Cross-platform experiences will help advertising and marketing

Google has the winners of. announced Google Plays Best of 2021, a celebration of apps and games that made a positive contribution to culture this year. This is the first time Google has extended the awards to apps and games on tablets, smartwatches, and televisions.

While it might just seem like a fun award to keep an eye on the top apps selected in each category, Google Plays Best of 2021 has brought you more insights into you Brand strategy than you realize

A little bit of context

In the past few years, the COVID-19 pandemic has forced people around the world to stay home and adopt social distancing practices. For many, this scenario created fear, insecurity, loneliness, and a potentially major health hazard due to isolation. Playing games turned out to be a good level of relief, as we read in the Washington Post article about. can see the games that got us through the pandemic.

Multiplayer games in particular allowed us to connect with friends (and even make new ones), enjoy some fun moments together, and be part of a community even when we were physically separated.

But what about the cross-platform design of multiplayer games? Well, there are times when it is easier to make friends to play the same game together when the title works on different devices. Even if you don’t have a Nintendo Switch or an iPhone, you can still play Pokémon UNITE with your friends if they have an Android smartphone.

And apply the cross-platform strategy (even better in combination with interactive content and gamification tools) can produce powerful results for your brand.

Cross-platform trends and marketing insights from Google Plays Best of 2021

A partnership between Unity and The Harris Poll produced the Cross-Platform Games Report 2021. The report explains that:

More than half (56%) of all Americans have played multiplayer games in the past year, and a clear majority (87%) of these players have played cross-platform games; 43% of cross-platform gamers say they want more cross-platform game options.

For the game industry, it looks like crossplay games will be a major trend for multiplayer titles from now on. But what can marketers get out of it?

Use interactivity and gamification in your content strategy

Games are some of the most interactive and immersive experiences there is.

Delivering interactive content in a fun way can be a good approach for your brand to engage audiences. This is especially true when the audience is made up of young adults (18-34) and when they are used to game logic that includes tasks, rewards, completing missions, and leveling up.

This video from Gamify shows examples of gamification techniques to consider:

Cross-platform is the key

Regardless of the interactive content strategy you use, it’s important to remember that the less friction there is between platforms, the better the interaction will be for users.

This is even more important when users can interact with each other during the experience. That means you should avoid a quiz or promotional game that works fine on iOS but has fatal flaws on Android, desktops, etc.

Don’t forget that humans are social beings

Many people played video games during the pandemic. If the pandemic is finally declared over, it is possible that people will spend more time outdoors and with friends and family.

Corresponding This post We can conclude from this that people have become more open to the use of games as social spaces, since games are “an inherently social issue”. This may indicate that they can also be more open to similar interactive experiences.

It may be more difficult to get the audience’s attention these days, but listening to their pain and coming up with creative ideas for interactivity and engagement can transform your strategy completely.