Gaming is something that excites everyone but what if along with gaming you get a chance to shop, yes you heard it right gaming with commerce this fusion is the first game commerce company launched by Vijay Singh and Mritunjay Srivastava innovators cum entrepreneurs partners behind this newly emerged organization became an inspiration for many entrepreneurs in a short period. With their firm Trophée, they are creating a stir in the gaming industry by launching a brand-new and inventive category dubbed “Game Commerce” and a combination of online shopping and mobile gaming offers a fresh, engaging experience for both companies and players. And we got a chance to interview them to learn more deeply about the Game and Commerce mixture.
Interview with Vijay Singh and Mritunjay Srivastava
Q.1- What inspired you to venture into the intersection of gaming and commerce, and how did your journey in this space begin?
A: Trophée: The inspiration and the very concept of Game commerce, which is a seamless, non-intrusive and immersive intersection of online gaming and online commerce, is aligned and rooted in addressing the problem statement faced by the game developers, global brands and gamers. Besides, we always wanted to shape this category out of interest and envisioned it 3 years ago, we started working on the idea for the last 2 years and we’re happy shaping Trophee, as the world’s first immersive game commerce company.
Our Journey started, immediately after the acquisition of our previous game tech venture NATIVV by an Australian advertising company in the year October 2022, we joined them to further shape the business and technology of in-game ads on the global level while serving our constant speaking to global D2C brands and Global game devs/publishers and we realised there are bigger problem statements which need a proper solution and there is a lot to do in the gaming industry.
Game commerce, as the name suggests, goes far beyond the traditional concept of a “webshop” integrated into gameplay. It represents an immersive experience where brands seamlessly become part of the gaming world, allowing players to engage with products in a way that feels natural and interactive—essentially experiencing the product within the gameplay itself. This approach transcends conventional ad placements, redefining how brands connect with audiences.
At Trophee, our mission is to empower the global gaming industry with this innovative solution. Unlike closed ecosystems, we embrace an open, inclusive approach. Our plug-and-play technology is designed for any game developer, enabling the integration of game commerce within minutes. It’s a step forward in creating a more connected, immersive, and player-friendly gaming ecosystem.
With over 3.4 billion gamers worldwide and growing at a rapid speed and also when there is so much happening in the gaming space, the global brands wanted to tap and associate with the online gaming industry to connect with the new age consumers (GenZers) however they wanted to go beyond the basic metrics (like just viewability, attention and branding) and wanted to have a deeper and value-driven engagement with the consumers where they wanted to have realize the sales, sales funnel, organic leads from the games (basically wanted to tap the bottom of the funnel) but without hampering the gameplay. This is the first problem statement on the brand side, which we addressed at Trophée, as all the existing and traditional technology available for the games is way too intrusive, hampering the gameplay, and just limited to basic metrics. The market is rapidly changing and exploring connected commerce is the need of the time. Besides, at present the brands are too dependent on the platforms like Meta, and Google for organic and targeted leads (sales funnel), and the other options like affiliates are not quality-driven, thus there is a clear need of a platform which can connect the global brands to the curated user bases, and online gaming is emerging as a saviour, and at Trophee we are shaping the right solutions to make the best use of gaming as a platform for global brands.
On the other hand, when more than 80% of the global game developers have ads as a primary source of revenue but are still struggling to have a sustainable and scalable monetization solution because of lower eCPM, despite having too many monetization options including big-sized ad partners like Google. The majority of the game developers are also finding it difficult to manage and scale the other key metrics like retention, session & playtime and these are happening because the existing traditional monetization solutions are way too intrusive for the gamers causing a high rate of churn and lesser return rate. This the second problem statement at the game developers side, which we addressed at Trophée, as all the existing and traditional technologies available for the games are not balancing the monetization need with the desired key metrics by game developers.
Trophee’s core principle is centred on gamers’ experience and constantly inspiring us to innovate further and optimize. We developed our version of the game commerce solution which empowered the gamers to initiate the commerce experience within the gameplay on their consent and thus, it is the most non-intrusive connected commerce, ever.
Q.2- How did you come up with the name Trophée, and what does it represent for your company?
