Real-Time Engagement (RTE) redefined gaming and social experience amidst pandemic

At first, being told that you must work from home and not step out for a month seemed like a much-needed reprieve. But the reality was quite different. The ongoing pandemic has forced a large part of the country to stay indoors for longer than a year. After countless virtual calls and parties and hearing the phrase ‘new normal’ ad nauseam, people began to miss meaningful human, interpersonal connections.

It is no surprise that the pandemic proved to be a game changer (pun unintended) for sectors like gaming, e-sports, and social media. A report by Deloitte earlier this year highlighted that factors such as increase in smartphone penetration, affordable data and rising disposable incomes have allowed for e-entertainment to boom. When coupled with real time engagement, not only did gaming and social media keep people entertained, it provided the one thing people were seeking – social interactions.

Gaming: a community lifeline during the pandemic

Games were always meant to be shared activities with tabletop and board games bringing friends and families together for shared experiences. As more and more games get built for smart devices, regaining that sense of actual personal interaction has become increasingly important. Especially during the pandemic, voice and video capabilities provide a stronger connection despite physical distance. In fact, last year the World Health Organization (WHO) started a campaign called #PlayApartTogether, highlighting how important real time engagement was to keep people socially connected. In India, the Deloitte report states that India's online gaming industry is expected to grow at a compound annual growth rate (CAGR) of 40% to $2.8 billion by 2022, up from $1.1 billion in 2019. This figure is not surprising given how gaming has increasingly become a lifeline during the pandemic, giving a new meaning to interactions in a virtual social world.

Intuitive and advanced Real-time engagement technology turns a remote multiplayer game into a social platform, allowing for the enhanced user experiences. For example, the emergence of low power consumption helps reduce battery drain without sacrificing quality has allowed for better gaming experience. Similarly, advanced capabilities like low-latency 3D spatial audio using proximity-based sensing are used to determine another player’s distance and position—just like you would in the real world. With AR (Augmented Reality) facial masks and filtering, players can customize their physical appearance to fit their role in the game or to match their mood. Coupled with live engagement and voice or video chat, players can see each other’s reactions, cheer each other on, and socialize while they play games and create memories together.

Expanding the ‘social’ in social media

Several social media statistics indicate that during the pandemic, a lot of people have turned to social media for news and entertainment, turning the tide back to more social elements on many platforms.

Without Real-time engagement, social media is just media. The rise in two-way interactions has allowed brands and people to communicate with each other in real time. For example, embedded voice and video chats are revolutionizing the dating app world. Take the case of MeetMe - users no longer have to rely on a static picture, profile page or text chat to learn more about a potential new friend or date; they can interact and chat in real time through live video. From small, intimate private chats with friends to group karaoke, social apps are driving connections through fun features like custom avatars, face filters and virtual gifts.

Brands are also leveraging social media to increase customer engagement amid the lockdown due to the closure of brick-and-mortar stores. We are finding that people need interactions that extend beyond video conferencing and this has led to innovation in retail. VR-Based (Virtual Reality) shopping applications have increased customer engagement by successfully infusing 3D vision to the products. Retail companies like Lisa and Popshop offer live-stream shopping experiences that boost customer engagement and conversion.

Today, social media influencers post on-demand video content and hold live events that can reach millions. Globally, influencers livestream their lives for hours every day. Worldwide, there is an increase in demand for audience-to-host, host-to-host, and co-watching experiences provided by companies such as Scener. Similarly, live streaming of games on social media platforms and apps has increased, leading to more live engagement with their audiences from gamers and influencers. This is just the beginning of a coming transformation in the social media industry and how engagement will be redefined.

In the last year, consumer experience emerged as the key prerogative for all sectors. We are likely to see this trend continue well into the post-pandemic world. From live streaming to broadcasting to video chat and beyond, Real-time engagement is bringing new services and communication capabilities to the masses in ways never seen before. Sectors like gaming and social are front runners in adopting technology like AR and VR and are setting the standard for communications in a virtual, futuristic world. We are fast approaching an era where the interactivity between people and brands will be seamlessly available on any screen; one that will allow you to touch, feel and engage with each other just as you would in the real world.

The article is authored by Ranganath Jagannath, Director-Growth, Agora