A Look Into Grocery Gaming Culture
In today’s marketplace, grocers and consumer packaged goods (CPG) companies have an intriguing opportunity to tap into the gaming culture as consumers increasingly engage with video games. According to Datassential’s recent “Midyear Trends Report,” a significant 61% of consumers play video games on their devices. More strikingly, 45% of gamers report being influenced to purchase food or beverages based on gaming content or advertisements.
Brands like Kraft Heinz have already recognized the potential here. This summer, they introduced a limited edition of KRAFT Mac & Cheese featuring Super Mario shapes. This collaboration not only captures the imagination of both children and adults but reflects a growing trend of partnerships between food brands and game developers.
Ashleigh Gibson, senior director at Kraft Heinz, highlights the challenge modern families face in sharing meal times. Their partnership with Nintendo aims to provide simple yet fun meal options that resonate with busy families. Such initiatives showcase how gaming icons can seamlessly merge with grocery products, creating a compelling narrative for consumers.
Retailers are also getting in on the action. Kroger’s Points Rewards Plus program incentivizes gamers with the chance to redeem points for digital game vouchers. Meanwhile, Walmart is carving a niche in the gaming sphere by launching experiences in platforms like Roblox and teaming up with Unity for enhanced digital shopping experiences.
As the video game industry surpasses the global food and sports sectors combined in revenue, tapping into this audience offers a promising avenue for growth. As more brands recognize this potential, the grocery landscape may soon look dramatically different, filled with engaging, game-inspired products that capture the hearts and wallets of gamers.
