GAMING ISN’T JUST PART OF CULTURE — IT IS CULTURE
01
FOR YEARS, GAMING WAS SEEN AS A NICHE — A PASTIME RESERVED FOR KIDS OR HARDCORE TECHIES.
But that perception is not just outdated; it’s actively misleading. Gaming today is one of the most powerful cultural engines on the planet, shaping how people connect, express themselves, and spend their time.
With more than 2.4 billion people playing games globally, it reaches across age, gender, and geography. It influences fashion, film, music, and social interaction.
02
GAMERS ARE EVERYWHERE — EVEN IF THEY DON’T CALL THEMSELVES THAT.
The average gamer today is 37 years old, and more than half are parents. People game during commutes, between meetings, or late at night after putting the kids to bed.
Whether it's a few rounds of Candy Crush or tuning into an esports stream, gaming fits seamlessly into modern life. That’s why brands need to let go of the “gamer” stereotype.
Gaming has grown up and now reaches all ages, yet the label 'gamer' still carries outdated stereotypes.
Surprisingly, many who don’t identify as gamers actually spend more time playing than those who do."
MAGALI HUOT
VP of Global Gaming Strategy at dentsu
03
AND WHERE CULTURE GOES, COMMERCE FOLLOWS.
Gaming isn’t just shaping global behavior — it’s directing billions in consumer attention and spending. For brands, this isn’t a trend to watch from the sidelines. It’s a business imperative.
04
GAMING IS A FULL-SPECTRUM MEDIA CHANNEL — AND BRANDS ARE STILL UNDER-INVESTING.
Gaming is already larger than the global music and movie industries combined, yet it still receives less than 5% of U.S. ad spend.
That’s a huge disconnect. The truth is, gaming offers rich engagement across every major touchpoint — from playing and watching to creating and sharing. According to Brent, the industry needs to shift its mindset.
05
THE CREATOR ECONOMY IS THE HEARTBEAT OF GAMING.
Gaming platforms like Roblox, Fortnite, and Minecraft have evolved into playgrounds for creators. Millions of users aren’t just playing — they’re building games, hosting live events, and growing followings that rival mainstream celebrities.
This creator-fueled ecosystem is where UGC thrives and where brands can find authentic, community-powered ways to engage. When brands show up with respect and relevance — like Minecraft’s in-game movie events or Porsche’s in-game Overwatch skins — players reward them with loyalty.
06
THE OPPORTUNITY ISN’T JUST REACH — IT’S RELEVANCE.
Gaming gives brands the ability to connect with people where they live, play, and form identity. But this isn’t about slapping logos into games — it’s about understanding the culture and co-creating value within it. The brands that win are the ones that see gaming not as a media buy, but as a cultural conversation. It’s no longer a side quest — it’s the main storyline.
Gaming marketing plans aren’t just for innovation teams anymore.
They need to be part of the actual campaign planning — not an afterthought or a test budget.
BRENT KONING
EVP of Global Gaming at dentsu
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