A: After weeks of brainstorming, jotting down random ideas, and careful consideration, we finally landed on the name Trophée—and we love it. We wanted a name that embodies the company’s core values and principles while also adding a touch of fun. Trophée is a French word meaning “trophy,” symbolizing victory, joy, and gratification—perfectly resonating with what we aim to bring to gamers.
At Trophée, our connected and immersive commerce experience offers a seamless gratification system for gamers. Every action they take is rewarded, allowing them to redeem benefits, explore exciting offers, and share their rewards with friends and family effortlessly
Our cutting-edge technology prioritizes the gamer’s experience above all else. Even when players explore embedded brand products and offers, they remain fully immersed in the gameplay. Unlike traditional webshops or ad formats that redirect players to external browsers or pages, our solution keeps everything seamlessly integrated. This approach creates a win-win scenario, benefiting game developers with improved retention, gamers with uninterrupted experiences, and brands with deeper, more meaningful engagement.
Q.3- What challenges did you face when introducing commerce into the gaming world, and how did you overcome them?
A: Online gaming stands out as a sophisticated virtual world with unparalleled active engagement. Unlike other applications where user interactions are limited to specific actions, gaming involves continuous, dynamic participation, capturing players’ full attention and creating constant opportunities for engagement. This unique characteristic makes gaming an ideal platform for brands to connect with modern consumers on a deeper, more meaningful level.
However, integrating commerce into online gaming presents a unique challenge. E-commerce relies on intricate algorithms and structured sales funnels, while gamers prioritize the immersive experience of playing. Interrupting gameplay with time-consuming shopping processes risks breaking that immersion, making it essential to strike a delicate balance between engagement and convenience.
We recognized the significant challenge ahead of us: finding the perfect intersection between two massive verticals—online gaming and online shopping. But rather than shy away, we embraced it as an opportunity to innovate. After months of brainstorming, we envisioned and designed our own version of game commerce: an immersive, seamless solution that integrates effortlessly into gameplay.
Our approach offers a plug-and-play system for both brands and game developers, centered around a gamer-initiated, consent-based commerce experience. From product exploration to the final sale, gamers remain fully immersed in the game, ensuring a frictionless journey. For us, preserving the gamer’s experience while building a value-driven, sustainable business aligned with long-term goals is paramount. We achieved and cracked the solution.
Q.4- How do you think the relationship between gamers and brands will evolve as immersive game commerce becomes more mainstream?
A: As immersive game commerce grows, the relationship between gamers and brands will evolve into a more interactive and meaningful connection. Brands will move beyond passive ads to become active participants, seamlessly integrating into gameplay with personalized, relevant experiences. Gamers will engage with brands on their terms, fostering trust through consent-based interactions. The rise of co-creation, where brands collaborate with gamers on exclusive content, strengthens bonds and creates pride. Gamified rewards will drive loyalty, while cultural integration ensures brands connect authentically with gaming communities. By offering value-driven experiences and bridging the digital and physical worlds, brands will create lasting partnerships with gamers. In this new landscape, mutual benefit is the key to success. Tailored Experiences: Brands will leverage player data (with consent) to offer highly personalized, dynamic storylines and challenges. Evolution of Brand Narratives: Storytelling will adapt in real-time based on player actions, deepening engagement and emotional investment.
Q.5- What trends in the gaming industry do you think will have the most significant impact in the next five years?
A: The next five years in gaming will be marked by technological advances and the integration of new business models, creating a more connected, immersive, and inclusive gaming experience. From the rise of game commerce and esports to the expansion of the metaverse and VR, the gaming landscape will evolve in exciting and unexpected ways, reshaping how we play, interact, and consume entertainment.
Here are some of the most important developments to watch:
The Rise of Immersive Game Commerce
As immersive game commerce continues to gain traction, it will redefine how brands and consumers interact within gaming environments. Expect to see more seamless integration of e-commerce within games, where players can discover and purchase real-world products without ever leaving the gameplay. This trend will blur the lines between virtual and physical shopping, creating new revenue streams for game developers and brands, while enhancing the gaming experience for players. It would become the mainstream choice for brands and game developers.
The other interesting trends in the gaming industry, according to us are:
Expansion of Cloud Gaming, Increased use of Artificial Intelligence & UGC, more global IPs on Cross-Platform Play and Interoperability; Health and Wellness Gaming etc.
Q.6- What qualities do you believe are essential for success as a tech entrepreneur?
