Amazon’s shopping tool shows a new direction for in-game marketing

By our News Team | 2023

Online gamers can now view curated product selections and make purchases – without ever having to leave the game they’re playing.

As online gaming’s popularity increasingly makes it attractive to marketers, international e-commerce website Amazon has launched Amazon Anywhere, a shopping tool that allows users to make purchases within games and apps.

While Amazon does not yet operate in sub-Saharan Africa – it is to begin operating in South Africa shortly (and Nigeria at a later stage) – the unveiling does emphasise a new and potentially important trend for in-game marketing.

In-Game Shopping

Photo courtesy of Amazon

Amazon Anywhere is launching within Peridot, an augmented reality adventure pet game. The newly launched game has been called a ‘high-tech version of a Tamagotchi’. Tamagotchi was a hugely popular virtual simulation pet game from the ‘90s.

The new Amazon offering, unveiled last week, enables shoppers to see relevant products – such as Peridot-branded merchandise, for example – within a selected game or app. 

Provided they have connected their Amazon account to the game or app, players can then access product details, images, prices, estimated delivery date and other information. They can also buy the item. All of this is done without ever leaving the game.

Extending the fun within interactive digital environments

In a press release, Amazon says it is “extending the fun within virtual worlds and interactive digital environments”.

The statement continues: “Amazon Anywhere helps bring the magic of Peridot from augmented reality to reality with an engaging in-game physical merchandise store. When playing Peridot, you can access physical products within the game as you care for one-of-a-kind creatures and explore the world together.

“We’re creating a new landscape for shoppable entertainment and digital experiences while continuing to meet our customers where they are, with the products they love. Most shopping in virtual worlds is currently limited to purchases of virtual currency and in-game digital items, with no easy path to purchase physical products. We want to change that.”

While Peridot is the first public use of Amazon Anywhere, the company’s statement indicates that the tool can be used more broadly for a variety of video games, mobile apps and virtual worlds.

For game developers and in-game marketers, the opportunity now is to curate a selection of goods for shoppers to buy within games and apps – while letting Amazon’s well-established infrastructure handle fulfilment and delivery.

Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.