How Passion Drives People-First Strategy

Remember when gaming was just for “gamers”? Gaming has evolved far beyond the console. Brands are eager to tap into this space, but the gaming landscape is still evolving and its rules are different from traditional marketing. Think about it: people unwind with strategic mobile games during their commutes, grandparents build memories on Minecraft family servers, concerts are streamed live for global audiences while fashion brands release game-inspired collections before they hit the runway.

To succeed, marketers must learn how to navigate this new terrain. Leading the way in gaming and brand experiences, Havas Play has perfected the intersection of marketing with a targeted approach to gaming culture, immersive content and brand storytelling, earning the title as the Agency of Gaming. Now in its second year as an official Havas entity, Play has made significant strides in reshaping the gaming playbook, creating content and experiences that connect with consumer passions, and helping brands understand gamer culture and behavior.

The two questions that most often arise are: how can marketers dive into this area? What’s exciting and can grab attention?

Learn Through Empathy, Not Just Data 

While data helps marketers define an audience, it doesn’t always help them understand one. That requires empathy.

Havas Play found that the most effective way to build real understanding isn’t just by studying gamer behavior but rather by helping marketers see their audience as people, not profiles. That’s where persona AI and extended reality (XR) technologies come in.

Using a mix of behavioral data, motivations and psychographics, Havas Play builds living, breathing audience personas. Then through Gen AI, Play brings them to life so clients can interact with these personas in ways that go beyond charts and slides. They can hear them speak, watch how they engage and ask questions like: “Why do you play? What matters to you? What turns you off from a brand?”

This approach isn’t about selling — it’s about learning. It’s about giving marketers space to step into someone else’s world and walk away with a clearer sense of how to show up in it, meaningfully and respectfully.

The goal isn’t to over-engineer a campaign but to help teams build with more intention, using insight that feels human, not just statistical. In a category where authenticity matters more than anywhere else, that shift in perspective can make all the difference.

“Brands that attempt to enter gaming without specialized expertise risk wasting media dollars and potentially damaging brand perception,” says Jarell Thompson, VP of Gaming, North America. “Play provides access to the gaming ecosystem through strategic integration, creator partnerships and bespoke activations, ensuring authenticity, precision targeting and measurable impact that resonates with people.”

Focus on Attention and Go Beyond Traditional Media Buying 

As part of Havas’ commitment to meaningful media, Havas Play launched the Meaningful Gaming Point, a data-driven framework that identifies the most effective placement for a brand within the right gaming ecosystem and audience.

“Brands often approach gaming with a one-size-fits-all mentality, but success in this space requires surgical precision,” says Patrick Tierney, director of Havas Play. “Play was built to address these challenges and our AI-powered persona models break down the real motivations, preferences and behavioral triggers of gamers, giving brands a roadmap to meaningful engagement.”

Play’s impact extends far beyond traditional media buying. In partnership with leading gaming and esport publishers, Play connects brands with access to authentic placements and experiences that drive real attention.

As part of their commitment to drive education and awareness across the industry, Havas Play hosts dedicated workshops and training sessions to upskill marketers and equip brands with hyper-focused, data-driven plans that help them evolve their gaming presence in new and effective ways.

“Gaming isn’t just another channel, it’s an expansive, evolving culture and ecosystem,” says Greg James, CEO of Havas Media Network North America. “As a critical touchpoint for reaching audiences, many struggle with authentic integration. That’s why we focus on education as much as on execution. Our gaming campaigns are planned and executed by actual gamers — not just traditional media planners trying to understand the space.”

The Future of Gaming  

Gaming has come a long way, evolving from a niche hobby to mainstream entertainment. It’s become an activity that people of all ages enjoy, with the 55+ crowd growing the fastest, as older gamers connect with their grandkids through play. This shift means that brands need to engage authentically, led by actual gamers who get the culture, rather than traditional media planners who may not fully comprehend it.

As gaming blends into other forms of entertainment like TV, film, and streaming, brands have more chances to connect with gamers beyond the games themselves. They can reach people through streaming content, merchandise, live events and everyday conversations.

With the rise of cloud gaming, players are moving away from traditional consoles and playing across their everyday devices. This evolution of interconnectivity opens new avenues for brands to create cohesive omnichannel strategies that target users across their entire gaming ecosystem.

The key for brands is finding the right balance. They need to be present and add value without being too intrusive or interrupting the gaming experience. When done right, a brand’s investment in gaming can deliver returns far beyond the initial spend – building strong, meaningful connections that’s long term.

Are you interested in diving into Havas Play capabilities? Explore Havas Play and connect with Havas Media Network’s Amanda Dyke or Adam Rattner for free workshops and training sessions to equip your brands and marketers with insights to navigate the gaming landscape.