Whether we realise it or not, humans are fascinated by the concept of exclusivity.
The idea that there’s something out there that we can’t easily access or enjoy is a tantalising prospect. It’s a psychological trick that’s deployed across in marketing campaigns across every conceivable industry – and the world of gaming is no exception, of course.
For instance, when a game is only available to play on a certain console, platform or website then it naturally generates a sense of rarity and elusiveness. Those that do have access feel pleased that they’re part of an exclusive club; those who don’t have access feel left out and keen to get involved. It’s in scenarios like this where the fear of missing out is perhaps more powerful than we like to imagine.
Let’s take a look at a few prime examples of the ‘exclusive’ tag in action.
Console gaming
First of all, let’s take a second to remember the fact that creating exclusive games for specific consoles is nothing new. Microsoft have benefited greatly from investing in bespoke releases over the years; Halo and Gears of War immediately spring to mind. We’re also tempted to point to Sea of Thieves as the latest flagship release to take over the Xbox One community – most likely for some years to come.
Over on the PlayStation side of the aisle, PS4-only titles like Sony’s Death Stranding have been garnering plenty of attention from the console community. That said, a recent leak has left the door open to a PC release over the next 12 months. Even so, you can’t argue that it’s still a big initial boon for PlayStation owners all things considered.
iGaming
Generating exclusivity is also a common method used by iGaming companies when trying to build and retaining a loyal customer base. With so much competition among online casinos these days, it makes sense that brands are doing whatever they can to stand out from the crowd.
Buzz Bingo is a good example of a company doing it to good effect. As well as offering a wide range of online games, they also host a section of exclusive bingo titles for their Diamond Club members. Loyal players are also rewarded with birthday gifts, event invites and other exclusive promotions designed to take their gaming experience to the next level.
Mobile gaming
Recent stats from Statista estimate that there are now roughly 265 million smartphone users in the United States alone, so it’s no surprise that the mobile gaming community is growing exponentially every year. This evolution has thrown the door open to new methods of engaging players, particularly the idea of allowing people to download a game for free before presenting them with a set of exclusive add-ons once they’re fully into the action. Titles such as Supercell‘s Brawl Stars are among those doing just that, offering players a wide array of upgradable content designed to take their gaming experience to the next level.
So, there we have it. It’s clear that the classic psychological trick of exclusivity is still going strong across many different areas of the gaming industry. In all honesty, we don’t expect that to change any time soon!
