Why OTTs are turning to gaming
It leads to consumers spending more time on the platform, thus boosting engagement and ultimately attracting brand collaborations
From the bad old days of intermittent internet connections, and Google encouraging you to make a T-Rex run through a desert when servers were down, online entities have experimented with all sorts of methods to keep users engaged and on-site. And streaming platforms are no different.
It’s becoming an all too common dilemma. While Netflix, Disney + and others offer endless hours of content, being so spoiled for choice often means more time spent scrolling through the options and deciding what to watch. And as it’s in the streamer’s best interests that you stay on their platform and not move on to another, why not throw in some games to distract and occupy the user’s wandering gaze.
Mitesh Kothari, Co-Founder and CCO, White Rivers Media, says OTT platforms have been evolving to bring new experiences for their consumers. “What started as making streaming more accessible has now evolved to letting the audience control the storyline. Gamification helps these platforms to dive into basic human drives— autonomy, mastery and purposefulness. This enables platforms to get higher engagement from their audience and alter content consumption through interactivity.”
Dhruv Warrior, National Creative Director, FoxyMoron, (Zoo Media), agrees that with the growing number of OTT platforms and the seemingly endless supply of binge worthy shows, absorbing documentaries and a plethora of movies available to people, the choices have become more of a challenge than a blessing.
“Have you ever spent 45 minutes on Netflix deciding what to watch and never actually getting down to watching anything? It's a familiar experience for thousands of users. Gamification offers these platforms a new way of engaging people and drawing their attention to particular series. And games aren't restricted only to the platforms. Allowing users to control the narrative or the flow of a plot creates a more engaging experience that leaves a lasting memory in people's mind,” he says.
An excellent example of this is the games that have started accompanying the release of every subsequent season of Stranger Things on Netflix, with the streaming giant incorporating 1980s-style arcade games based around the series on its platform. The company’s Netflix Games which was launched late last year already saw huge traction, and other services like Disney + Hotstar are following suit, and planning to launch their own metaverse in conjunction with IPL 2023, an endeavor that is assured to include a gamut of gaming.
Casual gaming is on the rise in India, with a huge number of Indians now turning to casual games for entertainment, leisure and stress relief as well. Rubeena Singh, Country Manager India & MENA - AnyMind, believes this trend will only spike in 2023 as more and more Indians get access to powerful gaming devices as well as improved internet connectivity.
Warrior says it should come as no surprise that OTT platforms are moving towards gamification, as eSports and hyper casual games are amongst the fastest growing industries in the country. Gamification offers new and unique ways to interact with the TG, create a whole new customer experience and in general create a new brand story for platforms and content alike.
“There are over 500 million gamers in India today. Also, new age brands, which are beginning to influence overall marketing trends, will continue to find more value in gaming inventory. The immense potential that gaming has is naturally of interest to OTT players,” says Singh, adding, “However, the domain expertise of gaming is very different from those that content companies/ OTT players have. While the opportunities could be limitless, it remains to be seen how OTT players can transcend this change to leverage the gaming opportunity.”
Kothari also notes OTT gamification is vastly different from mainstream gaming, but there is huge potential within the OTT industry and gaming industry. The amalgamation of these has opened a two-way street of interactivity on OTT. “By enabling the consumer to engage and control the narrative, OTT platforms are also learning their habits and expectations and enhancing user experience,” he says, concluding, “This has led consumers to spend more and more time streaming and gaming, boosting engagement and consumer stickiness, and ultimately attracting brand collaborations.”
