{"id":3561,"date":"2021-01-12T13:00:00","date_gmt":"2021-01-12T13:00:00","guid":{"rendered":"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/"},"modified":"2021-01-12T13:00:00","modified_gmt":"2021-01-12T13:00:00","slug":"entrez-dans-le-jeu","status":"publish","type":"rbc_tl","link":"https:\/\/www.rbc.com\/fr\/leadership-avise\/innovation\/entrez-dans-le-jeu\/","title":{"rendered":"Entrez dans le jeu"},"content":{"rendered":"<p>L&rsquo;industrie du jeu a \u00e9norm\u00e9ment tir\u00e9 parti de la pand\u00e9mie. Elle nous a permis de combler nos besoins de divertissement virtuel et de garder un lien social pendant le confinement. Elle est maintenant une puissance de 150 milliards de dollars am\u00e9ricains, ce qui d\u00e9passe les recettes <i>combin\u00e9es<\/i> de l&rsquo;industrie du cin\u00e9ma et de celles de la musique.<\/p>\n<p>Comme nous l&rsquo;avons appris dans la s\u00e9rie <i>Les innovateurs RBC<\/i>, le secteur du jeu comporte des avantages qui vont bien au-del\u00e0 du divertissement. Le jeu est extr\u00eamement populaire aupr\u00e8s de la g\u00e9n\u00e9ration Z et s&rsquo;av\u00e8re utile non seulement en marketing, mais aussi dans des domaines inattendus, des campagnes de financement \u00e0 la politique. Il permet de joindre une plus jeune g\u00e9n\u00e9ration qui ne consomme pas les m\u00e9dias de fa\u00e7on traditionnelle, sur son territoire. En 2020, m\u00eame des politiciens de partis traditionnels ont v\u00e9cu des exp\u00e9riences uniques et interactives du secteur ludique. Par exemple, une <a href=\"https:\/\/www.forbes.com\/sites\/abrambrown\/2020\/10\/16\/joe-biden-now-has-his-own-island-on-animal-crossing\/?sh=5f134ba7131e\">\u00eele virtuelle<\/a> a \u00e9t\u00e9 int\u00e9gr\u00e9e au jeu \u00ab <i>Animal Crossing<\/i> \u00bb pour appuyer la campagne \u00e9lectorale de M. Biden et de M<sup>me<\/sup> Harris dans la derni\u00e8re partie de l&rsquo;\u00e9lection pr\u00e9sidentielle am\u00e9ricaine. Le chef du Nouveau Parti d\u00e9mocratique (NPD) du Canada, Jagmeet Singh, a saisi l&rsquo;occasion d&rsquo;atteindre les jeunes \u00e9lecteurs en <a href=\"https:\/\/www.cbc.ca\/news\/politics\/among-us-singh-ocasio-cortez-200k-donations-1.5820831\">affrontant<\/a> l&rsquo;\u00e9lue d\u00e9mocrate am\u00e9ricaine Alexandria Ocasio-Cortez dans une partie d&rsquo;<i>Among us<\/i>. Selon le <a href=\"https:\/\/www.washingtonpost.com\/video-games\/2020\/12\/08\/youtube-gaming-2020\/\">Washington Post<\/a>,plus de gens ont regard\u00e9 le contenu des jeux en 2020 comme jamais auparavant, totalisant pr\u00e8s de 100 milliards d&rsquo;heures. Les grandes marques et d&rsquo;autres organisations en prennent conscience.