I recently had the pleasure of joining an exclusive panel at eTail Asia, held in Singapore.
Our panel, titled “From Screens to Spaces: Designing the Future Storefront”, was moderated by Jaclyn Yong, Director, Industry Relations of the Singapore Retailers Association, and brought together four other industry leaders: Karen Chan, Chief Customer Officer, FairPrice Group; Saqina Latif, Founder of Persona Theory Games; Raynald Rabindra Soeharto, CMO, JumpStart/NOD; and Charina Widjaja, CEO, DFW Creative.
On paper (or on our device screens!) we planned it as a discussion about retail evolution. In reality though, it became something much more relevant to what we’ve been pushing in Creative Gaming for years now: a much-needed shift away from shortcuts and toward systems.
Sitting alongside fellow industry movers in retail and commerce, it became very clear: retail doesn’t have the luxury of gimmicks. Because when you’re dealing with real transactions, real customers, and real ecosystems, shortcuts actually hurt businesses.
The conversation, expertly guided by Jaclyn, mapped a journey I’ve always believed in: that retail is all about experiences, immersive environments, and full ecosystems, where brands, communities, and technologies co-exist and co-create, authentically. There really is no room for tomfoolery (ie in our case, brands tricking gamers into doing something other than playing actual games!)
That’s essentially the blueprint of great Creative Gaming work done right, as illustrated by the very case I proudly shared during the session: GAMEJOY from the globally iconic Filipino brand Jollibee – work done by Octopus&Whale, Manila. A true blue gaming campaign that did not make use of hacks, gimmicks, or silly stunts – just pure gamer authenticity that engaged the gaming audience and played in already existing behaviors, never invented or made up.
Jollibee GameJoy is the world’s first Universal Gamer Money, earned by gamers just by eating Jollibee combo (pun intended!) meals, then converted to real gamer money that can be used in ALL video game worlds – yes, even those associated with rival brands! In short, gamers were loving it! It transformed hundreds of Jollibee branches into actual gaming storefronts where meals became game cash: and what a hugely appropriate backdrop for discussing the future of storefronts.
A case that displays why “hacking” feels even more out of place today. You cannot hack your way into an ecosystem, especially one as discerning as gaming communities. You have to earn your place in it. Retail in gaming understands this deeply – all of these are built over time, with intention. Gaming communities are even more sensitive to authenticity. What retail calls “customer experience,” gaming calls “player experience.” And both demand respect.
eTail Asia itself is a great reflection of where all this is headed, and I couldn’t be more proud to represent not just the Philippines, but the future of gaming in retail. As one of APAC’s leading retail conferences, it brings together the region’s sharpest minds to define what’s next, not just in commerce, but in culture (where gaming work truly thrives!) I am extremely honored to have contributed to this year’s conversation.
About the Author
REY TIEMPO is a multi-awarded Chief Creative Officer and Creative Gaming specialist. He is the creator of Game On, the industry’s only content platform dedicated to Gaming X Marketing. He is a sought-after global thought leader, mentor, and speaker – representing the Philippines and leading gaming conversations on some of the most prestigious stages across Asia and around the world. Rey is a Top 100 Global Creative Leader of the Year, winner of major gaming awards, and regularly serves as a juror for global industry shows, where he also helps assemble categories and juries.
