For years, YPulse has stressed that the future of marketing lies inside video games—and the brands that understand this are the ones with the best chance forming real connections with young consumers. When it comes to brands showing up in their favorite virtual world, Gen Z isn’t only okay with it—they expect it. YPulse’s Gaming Marketing Playbook trend report shows 51% of 13-17-year-olds and 48% of 18-24-year-olds agree, “All brands should get involved in video games.” On top of that, 74% of teens and 59% of young adults think “more brands getting involved in video games make gaming more interesting / unique.” But here’s the thing: not all in-game marketing hits the same to them. Some strategies will be more successful than others among the typical gaming integrations—whether virtual merch, experiences, or monetary rewards. Our data shows video games rank as the second top place that both teens and young adults say they actually pay attention to marketing. In fact, 60% of 13-17-year-olds and 62% of 18-24-year-olds enjoy...
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