How Entertainment Platforms Are Influencing European Brand Strategy

In today’s marketplace, customers want to be immersed in purchasing activities, not just watching from the outside. Because of this, we have seen an increase in marketing activities that involve techniques borrowed from entertainment and gaming. Gamification in marketing campaigns is common, while live-streaming product demos has also become a tactic used by companies. For forward-thinking European brands, this integration of engaging tactics has reshaped how companies can build loyalty and differentiate themselves from the competition. 

Live Interaction as a Sales Channel

Live interaction is one of the clearest ways to engage audiences, turning customers into participants. It’s a tactic that is used very effectively in entertainment, such as in the iGaming sector. For example, live casino Betfair uses a hub with a suite of live-dealer games, like blackjack, roulette, and baccarat, in which players can join real tables, chat with dealers, and compete alongside others in real time. This makes the gaming experience more interactive and mirrors the in-person experience at casinos, creating a responsive and immersive environment. Consumers want a personal connection, so this tactic has crossed over industry and is being used effectively by European brands to increase engagement. 

Zalando, the online retailer, has hosted live events with influencers trying new collections that allow customers to watch and purchase as they do. IKEA in Germany have created virtual home tours that give consumers the chance to buy furniture as they see it, blending an interactive experience with commerce. In the music industry, Spotify have gamified their product offering badges and interactive storylines to listeners. Mirroring the live casino model, they created “Listening Parties” that allow fans to interact directly with artists and each other, creating a community as they do.

Gamification and Customer Engagement

Spotify is not the only company in Europe using gamification.  L’Oréal has used interactive quizzes and challenges on TikTok to turn beauty education into a fun experience. Exercise apps like Strava and Nike Training Club offer badges to users as well as employing a leaderboard to incentivise and motivate their customers. Shrimps, a London startup, has gamified their newsletter, encouraging repeat interaction with the brand through incentives and exclusive content in an attempt to build their customer base. 

Multi-Channel Integration and Data Insights

While companies have integrated different tactics into their marketing and product offerings, they have also harnessed this data to inform their future strategy. ASOS has become a master in this regard. They combine live sessions with targeted email campaigns. This means they can study data in real time and adjust their offerings as they do so; customers also get recommendations in real time. In the automotive sector, BMW ran test-drive experiences in 3D environments which collected valuable data on customer interests.

For brands that want to remain competitive in Europe, embracing interactivity is a must. It’s not only a way to build short-term participation, but if done right, it can create long-term brand loyalty that keeps customers coming back, while nurturing creativity within a company and driving it to more success.