<\/p>\n<p>Voici quelques raisons pour lesquelles chaque entreprise devrait envisager la mise en place d&rsquo;une strat\u00e9gie de jeu pour 2021 et apr\u00e8s :<\/p>\n<h4>Elle peut mobiliser des auditoires \u00e0 l&rsquo;\u00e9chelle mondiale<\/h4>\n<p>L&rsquo;h\u00f4pital Princess Margaret de Toronto a r\u00e9cemment adopt\u00e9 une composante de jeu virtuel appel\u00e9 <a href=\"https:\/\/questtoconquercancer.ca\/questtogether\/\">Quest Together<\/a> dans le cadre de sa collecte de fonds annuelle Cyclo-d\u00e9fi contre le cancer. L&rsquo;h\u00f4pital a \u00e9tonnamment r\u00e9ussi \u00e0 attirer l&rsquo;attention d&rsquo;un public mondial. Plus de 50 % des donateurs viennent de 45 pays. Les joueurs actuels sont passionn\u00e9s, socialement motiv\u00e9s et port\u00e9s \u00e0 soutenir les causes auxquelles ils croient.<\/p>\n<h4>Elle donne directement acc\u00e8s \u00e0 la g\u00e9n\u00e9ration Z<\/h4>\n<p>La g\u00e9n\u00e9ration Z est la plus grande g\u00e9n\u00e9ration (personnes n\u00e9es apr\u00e8s 1997), et elle repr\u00e9sente pr\u00e8s de 30 % de la population mondiale. Son <a href=\"https:\/\/www.forbes.com\/sites\/jefffromm\/2018\/01\/10\/what-you-need-to-know-about-the-financial-impact-of-gen-z-influence\/?sh=562f332a56fc\">pouvoir d&rsquo;achat<\/a> collectif est d&rsquo;environ 143 milliards de dollars am\u00e9ricains. Et selon <a href=\"https:\/\/www.forbes.com\/sites\/pauljankowski\/2020\/06\/01\/gaming-is-the-best-social-media-platform-for-brands-to-reach-gen-z\/?sh=34c4bcc67cfe\">Forbes<\/a>, 90 % des membres de la g\u00e9n\u00e9ration Z se consid\u00e8rent comme des joueurs. Ce ne sont toutefois pas les joueurs solitaires des g\u00e9n\u00e9rations pass\u00e9es. Cette g\u00e9n\u00e9ration de joueurs est plus connect\u00e9e, influente et socialement responsable <a href=\"https:\/\/www.jmoreliving.com\/2020\/03\/03\/how-esports-became-one-of-the-most-influential-industries-in-the-21st-century\/\">comme jamais auparavant<\/a>.<\/p>\n<p>Selon Adrian Montgomery, PDG du plus grand r\u00e9seau de jeux d&rsquo;Am\u00e9rique du Nord, <a href=\"https:\/\/www.enthusiastgaming.com\/\">Enthusiast Gaming<\/a>, les jeux vid\u00e9o sont un nouveau r\u00e9seau social, o\u00f9 les participants n&rsquo;ont pas n\u00e9cessairement de pr\u00e9f\u00e9rence entre les amiti\u00e9s virtuelles ou en personne. \u00ab L&rsquo;une des fa\u00e7ons uniques de joindre les membres de la g\u00e9n\u00e9ration Z \u00e0 grande \u00e9chelle, est d&rsquo;aller \u00e0 leur rencontre, l\u00e0 o\u00f9 ils consomment leur contenu \u00bb, a-t-il dit dans le dernier \u00e9pisode de la s\u00e9rie <i>Les innovateurs RBC<\/i>.<\/p>\n<h4>Elle peut vous aider \u00e0 vous d\u00e9marquer<\/h4>\n<p>L&rsquo;\u00e9poque o\u00f9 les publicit\u00e9s \u00e0 la radio ou \u00e0 la t\u00e9l\u00e9vision suffisaient \u00e0 capter l&rsquo;attention et \u00e0 susciter l&rsquo;int\u00e9r\u00eat des march\u00e9s cibles est r\u00e9volue. Les marques et les industries int\u00e8grent des jeux dans leurs plans de marketing, dans le but de para\u00eetre amusantes et diff\u00e9rentes. Des marques comme Wendy&rsquo;s, Gillette et Uber Eats ont \u00e9t\u00e9 <a href=\"https:\/\/www.forbes.com\/sites\/pauljankowski\/2020\/06\/01\/gaming-is-the-best-social-media-platform-for-brands-to-reach-gen-z\/?sh=34c4bcc67cfe\">actives<\/a> sur des jeux populaires comme Fortnite et Twitch, sites de choix des joueurs. M\u00eame les marques de mode haut de gamme comme