Why video games are the next frontier for brand growth
For years, brand visibility followed a familiar formula: a product in a magazine spread, a logo in a blockbuster film or a celebrity photographed using a designer accessory.
That model still exists, but it is no longer where the most interesting opportunities are emerging. Increasingly, brands are finding relevance inside digital environments where audiences are not just watching content, but also participating in it: video games.
Gaming commands scale, attention and loyalty that many traditional channels struggle to match. It has evolved into a global mainstream entertainment force. Roblox alone reports 151 million daily active users, with 44 percent of them over the age of 17. That is a significant commercial audience, not a fringe subculture.
Gaming commands scale, attention and loyalty that many traditional channels struggle to match.
For CEOs and senior decision-makers, the implication is clear. Gaming is no longer just a media category. It is becoming a serious platform for brand growth, customer engagement and cultural relevance.
World-building, not product placement
I recently spoke with Peter Starodubtsev, Founder of Petrex, about how brands are entering games commercially and creatively, and why many PR teams still underestimate the opportunity. He was quick to challenge the old terminology.
"Think of it less as placement, more as integration," he says. "You are not just putting a logo on a billboard. You are building an experience that lives inside the game world."
That distinction matters. Traditional placement depends on visibility. In-game integration depends on utility, relevance and entertainment.
A beverage company might create a power-up players use during gameplay. An automotive brand might launch drivable vehicles. A fashion label might design digital wearables that become status symbols inside a social world. The strongest executions are not decorative. They become part of how the game is played.
According to Starodubtsev, there are two commercial paths for brands. The first is during development, where a brand partners early with a studio and helps shape custom experiences while the game is being built.
The second, and often more practical route, is integrating into games that already exist and already have an audience. That means entering proven environments with millions of active players instead of spending time and budget trying to build a destination from scratch.
For CEOs and marketing leaders, the second model is especially compelling. It offers faster timelines, lower risk and clearer audience forecasting.
Why it matters for PR
PR has always been about relevance: placing a brand into the conversations, platforms and cultural spaces that matter to its audience. Gaming is now one of those spaces. The opportunity is not simply media exposure. It is narrative participation.
Where a static ad may deliver seconds of attention, an integrated game experience can generate minutes or even hours of engagement.
Instead of talking about a brand, audiences experience it directly. Players share screenshots, invite friends, create content and spend time with brands in ways traditional advertising often struggles to achieve.
Where a static ad may deliver seconds of attention, an integrated game experience can generate minutes or even hours of engagement, alongside organic sharing and community discussion.
Case study: Jurassic World Rebirth on Roblox
A standout example is the recent Jurassic World Rebirth campaign, where Universal Studios partnered with Roblox. The campaign ran across three existing Roblox experiences – Fisch, A Dusty Trip and Chained – reaching 38.5 million players over three weeks.
Rather than asking audiences to download something new, the franchise entered worlds where players were already spending time. Petrex contributed by creating assets for the iconic cliff-descent sequence in Chained, as well as broader experience updates.
The lesson for executives is simple: Do not force audiences to come to you. Meet them where they already are.
It’s also worth remembering that authenticity is everything. Gaming communities are highly discerning. They know when something feels forced.
As Starodubtsev put it, "Players can smell inauthenticity instantly."
That is why the best integrations start with the experience itself. What does the world need? What would make it more enjoyable? How can the brand add value rather than just occupy space?
Authenticity is everything.
This is where strong PR thinking becomes essential. Reputation, audience insight, cultural fit and storytelling matter as much as creative execution.
Another reason gaming is attracting attention is the quality of measurement. Traditional campaigns often focus on impressions, estimated reach and brand recall. Gaming adds stronger behavioral metrics: interaction rates, time spent, repeat visits, sentiment, organic sharing and conversion actions.
The question shifts from "Did they see it?" to "Did they engage with it?"
The next frontier for brands
Over the next few years, we are likely to see major shifts. Creator-led worlds will become powerful channels for discovering brands, including service-based businesses. Commerce inside games will continue to grow. Shopify’s Roblox integration, for example, allows avatars to enter a store, purchase items and check out within the experience.
For brands, gaming should not be viewed as a one-off experimental media buy. It should be considered part of a broader communications strategy.
For PR agencies, it is an opportunity to lead clients into spaces where culture is being shaped in real time. Because the future of brand visibility may not be another ad placement. It may be a world people choose to enter.