How Video Games Are Changing the Future of Marketing

Marketing has always evolved alongside technology. From print ads to TikTok influencers, brands constantly chase attention wherever it goes. Right now? It’s going to video games.

Once seen as niche, gaming is now a cultural force with over 3 billion players worldwide. And smart marketers are starting to realize that this is a platform they can take advantage of.

Games can act as a social platform. Roblox, Minecraft, and Fortnite are hosting concerts, fashion shows, and product launches, and there is a shockingly large audience for this.

• Travis Scott’s virtual Fortnite concert drew 12.3 million live viewers, outperforming most live TV broadcasts.
• Gucci created a virtual handbag for Roblox that sold for more than the real one.
• Animal Crossing saw brands like Hellmann’s and Joe Biden’s campaign build in-game experiences to connect with young audiences.

These platforms aren’t just games. They’re digital gathering spaces. Marketers who understand this are treating games like social media: not just placing ads, but building immersive experiences.

But marketing with games doesn’t just have to target gamers. Rather, there has been a rising phenomenon popular with many famous brands: Gamification.

Gamification isn’t new, but it’s evolving.

Loyalty programs now look more like RPGs. Think:

• Earning badges for completing tasks
• Leveling up through customer tiers
• Unlocking rewards like loot boxes

Brands like Starbucks, Duolingo, and Nike Run Club use game mechanics to increase engagement and retention. And with AI and personalization, we’re entering an era of dynamic gamified experiences: tailored quests, interactive stories, and even multiplayer-style challenges for your customers.

A marketer trying to make use of games can’t just “advertise in games.” They must think like a game designer.

Ask:

• What reward loop can I build for my audience?
• How can I create a narrative that people care about?
• What makes users keep coming back?

Game designers are masters of engagement, storytelling, and retention — skills every modern marketer should be studying.

We’re still in the early stages of game-driven marketing. But as Gen Z and Gen Alpha continue to grow up in virtual worlds, the brands that play smart will win big.