty from companies and their commitment to providing quality over shipping out unfinished games.
Now more than ever, developers are able to really reach out and feel connected with their players and build connections, be that through forums, social media, or develop update videos. The transparency and shared passion for the projects resonate with players like never before. As gamers and companies stand side by side, it’s clear that connections to gaming brands are strengthening in these unprecedented times, building and developing into what can be long-lasting loyalty to game producers and their franchises.
By Rhiannon Southan