The gaming industry has become a global entertainment powerhouse, generating more revenue than the film and music industries combined. While many brands have entered the gaming world, there is still great potential for brands to foster deeper consumer engagement and treat gaming as a full-funnel channel. To better leverage the power of gaming, brands should explore strategies that enhance engagement and immerse consumers, including creator partnerships, gaming intellectual property (IP), and commerce integrations like Shopify’s recent move into Roblox.
Creator Partnerships: A Direct Connection to Gaming Audiences
Gaming creators on platforms like Twitch, YouTube, and TikTok aren’t just entertainers or influencers—they’re community builders. Through live gameplay, commentary, and personal engagement, creators form deep, authentic connections with their audiences. These relationships foster trust and loyalty that traditional media outlets can’t replicate, offering brands a direct opportunity to tap into these tight-knit communities.
In recent years, creators have redefined what it means to engage an audience. For example, when Kai Cenat hosted comedian Kevin Hart on his livestream, they attracted nearly 5 million unique viewers, a viewership that rivals major late-night shows like The Tonight Show with Jimmy Fallon. Success stories like this highlight how creators captivate audiences through unscripted interactions, offering viewers an experience that feels more personal than traditional television. By partnering with creators, brands can naturally integrate themselves into gaming communities, engaging with audiences in ways that feel authentic.
Building Your Own Gaming IP
While creator partnerships provide valuable reach, developing original gaming IP enables brands to establish a more permanent space in the gaming landscape.
Creating original IP doesn’t have to mean developing an always-on game, which can be daunting and expensive. Instead, brands can consider more cost-effective options like building their own tournaments, leagues, or short-term integrations, which can be treated like a digital activation space, turned on and off as needed. Eventizing game IP keeps it relevant and ensures targeted engagement when it matters most.
Although it's uncommon for brands to continuously reiterate and evolve their games, there is immense opportunity in doing so. The average time spent in a Roblox game is 11 minutes, compared to just 2-3 seconds for ad views, highlighting the payoff for investing in a branded game over a traditional branded experience. Brands shouldn’t hesitate to evolve their IP over time, returning to the drawing board and improving based on community feedback. This iterative process is vital for success, ensuring the game prioritizes the community’s interests while effectively conveying brand messaging.
Next-Gen Integrations: The Future of Gaming Commerce
Emerging commerce opportunities in gaming offer a new avenue for brands to put their products in front of consumers. Integrations like Shopify’s partnership with Roblox enable creators and brands to monetize their presence by selling products directly to fans in-game. This integration is particularly exciting as Roblox’s user base matures, with long-time players now reaching an age where in-game commerce and branded experiences are even more relevant.
Gaming has evolved from mere entertainment to dynamic platforms where real-world commerce and virtual experiences intersect. Brands have already been selling virtual goods and creating digital extensions of their physical products. But as more commerce options emerge, they have an opportunity to blend entertainment and shopping in a way that feels seamless and engaging.
Gaming’s interactive, community-driven nature offers enormous potential for brands to build long-lasting connections with consumers. Those that lean into these opportunities won’t just participate in the gaming space—they’ll become a part of it, positioning themselves for future growth as the gaming industry continues to expand and evolve.
