The Science of Simulation and Shopping
By: Precious Osoba
Tags: Anthropology, Marketing, Branding, Gaming, Shopping

The Science of Simulation and Shopping

Exploring the brand opportunities in simulation gaming with behavioural science.

The Sims 4

If I calculated the amount of time I spent playing The Sims as a child and put a salary on it, I’d be deep in the millions. The Sims was my guilty pleasure, and once I became immersed in my virtual world with my virtual family I’d get lost in the game for hours. I had every expansion pack, my Sims went to university, they went on holiday, they had pets, they even became celebrities…you could say my Sims were living a better life than me.

While practising social distancing I’ve been feeling more nostalgic than ever, I haven’t spent this much time at home with my family since I was a child and I’ve found myself playing games again. 2 games in particular; Animal Crossing and The Sims 4, and the 2 games both have something in common, simulation. My liking for simulation games has many explanations, but in this article we will look at it from an anthropological perspective.

In the words of a Amber Case “We are all cyborgs”

Cyborg anthropology is uniquely applicable to gaming because the study of personhood extends to the digital realm and illustrates the human relationship with technology as an extension of the self. Technosocial advancements such as simulation games can be seen as tools that facilitate an extension of our mental selves, essentially allowing an individual to have a digitally enhanced second identity. It’s important to note that this is what we do when we play games like Sims, that allow you to create the perfect life in a virtual world that is not bound by physical world restrictions such as time. In a pandemic, this angle provides an explanation of why many have turned to simulation games that allow them to be mentally present in another realm, although physically restricted. Escapism.

Many qualities of the virtual gaming world make it the perfect place for profitable ventures to thrive, the desire to enhance the self and the blurring of boundaries between physical and digital space create hyperlife immersive environments. At a glance of Second Life, a simulation game with a real currency and where real in-game business’ are operating, users are getting married, buying properties and investing real time, emotions and money into this transactional virtual world.

That’s how real it can get.

Fendi x Wechat Game

So back to marketing, how can brands see gaming as an opportunity?

Advergames are for promotional purposes and work by increasing brand love through entertainment value, the gamer may then reciprocate by spending money on their products or in the game. A few brands have already seen opportunity in the digital space and have dabbled into advergaming, adding an extra touchpoint to their multichannel lifestyle strategy e.g. Louis Vuitton, Burberry, Hermes and Fendi x Wechat. On the other hand, In-game advertising utilises product placement in the virtual world of existing games, this usually takes the form of a collaboration. In-game advertising has been the most prominent tactic we have seen in the pandemic period and more recently brands are joining the virtual worlds and establishing branded spaces.