Gucci et Louis Vuitton ont pr\u00e9sent\u00e9 leurs collections en utilisant des personnages de jeux sur le nouveau d\u00e9fil\u00e9 sur piste virtuel <a href=\"https:\/\/www.latimes.com\/lifestyle\/story\/2020-12-04\/covid-19-fashion-brands-experiment-video-games\">runway<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les joueurs solitaires ne sont plus l\u00e0. La nouvelle g\u00e9n\u00e9ration est plus connect\u00e9e, influente et socialement responsable que jamais, les marques en prennent note.<\/p>\n","protected":false},"author":234,"featured_media":3562,"parent":0,"menu_order":0,"template":"","meta":{"_acf_changed":false,"disable_focal_point":true,"featured_image_focal_point":{"x":0.5,"y":0.5},"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":""},"rbc_tl_category":[90,97],"rbc_tl_tag":[99,100],"class_list":["post-3561","rbc_tl","type-rbc_tl","status-publish","has-post-thumbnail","hentry","rbc_tl_category-innovation","rbc_tl_category-les-innovateurs","rbc_tl_tag-innovation","rbc_tl_tag-technologie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Entrez dans le jeu - RBC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Entrez dans le jeu\" \/>\n<meta property=\"og:description\" content=\"Les joueurs solitaires ne sont plus l\u00e0. La nouvelle g\u00e9n\u00e9ration est plus connect\u00e9e, influente et socialement responsable que jamais, les marques en prennent note.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/\" \/>\n<meta property=\"og:site_name\" content=\"RBC\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.rbc.com\/fr\/wp-content\/uploads\/sites\/5\/2025\/03\/Banner-wide-61-scaled-1.jpg?quality=80\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1236\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/\",\"url\":\"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/\",\"name\":\"Entrez dans le jeu - RBC\",\"isPartOf\":{\"@id\":\"https:\/\/www.rbc.com\/fr\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.rbc.com\/fr\/wp-content\/uploads\/sites\/5\/2025\/03\/Banner-wide-61-scaled-1.jpg?quality=80\",\"datePublished\":\"2021-01-12T13:00:00+00:00\",\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/#primaryimage\",\"url\":\"https:\/\/www.rbc.com\/fr\/wp-content\/uploads\/sites\/5\/2025\/03\/Banner-wide-61-scaled-1.jpg?quality=80\",\"contentUrl\":\"https:\/\/www.rbc.com\/fr\/wp-content\/uploads\/sites\/5\/2025\/03\/Banner-wide-61-scaled-1.jpg?quality=80\",\"width\":2560,\"height\":1236},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.rbc.com\/fr\/#website\",\"url\":\"https:\/\/www.rbc.com\/fr\/\",\"name\":\"RBC\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.rbc.com\/fr\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Entrez dans le jeu - RBC","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/","og_locale":"fr_FR","og_type":"article","og_title":"Entrez dans le jeu","og_description":"Les joueurs solitaires ne sont plus l\u00e0. La nouvelle g\u00e9n\u00e9ration est plus connect\u00e9e, influente et socialement responsable que jamais, les marques