How games are changing the world. Games and gamification in…a pandemic

The Power of Play in Quarantine

When I set out to write this column to showcase how Serious Games and Gamification are being used in different industries; (marketing, research, finance, training etc) I never imagined that I’d be writing about how game-based approaches would play a role, an important role, during a pandemic. But here we are.

I’m writing this article at the end of Month 3 of lockdown in the UK.
In this time, I’ve seen people pause. Play. Spend time together.
People are skill-sharing, showing kindness to strangers, and getting creative in all forms.

Some of the first things we’re doing together in our homes or remotely is playing games and being playful; the Monopoly set comes out and gets dusted down. People are playing or re-learning how to play Chess. There are mass quizzes using web conferencing software (of which, web conferencing software has responded by including more quiz capabilities), and we’re spending more time at play with our children, nephews, nieces, grandkids and pets.
We’re dancing in the street and being playful online – who hasn’t seen the incredible Tik Tok videos, or quarantine memes?

Play helps alleviate stress, allows us to express our true selves, helps unlock creative thinking, and provides a ‘safe space’ for collaboration. Collaboration, as well as creativity, are all important now when we need each other more than ever.

I’ve seen, even here in my local community, people playing Pictionary across the street from each other.  People have chalked hop-scotch squares 2 metres apart on the street to help children (and let’s face it, adults) to understand what 2 metres looks like for social distancing.

In an eye-opening Atlantic article, we hear about how children are using play to emotionally deal with and understand the Coronavirus, even ‘playing CPR’ in some cases at a pre-school in Washington, USA, and thus helping to shape their education on the disease.
Kate Gray, editorial fellow for The Atlantic, wrote: “Play is children’s language. They act out pretend scenarios as a way to express concerns, ask questions, and, crucially, reshape a narrative. In a pretend scenario, children are driving the plot and can change the outcome of a scary situation or try out different solutions to a problem.”

It’s no wonder then that The World Health Organization (WHO) endorses playing games during these times which is why we’ve seen the hashtag #PlayApartTogether go viral due to their collaboration with 18 game industry leaders – including Activision Blizzard (of World of Warcraft fame), Zynga (of FarmVille fame), and YouTube gaming.
Bobby Kotick, Activision Blizzard CEO said: “It’s never been more critical to ensure people stay safely connected to one another. Games are the perfect platform because they connect people through the lens of joy, purpose and meaning. We are proud to participate in such a worthwhile and necessary initiative.”

And indeed, we have seen more people are playing videogames than ever before. According to a report from The NPD Group, as of May 15th 2020, U.S. consumer spend on videogame products reached the highest total in U.S. historyin first quarter of this year – a record $10.86 billion.
Mat Piscatella, games industry analyst at The NPD Group said: “Video Games have brought comfort and connection to millions during this challenging time. As people have stayed at home more, they’ve utilized gaming not only as a diversion and an escape, but also as a means of staying connected with family and friends.”

Indeed, the power of videogames during these Corona times is also bringing about innovations, in light of social distancing. Popular game Fortnite, which has over 250 million registered players, has begun to facilitate and co-create in-game music concerts. In a Rolling Stone article written in April 2020 on why the music industry should be looking more closely at games, we read details how Travis Scott, American rapper and record producer, appeared on the Fortnite virtual stage with over over 27.7 million individuals in attendance of five pre-recorded Fortnite experiences.

So, not only are games a means to escape and play, but a means to bridge the social distancing gap, where many predict that in-game events (such as music concerts) will be more prevalent in the near future.

In response to what feels like an instinctual leaning towards play by the public, brands are getting in on the playful action.
Recently, Dyson launched a series of cards and challenges for people to design and build structures at home. NatWest bank has launched the ‘Island Saver’ game to help children understand money matters better.

Focus Games, who make educational healthcare games, produced a COVID-19 game to help young people understand the disease better, and how it spreads.

Parent-owned company, A little Can Do based in the UK, has created a pack of cards that help boost positivity for young people – with a month’s worth of cards to build mindfulness, gratitude and creativity (and give them a break from screens). The BestSelf company has created the ‘Little Talk’ deck – a deck of cards to help adults to inspire more quality conversations with young people. The list of such examples is endless.

So, not only are businesses responding to these times using play, but are even using their challenges, products, and full-on games as great marketing opportunities in these times. It’s clear that play during this pandemic is playing a personal role for all of us, but also crucial for brands in continuing to stay close, and relevant, to consumers.

My biggest takeaway from the prevalence of play in these times is just how core our instinct for play truly is – as much a need as eating, drinking, and seeing others. When we strip away work, when we strip away status, when we strip away the ability to go shopping – we’re left with our innate desire to be playful, both on our own and with others. Play is indeed an important role for both young humans and animals, but what this pandemic is teaching us all is that we all need play, no matter our age.

Head image: Illustration by Leni Kauffman. Graphic by Betty Adamou (ed.)