Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

In May 2021, social media and camera company Snap announced the release of its latest product, Spectacles 4 – a move that reaffirms its commitment to making the AR experience more seamless and intuitive, ultimately enabling the virtual world to better merge with the physical.

FromLove IslandtoThe Bacherlotte, people love reality shows and Facebook’s Fantasy Games taps fan communities with a competitive twist. Fans can place non-financial wagers on how they think shows and sports might progress, adding novelty to media and entertainment engagement.

The majority of countries in Europe have closed schools and social spaces during the pandemic. Coupled with stringent social-distancing measures, this keeps teens from hanging out in person. Enter Yubo: a fresh way to socialise online and feel connected during lockdown.

The gamification market is flourishing as brands seek to engage potential customers in novel ways. But what do people get out of these ads and campaigns? Canvas8 spoke to Nannan Xi, a researcher at Gamification Group, to learn how different game elements affect consumer-brand relationships.