September 2023

How brands are using video games to reach Gen Z

How brands are using video games to reach Gen Z

Video games have evolved from their beginnings in the 1950s to encompass augmented reality, sensory interactions, and a pursuit of more realistic and immersive experiences. They serve purposes in entertainment, education, and training, shaping popular culture and society as a whole. Today, the video game industry is a global behemoth worth billions of dollars.

Why are video games an effective marketing medium?

There are several reasons why video games make for an effective marketing medium.

Firstly, video games have a captive audience. Gamers often spend hours each day playing, providing advertisers with a significant opportunity to reach them.

Secondly, video games offer an immersive form of entertainment. Players feel connected to the characters and stories within games, making them more likely to remember the advertising messages they encounter.

Thirdly, video games serve as a platform for interactive advertising. Players can engage with in-game ads, making them more engaging and memorable.



Successful marketing cases in video games


There are numerous instances of successful marketing within video games. One of the most well-known examples is Fortnite. Fortnite is an online shooter game that has become one of the world's most popular. The game has collaborated with a wide range of brands, including Nike, Marvel, and Star Wars.


Another success story is Animal Crossing: New Horizons. Released in 2020, Animal Crossing: New Horizons is a social simulation game that achieved both commercial and critical success. It was used to promote various products, including the Nintendo Switch and Amazon Prime.



Video games are an increasingly popular and effective marketing medium. Companies across all sectors are beginning to harness the power of video games to reach their target customers.


If you're considering using video games as a marketing medium, here are some tips:

1. Ensure your advertising message is tailored to the right audience.

2. Make your ads relevant to the game.

3. Avoid being overly intrusive.

4. Learn to measure the results of your marketing campaign.


By following these tips, you can create an effective and cost-efficient video game marketing campaign.


Written by Luis Angel Pérez