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Various merchandise is always popular among dedicated fans of a specific game, media franchise, sports/esports organization, or a famous personality. People feel being part of a community and they want to make this connection stronger and more tangible. Physical objects fulfill this desire quite well - they bring favorite characters, faces, and logos to the real-world environment, playing with deep emotions. In fact, end-users buy official merchandise not (only) for their practical qualities but (mostly) for the emotional context.
On the surface, phygital merchandise is not very different from the traditional products. They are the same collectible figurines, badges, T-shirts, hoodies, posters, wristbands, etc. Still, phygital merch is very unique in its core - thanks to built-in NFC tags that add digital features to physical objects.
Caer Sidi is a service that makes producing phygital merchandise accessible for various companies. We cooperate with partners from gaming, entertainment, sports, esports, and other industries.
In the article History of Phygital technology (in gaming and beyond), we talk more about the technology itself. Now, we would like to shortly summarize the reasons why phygital merchandise is interesting for end-users. Of course, each industry is unique and has its specific features, but our list contains the most general points, common for products of all our clients.
Phygital merch opens possibilities of various actions beyond the physical form. End-users can bring their smartphones close to the built-in NFC tags and open special web-pages, unlock digital content, or participate in interactive events. It doesn’t really matter which actions become connected to the merch - in any case, it gives the products an emotional boost that remains active even much later after the exciting moment of purchasing. Emotions give a reason to purchase the merch in the first place, and this reason becomes much stronger if the emotions do not fade away.
Please, check out more info on the role of merch in the article Merchandise enhances gaming experience.
Physical merch is naturally associated with those who released it. This association is very subtle and works strictly in the area of imagination. Phygital merch powers them with real links to digital pages. The links mean more than fast access to the official online resources, it’s a connection to a social group, proven by the very presence of the phygital object.
It’s easy to consider yourself a special fan of the favorite company or personality if you have a badge that opens unique information, unavailable in any other way. It’s amazing to be part of a dedicated community and stay in touch with like-minded people by just tapping your T-shirt with a smartphone.
Merchandise is special for the fan hearts, but what about adding tangible value to these products? The software solution of Caer Sidi allows storing data on phygital merch in the distributed ledger, so its authenticity and history of ownership will be proven and protected.
The value of a game souvenir becomes much bigger if by tapping it with a phone you can prove its origins (was purchased at Gamescom), previous owners (a famous developer), and participation in mass tournaments (an esports world championship). Such a feature is very significant for gaming collectibles - please, check out our article Phygital: next gen of in-game collectibles.
Great official jersey makes a powerful impression on friends. But imagine how this effect becomes stronger thanks to the digital features. A smartphone comes close to a sleeve, and everyone around sees the history of the sports organization, its position in the world ranking, and all the fresh news on the team’s life.
Breathtaking possibilities of the phygital merch are definitely something to be proud of in the real world. And also, it gives a lot to show off to online friends. A social aspect is a significant power in sales.
Activities with physical objects are quite limited - especially for a grown-up audience. Kids play with physical toys a lot, but then many of them abandon their car models and action figures. Digital entertainments catch their attention, and as a result, adults spend a lot of their time in the digital virtuality.
Phygital merch connects childish physical hobbies (which are still powerful, probably, in each of us) and the digital passion of adult life. Phygital technology creates almost perfect entertainment products - they are great to enjoy in the real world and they open portals to various digital fun.
After buying physical merch, interaction with the company becomes delayed to the next purchase. Phygital products allow attracting attention to the brand again and again. End-users get from this process awesome prizes - which, in fact, cost almost nothing to the company but bring a powerful boost in customer loyalty and retention.
The variety of prizes is limited only by the creative imagination. Regular giveaways can be connected to phygital merchandise with unique icons, emojis, and photos as digital prizes. Daily and weekly bonuses will motivate customers to interact with the merch (and brand) - and companies can give something really pleasant to their dedicated fans.
Digital prizes are great for the game industry. In the article Warface and opportunities of phygital era we talk about the possibilities of this technology on the example of the popular shooter.
The number of active gamers grows constantly, and these customers transfer their playing habits to many other aspects of daily life. Gamers love when even beyond their playing sessions they have some gaming-like fun - with various products and services.
The process of using digital features of phygital merch is very similar to in-game activity. Users scan objects with their phones and get digital content on their screens. Such a step may open doors to other gamified activities, such as giveaways, fun mini-games, and interesting interactions with other people.
Through physical merch, users can’t reach their favorite organizations and celebrities - additional steps should be taken for this. Phygital products easily connect users with companies. It’s a super simple way to give feedback and thus impact the processes “on the other side”. Of course, giving feedback is not a big problem in the modern world, and still, the phygital technology allows customers to feel involved and meaningful.
A nice application of this advantage is the industry of tabletop games, where players often feel disconnected from the manufacturers.
End-users will purchase phygital products to get additional content for their favorite games or just in the digital environment of their favorite brands. Cosmetic items (skins) of virtual heroes can be connected to their figurines - and a lot of customers purchase such products only to get the skins. Special videos may become a powerful attraction for fans of popular influencers. Even unique visuals of closed sections of websites will be interesting enough to give users a substantial reason to purchase phygital merch.
It is a rare thing to meet a person totally dedicated to one company or to one brand. Cooperation is beneficial for various types of business, and it may bring amazing phygital products to end-users.
Development companies can bundle digital content from different games into phygital merch. Esports organizations can partner with toy manufacturers. Influencers can offer joint phygital products with their colleagues. The opportunities here are really endless - users will be glad to get more digital fun from interactive merch.
The more features merch can offer, the more people will be interested in purchasing it. Cross Reality is a trendy topic nowadays, and when this idea is implemented in seemingly simple objects around us, it becomes super attractive - thanks to Caer Sidi and the phygital technology, Cross Reality is not a fantastic invention but tangible reality.
Cross Reality is in the core of phygital merchandise because these products exist simultaneously in the physical and digital realities. This astonishing feature is quite a reason to buy something phygital.
Caer Sidi offers a full cycle of producing various phygital merchandise. Don’t hesitate to contact us through the email firstname.lastname@example.org to discover phygital opportunities for your business