article

Want to Tap Into Gen Z’s Gaming Worlds? Here’s How 5 Brands Did It

From phygital clothes to in-game experiences, these five brands have successfully landed in Gen Z’s gaming worlds…

Written and Edited by the YPulse Editorial Team

Feb 12 2025
North America

KEY TAKEAWAYS

Gen Z is open to all kinds of brand marketing in video games
They’re buying digital items for their avatars, and even making IRL purchases like with Alo Yoga, Hugo Boss, and Lionsgate
Mini games, interactive worlds, and in-games experiences like Nickelodeon or Walmart’s are engaging these young gens

YPulse has said before that Gen Z isn’t just gaming for fun—it’s a core part of their lives. And what they do inside virtual worlds is shaping everything from their entertainment choices to their fashion, even their real-world spending habits. It’s no small number who this applies to either; between gaming on a console, computer, or smartphone, all young people play video games in some capacity. And they’re not just open to brands being there—they expect it: 51% 13-17-year-olds and 48% 18-24-year-olds agree, “All brands should get involved in video games.” So, in YPulse’s Gaming Marketing Playbook, we break down 13...