The e-commerce space may be transcending gamification and entering the retailtainment era. That’s where brands blend elements of entertainment and commerce in the same place, blurring the lines between shopping and leisure.
This concept is blowing up in China, where leading e-commerce platforms now have various integrated games that give users a chance to earn discounts. Soon, this concept could be seen everywhere, as retailers seek to up their engagement levels.
Borrowing ideas from the booming entertainment industry
The online entertainment industry has boomed over the last few decades thanks to constant evolution, and the addition of new games to appeal to a range of different players. For example, instead of just offering table games and slots, the iGaming market now has diverse options such as the Plinko game. This was first made famous in the West in The Price Is Right, and now players can enjoy its randomness in an online setting.
Streaming services have also expanded their offerings, with Netflix always attempting to evolve. The platform initially experimented with interactive content and then moved into mobile-style games and live events. This illustrates how even if a model was successful in the past, it may not continue to be so in the future. It also shows how big entertainment is, and how billions of people around the world seek it.
E-commerce sites shouldn’t remain stagnant either and can’t keep relying on the same offers and promotions. By integrating entertainment, they tap into that booming market and evolve their existing marketing models at the same time.
Major e-commerce companies investing heavily in entertainment integration
Some of the biggest names in the e-commerce industry have started integrating entertainment heavily, with Alibaba one of the best examples of this. The platform now features various minigames and puzzles that users can complete in exchange for discounts. AliExpress leans into this even more heavily, with various social games on the platform including Lucky Forest and Bubble Challenge. These involve their own currencies, giving players a chance to earn coins that can then be spent on products.
These Chinese apps are winning over the UK market, suggesting that companies over here need to jump on this trend now to avoid losing out to the e-commerce giants. Amazon has branched out into some forms of entertainment, including influencer live-streamed shopping options. However, it hasn’t gone down the fully integrated games route yet.
E-commerce companies need to strike a balance
Even though featuring entertainment options can be a great way to boost engagement on e-commerce platforms, it’s important that these sites strike a balance. After all, they are still retailers, and their offerings need to reflect this.
Entertainment offerings on e-commerce platforms should only be there if they suit the needs of existing customers. For any retailers thinking about implementing them, it’s important to conduct detailed market research first to see what customers want.
Retailtainment is gaining traction, and it could be one of the biggest disrupters in the e-commerce market in the years ahead. With customers increasingly in search of greater forms of engagement, retail brands need to cater for this and investigate what types of entertainment they can include.
