The current outlook of the - often incorrectly named - `second screen' continues in a state of flux, changing every day. The `obsession' of mass media and advertisers to offer increasing amounts of rich content grows as consumers become accustomed to interacting with programmes and adverts, turning the receipt of the message into a two-way experience.
Market studies continue to confirm, however, that most users employ the second screen, or, put simply, a mobile device, to carry out other tasks unrelated to the content of the `first medium’ - be the latter in print, or broadcast on television or radio. Such tasks include reading emails, commenting on Facebook or surfing the web.
To attract the user's attention, it is not enough simply to offer extra content in the form of videos, image galleries or the biography of whichever actor or presenter is flavour of the month. If we want the user to really get involved in whatever they are looking at, listening to or watching, we need to provide genuine interactivity - with content that will keep them hooked and entertained - by offering incentives and games through which they can both excel themselves and delve increasingly deeper into the world of play presented to them.
This is the real challenge to be met, one in which the concept of gamification is vitally important. Predictions, brand integration into the content, games with various levels of difficulty, contests, group competitions, votes, and making bets are some examples of content that broadcasters and advertisers turn to in order to create truly engaging interactive experiences for the consumer. Of course, their success depends entirely on the way in which the elements are combined, at all times taking into account where it is that the user's interest lies, and thinking always about the best way of not losing their attention.
The wheels of the Second Screen continue to roll as it advances towards a new multiscreen world where real interactivity, good use of the concept of gamification, and user participation stand as key factors for achieving the success of any `transmedia' campaign.
