Dentsu Report: Gaming’s Untapped Goldmine, Why Brands Need to Invest Now

As gaming redefines the global entertainment landscape, its influence on advertising is more powerful than ever. With over three billion people engaging with video games worldwide, the space has evolved far beyond its niche origins to become a central pillar of modern culture. 

Despite its undeniable reach, marketers struggle to master their game advertising mix to score a perfect media investment strategy. Dentsu’s ‘2024: State of Gaming’ report helps shed light on how brands and agencies can bridge this gap to leverage opportunities within gaming’s audience-centric and immersive environments.

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Here are 5 takeaways from the report that illustrate how advertisers can integrate gaming into their core marketing plans in 2024 and beyond:

1.) Gaming’s reach is bigger than you think.
Gaming is not just a side quest—it’s a cultural phenomenon, outpacing both music and movies combined for attention and engagement. With a global audience that includes over three billion players, gaming offers unparalleled opportunities for brands. 

As highlighted in Dentsu’s report, players span a broad audience, from parents to luxury buyers, demonstrating that gaming is a mainstream entertainment medium. This evolution of gaming into a multi-generational space underscores the need for brands to rethink optimisation across various touchpoints.

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2.) Untapped potential in ad budgets.
Despite gaming’s massive engagement and its proven ability to deliver high attention and viewability, ad spend in this channel remains disproportionately low, with most brands allocating less than five percent of their budgets to gaming. 

Dentsu’s report reveals a striking disconnect between the time audiences spend gaming and ad investment. This signals an opportunity for brands to reallocate budgets to better capture consumer attention where it matters most. For marketers, stepping into the gaming arena means tapping into a platform that holds the potential for high-impact returns.

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3.) The power of creator partnerships.
One of the strongest strategies for brands to connect with gaming audiences is through partnerships with gaming influencers and streamers. The Dentsu report emphasises that content creators on platforms like Twitch and YouTube act as powerful advocates, creating trust and engagement among their followers. 

These partnerships help brands leverage the deep connection that creators have with their communities, making it easier to drive brand loyalty and awareness. As gaming audiences continue to grow more diverse and inclusive, creator collaborations represent a pathway to authentic brand integration.

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4.) User-generated content (UGC) is the new frontier.
User-generated content has become a cornerstone of the gaming experience, particularly in sandbox games like Roblox and Fortnite. The report points out that UGC fosters continuous engagement and community interaction, providing brands with a chance to tap into organic storytelling and participatory experiences. 

For brands willing to engage in this dynamic ecosystem, UGC offers a way to build stronger relationships by inviting players to contribute to branded experiences, making campaigns feel more personal and engaging.

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5.) From casual to hardcore—the full spectrum matters.
The report also notes the significant rise in casual gaming, attracting a broad swath of audiences who might not traditionally identify as gamers. This shift has been fueled by the accessibility of mobile gaming and the growing popularity of low-stress, “cozy” game titles. 

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On the other hand, highly engaged segments like indie gamers, who are passionate about community involvement and authentic experiences, also present key opportunities. Brands that understand and cater to this full spectrum — from casual mobile players to dedicated indie game fans — can diversify their strategies and resonate across different audience segments.