Game On: Tapping Into Gaming's Global Fandom

Authors: Jen Jones, Freddy Davies, Mark Hamill, Emma Franklin-Wright, Diana Chica

From the shared thrill of competition and immersive worlds to the collective pursuit of mastery, gaming has long been a dominant cultural force across the globe. Now, the rapid growth and accessibility of online gaming has taken the sector to stratospheric new heights, with a staggering 3.3 billion gamers worldwide [1]. The industry is such a force that both its audience base and revenue now surpass those of the sports, music and entertainment sectors combined

Whether it's a quick game of Candy Crush on a phone or dropping in with your friends on your favorite Call of Duty map, gaming is now so widespread that the term 'gamer' is almost obsolete. It touches just about all demographics, lifestyles and walks-of-life, and provides a huge business opportunity for brands, whatever audience they want to reach.

By building long-term partnerships and strategies that facilitate genuine engagement within the gaming industry, brands can unlock an epic world of culture, fandom and connections.

The New Audience Landscape

Gaming is so prevalent among almost all demographics and age groups that there is no single umbrella term, image, or profile that encompasses them all. The gaming world is diverse, including everything from professional streamers to casual players, each with their own motivations and behaviors.

• The Streamer Economy: Streaming is a full-time job for many, requiring multi-platform engagement (Twitch, YouTube, Discord, TikTok) and often a team for real-time support. Streamers are constantly creating content, participating in live play while simultaneously engaging with their communities. They are essentially the "super influencers" of the gaming world.
• Social Gaming: Gaming serves as a vital social community. Online gaming and co-op modes mean that for a generation short on money and third spaces, gaming has become their primary form of social connection.
• Escapism: Gaming also offers a pure escape from reality and life's stresses, with people playing on average of 1-2 hours every day [2]. Whether that's using mobile gaming to help pass time on the commute, enjoying "cozy gaming" on a second screen while watching TV or immersing yourself in cinematic storylines, gaming acts as a gateway to a different world.
• Passion to Profession: Gaming can evolve into a career, as seen with influencers whose passion for certain games turned into streaming gigs, brand partnerships and speaking opportunities at key events. For the most talented, esports competitions offer lucrative sponsorship deals and prize pools.

Gaming: Where Culture Beats, Fandom Breathes

Gaming is an integral part of culture that taps into a passionate and vibrant community, allowing people to connect, debate, celebrate and compete together. These dynamic communities provide an opportunity for brands to connect with audiences on a deep level as long as it is done in a genuine and relevant way.

Gamers are in it for the love of the game! They are notoriously passionate, vocal and opinionated. They are quick to call a brand out for being inauthentic or overly promotional. Following is advice for brands from actual gaming developers and leaders in this space:

• Deliver Exclusive Access: To be part of this community, you have to offer it something the members value. Fans love exclusive access to prizes, awards, merch, events in-game prizing (weapons, skins, leveling-up) - items they can't get on their own. Over time, fans will seek certain brands out knowing they can get something epic.
• Be Always On, Not a Tourist: Don't just dabble in gaming if you want to make a difference. Brands that are successful become successful over time. A partnership is more meaningful if it goes beyond a logo presence or one-off sponsorship and creates a legacy that resonates with a passionate community. An always on press office and social media strategy that reacts to the same news that the audience reacts to, uses the same language and tone of voice and gets the in jokes, strengthens your credibility beyond a logo at an event.
• Get into the Game: Be part of the cultural conversation by knowing the game you are partnering with and what the fans are expecting. Provide a simple CTA for fans to participate and receive their rewards. There is no shortage of content out there to help you understand the world of the game you want to partner with, from Twitch streams to YouTube tutorials and Reddit threads - that's if you don't fancy diving into the game yourself, because there is no substitute for playing it!

The Future of Play: Embracing the Indie Frontier

Limiting partnerships solely to AAA blockbusters overlooks a significant and rapidly growing opportunity for brands. The gaming landscape is shifting, with independent titles and their developers garnering immense love and attention from players. Indie games are often born from passion and fueled by innovation, resonating deeply with audiences craving authenticity and fresh experiences. For brands, this indie renaissance offers a chance for true niche engagement and to be seen as forward-thinking. Highly anticipated games like Hollow Knight: Silksong and Blue Prince prove indie titles can command AAA-level hype, showcasing the quality thriving outside traditional publisher structures. Brands willing to understand this vibrant space will discover fertile ground for partnerships that genuinely resonate with a discerning and engaged audience.

• Growing Player Preference for Authenticity: Many players are actively seeking out original narratives, art styles, and gameplay mechanics that often flourish outside the constraints of large-scale commercial productions. The intrinsic narratives and worlds of indie games provide rich ground for integrated brand storytelling that feels organic and genuine, rather than forced.
• Accessibility of Development Tools: The rise of accessible game engines and digital distribution platforms has democratized game creation, leading to an explosion of diverse and high-quality indie titles.
• Community-Driven and Niche Hype: Indie games often build strong, passionate communities around their development, fostering a sense of ownership and anticipation that can rival, or even surpass, that of AAA titles. In addition, indie games often cater to specific tastes and demographics, allowing brands to connect with highly engaged and relevant consumer segments.

Moving Forward: A Call to Action

Gaming isn't just an industry; it's a cultural powerhouse shaping how we connect and entertain. For brands, the message is simple: drop dull sponsorship tactics and embrace authentic, long-term engagement. By understanding these passionate communities and offering true value, brands won't just tap into massive global fandoms - they'll build lasting relationships that go far beyond the screen.

1. According to several 2025 data sources including The Entertainment Software Association, Statistica and Priori Data
2. Statistica, 2025 data