Інсайти зі світу геймінгу та маркетингу на 2025

In a world where the lines between entertainment and communication are increasingly blurred, brands are constantly searching for new ways to connect with audiences. Instead of relying on expensive sponsorships or traditional advertising, many are turning to gaming, niche sports, and unexpected collaborations. Here are three key insights into the future of brand engagement in digital ecosystems, according to HAVAS Red:

1. Gaming as a mass communication platform
With more than 3 billion people playing video games worldwide, gaming has become the largest communication platform on the planet. But it’s more than just entertainment — it’s a new media reality where brands can become part of the experience, not just observers.

2. Metaverse as a new shopping space
57% of gamers already make in-game purchases, and 23% of users shop in the metaverse. That’s why brands like Nike, Gucci, Adidas, and Balenciaga have long staked their claim in virtual worlds. These platforms are not just hubs of creativity — they’re emerging as real, profitable sales channels.

3. Gaming without screens and borders
Thanks to cloud gaming and streaming services, gaming is no longer limited to a specific platform. Whether on a smartphone, tablet, or laptop — you can play anywhere. Microsoft’s "This is an Xbox" campaign illustrates this shift: Xbox is no longer just a console, but a service that lives in the cloud.

For example, unexpected collaborations that work:
Today, branding is all about partnerships — and the more unexpected, the better.

- monobank x Zhyvchyk - a limited edition drink sold exclusively in ATB.
- Samsung x Crocs - smartphone cases in the style of the legendary clogs.
- Gucci x McDonald's, IKEA x Virgil Abloh, 7-Eleven x Ja'Marr Chase - these examples prove that creativity beats the classics. It's not what matters, but how you communicate.

And also - niche sports instead of ‘elite’
In 2025, brands are increasingly turning to niche sports as more authentic and cost-effective alternatives to traditional sponsorships. One standout example is Kabaddi, a homegrown Indian game that has already attracted over 400 million viewers. These sports offer brands access to tight-knit communities and emotional engagement — and that’s what truly drives results.