Smart brands see online/video gaming as a shortcut to connect with young (and mercurial) consumers who are otherwise so difficult to reach. To put it into perspective, there will be $100 trillion in wealth transfer to Gen Z. For next gen marketers — and now those targeting Gen Alpha – gaming has become a go-to strategy to tap into those funds. We’re referring to the growing universe of platforms like Roblox which blend interactive gameplay, social connection and user-generated content. Games as a platform are reshaping the cultural definition of ‘play.’ One of the latest hits on Roblox is Steal a Brainrot that revolves around collecting and stealing as many Brainrots as possible. While this may sound bizarre to some, it feels completely normal to millions of young players.
Games and play by association are child’s play, but it might be surprising that video gaming represents a higher share of total media consumption than in any other age group. Video gaming is for children of all ages, and any brand executive can do the math. The Roblox 3D platform alone has more than 380 million monthly active users, growing 19 percent annually from 2021 to 2024. Minecraft grew 12 percent annually, while Fortnite followed with 10 percent. The scale is impossible to ignore.
And this is the edge of the gaming universe; the numbers are impressive. McKinsey & Co. reports that gaming accounts for the largest share of U.S. media consumption at 23 percent, compared with 21 percent for streaming and 20 percent for social media. According to Bain & Co., the global video game market reached $219 billion last year and is projected to grow by 4 percent annually through 2028. What’s more, according to Pew Research Center, 85 percent of U.S. teens report playing video games, and 41 percent say they play them at least once a day. Four-in-ten identify as gamers.
The key to tapping into gaming communities is authenticity -- the most successful brand activations don’t just show a potential customer a product. They embed the brand into core memories that they’re already creating with their friends.
Attention Immersion
The brands that play in the video gaming space know it’s not just about reach but about locking in the user’s attention. On TikTok, engagement is often measured in seconds or even milliseconds. According to Laila Nasr, Strategic Insights & Partnerships Manager at GEEIQ, “Console and PC gaming are the only digital mediums that get close to live-event levels in focus. It’s the difference between scrolling past a social media post and playing a game for hours.” Think about what this means for brands trying to reach next gens in a place they want to be.
McKinsey & Co. measures attention as valuable time spent, driven by focus and intent. Gaming’s advantage is immersion. Leaderboards matter, but the real difference is narrative. As Bain & Co. notes, “Increasingly, gamers and fans are falling in love with universes, stories, and characters rather than the entertainment format itself.”
Gamers invest in creating and co-creating digital identities. A Roblox survey found that 56 percent of Gen Z users agree that styling their avatar is more important to them than styling themselves in the physical world. As Nasr observes, “When you hang out with friends in the real world, you express yourself in specific ways, to show personality, interests, style, and so on. In social gaming environments, like Roblox and Fortnite, players do the same, but here, they’re not constrained by reality.” According to survey data reported in Bain & Co.’s Gaming Report 2025, customization and playing with friends are just as important for gamers on platforms like Fortnite, Roblox, and Minecraft. This relationship immersion leads to the most important currency of any brand: trust.
Trust by Association
According to dentsu’s 2024 State of Gaming Report, 78 percent agree that video games are where they connect with friends and meet new people. For brands, this creates a unique opening to build relationships in gaming communities rooted in authenticity.
“The key to tapping into these communities is authenticity — the most successful brand activations don’t just show a potential customer a product. They embed the brand into core memories that they’re already creating with their friends.” says Nasr.
Brands can build trust and engagement at a community level. For example, e.l.f. Beauty partnered on Love, Your Mind World, a Roblox game supporting teen mental health, and collaborated with Chime to launch Fortune Island: Earn. Learn. Flex, teaching financial literacy, which according to Patrick O’Keefe, chief integrated marketing officer at E.l.f. Beauty aims “to equip our community with the skills and swagger to be their best E.l.f. selves.”
Gaming platforms can be an effective virtual shop window. Vans dropped the Mixxa on Roblox before selling it anywhere else. And a source of valuable advice. Maybelline took over Roblox’s Paradise RP to demonstrate its Sunkisser Blush.
A bigger game-changer, however, is how these platforms are doubling down to create a virtual selling ecosystem. Beauty brands such as e.l.f. Beauty sell real products via Roblox while Fenty launched a shoppable game where players could unlock an exclusive shade of its Gloss Bomb lip gloss.
Gaming platforms are an ideal playground for users to discover and experiment with new products, brands, styles, and influences. For example, L’Oréal Paris lets users play around with the style and color of their avatar’s hair. Skateboarding fans can customize their own Vans shoes for their avatar. It’s a smart move. According to a Roblox survey, 84 percent say their physical style has been inspired by their avatar’s style. However, Nasr warns that success won’t come from brands simply adding a checkout button, “The winners will build experiences where shopping feels like play — where discovery feels earned, products feel native, and purchase is a natural extension of the game.”
A New Game Plan
Gaming is a medium where users commit time, focus, and emotion. As Nasr observes “Social media is saturated, but gaming offers the deeper engagement needed for brand love and loyalty to grow.” This depth of engagement also translates into conversions. YouGov data report that nearly a third of U.S. sandbox gamers agree with the statement, “I am a sucker for anything branded, even if it’s expensive,” compared with just 22.3 percent of the general population.
Creative content underpinned by strategic reasoning will be critical to successful brand activations, particularly in crafting aspirational experiences. For example, Maybelline’s Roblox game Glamhattan: Colossal Bubble (live from June 15 – October 15, 2025) invites players to explore New York neighborhoods, experiment with virtual makeup looks, unlock exclusive branded rewards, and purchase products directly in-game.
Savvy C-suite marketers understand that virtual immersion experiences drive a high level of engagement and know how brands can both disrupt and redefine the customer journey. It’s a game that brand executives can’t afford to lose. Kids don’t stop playing games when they become adults. It’s a market for life.
