The rise of virtual brand experiences in gaming 

In the past decade, gaming has transformed from a solitary pastime to a social, immersive, and community-driven ecosystem. Players no longer just play games; they interact, explore, and build connections within virtual worlds. As players build these communities, brands are tapping into the immense potential of reaching these passionate gamers. 

The opportunity brands should be leveraging 

According to research from Priori Data, there are over three billion active gamers globally, representing a vast and engaged audience for brands to connect with. This opportunity extends beyond traditional marketing methods, with brands now able to integrate into gaming environments in innovative and authentic ways that resonate deeply with players and enhance their overall gaming experience. Some areas brands can explore include: 

• Virtual stores: partner with a game and its virtual store to let players browse and purchase branded items for their in-game avatars, merging real-world products with digital identities.  

• Digital collectables: release exclusive in-game items such as branded clothing, accessories and vanity items, catering to the ever-changing desire for self-expression within the gaming community. Gamified, time limited drops help to drive excitement, with cross platform compatibility ensuring greater appeal and usability.  

• Virtual events: brands can now host immersive events within specific gaming platforms, ranging from virtual fashion shows to interactive product launches, enabling players to engage, shop and unlock exclusive brand rewards.  

Where brands have already seen success 

Several brands have already set the standard for what’s possible in this space, illustrating the value and potential of brand experiences in games. For example, Gucci partnered with Roblox in 2024 to create a virtual ‘Gucci Garden,’ a digital space where users could explore branded environments, try on digital Gucci items, and purchase limited-edition collectibles for their avatars. This activation not only boosted brand visibility among younger audiences but also deepened emotional attachment to the brand. By positioning Gucci as a symbol of aspiration within the virtual realm, the in-game experience reinforced its desirability and planted the seeds for offline purchases, demonstrating how digital activations can drive brand loyalty and real-world sales.  

Another example of Roblox establishing successful partnerships is its innovative collaboration with furniture giant, IKEA. The brand crafted virtual experiences that allowed users to design and furnish their dream spaces using digital replicas of IKEA products. While introducing the brand to a younger audience, the partnership also encouraged creativity and interaction, giving gamers a hands-on experience of IKEA’s product range in a fun and engaging way.  

Similarly, Coca-Cola collaborated with Fortnite to launch exclusive, limited-time game modes and in-game rewards tied to its marketing campaigns. This approach allowed players to engage with the brand in a fun and interactive way, reinforcing Coca-Cola’s playful and inclusive image while enhancing players’ overall gaming experience.  

Another example is the partnership between Adidas and new football game, UFL, who introduced the ‘Team Pass’ – a feature that allowed players to earn exclusive Adidas-branded items in-game, showcasing Adidas’ alignment with gaming culture. 

How to know if it’s right for your brand 

Brands entering the gaming space must align with their core audience, goals and ability to innovate. Gaming offers a unique chance to connect with younger, tech savvy consumers, particularly Gen Z and Millennials, who value immersive experiences over products.  

With Artificial Intelligence (AI), Augmented Reality (AR) and Virtual Reality (VR) driving innovation, virtual brand experiences are becoming more personal and targeted, enabling brands to connect directly with players. For example, supermarkets could create in game meal planning experiences, while fitness brands might offer virtual workouts or rewards tied to real world health goals.  

Early adopters who embrace these opportunities will lead in a world where authentic and meaningful connections are key. We’re here to help your brand stand out in this fast evolving space with bold, creative strategies. To learn how we can make that difference for you, please get in touch!