The Gaming LUMAscape

June 3rd, 2012

The much-anticipated Gaming LUMAscape is out. When we released the original set of LUMAscapes in 2011, they covered the major sectors in digital media – search, display, social, mobile, video and commerce – leaving one category to follow: gaming. Just a few years ago, gaming would have been considered a niche category within digital media (but then again, so would social). However, since then gaming has exploded. There are still the traditional “gamers” playing sophisticated console-based or massively multiplayer online (MMO) games. Now, gaming is a mainstream activity, with the masses adopting simpler games that leverage social interactions or the convenience and accessibility of mobile games (enabled by the growth in smartphone adoption).

And that is not all. Enterprises have recognized the value that games can provide when used in the right context and applied to their workforce or customer base. With “gamification” built into their digital frameworks, products and processes, enterprises have realized that the inherent nature of games – including competition, rewards and status – can motivate employees and customers to act in ways that drive positive outcomes for their businesses.

The time consumers spend online is largely spent: searching, sharing, viewing, buying – and playing. With the release of the Gaming LUMAscape, we now feel we have these activities properly represented. However, we note that our LUMAscapes are not perfect, but are a starting point of a continual work in progress. If you have any comments or suggestions, please email us at Thank you for your help.

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