What makes a website or game successful? How has the digital world changed in the last three years, and why are some entertainment platforms continuing to grow, while others stagnate? Also, what does this say about society as a whole?

When it comes to entertainment and games, consumers want more than ever before, and if you are in the business of marketing or creating games, here is what you need to know to compete successfully.

Experiences

Is a game even worth playing now if it’s not immersive? The majority of people who play online (including anything from gamingclub.com to World of Warcraft) want to feel that they are in the game, experiencing it fully. This has led to a rise in games using virtual reality (VR) and augmented reality (AR) to create a unique experience for gamers, and it has launched those games into popularity.

Personalization

There are no two ways around it: research has shown that people like it when an experience is catered to them, especially in the digital entertainment world.

Online platforms like Netflix and Amazon Prime Video are so successful because they are able to present users with movies and shows that they will likely enjoy, based on previous history or selections made when signing up.

In the world of online gaming and gambling, the platforms are also able to personalize games that the users will probably enjoy, keeping those on the site entertained.

Videos

If you want to promote a product online, you need a video. It’s that simple. Videos are the most-watched content on the internet, dominating platforms like TikTok and even Facebook.

Companies across the digital entertainment spectrum (such as casinos and gaming sites) are now noted to be using a combination of AI and video generation to create content and adverts for pennies, which is driving up engagement on the sites being promoted.

Celebrities (sort of)

The Xbox 360 game Guitar Hero boomed in popularity due to the image of guitar legend Slash from Guns N' Roses playing the game. Suffice it to say, celebrity endorsements are a common (but expensive) way to promote products, and so, in the new age, games and other entertainment platforms are opting for idols instead.

These are images (usually AI-generated) that look like celebrities, which are then used to promote products or games. This can be successful, but at the same time it can be a double-edged sword, as some promoters in the digital entertainment industry have begun to ask if it is ethical to do this and to tie a potentially inferior product to a celebrity's image.

Artificial Intelligence

Love it or hate it, artificial intelligence (AI) is here to stay, and it has helped the entertainment industry to blossom into something completely different.

OK, so AI videos on YouTube are not doing so well, with petitions to add a “No AI results” button to the platform and AI videos being called “AI Slop.” However, AI has been used with much more promising results on gaming platforms, as it can assess a player's favorite games and levels of skill, and then recommend other options that may be enjoyable.

It is also able to draw up music playlists on YouTube based on past listening experiences, which is, again, a great use of the technology.