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How Gen Z Thinks Brands Should Show Up in Video Games

For Gen Z, brands are more than welcome in video games, especially when it’s experiences, pop-ups, and for in-game purchases…

Written and Edited by the YPulse Editorial Team

Feb 24 2025
North America

KEY TAKEAWAYS

Gen Z craves immersive, interactive brand experiences rather than just digital products (though those are welcome too)
They think brands can be fixtures in their virtual worlds, but they prefer pop-ups
Gen Z prefers to spend virtual currency from brands in-game rather than on IRL rewards

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...