The rapid rise in technological trends can transform the marketing environment by creating opportunities and expanding the client base. The technical environment has changed every industry today, with people using smartphones, social media, solar-powered vehicles, electric cars, and delivery applications, among other forms of digital technology (Armstrong & Kotler, 2022). The drastic change in technological trends has forced many organizations to adjust their mode of operations to meet customers’ needs. It is, however, crucial to note that the marketing sector has been the biggest beneficiary of digital technology because of the new opportunities in advertising, production, distribution, and access to goods and services (Armstrong & Kotler, 2022). Different companies have invested in technological equipment and helped business people create a new phase of existing marketing strategies. Disney is one of the companies that have enhanced customer experience and realized high profits by using digital technology to attract and retain new consumers of their products (Kotler et al., 2015). Other technological advances in games like Fortnite and Roblox have also shaped how customers interact with various goods and services, impacting the marketing environment.
It is crucial to note that the change in generational groups influences marketing decisions and the future of any business. In recent years, there has been an increasing demand for goods and services from the younger generation. Therefore, most companies have leveraged games like Fortnite and Roblox to appeal to the younger audience and boost engagement (Guzzetti et al., 2023). There has been a dramatic change in culture with the current generation. It is common to observe the youth playing games online on their phones, tablets, or desktops. The prominence of the gaming sector has enticed many companies to make it one of their branding platforms. Businesses require that customers connect with the products through one-on-one interactions. Initially, people had to walk to showrooms, malls, and supermarkets to view products and make purchases. However, with the virtual environment created through gaming, customers can interact with a product or service in the comfort of their homes and purchase without physically visiting the shop.
Initially, television and radio were the primary forms of entertainment companies used to reach customers. However, the gaming wave is strong, capturing an enormous youth demographic between 18 and 24 years. Companies that have benefited massively from the gaming culture include Nike, Adidas, Gucci, Kellogg’s, and Vans, among other luxury items producers like solar-powered and electric cars (Guzzetti et al., 2023). Research indicates that Roblox and Fortnite have transformed the business world through their unique features that appeal to Generation Z and Generation Alphas. A report released by Roblox and Fortnite indicated that the platforms record over sixty-five and twenty-five million users daily, respectively (Guzzetti et al., 2023). The two gaming platforms mentioned above have remained relevant to most businesses because they have platforms that allow virtual interaction with the staff, sales team, and management, allowing space to get clarification and initiate transactions.
The gaming world offers a unique opportunity for marketers to sell their brand to a wide and young audience, which impacts future purchasing power. The gaming design ensures that the users embrace creativity as they unlock one level of the game to another. Creativity creates a special bond between the user and the products, attracting them more to the goods and services (Armstrong & Kotler, 2022). Similarly, the design of the games is a fun experience for the players and allows them to give feedback that helps provide better customer experiences. Therefore, gaming has eliminated the need for customers to try out goods and services and then share their views and opinions, a practice that takes long to review and adjust. Games allow marketers to change aspects of their services that need modification before the customers can purchase them because of the features that enable real-time feedback and interactions.
References
Guzzetti, A., Crespi, R., & Atwal, G. (2023). Gaming and luxury brands: love and hate. Journal of Business Strategy.
Armstrong, G., & Kotler, P. (2022). Marketing. Pearson Education, Limited.
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