Clubbing? Nah. Catch us at bingo 🔴
How the classic game became Gen Z’s new hot spot, IKEA’s resale marketplace and personal ads get a new meaning.
Welcome back, Scanner!
We don't know about you, but we've been feeling the fall vibes heavy over at Arcade. Between the cooler temps, talking about Black Friday campaigns and our new Equinox playlist, it feels like Q4 is just a whisper away. As you head into the new season, it's a natural time to make sure your strategies and campaigns align with consumers' real behaviors. Need a refresher on that? Check out our recent Trend Report update.
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Now for the latest signals.
📅 CURRENT
Bingo Might Be What Your Nightlife Is Missing
What’s changing?
What’s your ideal evening in Las Vegas? A little gambling? Probably a bit of dancing? What about bingo? As it turns out, the popular game has a die-hard fanbase you might not expect. A venue in Las Vegas is finding surprising popularity among the under-30 crowd at its late-night bingo sessions. Las Vegas isn’t the only place where bingo has grown in popularity. A Milwaukee casino reported that 59% of their bingo players in 2022 were millennials, and a bingo hall franchise from England recently shared that half of all new players are under 35.
Why does it matter?
When we reported that younger people were increasingly sober-curious and looking for connection, we didn’t exactly picture bingo as the solution – but it makes a lot of sense. The game has a natural level of competition and excitement without really needing a lot from players (it’s a unique combination of our feel something and less stress trends). As far as gambling goes, bingo is as easy as it comes, so there is a super low barrier to entry. And, of course, we are seeing more and more people searching for niche communities to join. Bingo is about as niche as they come.
What could happen next?
The fun thing about tracking signals is that they sometimes lead us down a path we never imagined. We’ve been talking for almost a year about how younger people crave connection and excitement but aren’t opting for the usual drinking + club combo millennials went for. What else might get more popular as Gen Z continues to seek connection? Can you think of other seemingly uncommon activities that more people flock to? What events and experiences could become mainstream if these trends continue to accelerate? And, of course, is there an opportunity for your brand or clients to get involved?
Scan-o-meter: 📅 📅 📅 📅 / 5
😲 SURPRISING
The Hot New Dating App: Google Forms
What’s changing?
When we think of all the things we use paid social content for, dating hasn’t ever come to mind. But hey, people get very creative when they’re lonely (and tech-savvy). Cut to this article’s writer scrolling on Facebook only to find an ad for a man (33, 6’3”) looking for a relationship. The ad linked to a Google Form where the writer was prompted to drop their age, social profiles, etc. Plus, it included a ton of information about the man himself.
Why does it matter?
In a time when dating apps have hit an all-time “horrible” factor for most users, is it so farfetched to get a bit creative with ads? People are realizing they can use ads for their own gain. It’s not the only creative way younger people are dating. Some are turning to the algorithm through TikTok accounts, while others are going analog with actual flyers. It’s clear from the discourse online that dating is (kind of) broken, and brands aren’t solving the problem – yet.
What could happen next?
When people need something, they will be resourceful. For years, people have been complaining about how challenging dating has become. In stepped tech to save the day with dating apps, but these apps have only created new frustrating dating behaviors over time. So, people are taking back their creative agency when meeting new people. They’re going back to basics (with things like run clubs and personal ads), which feels novel all over again. When we think about solving customer problems using tech, how can we ensure we’re actually helping and not just creating new problems? How can brands better lean into the needs of people and honestly meet them?
Scan-o-meter: 😲😲😲 / 5
🎯 SPECIFIC
IKEA Launched Their Own Marketplace for Second-Hand Furniture
What’s changing?
Everyone’s favorite meatball company created a peer-to-peer resale platform, IKEA Preowned. The move is part of their goal to become a circular business by 2030. The marketplace will allow people to sell their used IKEA products (and keep them out of landfills).
Why does it matter?
Talking about people wanting guaranteed value means more than just knowing they’re getting a good product. People want to buy from brands with values they align with and support. By creating this marketplace and sharing its circular business goals, IKEA is signaling to customers that they have a vested interest in reducing their waste. It’s also a way for IKEA to nod to the longevity of their products, encouraging buyers to find a second life for items instead of considering them “cheap” and easy to throw away.
What could happen next?
We love that IKEA took ownership of the waste their products create and are testing this solution instead of relying on resale markets like Facebook Marketplace and thrift stores alone. It shows a dedication to their values and care for their consumers. While the move isn’t anything new for many smaller brands, we wonder if it will encourage more prominent brands to create similar platforms. Sustainable practices are becoming more popular with mainstream brands (think Patagonia, H&M’s recycling program, and Coachtopia, to name a few). IKEA isn’t the first, but it will have a huge impact because of its current scale.
Scan-o-meter: 🎯🎯🎯🎯 / 5
🔍 TREND REPORT IRL
Updates from our Trend Forecast
We loved sharing our first Trend Report with you back in January. As the year goes on, we’ll continue investigating signals that further the conversation around our forecast. Here’s what we’re watching this week:
People want guaranteed value: YouTube teased a new tool that will detect when a deepfake of a creator or actor appears in a video.
People want close friends only: Do people not have enough friends, or do they just not have enough time?
People want a whole new world: Apple users will soon be able to make custom emojis with the new Apple Intelligence tool.
Want more trend news? Check out our Trend Report: Update!
🤔 BEFORE YOU GO
To help keep these signals top-of-mind, we share 1 question to ask yourself (or your team) in each edition. Your question to mull on this week is:
See you next time 👋
Anyone up for bingo?