More than 3.1 billion people play video games - around 40% of the world’s population. The gaming industry hit a record $196 billion in revenue in 2022, a figure expected to grow to $257 billion by 2028. All this adds up to show gaming is no niche hobby - from mobile and casual games to esports, consoles and virtual reality, this huge market reaches all ages across the globe. Clearly, gaming is an unmissable opportunity for brands.

In fact, as more brands from an increasing range of verticals take advantage of the opportunity, it's clear the era of gaming as a primary engagement channel has truly arrived.

That's because gaming gives brands a golden opportunity to engage audiences in ways traditional advertising can't. But successful brand integration in this space is more than just slapping your logo in the background of a popular game. Successfully reaching people who play video games requires authenticity, respect for the community and thoughtful collaboration.

Here's why brand integration in gaming matters, how brands are becoming more accepted in this space, and how partners like Levellr make it possible to build real connections - and drive real results - with gaming communities.

A shift in perception

As gaming has gone mainstream, so has the acceptance of non-endemic brands - those not traditionally considered part of the gaming world. In the past, gamers might have raised an eyebrow at seeing non-gaming brands in their favourite titles or online communities. But today, nearly half of gamers say they have made a purchase based on in-game brand visibility.

This reflects a significant shift in perception: gamers now see value in the presence of a brand, particularly when brands understand and respect gaming culture.

Why the shift? Today's gamers come from all walks of life, including adults with disposable income and brand preferences. They recognise that non-gaming brands aren't just exploiting gaming spaces. Brands that align the message with the values of the gaming community are increasingly welcomed, especially when they offer something that complements or enhances the gaming experience.

For example, brands in fashion, sports, technology and fast food have successfully engaged gaming communities by aligning their brand with gaming themes, offering exclusive content like skins or downloadable content (DLC) and even sponsoring in-game events.

Pop culture brands and franchises are an obvious fit. Epic Games, for example, has integrated its massively popular game Fortnite with Marvel, DC and Star Wars, as well as YouTuber MrBeast and musicians like Ariana Grande and Eminem. A collaboration with musician Travis Scott brought 28 million players to a single in-game event.

But pop culture brands are just the start: Lego, Ferrari, Balenciaga, Nike, Adidas, Tesla, the NBA and the NFL have also worked with Fortnite (the NFL partnership is reported to have made $50 million from a single set of skins). The popular platform Roblox, which boasts over 79.5 million daily active users, has seen best-selling games from Walmart, Crocs, Ralph Lauren, Tommy Hilfiger, Amazon, Barbie and more.

This shows the scope for any brand to get involved in gaming.

Why authenticity matters

In gaming, authenticity is more than a buzzword - it's essential. Gamers are highly engaged, digitally savvy consumers who can easily spot (and reject) disingenuous attempts at integration. Successful brand integration doesn't disrupt the gaming experience. Instead, it adds value.

So brands which create authentic and immersive experiences, or connect with gamers in an organic way, earn credibility and loyalty.

Whether it's through unique in-game items, exclusive content or experiences that enhance gameplay, brands that bring something valuable to the table aren't just tolerated but embraced.

An authentic approach also means understanding the nuances of gaming culture. Gamers value respect for their space and community, so gaming companies that are seen as 'selling out' often face backlash. Instead, the most successful gaming brands take time to learn the dynamics of fan communities, respecting what players enjoy and responding to feedback. Done well, brand integration becomes less of an advertisement and more of an enhancement to the game itself, creating a win-win for both players and the brands involved.

And one of the best places to build community is on Discord.

How Levellr supports brand integration

Today's players love to be immersed in the gaming experience. That means they want a two-way interaction: according to Bain, 79% of gamers have played games with user-generated content. 50% play with content their fellow gamers have made, and 22% buy content made by their peers. Young gamers view Roblox and Fortnite as social spaces just as older users view WhatsApp and Facebook. Within this kind of community, brands that facilitate a reciprocal relationship can win fans' loyalty.

As a messaging and chat platform, Discord is specifically built for conversation. As gaming grows ever more intertwined with socialising, gamers are already used to Discord as a place to hang out with both friends and brands.

Here at Levellr, we help clients across assorted verticals, from musicians like Fall Out Boy to global brands like Starbucks. Our expertise and insight helps brands understand and engage with superfans and loyal customers in purpose-built communities (today, we support Discord and Telegram, with plans to add Reddit integration in 2025).

Whatever your chosen platform and your vertical, Levellr provides data-driven insights, community management expertise and proven growth tactics that will help you develop a strategy that resonates with any audience, including gamers.

We help brands craft campaigns that fit naturally into gaming spaces, providing authentic interaction and genuine value for fans that positions you as an ally rather than an outsider. Gaming and media industry leaders recognise this, with Levellr recently raising $1.75 million in funding from some of the smartest players in the game.

From community-driven events to exclusive brand-sponsored content, Levellr helps you contribute positively to gaming communities, fostering a sense of belonging and trust. This approach not only boosts brand loyalty but also allows brands to become an integral part of the communities you support.

Gaming is the next big brand engagement space

As gaming continues to grow, brands can no longer afford to ignore this vibrant, engaged audience. And while Discord also grows exponentially in popularity, the door is wide open for brands to step into this dynamic space - provided it's done thoughtfully.

Levellr is here to support brands on this journey, helping you engage meaningfully with gaming communities and establish lasting connections.

Contact Levellr today to elevate your brand's engagement and build authentic connections with winning brand integration in the gaming world.