My first experience creating a digital escape room was in 2020 for one of the biggest companies in the world. This science-based company sought out to show how they developed their highly complex products in a creative way. This was, first, for their own numerous non-scientist employees and, second, for the public to help build trust in their processes.
I was responsible for the storyline: the structure of the game as well as the dialogues. Not having a science background, it was a challenge to understand the client’s business. I had to ask a lot of ignorant questions so that I could clearly explain the highly sophisticated matters involved.
As a business storytelling consultant, that’s my bread and butter. But this time, there was an additional hurdle. I had to simultaneously get to grips with the potential and limitations of a new technology: virtual reality (VR). I had recently played a physical escape room wearing a VR headset, an experience that left me nauseous, but excited.
Why? Because even the most captivating book can never suck me in as intensely as a great game. Competition and camaraderie are taken to the next level by playing along with other people, for example, in a local area network (LAN) party.
When I was a teenager, a dozen of us would sequester ourselves in the cellar for three or four days to play a collection of favourites, or sometimes even just one game. Day became night, mealtimes were forgotten, personal hygiene neglected. Even after such an exhausting weekend, part of me wanted the game to go on, and I’d eagerly arrange dates for the next LAN party.
Now you understand why the nauseating VR experience nevertheless left me excited – I knew intuitively that gamification is the future of brand engagement.
Merging storytelling with gaming for brands
For the last decade, marketing and branding have revolved increasingly around storytelling. That trend is merging with the 250-billion-dollar games industry. Over three billion people regularly play games. Astonishingly, 40-46 percent of them are female. And, at least in the US, the average age of a video game player is 35 to 44, debunking the stereotype that gaming is limited to a much younger demographic.
To keep them entertained, some companies are using VR merely for its ‘wow’ effect. But savvy brands have realised that that can be like producing a movie with lots of special effects – momentarily impressive but soon boring and quickly forgotten, without a lasting impact.
The magic happens when you add gamification and tie it all together with storytelling. Successful games are often built around a compelling story that serves as the backdrop for the game, providing a sense of purpose and direction.
Similarly, adding game mechanisms to a story makes it interactive. Societal and technological trends are coming together, so ‘immersive VR storytelling’ holds huge potential to deepen brand engagement.
Of course, technology also raises concerns. For example, AI combined with additive manufacturing will enable even a startup to quickly copy any product in the market. AI deepfakes are already eroding trust not only in brands, but across society. Seeing can no longer be believing. So, on what basis do you trust anyone and anything?
For companies, the issue is: how do you protect your brand, and get people to continue trusting it?
To build and maintain trust, positive and shared experiences play a crucial role. A story is an imaginative experience. That’s why stories, too, build trust. When people play games, they tend to be relaxed and receptive – competitive, but not defensive or critical.
We encountered some defensiveness when we were designing my first escape room, and it taught us an important lesson. Surprisingly, many of our client’s scientists did not own a smartphone, let alone a VR headset. In fact, less than three percent of the world’s population are estimated to own a VR headset.
Many also consider themselves ‘serious’, and are unsure about their brand being represented by a ‘wacky’ game. These facts led us to two decisions. Rather than an escape room for a VR headset, we created a browser-based game that anyone could play from their mobile or computer. Second, instead of inventing a game world, we virtualised the client’s own premises with 360-degree photography.
This proved to be a popular approach in our case. When Facebook rebranded as Meta, with Mark Zuckerberg floating alongside alien avatars, many businesses thought the Metaverse too playful. But demand has exploded for virtualised physical premises or ‘digital twins’.
In fact, recognising the importance of bringing together the real and the virtual, my VR technology partner, Switzerland-based startup Aumivi, chose as its tagline ‘the real-world metaverse’. So solid and multi-use steps exist into the mixed reality future, whether for recruiting, onboarding, or offering customers a gamified experience.
The art of crafting an imaginative and interactive narrative within the virtual landscape allows brands to foster trust and credibility. Just as successful games are framed by compelling stories, companies can use this approach to convey their values, showcase their expertise and resonate with their target audience. The power of immersive VR storytelling not only captivates the senses, but also establishes an emotional bond, marking the brand experience unforgettable.
So as the boundaries between reality and the virtual realm continue to blur, businesses must embrace the opportunities that lie with the mixed reality future. In this era of rapid technological advancements and ever-changing consumer behaviours, those who embrace the fusion of storytelling, gamification, and virtual reality will emerge as the pioneers of brand engagement.
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