en prennent note.","og_url":"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/","og_site_name":"RBC","og_image":[{"width":2560,"height":1236,"url":"https:\/\/www.rbc.com\/fr\/wp-content\/uploads\/sites\/5\/2025\/03\/Banner-wide-61-scaled-1.jpg?quality=80","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/","url":"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/","name":"Entrez dans le jeu - RBC","isPartOf":{"@id":"https:\/\/www.rbc.com\/fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/#primaryimage"},"image":{"@id":"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/#primaryimage"},"thumbnailUrl":"https:\/\/www.rbc.com\/fr\/wp-content\/uploads\/sites\/5\/2025\/03\/Banner-wide-61-scaled-1.jpg?quality=80","datePublished":"2021-01-12T13:00:00+00:00","inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/www.rbc.com\/fr\/leadership-avise\/entrez-dans-le-jeu\/#primaryimage","url":"https:\/\/www.rbc.com\/fr\/wp-content\/uploads\/sites\/5\/2025\/03\/Banner-wide-61-scaled-1.jpg?quality=80","contentUrl":"https:\/\/www.rbc.com\/fr\/wp-content\/uploads\/sites\/5\/2025\/03\/Banner-wide-61-scaled-1.jpg?quality=80","width":2560,"height":1236},{"@type":"WebSite","@id":"https:\/\/www.rbc.com\/fr\/#website","url":"https:\/\/www.rbc.com\/fr\/","name":"RBC","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.rbc.com\/fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"}]}},"parsely":{"version":"1.1.0","canonical_url":"https:\/\/rbc.com\/fr\/leadership-avise\/innovation\/entrez-dans-le-jeu\/","smart_links":{"inbound":0,"outbound":0},"traffic_boost_suggestions_count":0,"meta":{"@context":"https:\/\/schema.org","@type":"NewsArticle","headline":"Entrez dans le jeu","url":"http:\/\/www.rbc.com\/fr\/leadership-avise\/innovation\/entrez-dans-le-jeu\/","mainEntityOfPage":{"@type":"WebPage","@id":"http:\/\/www.rbc.com\/fr\/leadership-avise\/innovation\/entrez-dans-le-jeu\/"},"thumbnailUrl":"https:\/\/www.rbc.com\/fr\/wp-content\/uploads\/sites\/5\/2025\/03\/Banner-wide-61-scaled-1.jpg?quality=80&w=150&h=150&crop=1","image":{"@type":"ImageObject","url":"https:\/\/www.rbc.com\/fr\/wp-content\/uploads\/sites\/5\/2025\/03\/Banner-wide-61-scaled-1.jpg?quality=80"},"articleSection":"Uncategorized","author":[{"@type":"Person","name":"RBC"}],"creator":["RBC"],"publisher":{"@type":"Organization","name":"RBC","logo":""},"keywords":[],"dateCreated":"2021-01-12T13:00:00Z","datePublished":"2021-01-12T13:00:00Z","dateModified":"2021-01-12T13:00:00Z"},"rendered":"<script type=\"application\/ld+json\" class=\"wp-parsely-metadata\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@type\":\"NewsArticle\",\"headline\":\"Entrez dans le