‘Virtually real’ e-games can promote participation and inclusion in real sports

There’s growing opinion that gaming can offer benefits. This is especially true when it comes to the relationship between sports gaming and physical sport, which in turn offers real opportunities for brand sponsorship and activation.

The gaming industry has come a long way since Game Boy, Tetris, and Street Fighter 2, thanks to constant evolution and innovation. Owing to behemoth sums of money and a proliferation of developers, the rapidly changing landscape should be considered in a new light. With global revenue estimated at $347 billion, there’s certainly more to gaming than meets the eye.

Digital sport gives players an infinitely rich and immersive experience, transporting them directly to the pitch, court, racetrack, velodrome, and beyond. The depth that developers now offer is so multi-sensorial that the experience is far more than a mere interaction with a screen, console, and controller. Developers are highly attuned to what their players want and work to increase games‘ detail and cultural relevance.

Think EA Sports incorporating Ted Lasso into FIFA’23 and a replication of freekickPro featuring in the game’s Practice Arena. Digital athletes now sport their current haircuts, jewelry, and tattoos; and world-class venues and tournaments are included across the board: tennis game TopSpin 2K25 features Laver Cup mode, pitting Team Europe against Team World.

The terminology, rules, mechanics, and energy of real-life sport, not to mention gamers' real-life heroes, are all there, in brilliantly high-def, fast-loading glory.

Real returns

How does this impact an appetite for actual physical activity? It motivates and inspires: these ‘virtually real’ sporting experiences are so life-like that players can connect with the sport through a digital vehicle at a resonant and profound emotional level. A recent study in the National Library of Medicine found that features of sports video games, such as entertainment and simulation, promote positive cognitive tendencies and emotional states towards sports, increasing interest and willingness to participate.

Sports gamers can also improve and hone their real-world game: endless new scenarios, trying out different tactics, understanding strategic formations, and a deeper understanding of the rules and nomenclature are made possible thanks to algorithms. With games tracking progress, rewarding success, and encouraging point scoring, a healthy desire and willingness to compete is fostered, too. What’s more, to be good at gaming, you have to be dedicated. The commitment to practice and learn from mistakes mirrors the athleticism of physical sports.

Then there’s the social aspect. Contrary to the image of social isolation, multiplayer games require high levels of communication and empathy, sharing interests and making collaborative strategic decisions, helping to foster new connections and friendships.

Gaming for inclusion

With all this comes plentiful commercial opportunity for brands that are willing to view the industry through a more positive, and more relevant, lens. Gaming giant EA has been leading the way for in-game partnerships such as high-impact take-overs and sponsored events (branded challenges). These custom activations put brands in front of some 205 million active monthly gamers globally.

Partnering with the Special Olympics, Microsoft launched ‘Gaming for Inclusion’, a multi-day esports tournament with players competing alongside NFL stars and TikTok influencers in Rocket League for Xbox. The relaunch of TopSpin 2k25 has sparked huge interest, featuring no less than 21 major brands, from Wilson to Adidas to Uniqlo.

Beyond sports, health and wellness are equally well-placed to capitalize on gaming partnerships. Real-life activations for product launches, merchandise collaborations, and branded content offer the chance to be exposed to new, highly engaged audience groups, breathing fresh life into your brand‘s culture and conversation.

Virtual and physical sports can happily coexist, supporting mutual objectives and fostering positive outcomes. The old image of gaming is just that: old and tired. Brands that embrace the positives and position themselves accordingly are guaranteed to reap the rewards.