Leveling Up: Why Gaming Is the New Frontier for Brand Attention

For Gen Z and Millennials, life has always felt like a game, one of points, puzzles, and hidden rewards. Over 90% of them play video or mobile games, and they’re spending more time than ever in immersive worlds like Candy Crush, The Sims, and Roblox.

Raised on gamified experiences, they’re drawn to anything that feels like a challenge. From decoding Taylor Swift Easter eggs to predicting White Lotus twists, they’re fluent in the thrill of the hunt and it’s shaping how they engage with brands.

Games and virtual worlds aren’t just entertainment. They influence real-world choices. And brands are welcome here: 59% of gamers enjoy spotting brands in games and say it makes the experience more unique.

But presence isn’t enough. They want to engage in moments that matter, concerts, TV drops, social trends, brought to life in-game. When brands meet them where culture lives, they earn attention and even go viral.

The best brand experiences mirror gaming itself: a challenge, surprise, discovery. Here’s how brands are tapping into gaming to win over a new generation.

Pat McGrath and Candy Crush

To launch its new lip and nail collection with Candy Crush Saga, Pat McGrath Labs gamified the experience by sending influencer PR boxes that teased not just beauty products, but a twist: $10,000 diamond- and ruby-encrusted rings that had mysteriously “gone missing.” The only way to potentially get one? Order from the collection. The stunt turned a standard product drop into a playful, high-stakes treasure hunt blurring the lines between beauty, storytelling, and gameplay.

Gucci Town in Roblox

Gucci has established early brand roots in this space with Gucci Town on Roblox, a virtual world featuring galleries, cafés, and a digital shop inspired by its concept store, Vault. Gucci launched its partnership with Roblox in 2022 and has continued to activate in this space with new experiences, partners, and products. Users can explore, hang out, and outfit avatars with exclusive Gucci gear. The brand’s first Roblox experience, Gucci Garden, drew 20M visits in two weeks; Gucci Town doubled that, with 40M visits and over 900,000 virtual items sold in just three weeks. It’s more than just a brand activation, it’s digital commerce in action.

Coachella x  Fortnite

Coachella brought its iconic festival to Fortnite by launching Coachella Island, a custom map where players battle in music-themed arenas inspired by the festival’s stages and art. Up to 12 players compete using sound-powered tools, with winners earning a spot on the virtual Main Stage. Blending rhythm, color, and competition, the experience taps into Fortnite’s 220M+ monthly players, turning a passive event into a playable moment, proving festivals don’t need a desert to be unforgettable.