Games. They’ve been around for centuries. And they have provided lots of amusement, competition, and, of course, entertainment.
Dating. It’s also been around for centuries. And it has provided ways for people to find each other, fall in love, and maybe become a permanent couple.
Today, the entertainment industry has an unprecedented presence.online – music, movies, and yes, games. Entertainment also includes spending time on social platforms.
And today, dating has also moved online via websites and apps where people can connect, get to know one another, and, if things work out, perhaps form some type of romantic relationship.
The Confluence of Games, Entertainment, and Dating
Online dating was originally pretty bare bones and serious. Singles joined a site or downloaded an app, created a profile, and the site/app looked for compatible matches, presenting them to the user for acceptance or rejection. It was then up to the compatible couple to make their own “fun.”
Much has changed since those early days. As the number of online dating services increased, competition among them increased. And as competition increased, these services realized that they had to do things to differentiate themselves. And technology cooperated by providing the means.
And so, online dating companies began to incorporate entertainment in the form of games. These allowed couples who were dating remotely to have immersive experiences together to feel more connected.
Types of Games and Entertainment Experiences
Games and entertainment activities include any or all of the following:
- Couples can watch the same movies together
- Users who have connected can play virtual games
- Virtual trips to places like Paris or museums are possible via AR and VR technology
- Entertaining quizzes, contests, and icebreaker games allow prospective couples to connect in fun ways.
- Couples can virtually attend live streamed concerts together
The Gaming Industry Gets in on the Act
First, let’s talk about niche dating apps – there are plenty. There are apps for farmers, nerds, elites, singles, clowns, seniors and more. In the LGBTQ+ community there are lesbian, gay, transgender and bisexual dating apps. And among all of these, there are also dating apps specifically for gamers. The gaming industry, which is already quite profitable, has seen an opportunity here.
“What’s good for the goose” and so on as the saying goes. Now many gaming sites and apps have added dating to their platforms. Players can date virtual characters on such apps as “Dream Daddy” and “Monster Prom.”
But even more, players can connect with other players on games like “World of Warcraft” and date one another right within the platform. Some users have even gotten married within a gaming platform..
All of these things have appeal for users looking for new ways to be entertained and to socialize, and an escape from the physical world’s limitations. As long as the virtual world is used in moderation, it’s fun and entertaining. When use graduates from moderation, there are problems – emotional, psychological, and financial.
And speaking of financial repercussions, there are some great opportunities for businesses to grow in this new environment
Business Responds to the Confluence of Dating, Gaming, and Entertainment
Businesses well beyond dating and gaming apps have begun to realize the opportunities in several ways:
- If they can keep their customers engaged in new and fun ways, they will keep coming back. This brings brand loyalty. Jack Daniels grasped this very early on and began to incorporate customer storytelling/contests. It has since added a host of other gaming and entertaining pieces that keep customers coming back if only to see “what’s happening.” Dating apps that do the same enjoy the same brand loyalty.
- There are opportunities to increase revenue. Dating and gaming apps, for example, can offer lots of fee-based features – one of the reasons why both industries are multi-billion dollar ones today.
- Invite a friend. A business such as a dating app with a large customer base can enlarge that base by giving incentives to users who bring in a friend to participate in a game, attend a virtual concert, or join a contest.
- Businesses collect more data by tracking user participation and behavior as customers engage in entertainment, gaming, and dating. They can use the data for targeted marketing campaigns and to provide more personalized experiences and, in the case of dating apps, far more suitable matches.
What the Future Holds
The short answer is we don’t quite know where all of this is going. As technology continues to evolve, the lines between our physical and digital lives will begin to blur. In the case of dating apps, this will mean more immersive experiences via games and entertainment opportunities for users.
There are some challenges in all of this, to be sure:
- How will user data be protected as “bad guys” also adopt new technologies to steal it.
- Those who become overly-consumed by their digital worlds can suffer psychological and emotional damage. Already, an entire industry is growing to “detox” people, especially younger people whose digital addictions have become severe. Spending all of one’s free time chatting and engaging with large numbers of people on several dating apps is not healthy dating.
Gaming on dating apps is not going to go away. It’s a great way for users to connect and find the types of romantic/sexual relationships they want. The “keys to the kingdom,” though, require that users exhibit common sense as they seek partners and that dating apps incorporate new gaming activities responsibly and with the strictest of security measures.
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