Putting Play at the Heart of Digital Experiences

Why are digital experiences so underwhelming?

It’s a provocative question, but one worth asking.

Brand power has never been more valued, with companies recognising that every touchpoint must embody what differentiates them.

Yet, many seem resigned to mediocrity when it comes to their digital experiences. After decades of innovation, today’s experiences feel like a sea of sameness, rather than a space for discovery and wonder. We have the tools, experience, and expertise, so why does everything feel so formulaic?

The answer, I believe, lies in the loss of experimentation. In our pursuit of optimisation and scalability, we’ve sidelined joy, creativity, and risk. As Andrew noted during our conversation, “There’s such a ubiquity of boring loneliness across these digital experiences.”

But it doesn’t have to be this way.

Play Isn’t a Distraction—It’s a Compass

Despite its limitations, the early web was rich with possibility; brand sites weren’t just platforms but playgrounds for creativity, discovery, and self-expression.

We’ve moved away from that. Andrew points to the idea of ‘enshitification’—where digital innovation is overtaken by monetisation and standardisation—leaving us yearning for something more.

Play offers a way forward. Not just as a feature of our products, but as a mindset for creating emotionally resonant experiences.

Andrew beautifully summed it up: “Play is a low-stakes way to practice the things that make us human.”

Logitech G understands this instinctively. As a brand deeply embedded in gaming culture, it’s no surprise they’ve placed Play at the heart of their identity.

Gaming has always led digital innovation, setting the benchmark for immersive, narrative-rich, and visually striking experiences. Some pursue mastery in esports. Others lose themselves in artistic spaces like Tiny Glade. Some prefer simplicity; others crave total sensory immersion. Logitech G embraces this spectrum of Play, crafting personalised experiences that delight users and reinforce their values.

But Logitech G’s commitment to Play isn’t just reflected in the products they create; it’s deeply embedded in the way they work. Play drives their culture around design, engineering, and innovation—whether refining PRO gear for peak performance, evolving G HUB software for ultimate control, or pioneering new standards in sustainability—it’s the mindset powering their progress.

This philosophy deeply aligns with how we think and work at forpeople.

Play For The Future

As I reflect on SXSW, I’m filled with optimism and energy for the future of the creative process. While there are significant challenges to navigate, there are also exciting opportunities to embrace.

This is our chance to usher in a new era of bold, original, and inspiring digital experiences—ones that serve both people and the brands behind them.

AI can handle optimisation, content management, and integration. But creativity? That’s ours.

AI won’t diminish our creativity. Instead, we’ll master it as a tool to power our play and drive creativity forward.

So let’s stop building digital platforms that merely function.

Let’s create experiences that truly resonate.

And as our friends at Logitech G would say:

Keep Playing.