Why brands are levelling up in the OOH gamification platform

New adventures are on the horizon through a digital frontier of innovation and brand to consumer connection.

A sandbox of opportunities allowing the expansion of gamification through OOH formats to bring to life an even deeper level of brand identity and storytelling.  By implementing an interactive element to a campaign through OOH media placements, not only are users more immersed into the concept, but its remembrance extends with each playthrough.

Welcome to gamification in Out-Of-Home, press start to begin.

It comes as no surprise that 95% of GenZ-ers own a smartphone, with the expansion of 78% of them owning an internet-connected gaming console. And they started young, with the majority owning their own phones by the time they were 12, making them ‘Digital Natives’ in the truest sense.

Within a rising world of technology in the out of home media format, these channels combined present an opportunity to fully merge such a trusted platform into a users’ personal device and bring gaming to the big (and small) screens across the UK.

Hyper-casual gaming is already a pastime on a huge amount of peoples’ journeys or when ‘rotting’ in bed in between scrolling Tiktok, X or Instagram. Playing games that have no endgame, just to get a higher score or level. These types of games are already embedded into our digital DNA and they gravitate into the space that has interactivity.

The inflation of gamified ads on all socials has amplified this, games are everywhere, and we can’t get enough of them. Whether it’s old school Candy Crush or Temple Run through to modern games like Royal Match or Among Us, these are all great examples because of their replayable element, but also their short play times and great execution.

In 2021, the hyper casual gaming market was valued at US$1.5 billion and, despite a less than optimistic 2023, Business Research Insights projects the gaming subvertical will be worth $3.6 billion by 2032.

Gamification within the OOH space takes brand identity to the next level

So what does Hyper-casual gaming have to do with the OOH space? It’s the perfect genre/style for both the media side and the brand creative side. Not only is it the ease of play and inclusion, but also as a canvas for any and all brands and creatives to bring their visions to life.

Gamification within the OOH space takes brand identity to the next level, with 3D technology giving it a further narrative world to explore and creative options beyond what’s possible with 2D content.

Anamorphic content gives a better visual representation to brand identity and core values, but having an interactive element to the campaign also allows a more personal connection to its player audience, in high visibility public spaces, through technology such as Ocean Outdoors’ Deepscreen Alive (below) and Clear Channels ScreenPlay (to name a few).

A fixation on personal devices means they can become the perfect controller to connect and take over the creative on screen, as the main character and part of the wider trend, with added shareability and online traction.

As a public audience, we are very nosy, curious, and intrigued by new experiences and opportunities, so an invitation to play a game and win prizes on the big screen surely won’t see many decline the offer! Gamification transcends audiences all looking to get involved, not only ‘gamers’; groups of friends, kids pestering parents, fans of the brand, anyone that wants to get involved.

This connection opportunity gives brands a new level of strategy and art direction to help envision motion content within mixed media platforms. Adding the opportunities to bond further with its customers and resonate on a deeper level of storytelling the narrative of the campaign and brand.

Gamification in OOH cannot be discussed without the mention of AI

These experiences don’t need to only include the users’ phone but have the extended opportunities through technical abilities of either add-on hardware or already built in mechanics. Through various tech hardware we can extend this platform even further with the use of haptics, motion capture, touch screen or even an old school arcade controller pad. All opportunities to heighten the creativity and strengthen the campaign strategy.

Gamification in OOH cannot be discussed without the mention of AI implementation (both dev and visual based) as a tool, becoming an element involved within these experiences for a more personalised playthrough, tailored to keep the user at the forefront of the experience but still ring-fenced within the narrative of the campaign and wider strategy.

Overall, Gamification can be a highly impactful option to add to any media plan with good reason, if well executed properly as an extension to the wider strategy. With a combination of social, online, DOOH, and a nice little incentive, this can be a sure way to get people, both locally and online, talking and sharing.

Trust in the OOH Space + Trust from the users’ personal device = uniformed linear trusted game experience with a strong blend of brand connection.

Will Bentley, Innovation Director