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I recently had the pleasure of joining an exclusive panel at eTail Asia, held in Singapore.
Our panel, titled “From Screens to Spaces: Designing the Future Storefront”, was moderated by Jaclyn Yong, Director, Industry Relations of the Singapore Retailers Association, and brought together four other industry leaders: Karen Chan, Chief Customer Officer, FairPrice Group; Saqina Latif, Founder of Persona Theory Games; Raynald Rabindra Soeharto, CMO, JumpStart/NOD; and Charina Widjaja, CEO, DFW Creative.
On paper (or on our device screens!) we planned it as a discussion about retail evolution. In reality though, it became something much more relevant to what we’ve been pushing in Creative Gaming for years now: a much-needed shift away from shortcuts and toward systems.
Sitting alongside fellow industry movers in retail and commerce, it became very clear: retail doesn’t have the luxury of gimmicks. Because when you’re dealing with real transactions, real customers, and real ecosystems, shortcuts actually hurt businesses.
The conversation, expertly guided by Jaclyn, mapped a journey I’ve always believed in: that retail is all about experiences, immersive environments, and full ecosystems, where brands, communities, and technologies co-exist and co-create, authentically. There really is no room for tomfoolery (ie in our case, brands tricking gamers into doing something other than playing actual games!)
That’s essentially the blueprint of great Creative Gaming work done right, as illustrated by the very case I proudly shared during the session: GAMEJOY from the globally iconic Filipino brand Jollibee – work done by Octopus&Whale, Manila. A true blue gaming campaign that did not make use of hacks, gimmicks, or silly stunts – just pure gamer authenticity that engaged the gaming audience and played in already existing behaviors, never invented or made up.
Jollibee GameJoy is the world’s first Universal Gamer Money, earned by gamers just by eating Jollibee combo (pun intended!) meals, then converted to real gamer money that can be used in ALL video game worlds – yes, even those associated with rival brands! In short, gamers were loving it! It transformed hundreds of Jollibee branches into actual gaming storefronts where meals became game cash: and what a hugely appropriate backdrop for discussing the future of storefronts.
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