Gamers, Snacks & Brands: Why Gaming Is the New Strategic Stage for Food & Beverage Brands
According to the latest report by Gameloft for brands on the Food & Beverage industry and gaming audiences, mobile gamers represent a highly relevant and underexplored target for F&B brands. Based on an in-game survey conducted across key global markets, including France, the UK, the US, Canada, and others, the report analyses the evolving relationship between gaming and food consumption habits.
The survey reached over 1,200 respondents aged 18 and above, providing detailed insights into their behaviours, preferences, and openness to branded experiences within games.
A Growing F&B Market with New Expectations
Despite inflation and economic pressures driven by global crises, the food and beverage industry remains one of the largest worldwide, with revenues reaching $7.221 trillion in 2023 (Research and Markets, Food and Beverages Market Report 2023).
This continued growth is largely due to changes in consumer behaviour, including the prioritisation of health and sustainability. 70% of people say they want to eat healthier, and more are turning to eco-conscious and responsibly sourced products.
The Gamer Consumer: A Unique Profile for F&B Engagement
Gamers, particularly mobile players, show distinctive patterns when it comes to food and drink consumption. A significant 71% of mobile gamers report eating or drinking while playing, often preferring quick, easy-to-handle options such as cookies, candy, nuts, and pre-packaged snacks. This consumption is practical and adapted to the gaming context, where players tend to avoid foods that could disrupt or damage their devices.
Moreover, 80% of these players say they purchase organic products, indicating a clear alignment with the broader trend toward health and wellness. Beverages commonly consumed during gameplay include water, coffee or tea, and sodas, followed by energy drinks, which maintain a strong connection to the gaming culture.
Gaming: A High-Impact Channel for Food & Beverage Brands
The report demonstrates that mobile gaming is not only a medium for entertainment but also an effective space for brand interaction. Sixty-three per cent of mobile gamers aged 18 to 35 express a willingness to purchase food and beverage products directly from their favourite games. Furthermore, 62% state they are more likely to buy from a brand if it is advertised in-game.
This positions video games as a high-engagement, low-intrusion environment for advertising, where brands can benefit from the player’s positive mindset and heightened attention levels.
In-Game Advertising with COMBO!: A Strategic Advantage
Through its proprietary media network COMBO!, Gameloft for brands offers a premium in-game advertising solution that enables F&B brands to integrate naturally into the gaming experience. With more than 1.3 billion monthly active users and placements across some of the world’s most respected publishers, COMBO! ensures brand safety, massive reach, and contextual relevance — all while respecting the user experience.
A New Era of Opportunity for F&B Marketing
As the F&B market continues to evolve toward healthier, more conscious consumption, and as gaming solidifies its place as a central cultural activity, the convergence of these two sectors presents a unique opportunity. In-game advertising provides brands with a new kind of moment: a meaningful, context-aware interaction that aligns with modern consumers’ lifestyles. For food and beverage brands, gaming is no longer an optional touchpoint; it’s a strategic channel with the potential to drive real-world impact.
Download the full report here to explore all the insights and learn more.
