As traditional gaming arenas evolve into immersive, multi-sensory and multi-form social spaces, brands have the opportunity to curate personalised and lasting experiences to engage meaningfully with the lucrative US$5 billion gaming market in Southeast Asia and its 270 million gamers.

Why immersive brand experiences matter

Brands can build AI-enabled non-player characters to develop relationships with audiences in new ways to provide personalised and interactive real-time consumer experiences that allow AI to learn more about the consumer and conversation.

Takeaways

• Extend IRL occasions with exclusive in-game experiences and benefits to bridge the gap between virtual entertainment and real-world consumption.
• Non-player character (NPC)...