Connecting to Succeed
Harnessing Social Strength Of Digital Environments
Interactive entertainment has expanded far beyond the simple act of play. Especially younger audiences choose online digital spaces to hang out, interact with others, entertain and express themselves.
The ALDORA framework, which encompasses five key dimensions - Play, Watch, Connect, Create, and Spend - offers a comprehensive lens through which to understand this new ecosystem. Among these dimensions, CONNECT has emerged as a critical factor for brands seeking to build and engage audiences in digital environments.
As the digital realm becomes increasingly saturated with content, traditional methods of discovery and user acquisition have grown more complex and costly. This shift poses significant challenges for brands as standing out amidst a sea of offerings has become increasingly difficult. However, it also presents a unique opportunity for those who can effectively leverage the power of connection.
It is difficult to overstate the importance of social interaction in driving engagement. Today's digital spaces have become primary platforms for social interaction, with audiences seeking experiences centered on creativity and self-expression. Games, once solitary pursuits, have evolved into dynamic ecosystems where players not only engage in gameplay but also participate in a variety of interconnected activities. These include streaming on platforms like Twitch, creating mods and content, and, crucially, connecting with others in online communities.
This shift towards social gaming is evident in the numbers. The audience for shared online environments now outnumbers single-player experiences four to one. Between 2014 and 2021, the number of players in multiplayer games grew by an astounding 87%, while single-player games saw only a 1% increase. This trend underscores the growing importance of social connections in online, interactive entertainments.
A recent ALDORA report, Beyond Mobile, showcased how conventional digital strategies centered on mobile downloads are yielded less engagement than immersive experiences. Apparel brands, for instance, see much more traction by engaging consumers on their terms, rather than coaxing them into an isolated downloadable app.
For brands, the challenge lies in adapting to this new landscape. Traditional one-to-many communication models are giving way to more immersive, interactive approaches. Successful companies must look beyond conventional marketing strategies and focus on fostering meaningful connections within these digital communities.
One of the most successful releases from the last year was Baldur’s Gate III. Generating close to $2 billion since its release, it is a spectacular revival for Hasbro’s long-standing franchise of Dungeons & Dragons. Compared to the movie release, Dungeons & Dragons: Honor Among Thieves, which generated $205 million at the box office, the game proved vastly more popular. The secret? During the development of the game, studio Larian Games connected with its user base. By sharing parts of the title before its release, it managed to build goodwill and de-risk the development process. By the time of the game’s launch, Larian Games had established a groundswell of online activity and buzz that contributed to broader promotion and ultimate commercial success. It was band marketing suited for a new generation.
Increasingly, similar initiatives emerge. Take, for instance, Discord's innovative approach to game discovery. With users playing an astounding 60,000 different game titles each month on their platform, Discord introduced "Quests" - time-limited promotions that encourage players to try new games by offering rewards for completing simple tasks. What makes Quests particularly effective is their social nature. When a user accepts a Quest, their friends can see this activity, creating organic visibility for the featured game. This approach not only introduces players to new games but also leverages Discord's social features to spread awareness.
And as a final example, the New York Times found unexpected success in the gaming world with its acquisition of Wordle. The simple word game brought "an unprecedented tens of millions of new users" to the Times, many of whom stayed to engage with other games. This led to the company's best quarter ever for net subscriber additions to its Games section, showcasing the power of connecting through shared experiences.
As we move forward, brands that excel in fostering connections and facilitating meaningful interactions in digital spaces will be the ones that thrive. The CONNECT dimension of the ALDORA framework presents a key opportunity for brands to build loyal audiences, drive engagement, and ultimately succeed in the ever-evolving digital landscape. By embracing this new paradigm, companies can create deeper, more meaningful relationships with their consumers, turning casual users into engaged community members and brand advocates.