Serious Games is a term that is familiar in the gaming industry which defines games not only as fun games for the user but also as a way to collect data to improve their experience in the game. As such Serious Games not only provide entertainment but also an added value to retailers and brands as with the app Fashion Eye by Fashioholic.
By playing Fashion Eye, the player has the opportunity to challenge other players in a pricing war against one another to see who can correctly price a high fashion item. When a player finds an item they like they can choose to to 'luv' it and then after the round is complete the player has the option to see more items like it and shop as well. Through Serious Games, the brands and retailers use this information to learn about their consumers and their fashion preferences and learns to deliver more specifically targeted merchandise that is specifically tailored just for the player.
Did you know that 43% of the time that a consumer spends playing a game combined with Serious Games? That means that more retailers and brands are giving consumers a more personalized experience providing a win win situation. The consumers gets to see what merchandise they love and are willing to spend money and brands and retailers learn about consumer trends and where fashion is heading.
Serious Games is nothing new. It is a technology that has been used since the latter half of the 20th century but as more and more consumers are spending time on computers and mobile devices the use of Serious Games has increased. Fashioholic, which is all about using Serious Games in their fashion apps is bringing the innovation of Serious Games to a fashion-centric market to expose brands and retailers to new and existing consumers all the while collecting unique data and insight about their products to better focus their marketing techniques.
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