If you think gaming is just for fun, you’re missing out on branding opportunities

1. Gen Z are natural gamers

Gaming is the go-to for gen Z downtime. According to a recent study by Deloitte, 87% of gen Z play videogames. When it comes to teenagers: 40% identify themselves as gamers and spend an average of 10+ hours per week just playing video games. This isn’t just a hobby; it’s a lifestyle.

And here’s the kicker: gamers are increasingly unreachable through other traditional passion points like sports or TV. They’re also experts at dodging ads. A recent survey by GlobalWebIndex found that nearly half of 16-34-year-olds use ad blockers, making it harder for brands to reach them through conventional digital advertising. If you want Gen Z’s attention, gaming isn’t an option. It’s a necessity.

2. It’s the new social media

Forget Instagram filters: younger generations are bonding over ’clutch wins’ (ie, performing well under pressure) and Twitch streams. Games like Fortnite and Roblox are digital town squares where friends connect, creators build communities, and brands can organically enter the conversation.

For gen Z, gen Alpha, and even millennials, gaming is how they interact in general, not just how they play. According to Deloitte, 40% of them admit to socializing with each other more in video games than in the physical world. Another report from Gamefam states that Gen Z and Gen Alpha spend an average of 150 minutes (2.5 hours) on Roblox daily, compared to 107 minutes on TikTok and 67 minutes on YouTube.

This substantial difference in engagement time highlights the growing preference for interactive 3D experiences over 2D content consumption. Why scroll through static photos when you can squad up with friends for a real-time adventure? If your brand doesn’t speak their language, someone else will.

3. Gamers earn more money (yes, really)

Gone are the days of the broke gamer stereotype. Today’s gamers are upwardly mobile and more likely to earn above-average incomes. In fact, gaming live-streaming audience is disproportionately affluent compared to the general population, with three-quarters of luxury buyers being gamers. With gaming becoming mainstream, we’re seeing professionals, parents, and entrepreneurs proudly identify as gamers.

These aren’t just customers; they’re high-value customers. According to Anzu: in US 76% of gamers follow fashion brands and influencers, with 66% investing in luxury branded products. Porsche understood this opportunity very well and recently teamed up with Overwatch 2 to promote their fully electric car. It resulted in players being 2.5 times more likely to currently own a Porsche than the average client. The money is already in their pockets. You just need to put your brand authentically into the gaming context to resonate with the audience.

4. They love sponsorship

Gamers are some of the most creator-loyal consumers out there. A sponsored shoutout from a beloved Twitch streamer or YouTube gamer can feel less like an ad and more like a trusted recommendation. The Twitch Attitudes Towards Advertising report 2022 found that 64% of Twitch viewers are likely to purchase products recommended by their favorite streamers.

And here‘s the kicker – Instreamly‘s research shows that people are more likely to tune in because they dig a particular streamer, not just because they‘re into gaming only. This isn't just a random chance. It's baked into the DNA of gaming communities to root for their favorites. Want your brand to win big? Partner with the creators who’ve already captured gamers‘ hearts and see your brand loyalty skyrocket among them.

5. There’s loyalty for brands that “get it”

Here’s the truth: gamers can sniff out inauthenticity faster than a 12-year-old can teabag an opponent in Call of Duty. But when brands show up in gaming spaces with authentic, relevant campaigns, they earn undying loyalty. Gamers reward brands that respect their culture – not just those looking to cash in on it. To the point that 79% of Twitch viewers think of advertising as something that supports the creators.

And when brands nail it, the payoff is huge. Our data at inStreamly shows just how powerful this can be. Contextual campaigns on streams are seeing some awe-inspiring brand lift numbers, hitting on average 15% growth in brand recall and brand affinity – the latter measured by asking: “Which brands do you think support gamers/streamers?”.

It’s time to level up

The gaming community isn’t just a market – it’s a movement. To stay relevant, brands should avoid treating gamers as stereotypes and start engaging with them as they truly are: diverse, dynamic, and deeply passionate.

Are you ready to press start?

This publication has been co-financed by the European Union funds.