jeu\",\"url\":\"http:\\\/\\\/www.rbc.com\\\/fr\\\/leadership-avise\\\/innovation\\\/entrez-dans-le-jeu\\\/\",\"mainEntityOfPage\":{\"@type\":\"WebPage\",\"@id\":\"http:\\\/\\\/www.rbc.com\\\/fr\\\/leadership-avise\\\/innovation\\\/entrez-dans-le-jeu\\\/\"},\"thumbnailUrl\":\"https:\\\/\\\/www.rbc.com\\\/fr\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2025\\\/03\\\/Banner-wide-61-scaled-1.jpg?quality=80&w=150&h=150&crop=1\",\"image\":{\"@type\":\"ImageObject\",\"url\":\"https:\\\/\\\/www.rbc.com\\\/fr\\\/wp-content\\\/uploads\\\/sites\\\/5\\\/2025\\\/03\\\/Banner-wide-61-scaled-1.jpg?quality=80\"},\"articleSection\":\"Uncategorized\",\"author\":[{\"@type\":\"Person\",\"name\":\"RBC\"}],\"creator\":[\"RBC\"],\"publisher\":{\"@type\":\"Organization\",\"name\":\"RBC\",\"logo\":\"\"},\"keywords\":[],\"dateCreated\":\"2021-01-12T13:00:00Z\",\"datePublished\":\"2021-01-12T13:00:00Z\",\"dateModified\":\"2021-01-12T13:00:00Z\"}<\/script>","tracker_url":"https:\/\/cdn.parsely.com\/keys\/rbc.com\/p.js"},"featured_img":"https:\/\/www.rbc.com\/fr\/wp-content\/uploads\/sites\/5\/2025\/03\/Banner-wide-61-scaled-1.jpg?quality=80&w=1024","coauthors":[],"author_meta":{"author_link":"https:\/\/www.rbc.com\/fr\/author\/rbc\/","display_name":"RBC"},"relative_dates":{"created":"Publi\u00e9 5 ans il y a","modified":"Mis \u00e0 jour 5 ans il y a"},"absolute_dates":{"created":"Publi\u00e9 le 12 janvier 2021","modified":"Mise \u00e0 jour le 12 janvier 2021"},"absolute_dates_time":{"created":"Publi\u00e9 le 12 janvier 2021 1:00  ","modified":"Mise \u00e0 jour le 12 janvier 2021 1:00  "},"featured_img_caption":"","tax_additional":{"rbc_tl_category":{"linked":["<a href=\"https:\/\/www.rbc.com\/fr\/leadership-avise\/innovation\/\" class=\"advgb-post-tax-term\">Innovation<\/a>","<a href=\"https:\/\/www.rbc.com\/fr\/leadership-avise\/les-innovateurs\/\" class=\"advgb-post-tax-term\">Les innovateurs<\/a>"],"unlinked":["<span class=\"advgb-post-tax-term\">Innovation<\/span>","<span class=\"advgb-post-tax-term\">Les innovateurs<\/span>"],"slug":"rbc_tl_category","name":"Categories"},"rbc_tl_tag":{"linked":["<a href=\"https:\/\/www.rbc.com\/fr\/topics\/innovation\/\" class=\"advgb-post-tax-term\">Innovation<\/a>","<a href=\"https:\/\/www.rbc.com\/fr\/topics\/technologie\/\" class=\"advgb-post-tax-term\">Technologie<\/a>"],"unlinked":["<span class=\"advgb-post-tax-term\">Innovation<\/span>","<span class=\"advgb-post-tax-term\">Technologie<\/span>"],"slug":"rbc_tl_tag","name":"Tags"}},"series_order":"","_links":{"self":[{"href":"https:\/\/www.rbc.com\/fr\/wp-json\/wp\/v2\/rbc_tl\/3561","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rbc.com\/fr\/wp-json\/wp\/v2\/rbc_tl"}],"about":[{"href":"https:\/\/www.rbc.com\/fr\/wp-json\/wp\/v2\/types\/rbc_tl"}],"author":[{"embeddable":true,"href":"https:\/\/www.rbc.com\/fr\/wp-json\/wp\/v2\/users\/234"}],"version-history":[{"count":0,"href":"https:\/\/www.rbc.com\/fr\/wp-json\/wp\/v2\/rbc_tl\/3561\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rbc.com\/fr\/wp-json\/wp\/v2\/media\/3562"}],"wp:attachment":[{"href":"https:\/\/www.rbc.com\/fr\/wp-json\/wp\/v2\/media?parent=3561"}],"wp:term":[{"taxonomy":"rbc_tl_category","embeddable":true,"href":"https:\/\/www.rbc.com\/fr\/wp-json\/wp\/v2\/rbc_tl_category?post=3561"},{"taxonomy":"rbc_tl_tag","embeddable":true,"href":"https:\/\/www.rbc.com\/fr\/wp-json\/wp\/v2\/rbc_tl_tag?post=3561"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}