The Emotional Power of Gaming: Why Brands Should Pay Attention
Mobile gaming has evolved into much more than just a form of entertainment. It has now become an emotional playground where players are deeply invested, and this has significant implications for brands. A recent in-game survey conducted by Gameloft for Brands in July 2025 highlights just how powerful these emotional moments are for creating brand connections.
Nearly three out of four players (74%) reported feeling emotionally involved while playing, and an impressive 87% described their gaming experiences as joyful, exciting, or satisfying. These aren’t just fleeting feelings; they create an environment where players are more receptive to external messages and where positive associations with brands can naturally take root.
This emotional connection is crucial because it affects how players perceive and recall advertising. When brands appear during these immersive moments, players not only notice them but also remember them. More than half of respondents (52%) said it’s easier to recall a brand from a rewarded ad, while 85% acknowledged that rewarded ads boost memorability overall. Perhaps even more telling, nearly half of players (46%) said they are more receptive to brands when they’re already experiencing positive emotions during gameplay.
For marketers, this means gaming offers something that few other channels can replicate: a state of emotional engagement that directly fuels stronger brand recall and openness. Instead of fighting for attention, brands can align with the natural highs of gameplay, creating advertising that feels not only welcome but impactful.
Mobile gaming is no longer just about passing the time; it’s an emotionally charged environment that shapes how players interact with brands. The takeaway is clear: by understanding the emotional context of gaming, marketers can unlock deeper connections and long-term loyalty.
Want to explore how your brand can harness the emotional power of gaming? Contact us to discover strategies for building authentic connections with players.
