Umaru Creative ·
Gaming: The Overlooked Marketing Channel With 3.5 Billion Players
Gaming has become culture, community, and commerce all at once. But with only 5% of media budgets directed here, it’s still one of the most overlooked marketing channels.
Gaming isn’t just entertainment anymore—it’s a powerful engine for culture, connection, and commerce. Yet according to a new report from Dentsu Gaming, brands are still slow to invest in this space.
With more than 3.5 billion gamers worldwide and gaming time increasing 6% year-on-year, it’s surprising that global media spend on gaming accounts for less than 5%.
Here’s what this means for brands and digital experiences.
Gaming: Culture and Commerce Combined
Games today are more than pixels and consoles—they influence film, TV, and even daily life. In 2024, over 60 game-inspired films and series were produced, with at least 44 more projects expected in 2025.
Take Warner Bros.’ Minecraft movie as an example. The film earned nearly $1 billion globally, but more impressively, it boosted daily active Minecraft players by 17% in just one week. Gaming content drives engagement far beyond the screen.
Gaming as a Social Hub
Gaming has become a central social space, especially for Gen Z:
- 70% of players say games help them connect with others.
- On Roblox, players spend an average of 2.5 hours daily, forming 1.62 billion new friendships per month.
- Platforms like Discord and Twitch are essential for learning, entertainment, and social belonging.
Gaming isn’t just play—it’s community.
Why Brands Should Pay Attention
Players are open to brand integration:
- 43% say co-branded content improves brand favourability.
- Nearly half of Twitch viewers have purchased products recommended by streamers.
- Gen Z and Millennials are 64% more likely to discover new brands through mobile game ads than older generations.
Brands that engage thoughtfully can meet audiences where they already spend time—immersed and attentive.
Understanding Player Motivation
Knowing why people play helps brands design better engagement:
- Top reasons: relaxation (55%) and achievement (20%).
- Immersion-driven players often use VR or controller-based games.
- “Relaxation” game livestreams grew 22% year-on-year, with over 4 billion hours watched globally in 2024.
These insights show the deep emotional and social engagement players have with digital content.
The Takeaway
Understanding gaming trends is a great place to start. They reveal a simple truth: while billions of people play, connect, and spend time in gaming worlds, brands still invest less than 5% of media budgets here. That gap is more than just a statistic—it’s an opportunity. For marketers, the lesson is clear: gaming isn’t a niche; it’s a mainstream channel where culture, community, and commerce meet. The brands that act now will be the ones building real connections with the audiences of tomorrow.