Part 2: South Africa Speaks: BAV Top 20 Playtime Brands in 2024: PlayStation leads the way

microsoft, part 2: south africa speaks: bav top 20 playtime brands in 2024: playstation leads the way

Source: © 123rf PlayStation leads the way in Mzanzi in SA Top 20 Play Brandscape

Since the Covid-19 pandemic, the notion of 'play' has steadily increased and come into prominence, citing not only the cognitive benefits but also the value of play in our emotional well-being.

Source: © 123rf 123rf PlayStation leads the way in Mzanzi in SA Top 20 Play Brandscape

As the focus on mental health continues, the days of play reserved for children have also long gone. Adults yearn to connect with their inner kids, and stimulate their imaginations, creativity and need for escape.

Sir Patrick Bateson, Professor of Ethology at Cambridge University, says “A strong case can be made for the role of play and playfulness in enabling people to have more enjoyable lives but also becoming more productive”.

The notion of play

As such the notion of ‘play’ has become more important as shown in VML Intelligence’s Age of Re-enchantment global study which found people are “almost twice as many people say they are likely to buy from brands that bring them a sense of joy (49%) or those that surprise and delight them (45%) than from brands that just do what they say they will (26%)”.

Brands need to help consumers transcend tough times by offering “the thrilling, the uplifting, the awe-inspiring, and the magical” – which can give a whole new perspective on being a purposeful brand.

What brands are delivering on this according to 12,500 South Africans sampled?

To answer we can break the results into:

    - Play Brands: Those who actively engage South Africans for enjoyment and recreation.

    - Playful Brands: Those who give or express please and amusement.

    SA Top 20 Play Brandscape

    The act of play starts with something physical to interact with or becomes the gateway to a new world of imagination. Therefore it’s no surprise South Africans placed console developers at the top of their list, with PlayStation leading the way in Mzanzi.

    What the Top 20 Play Brands all have in common is their creativity and ability to be fun.

    Rank
    1 PlayStation (Video Game Console Co)
    2 Disney (Games and Toys)
    3 Xbox (Video Game Console)
    4 FIFA (Sport Game by EA)
    5 Call of Duty (Battle/ Shooter Game by Microsoft)
    6 Nintendo (Video Game & Console Co)
    7 Super Mario (Arcade Game by Nintendo)
    8 WWE (Sport Game by Visual Concepts & 2K)
    9 Rockstar Games (Action video Games include GTA & Max Payne)
    10 Barbie (Toy by Mattel)
    11 Fortnite (Strategy/ Survival Game BY Epic Games)
    12 Minecraft (Sandbox Game by Microsoft)
    13 Pokémon GO (AR Adventure Game by Niantic & Nintendo)
    14 League of Legends (Battle Game by Riot Games)
    15 Konami (Yu-Gi-Oh! & Pro Evolution Soccer)
    16 2k Sports (NBA & WWE Sport Games)
    17 Fisher Price (Edu Toys)
    18 Among Us (Sci-Fi Strategy Game by Innersloth)
    19 Play Doh (Toy by Hasbro)
    20 Hasbro (Toys including Nerf, My Little Pony & Peppa Pig)

    While gaming, particularly sport, battle and strategy, has taken over the notion of ‘play’ in South Africa, some toys are still around or gaining prominence thanks to the influence of toy manufacturers pivoting into popular culture.

    After painting the world pink with her movie, Barbie saw a 13% positive year-on-year impact on South Africans' lives, while Lego, which hasn’t had a film since 2019, saw an almost equal decrease year-on-year.

    Interestingly, should AI be thrown into the mix under the definition of ‘play’, owing to its interactive and imaginative abilities, South Africans would place ChatGPT in fifth position, knocking down the likes of Call of Duty, Nintendo and Barbie.

    SA Top 20 Playfulness Brandscape: Be Fun & Friendly

    Not all brands are gaming or toy brands nor do they have to be to take part in the Age of Re-enchantment.

    The study goes onto say that while people want some magic, “70% of people say they can’t remember the last time a brand did anything that excited them”.

    So which brands are considered the most playful according to South Africans in 2024?

    Rank
    1 Tik Tok
    2 PlayStation (Video Game Console Co)
    3 Comedy Central
    4 Super Mario
    5 Pokémon Go
    6 XBOX
    7 Stumbo Pops
    8 WWE
    9 Jelly Tots
    10 Channel O
    11 Call of Duty
    12 Rockstar Games
    13 Chappies
    14 Disney Plus
    15 MTV Base
    16 Pin Pop
    17 Facebook
    18 Trace
    19 Rugby World Cup
    20 Fizz Pop

    Overall the most playful brands South Africans appreciate are brands that go beyond comedy to include a brand range including Social Media, Music, Sport, Candy and yes even gaming.

    Despite the category, South Africans use these brands to define playful brands as having the foundations of fun and friendliness.

    Mzanzi goes on to further define the unique attributes of each category:

    - Sweets have an additional layer of cool.

    - Music has an additional layer of sociability.

    - Gaming has an additional layer of creativity (as shown above).

    - Sport has an additional layer of energy.

