Australia’s Gaming Market: A Prime Opportunity for Brands

Gaming in Australia is no longer niche — 82% of Australians play video games, spanning all ages and device types. The average player is 35 years old, and gaming has become a multi-generational activity, embraced across households nationwide. (IGEA AP25 Report)

Australian gamers are highly engaged, with most households owning multiple devices. Play is not just a solo activity; it’s social, connecting friends and family, and increasingly valued for creativity, learning, and wellbeing. In 2024, Australians spent AUD 3.8 billion on games and related hardware, with strong growth driven by digital and mobile platforms. Mobile gaming, in particular, offers brands the opportunity to reach audiences in moments of daily life, on the go, and through social interaction.

Gaming audiences in Australia are diverse and socially connected. Players engage across multiple devices and formats, switch seamlessly between platforms, and enjoy immersive experiences that combine entertainment and interaction. This environment is ideal for brands looking to connect with audiences in meaningful ways, enabling campaigns to integrate naturally into gameplay, foster community, and deliver value while respecting the player experience.

At Gameloft for brands, we help brands activate campaigns that leverage these opportunities — from in-game activations and branded content to mobile-first creative formats. With a digitally savvy, highly engaged audience, the Australian gaming market offers fertile ground for immersive, social, and culturally relevant campaigns.

Ready to connect with Australia’s gamers? Discover how Gameloft for brands can help your brand create impactful campaigns that resonate with this dynamic audience.

Source: Interactive Games & Entertainment Association, Australia Plays 2025 Report (IGEA AP25 Report)