A: As a tech leader, you should be visionary, proactive, and have the courage to trust your instincts. Also, involving the confidence to make informed, sometimes unconventional decisions, and the willingness to take calculated risks that align with the company’s overarching vision. Leading from the front is essential, and equally important is the ability to effectively pitch your ideas and products. As the market evolves, your focus should be on creating something groundbreaking—taking it from “zero to one”—while also knowing how to scale and lead growth from “one to many.”
Adaptability and continuous learning are essential for embracing the rapid evolution of technology and market demands, ensuring the company remains competitive through personal and organizational growth. Additionally, emotional intelligence for effective team and stakeholder management, resilience and adaptability to navigate challenges, and ethical leadership for sustainable and responsible growth, are also highly valued for enhanced success in the tech entrepreneurial landscape.
Q.7- How do you see players benefiting from personalized in-game shopping experiences or product recommendations?
A: Personalized in-game shopping experiences enhance gameplay by providing tailored product recommendations that increase engagement, convenience, and player satisfaction. These experiences create a seamless integration of shopping into the game world, offering players relevant embedded brand items, exclusive offers, and extensions to real-world products. Personalized shopping also unlocks unique experiences, aligns with a player’s identity, and incentivizes deeper engagement through rewards. It helps players discover high-quality products and ensures balanced gameplay by offering complementary tools. Overall, personalized recommendations enrich the gaming experience, making it more immersive, rewarding, and relevant. Gift Giving may also evolve, by Easily sending personalized, in-game items to friends, enhancing social bonding and community engagement. Also, a concept of Joint Purchases, like collaborating with friends on in-game purchases, facilitating cooperative gameplay and shared experiences. Gamers may also experience responsive pricing which will adjust based on in-game events, supply and demand, or player milestones, offering dynamic savings opportunities, and also opening up limited-time offers to receive exclusive, time-sensitive deals that incentivize engagement and create a sense of urgency. At Trophee, we are addressing the same to enhance the gamer’s experience.
Q: 8- What has been your most valuable lesson from working in the intersection of gaming, commerce, and technology?
A: Technology is an enabler, while online gaming and shopping are the experiences. Through our journey, we’ve learned that the user experience and journey are crucial. We’ve come to realize that seamless, immersive, and connected commerce is the future, moving away from traditional webshops and walled garden approaches. This model adds value to the gamer’s time, leading to a more satisfying experience. We also believe that the intersection of gaming and commerce must be ultra-immersive and seamless, without disrupting gameplay.
Additionally, we’ve learned that while technology can accomplish anything, it’s essential to have a clear, well-defined vision before development, one that aligns with the core proposition and principles.
Q.9- What advice would you give to young professionals wanting to merge their passion for gaming and business?
A: For young professionals aiming to merge their passion for gaming with business, here are few advice:
- Understand Gaming Thoroughly: Stay informed about trends, technologies, and shifts in gaming to create innovative solutions that bridge gaming and business.
- Focus on Problem-Solving: Look for untapped opportunities in gaming and think creatively to improve user experiences, monetization, and accessibility.
- Blend Creativity with Business Skills: Balance your creative ideas with business strategies, such as market research, data analytics, and monetization, to make your ideas sustainable.
- Network with Industry Professionals: Build relationships with other gaming and business professionals to stay updated and open up collaboration opportunities.
- Embrace Emerging Technologies: Stay curious about new technologies like VR, AR, blockchain, and AI, as they shape the future of gaming and provide new business models.
- Start Small, Think Big: Begin with small projects that combine gaming and business, but keep a long-term vision for how you want to shape the industry.
- Prioritize Player-Centric Values: Always keep the player experience at the core of your business strategies, as this is essential for building a loyal customer base.
- Embrace Failure and Persistence: Understand that setbacks are part of the journey, and persistence is key to overcoming challenges and achieving success.
- Find Your Niche: The gaming industry is vast; focus on a specific area that aligns with your passion, such as mobile gaming, esports, or in-game commerce, and dive deep into it.
- Keep Learning and Evolving: The gaming industry is ever-changing, so keep learning, seeking mentorship, and staying curious to stay ahead of the curve.
By combining creativity, business acumen, and a player-first mindset, you can make a lasting impact on the gaming industry.
