This August, Gamescom, one of the largest entertainment conventions in the world and a calendar highlight for gamers and creators alike, was held in Cologne, Germany. At the annual event, publishers showcase upcoming releases and give fans the chance to play demos months before launch. But the event also underlines that gaming remains one of the biggest untapped opportunities for advertisers.
Gamescom makes clear that gaming has broken out of its silo. It now rivals film, TV and music as a cultural force. In Cologne, streaming giants competed for gamers’ attention: Netflix recreated Stranger Things sets for fans to explore and share on social media, while Disney+ offered sneak peeks of its upcoming Alien series with exclusive merchandise. These brands are not just chasing reach; they are positioning themselves as part of gaming culture – because every hour spent gaming is an hour away from film or TV.
Gaming’s influence also extends to other cultural touchpoints. Gamescom opened with a live Witcher 3 concert, where an orchestra performed the game’s iconic score to thousands of fans. Non-endemic brands are experimenting with authentic ways to connect too. In 2024, Uber Eats partnered with EA Sports FC to offer in-app rewards tied to gameplay and sponsored watch parties. Done well, these activations build brand love by enhancing the player experience.
As the7stars revealed in our 2023 whitepaper, Level Up, gaming reaches most of the British public. As a channel, it rivals alternatives like live radio and subscription VOD in time spent. Publishers like Nintendo rival platforms like Snap for attention. Yet gaming remains a relatively rare sight on media plans, with prevailing wisdom suggesting that, because gaming was created without advertising, gamers will never be receptive to brand partnerships.
In 2025, events like Gamescom have proven this is not the case. Gaming is central to mainstream culture, with big-name partnerships – like those of Netflix and Disney – showing that gamers are now a must-reach audience. As gaming collides with other forms of media, this creates new opportunities for storytelling and partnerships. Brands that invest in gaming spaces now can build trust and loyalty with these highly engaged audiences.
Authenticity is critical to any successful foray into gaming. Non-endemic brands looking to build their presence among gaming communities should consider the following:
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Make experiences accessible: Cloud gaming lets players enjoy titles without expensive hardware. Non-endemic brands can do the same by offering trials, subscriptions, or interactive experiences that are easy to access.
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Leverage AI for personalisation: Games are increasingly using AI to tailor experiences to individual players. Brands can use AI and data insights to deliver content, offers, and experiences which feel personal and relevant.
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Build and nurture communities: Gaming thrives on community. Brands can build forums, social groups, or live events where audiences connect with each other and the brand. For example, a cosmetics brand could run live tutorials or challenges where customers post their looks. Through genuine interaction, brands can turn passive audiences into engaged communities, boosting loyalty.
For brands willing to experiment, gaming offers more than reach. Gamers are highly engaged and respond to experiences that feel authentic. Gamescom 2025 shows that brands can now shape the future of entertainment with experiences that are meaningful, interactive, and culturally relevant.
