Video Games

Many gamers across the land celebrated last week when the Nintendo Switch 2 launched on June 5th. This marked an exciting milestone in the gaming world. From a marketing perspective, it’s important to understand the demographic of these gamers and the potential of advertising in their universe.

If you’re still picturing gamers as teenagers holed up in their parents’ basements, it’s time for a hard reset. These days, gamers are everywhere, and they’re not just playing, they’re paying attention. This has led popular gaming platforms like Sony’s PlayStation, Microsoft’s Xbox and Nintendo’s Switch 2 to showcasing fully immersive worlds where brands can play too. For example, big brands such as Nike, Ford and Monster Energy appear prominently in popular video games.

Microsoft is also levelling up by actively exploring a more non-intrusive advertising style by integrating in-game branded billboards and items that naturally blend into game environments. Additionally, they are testing ad-supported cloud gaming where players watch short ads to gain free access. Sony prefers to limit advertising to the PlayStation Store and dashboard, avoiding in-game ads. Nintendo however, maintains the nostalgic ad-free experience, rarely allowing product placement or traditional advertising.

Together, these platforms house around 350 million active users globally, contributing to a worldwide gaming audience of over 3 billion players. And guess who’s driving this growth? Millennials and Gen Z, those elusive, ad-resistant audiences who also happen to be aged 11 to 42.

So, should gaming be on your media plan? The answer is heck yes, and here’s why:

  1. Epic-Scale Engagement

Gamers spend hours immersed in digital worlds, making gaming one of the most engaging entertainment mediums today. This deep engagement results in stronger brand recall and emotional connections compared to more passive media like television.

  1. Total Recall Mode: Brand Edition

Product placements and branded content positioned strategically into gameplay can increase brand recall by up to 25%. This is especially true when brands become part of the game’s environment.

  1. Glitch the System: Get Where Others Can’t

Gaming reaches a sought-after demographic of younger, tech-savvy consumers – especially Gen Z and Millennials. This is a key venue as this demographic is often resistant to traditional ads. That said, the gaming audience is broadening: 25-30% of gamers are now aged 50 and older, reflecting its expanding appeal.

  1. Power-Up Your Creativity

Games offer interactive storytelling, allowing brands to become part of the narrative. This creates memorable, positive brand experiences that far surpass the more traditional static advertisement.

  1. Multiplayer Mode: All Systems Go

Gaming today is deeply connected with streaming platforms like Twitch, YouTube, social media and highly popular e-sports. A single branded activation can amplify across multiple channels, dramatically increasing reach without extra costs.

  1. Precision Mode: Target Locked

Platforms like PlayStation Network, Steam and other mobile platforms, give marketers smart data to target the right players and track whats working in real time.

Game On

Gaming checks all the boxes traditional marketing often misses. It’s interactive, immersive, and hits your audience where they’re most engaged with controllers in hand and attention fully locked in. If you’re looking for a fresh way to connect with Millennials, Gen Z, and beyond, gaming isn’t just a new approach it’s a great way for brands to level up.