Why games will remain social even if we play apart

The audience for gaming is broadening across all types of demographics as fun and games continue to play an important part in our lives. There’s a tension between online gaming and screen-free play, says Best Buy’s Jill Giefer. We want to limit screen time, but we also use screens to socialize and play just like we do with in-person and tabletop games. Can both forms of play continue to thrive in the future?

Matt Carmichael: In-person games became more popular during the pandemic. What have you seen post lockdown in trends about play?

Jill Giefer: After every aspect of work and leisure was forced online during the lockdown, we've seen consumers desire more analog and look for ways to disconnect and reinforce their digital boundaries. At the same time, play in the digital world connects people and can build a community even as things are opening and getting to a new normal. So regardless of where play takes place, if that is online or physical or if it's individual or with a group, it serves a lot of different needs for people.

Carmichael: Like what?

Giefer: Play can serve as an escape from life, a way to express yourself creatively. It can be a skill or hobby to keep improving or challenge yourself. And it can meet those different needs at different times depending on what the individual's context is.

Carmichael: Ipsos is tracking nostalgia as a trend living on past the pandemic. Are you seeing that?

Giefer: Definitely. Part of what we're seeing is effort related to reducing screen time where consumers are turning to the past for other entertainment mediums and looking for ways to be creative or find stimulating activities that improve their mental health. We've seen data around Gen Z consumers, in particular, looking for lower- or no-tech type of vintage products and games.

Carmichael: And there’s a bit of a confluence of digital and physical experiences.

Giefer: In the pandemic, there was a tension for people who were sick of being online all day for work or school but also using tech to connect to people. There’s a tension, but also a blending of the two. People are getting enhanced experiences for physical products and physical experiences by using and leveraging tech.

Carmichael: How is the gaming audience changing?

Giefer: We're seeing a much larger, broader, more diverse audience. If you think of who a video “gamer” is, they're really not a monolith. There’s been increased accessibility because you can be a gamer through your phone or a wearable that doesn't necessarily require a computer or a TV. As gamers are spanning across demographic segments, including age, income, race, anyone who games can be a gamer. So, there's much more inclusivity in the community.

Carmichael: What are some of the motivations for gamers?

Giefer: The most intense gamers really like to game for fantasy, to escape and have a sense of adventure. They're not necessarily in it for more of the social aspects but like to be seen as an expert and give out their advice to others. Then there's a group who's focused on challenges, so they really like the sense of accomplishment of winning and have that more social need that they get fulfilled through gaming. Then there's times when it's just about having fun or relaxing. Finally, it really does fill a need for connecting.

Carmichael: I learn a lot from my children in how they play. What are you learning from kids?

Giefer: Kids learn how to play and get better at games by streaming and watching others play. When I was a kid, you just had to keep playing or talk to someone about it. Watching someone is probably a more efficient way of getting better.

Carmichael: And the social aspect as well.

Giefer: They can play together while not being together, inviting their friends in to participate in a game through a code. So, there’s a social aspect where even someone like an 8-year-old can feel like he's connecting with someone without being together with them in person.

Carmichael: How does retail fit into the play community?

Giefer: We hear from customers that Best Buy stores are like an adult playground where they come to try before you buy and get a chance to touch and feel products, try them out, including some video games, and can talk to our associates. We’re also seeing experiential retail, in general, as a form of play or entertainment at the very least.