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Especially in difficult times, fun shouldn’t be neglected – both in business and in private. Because without fun there is no success in your job or in life. Tiktok and his German star Falco Punch say that they want one thing above all: to spread fun. And so they obviously hit the mood of people around the world who are looking for diversion in times of pandemic, curfew and existential fear. Just as the Chinese video network and Falco’s channels are booming, the whole digital entertainment industry is booming, writes author Jan Vollmer in our cover story. In spring 2020, videos, social media and gaming accounted for around 80 percent of global data traffic, as a market analysis from May shows.

There have already been many ideas about what the Internet should bring to people. Having fun wasn’t necessarily high on the list. In 1996, Internet civil rights activist John Perry Barlow wrote of the “new home of the spirit”. If you look at cyberspace more than 20 years later, you are more likely to find yourself in a huge amusement park. Tech corporations develop into entertainment corporations, entertainment corporations into tech corporations. Above all, tailor-made fun content is transported at lightning speed on the information superhighway. “For the big tech companies like Amazon, Microsoft and Google, entertainment is a way to expand further into the lives of customers,” says Stefanie, managing director of the digital agency TLGG. The question is always: How do I, as a brand or company, keep in contact with users and customers? Entertainment as a business model has a number of advantages in this regard: It is about the time that users like to spend, for example after work.If you talk to the Tiktoker Falco Punch, you get the feeling that the younger generation has internalized the importance of attention like none before them. “My views, my impressions are higher than any TV show,” he says. And those are the key figures that are also of interest to brands and advertising partners. His reach can be paid for with a lot of money – more precisely: advertising money.

For Munich professor Diana Rieger, the triumph of fun formats on the Internet is related to the fact that digital entertainment is particularly well suited to storytelling. But: Not all attention is the same, she points out. “In cognitive psychology one assumes that attention is a limited resource,” emphasizes Rieger.

If the offer is too big, if the attention spans are getting shorter and the content is not perfectly adapted to the target group, then the biggest opponent of all entertainers quickly enters the stage: boredom. Because: “Fun is never permanent, it wears out over time”, explained the neuroscience Henning Beck in the series of interviews on the subject of “Having fun at work” by our author Miriam Binner. “We only feel fun when the level of dopamine that is released exceeds the current level.”

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