    As we move deeper into 2024, along with the many potential tough times ahead for South Africa and the world, we can redefine 'play' as a sense of deep need and potential purpose for a brand.

    It’s crucial in the volatile environment we find ourselves in. So lets go play!

    About BAV

    WPP backs BAV. It measures brands in the broader brandscape of people’s minds – it shows where a brand sits in the collective culture, rather than limiting the study to how a brand is perceived versus its direct competitors.

    BAV has over 20 years of data on the SA Brandscape and its partnership with academics like the University of Oxford, London Business School, Wharton, and Berkeley Haas (to name a few).

    The South Africa Speaks series is named due to the demographic accuracy of BAV’s research across provinces, languages, genders and generations.

    Look out for the next in this Series of three articles, South Africa Speaks: BAV Top 20 Mobility Brands in 2024.

    Provided by SyndiGate Media Inc. (Syndigate.info).

OTHER NEWS

35 minutes ago

Why low-income renters can’t “air condition their way out” of extreme heat

35 minutes ago

A cure for autism? As researchers announce they have discovered a way to reverse condition, experts slam claims as 'bad science' and 'deeply insulting'

35 minutes ago

Shocking moment an endangered basking shark is struck by a boat in Ireland's National Marine Park is caught on camera - and scientists don't know if it made it out alive

35 minutes ago

Video: Millionaire influencer Sarah's Day claims Booktopia are holding her books hostage - as thousands of customers rage at collapsed company

35 minutes ago

28-year-old high school coach randomly shot and killed at bar while attending conference

35 minutes ago

A doctor says the pilot survived the crash of a plane at Nepal's main airport; status of other 18 on board unclear

35 minutes ago

Giannis Antetokounmpo Had Jokes When Asked to Name Three Toughest Players to Guard

35 minutes ago

Federal judge strikes down Ohio law that limits disabled voters with absentee ballots

35 minutes ago

Labour adviser says long-term sick should be forced into work

35 minutes ago

Google is making some serious changes to TV shows on Google TV

35 minutes ago

Pres. Biden Considers Reforms to the Supreme Court

35 minutes ago

2024 Green Bay Packers training camp preview

35 minutes ago

Dieter Kurtenbach: The Warriors look poised to make the two-timelines mistake again

35 minutes ago

Karlie Kloss reveals her favorite Taylor Swift songs... six years after their friendship ended

35 minutes ago

Olympic champ Ariarne Titmus's family apartment hits the market as the swimmer goes for gold in Paris

35 minutes ago

The Week in Fashion: Ariana Grande Is the New Face of Swarovski

35 minutes ago

Analysts say these ASX dividend shares are top buys

35 minutes ago

"He's a beast" — Kasper Schmeichel labels Erling Haaland "the complete package" as Man City hunt another title

35 minutes ago

Plaintiffs drop 5 climate cases at Europe's human rights court

35 minutes ago

Even More Xbox Game Pass Tier Changes Could Be on the Way

35 minutes ago

Arsenal transfer news: Gunners handed transfer boost as Nico Williams speaks out

35 minutes ago

9-Year-Old Journeyy Impresses ‘AGT' with Haunting Original Song ‘Paradise'

35 minutes ago

Tories' asylum seeker Bibby Stockholm barge to be closed within months

35 minutes ago

Ipswich Town make first move to sign 27 y/o free agent alongside Szmodics

35 minutes ago

Ravens 2024 training camp Day 3 observations: Reigning in Oweh, Maulet hat-tricks picks, Faalele picking up momentum

35 minutes ago

F1 Manager 24 review: fully featured at a bargain price

35 minutes ago

India Budget 2024: Modi 3.0 announces spate of women-centric schemes; Mayawati calls it a 'disappointment'

35 minutes ago

Man Utd transfer news: Bayern issue Matthijs de Ligt update as club prepare for £40m loss

35 minutes ago

Kent stabbing latest: British soldier fights for life after attack near barracks

35 minutes ago

Adut Atem Kirr: Grave fears for 26-year-old woman as her jacket and phone are found next to a river

35 minutes ago

British boy, 16, fights for life after he was found 'lifeless' in a swimming pool during football tour in Sweden: Family plead for help bringing him home

35 minutes ago

Kylie Minogue puts on a leggy display in sequinned gown with a thigh-high slit before dazzling onstage in sheer red dress as she performs at charity event in St Tropez

35 minutes ago

Three people are killed after a moving car smashed into a stationary vehicle which crashed earlier in east London: Police refers itself to watchdog over fatal collision which also left another person injured

35 minutes ago

How US law firms are taking over the City: American legal practices beat off London's 'magic circle' and top list of highest earners for UK corporate work

35 minutes ago

Which Olympic sports will air live from Paris? What to know about daytime vs. primetime

35 minutes ago

New charge for young dad accused of causing fatal Ashcroft crash

35 minutes ago

Unhealthy Pot Use a Growing Problem Among Seniors, New Report Suggests

35 minutes ago

2024 Atlanta Falcons training camp preview

35 minutes ago

Tánaiste to recommend against Cathal Brugha Barracks being relocated to make way for housing

35 minutes ago

NPA seizes R52-million in assets from COVID-19 PPE corruption