All That Matters 2022: IRL conferences are back in Singapore and we’re loving it
By Simon Hearn, MD for APAC
It’s arguably the biggest week of the year in Singapore, as Formula 1 rolls into town, and the circus-like entourage surrounding it takes over the island. And having been on hiatus for the past two years, the excitement levels for this year's Singapore Grand Prix are in overdrive as people are hungry to visit events in real life once again.
With so many people travelling to Singapore from overseas, it’s no surprise that the week leading up to the Grand Prix is full of events and conferences, as people get the opportunity to reconnect with one another face to face after so long apart.
One of the biggest events is All That Matters - a three-day event that picks apart everything that matters in the business of sport, music, gaming, and marketing. In line with current digital trends, this year's event was renamed All That METAs, with many of the discussions exploring the impact of Web3 and the metaverse.
Here are five things our Singapore team learned from this year’s event.
1. Web3 will change fandom for the better
Many discussions talked about the impact of Web3 and how it will change the way we experience sport, music, gaming, and other passion points. Web3 will bring fans closer to the things they love, whether it be the way they watch live concerts or games in all corners of the globe, having an opportunity to meet their heroes via virtual experiences, or how they interact with other passionate fans in unique fan communities. We’re already seeing the impact of non-fungible tokens (NFTs) on owning memorabilia and unlocking experiences, and this is only the beginning.
2. Organisations have to change to attract the next generation
It’s no secret that the younger generation wants more from the brands they love. There was a common theme in so many sessions about the importance of sustainability, promoting the women’s game, and being generally more inclusive. And doing this in an authentic way is critical, as Generation Alpha can tell when a brand is faking it.
3. Mastercard is doing some great work in their Priceless Causes pillar
Mastercard is no stranger to impactful and authentic marketing, and its Senior Vice President of Marketing for APAC, Julie Nestor, led an interesting keynote that talked about their Priceless strategy. Mastercard is reinventing multi-sensory marketing with sonic branding, creating a branded smell and taste, and so much more. But what stood out was their commitment to equality, Nestor shared two fantastic product developments that really showcased its mission of inclusivity.
The first is all about gender neutrality, allowing non-binary or transgender people to put the name on their card that represents who they really are.
The second is a revolutionary development in their core product. By adding unique notches on the Touch Card’s short side, a visually impaired person can distinguish between a credit, debit or prepaid card. Check out this awesome ad created with this target audience in mind:
4. Rewarding charitable people with Soulbound Tokens
One of the coolest ideas we saw in the Web3 space was SoulBound Tokens (SBTs). SBTs are non-transferable tokens representing a person's identity using blockchain technology. This could include medical records, work history, and any type of information that makes up a person or entity. The wallets that hold or issue these records are called Souls. What we liked about these was how they rewarded charitable people. Whether it be volunteering, donating money, or being a heavyweight philanthropist, this token can be a badge of honor or an addition to your identity as proof that you are awesome.
5. “Stop calling them Gamers, we’re all gamers”
“You wouldn’t call someone who watches TV a ‘watcher’, so why call someone who plays games a ‘gamer.’”
This statement by Fernando Machado from Blizzard caught our attention. Billions of people play games, just like billions watch TV. So when brands say ‘I want to target gamers’, they are basically talking about the majority. Whether it be at a professional level, or just playing games like “Candy Crush” on the bus, gaming is a part of everyday life for most (1.5 billion in APAC). Gamers, as a market segment, really doesn’t mean anything anymore. But why do we all love gaming? Here were Fernando’s six reasons:
Winning - It’s human nature to want to win, and in gaming, there are limitless opportunities to win.
Identity - Whether you play “League of Legends”, “Fortnite”, “FIFA” or “Wordle”, gaming gives a sense of belonging and identity that others can relate to.
Collaboration - Gaming is becoming more and more connected and interactive, and it's easier than ever to talk or chat with others and work as a team.
Progression - Levelling up and achieving goes hand in hand with winning, and we love earning rewards for hitting milestones.
Exploration - people crave the ability to find new places and experience new things.
Blurring the lines - thanks to technology, the gap between the real and virtual world is closing, and games are now so lifelike it’s hard to tell what’s real and what’s not.
There were so many more fascinating takeaways and discussions to spark ideas and thinking for our distillers and our clients. One thing’s for sure, Web3 and the Metaverse will have a huge impact on how we engage with our passions in the future. Get in touch with us if you’re looking to learn more about Web3, the Metaverse, or how your brand can ride the wave of this digital revolution.
See you at All That Matters 2023.
