(Interview) Why Gaming Has Become a Core Media Channel for Brands

In a recent interview with Campaign UK, Sonia Bhatti, Senior Ad Sales Manager at Gameloft for brands, shared her views on why gaming has become one of the most effective media channels for brands looking to capture attention and drive meaningful engagement.

Bhatti explains that in today's fragmented media landscape, generating impressions is no longer enough. Brands need to create emotional connections that make their messages memorable.

According to research conducted by Gameloft for brands in partnership with Mediamento and Act Future, advertising within gaming environments delivers a 91% increase in brand recall compared with traditional digital video formats, while also improving brand consideration and purchase intent.

She also challenges the outdated perception of gaming as a niche medium. Today's gaming audience is broad and diverse, spanning multiple generations, with mobile gaming playing a major role in everyday entertainment.

Speaking about the UK market, Bhatti highlights that gaming now rivals linear TV in reach among people under 45, making it one of the few media channels capable of delivering both scale and highly engaged audiences. She argues that brands should stop viewing gaming as a specialist category and instead recognise it as a core media channel within modern marketing strategies.

Unlike passive media consumption, gaming encourages active participation through challenges, achievements, and rewards, creating an environment in which advertising is more engaging, memorable, and emotionally impactful.

This article is a summary of the interview originally published by Campaign. You can read the full article here.