The global gaming audience is surging, especially when it comes to younger players, who are shifting more of their time from traditional media formats to games. And as companies like Apple and Meta reignite interest in immersive media and mixed reality, the potential for brands to connect with audiences through gaming has never been greater. Advergaming is entering a new chapter — not one of fleeting campaign tactics, but of immersive, long-term experiences that foster lasting, meaningful connections.
From novelty to necessary
Advergames — the merging of advertising and gaming to create playful interactive experiences that deliver a brand’s messaging and value — have a long history. Early examples like Mattel’s Kool-Aid Man, a game where players defended a pool of the beloved beverage, introduced the concept in the 1980s. In 2000, Anthony Giallourakis coined the term, and by the 2010s, it had gone mainstream with campaign-driven projects like Warner Bros.’ Jupiter Ascending: Caine’s Quest, offering fans a glimpse into the movie’s world through a microsite experience.
Despite their popularity, these early brand games remained largely novelty-focused and temporary, aimed at momentary engagement rather than ongoing interaction. This was an approach that carried over into the early 2020s — until shifting consumer behaviours revealed an opportunity for something more substantial. Younger generations, especially Gen Z, view games as more than just entertainment — they see them as immersive experiences that offer a deep sense of engagement and even a way to connect socially. With Apple’s Vision Pro and Meta’s Quest line of headsets competing in the mixed reality space, this convergence of tech hype and shifting consumer behaviour is fuelling renewed interest in immersive brand games that deliver meaningful, enduring engagement.
A strategic shift toward longevity
In recent years, we’ve seen a slow but significant shift. Brands have started to move away from disposable content towards experiences driven by a more strategic, long-term approach. Partnerships, like the Mind Ordering app from Domino’s and Netflix, signalled an early shift in the landscape. For over a year, Stranger Things fans could order pizza with facial gestures, diving into the world of Hawkins Lab and gaining a first hand experience of Eleven’s telekinetic powers. Designed with care, the campaign blended gaming, entertainment, and real-life utility, tapping into the Gen Z and millennial desire for meaningful, engaging brand interactions.
Just recently, Asics and Meta announced Disc, a mixed reality branded game that promotes itself as an entirely new sport. Far from a temporary engagement, Disc signals Asics’ commitment to long-term brand engagement and community-building through an active lifestyle and fitness game. If it delivers on its promise, it will stand on its own as a digital sport, affirming that today’s most effective brand games offer more than entertainment — they deliver purpose and authentic connection.
Why advergames are here to stay
With the video game industry’s revenue reaching $196 billion in 2023, surpassing even streaming video and box-office receipts, brands see a compelling opportunity to meet audiences in their digital playgrounds. Unlike traditional ads that can be bypassed, games invite audiences to participate actively, creating an emotional connection and deeper engagement. Immersive games — those with expansive environments allowing players to socialise and engage in various activities beyond gameplay — are poised for even greater success.
Research indicates that players who participate in multiple activities spend more money in games, about five times more per hour than those focused solely on gameplay. Studies also show that success in gaming can boost players’ self-confidence, fostering a positive brand association.
As younger generations mature, they will likely drive greater demand for even richer immersive experiences, continuing to invest their time and money in gaming environments while expecting enhanced offerings from developers, publishers and brands.
Building connections through play: the road ahead
As immersive technology advances, brands have an unparalleled opportunity to redefine customer engagement. Today’s advergames are transforming into digital spaces where brands and consumers genuinely connect.
By embracing the long-term potential of immersive experiences and closely listening to audiences’ evolving expectations, companies can move beyond short-lived activations and create gaming experiences that resonate well into the future. The goal isn’t just to be seen; it’s to be remembered and valued. Through thoughtfully crafted, immersive games, brands can rekindle a sense of wonder and create truly memorable experiences — ones that, unlike the fleeting impressions of traditional ads, will remain cherished long after the game ends.
Featured image: Dominos Mind Ordering / UNIT9
