The Gamification of Life – How brands and retailers can capitalise on the gaming craze

When adults play, it creates a market that many brands have yet to grasp. Board games, trading cards, LEGO, gaming and collectables show that “kidults” are consciously investing in worlds, communities and a sense of belonging. Carol Rapp, Managing Director of SPIEL Essen, and Sven Siemen, board game creator and agency partner at asap – Brand Services, discuss why this market continues to grow — and how brands and retailers can capitalise on the gaming craze.