As the physical and digital worlds continue to blur, brands have an opportunity to innovate within the video games sector, says freelance writer Josh Walker.
For both gaming brands and the gaming community alike, 2018 has been the year for photo mode. Initially introduced as a casual tool with which gamers could capture screenshots in-game, a vast improvement in graphics and environment design, not to mention the addition of filters and effects like shutter speed and aperture, has seen photo mode become a standalone selling point for a number of mainstream titles.
In recent months, photo mode has reached such a peak that certain publishers have launched dedicated microsites highlighting player photos, while projects like Shoes For Virtual Feet have launched, collating images of simulated footwear captured through photo mode. ‘The photo modes seem to be getting more sophisticated every year, to the point where they’re now as useful a tool for professional photographers as they are for casual players,’ says Leo Sang, photographer and founder of the Shoes for Virtual Feet project.
While the pull of photo mode is clear for players, it also offers an untapped opportunity for brands. LS:N Global’s Avatar Influence microtrend outlines the way in which digital avatars are changing consumers’ interactions online, particularly within the fashion sector. As witnessed with digital influencers like Blawko and Lil Miquela, the barriers separating the digital and physical worlds are increasingly blurred. Just last month, online multiplayer game PUBG collaborated with clothing and lifestyle brand A Bathing Ape to offer a number of purchasable branded items in-game.
