GPWA Times Magazine - Issue 45 - October 2019

The evidence of this is everywhere, in the increase in popularity of artisan products and personalized ser- vices and experiences compared to mass production and a one-size- fits-all approach. The latter does not support sharing or interaction. Customers today want an experience that is personal to them, is entertaining, engaging and interactive and that can be shared with others. This is not supported by an RNG-driven game where the player has no control over the outcome and the achievement is driven by chance alone. The days of re-skinning and repurposing exist- ing games and products by changing the aes- thetics or applying minor tweaks, without any fundamental change to the underlying math model or game mechanics, are numbered. The challenge lies in developing a game or experience that is engaging, entertaining and interactive enough to hold the atten- tion of Gen Z—whose average attention span is estimated to be around eight seconds — and allows the player some semblance of control that can be shared with others as an achievement. Thirdly, and perhaps the most important characteristic or trait of this group, is that their choices are increasingly driven by ethics, values and principles. Nor are they shy in calling out or turning their back on those who behave in ways that run counter to their views. The evidence of this is everywhere: in the growing backlash against some social media sites for a lack of duty of care; brands for their treatment and exploitation of workers;marketing initiatives or the treatment of customers that suggest bias or discrimination on the basis of gender, sexuality or ethnicity; and some of social media’s biggest influencers and brands for cultural misappropri- ation, misrepresentation or stereotyping. This is not good news for an industry that has long had an image problem, not just with the moral, religious and cultural Customers todaywant an experience that is personal to them , entertaining , engaging and interactive , and that can be sharedwithothers . This is not supported by an RNG-drivengame where the player has no control over the outcome . 31 G P W A t i m e s . o r g