When Brands Enter the Game: How Gaming Is Changing the Rules of Marketing
A film trailer appears between two videos. A new fragrance pops up on Instagram. A supermarket launches a campaign just as you're thinking about what to have for dinner. We're used to brands finding ways to fit into our daily lives. But what happens when they start showing up somewhere people go specifically to escape advertising, social media feeds and the outside world?
Gaming has developed its own culture, communities and habits. For some people, it is a way to unwind after a long day; for others, it is where they meet friends, discover new things or spend hours mastering a game. And as these worlds become part of everyday life, the relationship between gaming and brands is becoming increasingly interesting.
In her article, “Has Video Gaming Become the First Social Network for Young People?”, Louisa Amarouche explores how games have evolved into spaces for social interaction and shared experiences. Her analysis got me thinking about another side of this evolution: what does it mean for brands when the places people gather, play and connect become part of their marketing strategies?
More than a logo on a screen
Advertising in games is nothing new. Brands have sponsored esports competitions, appeared on virtual billboards and partnered with streamers for years. But they now have more possibilities: creating playable experiences, integrating products into existing games or reaching players through advertising solutions built around PC gaming.
Carrefour offers a recent example. In September 2026, the retailer launched a Fortnite experience featuring four mini-games inspired by its business, from agriculture and delivery to supermarket operations and product innovation. Instead of explaining its activities through a conventional campaign, Carrefour turned them into challenges players could experience for themselves.
Of course, not every brand needs to build its own experience from scratch. Sometimes, finding the right place within a game that already exists can be just as interesting.
Finding the right place to fit in
Take Jo Malone London. At first glance, a luxury fragrance brand and Fortnite might seem like an unlikely combination. One is associated with scents, ingredients and carefully crafted products; the other with fast-paced matches, virtual worlds and online communities. So how do you bring the two together when players cannot even smell the product through their screens?
In August 2026, Jo Malone London found a way to explore that question. To promote its Sea Salt & Bergamot Cologne, the brand partnered with Chartis on a limited-time experience within Minigame Box PvP, an existing creator-made Fortnite island. Inspired by the British coast, the activation aimed to translate some of the atmosphere behind the fragrance into a space players could explore. Gaming creators and social content helped extend the campaign beyond the game itself.
From one-off campaign to ongoing presence
Panda Express, the American fast-food chain, is taking that longer-term approach. According to Marketing Dive in October 2026, the brand has been expanding its presence across Roblox and Fortnite following earlier activations. These have included virtual menu items and experiences connected to cultural moments such as Lunar New Year.
The logic is different from launching a single campaign and moving on. If players keep returning to a platform, a brand has the opportunity to build familiarity over time, through new experiences and updates rather than one isolated appearance.
The campaign partners have reported improvements in brand awareness, consideration and purchase intent. Those results are worth noting, although they need to be understood in the context of the studies behind them. A successful activation for one brand does not automatically mean the same strategy will work for another.
Still, Panda Express illustrates an interesting change in mindset: gaming is not necessarily just a place to launch something. It can become a space where a brand builds a relationship with an audience over time.
Beyond Roblox and Fortnite
When people talk about gaming and marketing, platforms such as Roblox and Fortnite tend to dominate the conversation. They are easy examples to picture: a branded island, a virtual item or a mini-game designed around a product. But the gaming ecosystem is much broader than that.
On PC, for instance, brands can reach players through advertising solutions built around gaming apps and communities. Some campaigns go a step further by working directly with the games people already play.
That was the approach taken by Universal Pictures to promote Black Phone 2, the campaign involved a custom modification for the PC horror game R.E.P.O., developed with Overwolf. The experience brought elements inspired by the film into a game that already had its own audience.
The difference is subtle but important. Instead of asking players to leave their usual gaming habits behind and enter a separate branded space, the campaign builds on an experience they already know. It is another way of approaching the same challenge: finding a place for a brand without losing sight of what made the original experience appealing.
From branded worlds to creator partnerships and custom game modifications, there is no single formula for gaming marketing. Which raises a more important question than simply asking what brands can do:
But does being in the game actually matter?
Gaming offers brands something traditional advertising often struggles to achieve: active participation rather than just a few seconds of attention. A well-designed activation can introduce a brand to new audiences, create memorable experiences and give people a reason to engage with it.
But these benefits should not be taken for granted. Playing a branded mini-game does not necessarily translate into brand interest, let alone sales. Campaigns can generate impressive engagement figures without proving a lasting impact, which makes clear objectives and meaningful performance indicators essential.
There is also a risk of getting it wrong. Players come to games to enjoy themselves and connect with others, not necessarily to see advertising. An activation that feels forced or interrupts the experience may do more harm than good.
As Louisa Amarouche highlights in her article, gaming is also a social space, built around communities and shared experiences. Brands need to take that into account when deciding how to participate. Gaming can be a valuable marketing channel, but its success depends on more than reaching players: it requires a relevant experience, realistic objectives and a clear way to measure results.
Sources consulted
- Amarouche, Louisa. “Le jeu vidéo est-il devenu le premier réseau social des jeunes ? Analyse de Reality Is Broken.” MBA DMB Blog. Read the original article.
- Publicis Groupe. “Publicis creates an immersive Fortnite experience for Carrefour to showcase careers driving the food transition.” September 16, 2026. Read the campaign overview.
- Karlovitch, Sara. “Estée Lauder’s Jo Malone turns to ‘Fortnite’ for first gaming activation.” Marketing Dive, August 20, 2026. Read the article.
- Karlovitch, Sara. “Why Panda Express is embracing an ‘always-on’ gaming strategy.” Marketing Dive, October 5, 2026. Read the article.
- Overwolf Ads. “Black Phone 2.” Campaign case study on the collaboration involving Universal Pictures and the PC game R.E.P.O. Read the case study.