Gen Z & Gaming: Turning Attention into Brand Engagement
Gaming gives brands more than a way to reach Gen Z. It offers an environment where advertising can become part of the experience, when it is relevant, well integrated and gives players a reason to engage.
Our latest Gen Z & Gaming report, developed by Gameloft for brands and GWI, explores what happens when brands enter the gaming experience, from brand discovery and ad recall to the formats and value exchanges that drive engagement.
Gaming is a brand discovery environment
For Gen Z gamers, gaming is not only a place to spend time it is also becoming a place to discover brands. 33% discover brands through ads on social media, while 18% discover them through ads in video or mobile games.
As gaming becomes increasingly embedded in Gen Z's media routines, in-game advertising offers another opportunity to reach audiences in an environment where they are already actively engaged.
In-game ads can leave an impression
Among the Gen Z COMBO! mobile gamers surveyed, 29% remembered the brand from the most recent in-game ad they saw, while 21% felt more positive about the brand afterwards.
The impact of an in-game ad can therefore go beyond visibility, creating opportunities for both brand recall and positive brand response.
The experience matters
The way advertising is integrated can make a difference. 48% of surveyed Gen Z mobile gamers say brand or product placements can fit naturally into gaming, while 42% say rewards improve the experience. At the same time, 31% say in-game ads can completely break immersion.
For advertisers, being present is not enough. The right format, context and value exchange can help ensure the brand experience works with the way people play.
From interruption to participation
The opportunity is to move beyond exposure and create experiences players actively want to engage with.
Rewarded formats can offer a clear value exchange, while playable ads turn advertising into participation. Branded integrations can go further by embedding the brand directly into gameplay or immersive environments.
37% of Gen Z gamers say rewards from brands would motivate them to promote a favorite brand online, followed by 29% who value relevance to their personal interests and 23% who value feeling involved.
The takeaway is simple: gaming is not just another place to put an ad. It is an environment where how a brand shows up can shape how that advertising is experienced.
By combining relevant targeting with formats that respect gameplay and create value, brands can turn in-game attention into meaningful engagement.
Want to explore the full research? Download the report here.
