Gaming in Brazil: Much More Than A Niche Territory

Video games connect brands with millions of active players across Brazil and Latin America.   

By Pietro Garutti, Head of AdSales – Brazil, Gameloft for brands

Despite gaming’s explosive growth, many brands are still hesitant to include it in their media strategies. The most common response is, “That’s not our audience.” However, the reality is that everyone is a gamer today. From teenagers to adults, casual players to hardcore enthusiasts, across mobile devices, consoles, and PCs. -Gaming has evolved from a niche pastime into a vibrant mainstream ecosystem.

According to Newzoo, 3.6 billion people worldwide play games. In Brazil, the PGB 2025 reports that 82% of the population engages in some form of digital gaming. These figures shatter the outdated notion that gaming is a niche activity — today, it stands as one of the most universal and mainstream forms of entertainment.

Before diving deeper, Pietro Garutti points out: “When was the last time someone was genuinely happy to be interrupted by an ad during their favorite show or video? In contrast, in games, players often choose to engage with ads.” This voluntary interaction flips the traditional advertising model on its head, making in-game environments not just ad-friendly but highly effective spaces for capturing attention.

Gaming: The Emotional Engine for Engagement

Gaming is more than entertainment—it’s a powerful generator of authentic emotions. Our in-game surveys indicate that 74% of players feel emotionally invested during gameplay, and 87% experience positive emotions such as joy, excitement, or satisfaction.

As Pietro notes, “When players are enjoying themselves and feel connected to the game, those emotions naturally extend to brands present within that experience. This level of active, emotional attention is rare in other media.”

Such emotional engagement makes players receptive and open, creating ideal conditions for genuine brand connections.

Voluntary Attention: A Gamer’s Perspective

Pietro Garutti draws on his own experience as a player to explain why in-game advertising resonates so differently from other media. “As a gamer, seeing ads inside games feels completely different from seeing them on social media or streaming platforms,” he notes.

He highlights a key behavioral shift: “When I’m playing, I choose to watch the ad. I know exactly what I’ll get in return — coins, extra lives, upgrades, special items. There’s no frustration, no unexpected interruption. It’s a fair exchange.”

That sense of control fundamentally changes the user experience. “In games, I’m not interrupted — I’m in control. And that autonomy changes everything,” he adds.

This player-centric perspective clarifies why receptiveness to in-game ads tends to be so high. When formats align with the gameplay moment, they stop feeling like obstacles and instead become a natural — even welcome — part of the experience. It’s no coincidence that interactive formats often achieve more than five minutes of active attention per unique user, a performance rarely matched elsewhere in digital media.

Brand Safety: A Reliable Alternative to Social Media

While emotion drives engagement, safety safeguards reputation. Social media presents challenges such as polarization, user-generated content, and misinformation, making brand safety difficult to guarantee.

Games, however, are developer-controlled environments. Brands consistently appear in a visual context free from unpredictable or toxic content, ensuring verifiable brand safety.

The time spent in games is also of high quality: players are immersed, attentive, and focused—there is no endless scrolling or outside distractions. As Pietro points out, “This translates to greater attention, stronger impact and recall, and more reliable engagement than traditional social channels.”

This level of control not only protects brands but also fosters positive, memorable experiences, reinforcing brand perception and building authentic connections with players.

COMBO!: Seamless, Safe, and Multiplatform Advertising

COMBO! stands as Gameloft for brands’ solution for advertisers looking to engage gaming audiences in a natural, effective way. Today, the network reaches more than 1 billion monthly active users worldwide, including 69 million in Brazil alone, offering one of the most scalable in-game ecosystems in the market.

The platform enables seamless, contextual integrations across more than 100 AA and AAA titles, supported by three strategic approaches that match audience segments and campaign objectives. By aligning creative and placement with player expectations, brands can build authentic, value-driven interactions.

• COMBO! Core: Targets passionate gamers in competitive or realistic games like Asphalt Legends, Modern Combat, and Dungeon Hunter. Ideal for campaigns seeking a strong, traditional gaming image with highly engaged audiences.
• COMBO! Pop: Reaches mainstream and casual players who game occasionally or during downtime. Titles like Dragon Mania Legends, Candy Crush, Eight Ball Pool, and Words with Friends deliver broad awareness for FMCG and lifestyle brands.
• COMBO! Family: Designed for families and fully compliant with COPPA and GDPR-K. Games such as My Little Pony: Harmony Quest, Minion Rush, and My Talking Tom offer a 100% safe environment for responsible brand messaging.

Format options include rewarded ads, interactive rich media, mini-games, and branded experiences. Powered by NumberEight, campaigns adapt in real-time to player behavior and context, ensuring relevance and respect.

As Pietro explains, “COMBO! doesn’t just place brands inside games—it weaves them into meaningful, interactive experiences. This delivers measurable impact and concrete proof of engagement, unlike less immersive channels.”

Rewarded Ads: Adding Value to the Player Experience

Rewarded ads are optional placements that players can view in exchange for in-game rewards—coins, extra lives, or upgrades. Unlike disruptive formats, these ads respect players and add tangible value.

“The most important factor is to respect the gaming moment,” says Pietro. “When a player earns a reward, that positive experience becomes linked to the brand—driving recall, affinity, and true engagement.”

Our surveys reveal that 52% of players easily remember brands featured in rewarded ads, and 46% are more receptive to brands during emotionally charged gameplay. Pietro adds, “If a brand is present during moments of fun or achievement, the experience becomes memorable. We’ve found that these ads persuade 67% of players, and many are open to connecting with the brand afterward.”

Pietro concludes, “When done well, rewarded ads become part of the gameplay. By respecting players and providing value, brands achieve lasting engagement.”

Gaming’s Reach Across Industries—and Brazil’s Football Passion

Gaming’s influence extends across sectors—from lifestyle and FMCG to automotive and entertainment. In Brazil, where football is a cultural pillar, video games are a natural way to amplify that passion.

The upcoming 2026 World Cup illustrates this perfectly: nearly 8 in 10 mobile gamers plan to follow the tournament, and the experience spans TV, streaming, mobile, and social media. Fans interact with products, experiences, and digital activations, creating unique opportunities for brands to tap into genuine emotions and connect with their audience. Themed games, exclusive rewards, and social campaigns allow brands to engage meaningfully with the public’s passion.

In-Game Advertising: The Future of Brand Communication

Gaming provides a controlled, safe, and measurable environment with active and diverse audiences. COMBO! enables personalized, contextual, and non-intrusive campaigns tailored to player behavior, age, gender, platform, and game type.

This creates opportunities for brands across sectors. The key is to respect the player experience, deliver relevant storytelling, and measure results in real time—driving superior engagement and brand lift compared to other digital channels.

Integrating Gaming: A Strategic Imperative

Significant events like the World Cup don’t just spark emotions—they create unforgettable moments for genuine, lasting interaction.

As Pietro says, “Everyone plays, and every audience is within reach. Integrating gaming into your media strategy isn’t optional—it’s essential. With COMBO!, brands can authentically connect with players, ethically and emotionally.”

This article was published in Meio & Mensagem in Portuguese. You can read it directly here.