At a time when many industries struggle, gaming is in God mode for growth.

The latest State of Gaming report reveals that the sector’s value has risen to £141.7bn, greater than the music and film industries combined. When it comes to entertainment, gaming is no longer a side quest - it’s the main event.

In a world where it’s getting harder to attract attention, gaming offers brands a new space to explore, innovate and push the boundaries of creativity – and that’s why 2025 needs to be the year brands start taking notice.

Untapped potential

As our lives become oversaturated with information, entertainment and ads, consumers’ attention has become one of marketing's most valuable, scarce resources. Data and digital targeting alone will no longer move the needle, and brands need to find new ways to stand out and have the opportunity to build deeper and more meaningful connections with audiences.

This is where gaming provides an effective way to tap into large, diverse and engaged communities. The average gamer plays for just over one hour each day, providing brands a rich window to connect with these consumers. And it’s not just about playing. In Q1 of 2024, people watched 249 million hours of video content related to new game releases on Twitch. The reach also expands to other platforms, with Fortnite-related content, for example, generating 2.9 billion views in TikTok in 2023.

Yet despite these opportunities, many brands have been hesitant. This can be partly explained by the perceived newness of the industry – it’s still often seen as a black box, with few case studies known to the wider public despite the large number of successful partnerships and campaigns delivered. The sheer size and scope of the sector can also feel overwhelming.

But equally, it offers a clean sheet. The first-mover advantage still remains within a lot of categories – a chance to own the space and do things no brand has yet done.

Compared to many other industries gaming is still a largely untapped sector. It offers brands the rare opportunity to reinvent themselves, show a different side and surprise audiences with new strategies and content.

It can also allow for more playful collaborations and placements in a space that is less constrained by expectations, traditions and guidelines but instead open to new creative approaches.

Adding to the experience

The very nature of the gaming culture, where collaboration and interaction play a key role, opens up unique opportunities for creativity. Players, fans and creators shape it every day through their engagement, building fresh narratives and creating new experiences. And there’s lots of space for brands to join in, too.

The versatility of the industry means there are chances for brands of all types and sizes to get involved, from sponsorship to IP-focused collaborations on and off screen.

Collaborations can be simple, from in-game billboard ads to licensing deals outside the gaming space, such as the limited edition Super Mario-branded HARIBO sweets launched to celebrate the brands’ respective anniversaries.

Or they can help brands show up in unlikely places, like Unilever with its sponsorship of esports competitions like IEM Cologne and ESL Pro League. While its Nutrition brands Knorr, Pot Noodle and Unox are not typically associated with gaming, they found a natural fit and purpose with the audience. When every second counts, less time spent on cooking equals more time spent on gaming.

The tech-driven nature of the sport makes it ideal for technology partnerships, spanning from using AI to enable better community moderation to powering event infrastructure.

Intel, for example, provides computing, LAN and arena infrastructure to enable advanced competitive esports experiences around the globe. Similarly, DHL recently extended its six-year tenure as the Official Logistics Partner of esports events like Counter-Strike 2, Dota 2 and Mobile Gaming tournaments, and DreamHack gaming and lifestyle festivals. Building on this, it has also explored activations in Unreal Editor for Fortnite (UEFN), creating an experience which made the brand playable.

Touching a global esports fanbase of more than 640 million - and the wider gaming community of 3.2 billion -  the partnership has enabled DHL to build a close bond with gaming and esports fans, showcasing its expertise in contributing to a smooth-running event. It has also helped fuel its growth strategy, positioning DHL as an attractive brand in front of a young, tech-savvy audience, resulting in more than 10,000 job applications since 2022.

Engaging with authenticity

Ultimately, gaming is all about communities, and for brands that means understanding what you can bring to the table to elevate fan experiences in ways that ensure enthusiastic, lasting engagement. What it looks like in practice, depends on you.

Be authentic, be relevant, be creative and enjoy the process.

Gamers are a passionate subset of consumers, with real knowledge and a sense of ownership of their favourite platforms and the related ecosystems. Brands who want to engage with them must first understand their worlds, before striving to add value to their experiences and incentivise their engagement.

Partnerships with game ecosystems, esports and gaming events as well as platforms and creators provide easy access points, and leave room for brand-led creative innovation and experimentation.

Making your mark

If you want to own the gaming space and tap into its creative potential for years to come, you need to act fast. Gaming is not a passing trend, nor is it just the future. It’s the now, the next year, the next decade, and beyond.

And best of all, it’s constantly evolving, generating new ways for brands to get involved, innovate and connect with players. The brands that are ready to embrace its potential early on, are well placed to drive creative innovation and shape the sector's future.

Gaming is yours to explore - are you ready to play?