Gaming isn’t just shaping global behavior — it’s directing billions in consumer attention and spending. For brands, this isn’t a trend to watch from the sidelines. It’s a business imperative.

Gaming is already larger than the global music and movie industries combined, yet it still receives less than 5% of U.S. ad spend.

That’s a huge disconnect. The truth is, gaming offers rich engagement across every major touchpoint — from playing and watching to creating and sharing. According to Brent, the industry needs to shift its mindset.

Gaming platforms like Roblox, Fortnite, and Minecraft have evolved into playgrounds for creators. Millions of users aren’t just playing — they’re building games, hosting live events, and growing followings that rival mainstream celebrities.

This creator-fueled ecosystem is where UGC thrives and where brands can find authentic, community-powered ways to engage. When brands show up with respect and relevance — like Minecraft’s in-game movie events or Porsche’s in-game Overwatch skins — players reward them with loyalty.

Gaming gives brands the ability to connect with people where they live, play, and form identity. But this isn’t about slapping logos into games — it’s about understanding the culture and co-creating value within it. The brands that win are the ones that see gaming not as a media buy, but as a cultural conversation. It’s no longer a side quest — it’s the main storyline.