The Gamification of Asian Society

A Strategic Imperative for Brands to Adapt (yes even with western Gen Z)

Introduction: The Game We Live In

Asian society has undergone a fundamental transformation, with gamification emerging as a dominant cultural and economic force. No longer confined to entertainment, it now permeates education, social engagement, and consumer experiences, shaping how Gen Z and Gen Alpha interact with brands, services, and institutions.

This shift is not a passing trend but a deep-seated behavioural pattern, ingrained through traditional games, competitive entertainment, and digital platforms. Brands that fail to acknowledge and leverage gamification risk becoming obsolete in an environment where engagement is measured not just in purchases, but in participation and progression.

This paper explores the historical roots of gamification in Asian society, its role in shaping consumer expectations, and the unparalleled opportunities it presents—particularly for luxury brands seeking to redefine exclusivity and desirability.

1. The Evolution of Gamification in Asian Society

The Cultural Legacy of Play: From Traditional Games to Global Franchises

Gamification is not a modern invention—it is embedded in the cultural fabric of Asian societies. The competitive, strategic, and communal aspects of traditional games have long reinforced key behavioural principles that underpin today’s digital engagement.

• Mugunghwa Kkoci Pieot Seumnida (Red Light, Green Light) – Korea: A game of discipline and timing, now globally recognised due to Squid Game.
• Ddakji – Korea & Japan: A strategic game requiring precision and force, akin to modern collectible card games.
• Go & Xiangqi – China, Korea, Japan: Ancient board games built on long-term strategy and mastery, influencing the way players approach risk and competition.
• Jianzi (Shuttlecock Kick) – China: A test of endurance and reflexes, mirroring real-time reaction-based gaming.
• Takraw – Thailand & Malaysia: A highly acrobatic team-based sport, reinforcing cooperative play mechanics seen in esports.

These traditional forms of play instilled a fundamental understanding of competition, achievement, and skill-based progression, elements that are now seamlessly embedded in modern digital and social ecosystems.

From 'Battle Royale' to 'Squid Game': The Evolution of Competitive Entertainment

Asian storytelling has long utilised game-like structures to heighten engagement and emotional investment.

• Battle Royale (2000, Japan) – The archetypal survival narrative, inspiring global franchises such as The Hunger Games and Fortnite.
• Kaiji (2007, Japan) – A psychological thriller centred around high-stakes gambling and strategy.
• Liar Game (2007, Japan/Korea) – A series exploring deception, intelligence, and social manipulation.
• Squid Game (2021, Korea) – A masterclass in nostalgic gamification, tapping into childhood memories while reinforcing high-risk, high-reward engagement.

These narratives tap into the psychology of risk, reward, and progression, the same principles that drive addiction to mobile gaming, social media engagement, and even e-commerce spending behaviours.

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