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 a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

The Sims 4 is partnering with game-modding platform OverWolf to empower community content creators by providing an official platform for Sims 4 mods. By collaborating with existing user-generated content, they are facilitating a legitimate space for players to personalise their virtual worlds.

The Sims 4has launched the Pastel Pop Kit in collaboration with influential community member Jesse 'Plumbella' McNamara. While previous partnerships for the game were negatively received, the franchise has learned from its mistakes and is tapping into the creative power of its fandom.

By providing a creative platform on which people can interact with one another and transform the virtual world around them, Minecraft has become one of the most popular video games of all-time. How does it continue to draw such a vast audience in the ever-evolving and competitive gaming industry?

With gamers immersing themselves in long-form narratives and engaging with their preferred mediums more intensely, streaming platforms are making moves to win their attention. From film versions of favorite games to player-centric spin-offs, what entertainment strategies will have the most appeal?