What we can learn from the gaming industry when it comes to customer loyalty

The gaming industry has fascinated people for decades. We spend our evenings in front of the console, use games to relieve stress or even earn our money with them. No medium fascinates generations as much as the gaming industry. As a company, you can learn a lot from gamers when it comes to innovation and change.

We’ve looked at Nintendo in the past, there’s a lot to learn from their mindset and culture of innovation. From game principles to marketing, we can also learn a lot from gaming for our products, processes and innovations.

For example, we can learn a lot from Candy Crush and the like when it comes to user and customer loyalty. Loyal users stay with the product for a long time. In-game purchases in particular are a fascinating concept here. Even if loyal users have paid before the game, they are willing to spend more money for continuous development and a perceived advantage. The feedback culture in the games industry is also different from what we know from other business sectors.

While there are often customer surveys or other standardized questionnaires, loyal gamers openly give their feedback to the players, both positive and constructively negative, and want to jointly optimize the gaming world they have grown fond of. This feedback on Steam or appropriate forums, combined with thoughtful analysis makes a lot of sense for the steady growth of a game series. As a company, we very rarely get really deep into data analysis, but in gaming, the points at which you lose the player are important to continuously improve the application. That’s how companies need to do it with their products and innovations. They need to constantly improve it, analyze it, and listen to the users in order to succeed. When people start using the services, the company’s own app or product, you have to motivate them and go into direct communication with them to learn from them.

After all, if the products or services offer real benefits and added value, customers will love and loyally recommend the product to others. Just as Pokemon, Super Mario and co have continued to be bought for generations, loyal gamers buy the experience. Loyalty, experience and adventure are also key factors when it comes to innovation. Customers need to build a trust in the company and develop a love for the products, as Apple always managed to do under Steve Jobs.

This is the only way to compensate for the disadvantages of innovation, which are radical and novel – and therefore difficult to assess – and to find loyal users, fans and partners who together build and improve the company. In this way, you are no longer the lone visionary, but the experience-driven innovator who changes the world.

Alexander Pinker
Alexander Pinkerhttps://www.medialist.info
Alexander Pinker is an innovation profiler, future strategist and media expert who helps companies understand the opportunities behind technologies such as artificial intelligence for the next five to ten years. He is the founder of the consulting firm "Alexander Pinker - Innovation Profiling", the innovation marketing agency "innovate! communication" and the news platform "Medialist Innovation". He is also the author of three books and a lecturer at the Technical University of Würzburg-Schweinfurt.

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