The global population is on track to hit 8.2 billion by 2025, with 3.5 billion people already classified as ‘gamers’. Let that sink in. Gaming isn’t a niche; it’s a cornerstone of the digital world that spans every demographic, culture and consumer behaviour.
Despite this overwhelming fact, many brands hesitate to tap into gaming. Could it be that the term ‘gamer’ is holding some back? What if we’ve been too focused on viewing gamers as a narrow, specific group, missing the bigger picture?
The truth is the gaming audience is vast and diverse. It’s not just about hardcore, competitive players – it’s about casual gamers, mobile users, streamers and viewers alike. This diverse, engaged audience spans every corner of the market. When brands label ‘gamers’ as a niche group, they risk missing a massive opportunity to engage with a broad, dynamic audience that includes consumers from all walks of life.
We don’t want attention, we want connection
What makes gaming stand out in the crowded digital landscape is the level of engagement it fosters. Unlike passive forms of media consumption, gaming invites active participation. Gamers don’t simply consume content – they interact with it, share it, debate it and live it. This level of immersion creates an unparalleled bond between the brand and its audience, one that no other media format can replicate.
For brands, the key takeaway is simple: gaming delivers the kind of engagement that is critical for building lasting connections with today’s consumers. Whether it’s through gameplay, live-streaming, or social media interactions, gaming offers brands an opportunity to engage with their audience in ways that are not just memorable, but also meaningful.
Seize the opportunity
Brands that have embraced gaming as part of their media mix are already seeing incredible success. Nissan’s Defy Ordinary campaign is a great example, where it leveraged live-streaming and gaming to engage Gen Z’s adventurous spirit. The campaign didn’t just target traditional automotive consumers – it met young, digital-first audiences where they already spend a significant amount of time: in the gaming world.
This example proves that gaming isn’t just for a specific ‘gamer’ audience. It’s a powerful channel for reaching younger, engaged consumers across multiple platforms, driving both awareness and engagement in ways that traditional media often can’t.
Let me tell you a secret
It’s not about jumping into gaming simply because it’s trendy; it’s about understanding the power of engagement and how to craft experiences that resonate with today’s consumers. Brands need to move beyond outdated stereotypes of who gamers are and tap into the broader, more diverse audience that’s engaging with gaming daily.
At Division, we’ve seen firsthand how effective gaming can be in connecting brands with audiences. Whether it’s through mobile games, live-streamed events, or interactive campaigns, the key to success lies in creating authentic experiences that speak to consumers’ interests and behaviours. It’s about being where your audience is, participating in their conversations and adding value to their experiences.
Being fashionably late to this party isn’t the strategy I’d recommend. The time to act is now – gaming is where people are, and it’s where your brand needs to be.
By Dan Moore, Chief Operating Officer, Division
