Effect of interactive games in service sector
Although a lot of interactive game technology is still in its infancy, the effect on the service sector could be huge. Looking at Japan’s culture of video game bars for instance, large profits combining the markets of gaming and drinking can be seen. Along with greater customer satisfaction, the ability to pull in more clientele as a result, and the option to advertise while customers are on the premises through bolt-ons provided by apps, could see interactive games revolutionize the way we spend our time and money in hotels and bars.
The ever-increasing blurred lines between social media and virtual worlds mean that many now choose to stay at home rather than go out to bars and pubs to socialise. This is particularly evident in the UK’s drinking sector which has seen a dramatic decrease in the number of clientele frequenting pubs. With more people spending time at home and interacting with fellow humans via their mobile phones, an encouragement to marry this activity with bar culture makes good sense. Where previously it has been more acceptable to stay at home on your phone, gaming and socializing, the introduction of interactive games into the service sector is likely to increase the number of people frequenting bars.
In any business, retention is key, and by use of interactive games and the option to incorporate social media, especially those which are managed by establishments, means more loyal customers . Trivia apps are starting to use this technology; advertising events to previous customers, and encouraging sharing of future events through social media.
By providing customers with more entertainment, and options of things to do and ways to interact with other customers, they are likely to be happier. If they are happier they will stay longer, spend more money, and importantly come back. Interactive gaming opens up a lot of avenues; it doesn’t mean that bars will be restricted to particular types of gaming; they can see how their clientele react to different events and what effect it has on their income. The huge advantage of interactive gaming is that it doesn’t require any equipment so changing the type of gaming provided is easy.
In-app advertising included in many interactive gaming systems will allow for targeted advertisements throughout games and through time spent in bars, pubs and hotels. Where licensing laws allow, venues can also partner with drink providers to create specifically targeted adverts.
The advantages of interactive games are manifold, but most importantly the trend is set to make profits sore significantly. With more encouragement and more time spent in these spaces, interactive games are set to change the service industry immensely.