New Survey on Gameplay Shows People Crave Different Kind of Digital Togetherness: Face-to-Face Connections

Survey by Sequence Uncovers a New ‘In-Person, Social’ Opportunity for
Designers, Developers and Brands Building Digital Experiences

SAN FRANCISCO–(BUSINESS WIRE)–According to a new survey from Sequence
released today, the deep-rooted desire for face-to-face, social
interaction represents an untapped opportunity for designers, developers
and brands to build digital experiences that bring people together. The
survey used the context of digital gaming to inquire about how digital
experiences are — or aren’t — satiating people’s desires for a more
natural, person-to-person connection. The survey found that while only
12 percent of consumers consider digital games to be social, 66 percent
wish that more digital games were designed to facilitate social
interaction between friends and family, in-person and not just on
screens.


Games are already a very social activity, but often the socializing
occurs online or between devices. Twenty-one percent of respondents
reported playing games with others online. However, gameplay also occurs
within regular group experiences, with nearly half of consumers (46%)
playing digital games with friends and family because it is part of an
in-person, social gathering.

The new survey report, “Technology and Tomorrow’s In-Person Social
Experience,” was released today by Sequence,
a San Francisco-based independent agency that designs and develops
connected experiences for the world’s best-known and most innovative
brands, including The Ellen DeGeneres Show, Chipotle, Apple, Facebook
and Chevron.

Through the survey of more than 1,000 consumers, Sequence explored the
juxtaposition between screen interactions and face-to-face interactions.
In addition to identifying digital games as social activities, the
survey uncovered that millennials are actually leading the charge
towards in-person digital togetherness. Eighty-one percent of
millennials wish that more digital games are designed to bring friends
and family together – a clear contrast to the perception that
millennials prefer to be “heads down” in their screens.

Additional key findings in the report include:

  • When playing digital games with friends and family, 52% prefer
    bite-sized games that are easy to figure out and can be played in a
    short amount of time
  • When playing games with friends and family, 47% play in smaller groups
    of 2-4 people, and 13% play in larger groups of four or more
  • 57% said that digital games with easier to use technology (e.g.
    device-, operating system- or console-agnostic) facilitate more
    in-person social interaction
  • Millennials are 2X more likely than baby boomers to play digital games
    with friends and family as part of a social gathering
  • 1 out of 4 millennials like to play digital games with others
    in-person using multiple devices
  • 97% of consumers play Pokémon Go in a group

“People are ready for digital games that connect them in more natural,
social ways. Our insights show that increasingly people are seeking a
balance between the digital and physical in our culture,” said Jojo Roy,
chief executive officer of Sequence. “Gameplay can be a proxy for other
social experiences that have moved online – fundamental interactions
like learning, entertaining or communicating. This desire for real-life
social connection represents a significant opportunity for game
developers, but also for consumer brands that are extending their reach
through second-screen experiences like games and other forms of digital
entertainment.”

“Creating this same-space social environment requires a different type
of design thinking and a new technology approach,” said Espen Tuft,
Sequence vice president of digital products. “In our own client
experiences and testing, we’ve discovered technology barriers when a
group of people want to pick up a quick game that works across multiple
devices. By breaking down the barriers of operating systems and opening
up gameplay to more bite-sized experiences across many screens, Sequence
has uncovered a new, more social way to play games.”

Sequence has extensive experience developing real-time platforms that
enable same-space, multi-device gameplay. The suite of technologies
integrated by Sequence allows for mobile games to be played as a group,
across iOS and Android devices over any wi-fi or cellular connection.
Additionally, the technology can extend gameplay across different types
of screens, including smart TVs. Originally designed for high volume
parlor games, the platforms can be used for any digital game, learning
or brand experience that intend to spark more personal, in-person
interaction.

For more information on the survey findings of “Tomorrow’s In-Person
Social Experience” download the full report here.

About Sequence

Sequence is an independent agency that designs and develops connected
experiences by launching new brands, digital products and service
experiences that improve people’s lives and grow businesses. From
strategy to design to development, the 75-person Sequence team delivers
complete and compelling experiences for the world’s best-known and most
innovative companies including Apple, Chevron, Chipotle Mexican Grill
and The Ellen DeGeneres Show. For more information, visit Sequence.com
or find us @sequenceSF.

Contacts

104 West Partners for Sequence
Kim Caro, 720-407-6076
kim.caro@104west.com