In today’s competitive landscape, brands make use of a variety of channels and platforms such as above-the-line (like radio and TV), middle (digital media) and below-the-line (public relations and physical activations) to craft successful marketing campaigns.

Gamfication is not a new phenomenon. In the wake of the Games for Change Africa festival, which took place towards the end of 2022, it’s becoming increasingly clear that gaming – and impact gaming in particular – has the potential to be a significant force for good across the African continent. Not only can the sector help drive positive change in fields such as education, financial literacy, and skills development, but impact gaming can also promote job creation and help foster diversity and inclusivity.

South Africa’s oceans, like others around the world, are under grave threat from overfishing, poaching, and other illicit marine activities. That threat isn’t just to the fish caught up on lines and trawler nets either. Rather, it represents a danger to entire ecosystems below and above the water and also to livelihoods and the economy as a whole. That’s without even considering marine poaching, which is enriching violent criminal gangs.

In the wake of the Games for Change Africa festival, which took place towards the end of 2022, it’s becoming increasingly clear that gaming – and impact gaming in particular – has the potential to be a significant force for good across the African continent. Not only can the sector help drive positive change in fields such as education, financial literacy, and skills development, but impact gaming can also promote job creation and help foster diversity and inclusivity.

For the longest time, there’s been an underlying belief that gaming is not good for young people.

This time of the year is critical for all brands, bringing both opportunity and increased competition.

No matter how much you enjoy gaming, chances are you’ve felt a nagging sense of guilt about playing at one point or another. Maybe it’s the result of having your parents tell you to get outside and play when you were growing up. Or maybe it’s just a societally-induced sense that spending a couple of hours immersed in a virtual world every day might not be the best thing for your mental health.

‘Impact games’ is an umbrella term which refers to games that are purpose driven. Like serious games, which denote games that have a serious intent, the merit of impact games is expressed through their ability to add value and promote behaviour change and learning outcomes.

Customer expectations continue to change rapidly, and brands need to find new ways to engage with consumers by providing authentic personalised experiences, that demonstrate the value a brand has placed on each consumer.

Computer and video games are not only interesting entertainment mediums, but also useful tools for education, treatment, and problem-solving due to their fun, social, and interactive features. The technical word for these kinds of computer and video games is “serious games.” Serious games are utilized in a wide range of methods to convey complicated information, boost motivation, and assist patients in their recovery.

The events of the past two years have, undoubtedly, made all of us more aware of our health than ever before. Whether it was realising how important overall health is to staving off infections or learning how vital mental health is to our general wellbeing, there was no escaping the growing consciousness surrounding all things health.

Capitec Bank in South Africa wanted to help their clients manage their money better and so they approached Sea Monster Entertainment. The two innovated and created Livin’ it Up which is a gamified solution that teaches clients the fundamentals of managing their money while having fun.