SXSW 2023: Virtual Natives: Content, Collabs & Celebrations
With more grandiose metaverse projects largely receding behind recessionary anxieties, SXSW 2023 (Austin, March 10-19) saw entertainment experts and institutions including Epic Games, Lego and Coachella discuss engagement strategies with immediate wins. Core debates centred on virtual native audiences’ preferences and practices – from gaming’s transmedia connections to humanity in the metaverse and at phygital events.
Gaming Goes Transmedia: Entertainment Crossovers
Humanity in the Metaverse
Phygital Events: Online Communities at IRL Celebrations
As Gen Z and Alpha’s favourite pastime, gaming accounts for the lion’s share of revenue in the global entertainment sector (see Key Stats) – a cultural clout paving the way for savvy transmedia integrations. HBO and Netflix are embracing adaptations, Sony Interactive is stepping up its social creator game, and music streamers are looking into building gaming-centric artist incubators.
As Gen Z and Alpha’s favourite pastime, gaming accounts for the lion’s share of revenue in the global entertainment sector (see Key Stats) – a cultural clout paving the way for savvy transmedia integrations. HBO and Netflix are embracing adaptations, Sony Interactive is stepping up its social creator game, and music streamers are looking into building gaming-centric artist incubators.
Summary
Gaming Goes Transmedia: Entertainment Crossovers | As Gen Z and Alpha’s favourite pastime, gaming accounts for the lion’s share of revenue in the global entertainment sector (see Key Stats) – a cultural clout paving the way for savvy transmedia integrations. HBO and Netflix are embracing adaptations, Sony Interactive is stepping up its social creator game, and music streamers are looking into building gaming-centric artist incubators. |
Humanity in the Metaverse | Virtual natives are coming of age in well-established games like Roblox, which are often their primary online social space. Within these proto-metaverses, people connect through their own avatars. Many speakers discussed how creating digital bodies as diverse and versatile as our physical ones will be key in fostering belonging in future brand engagement. |
Phygital Events: Online Communities at IRL Celebrations | In her 2023 Emerging Tech Trend Report, American futurist Amy Webb revealed that revenue for live events and theme parks in 2022 outpaced pre-pandemic levels. It prompted discussions from groups like Coachella about the value of engaging virtual natives and knitting together gigs and festivals with the online communities they nurture all year round. |
SXSW 2023: Virtual Natives: Content, Collabs & Celebrations
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