This year, gaming and eSports marketing is all about deeper engagement and authentic, community-driven experiences. One of the most powerful trends? Playable worlds are now advertising platforms. Games like Roblox and Fortnite are seamlessly integrating brands into gameplay, turning traditional ads into immersive experiences where players want to interact.

This approach boosts player retention and enhances brand connection without disrupting the gaming experience.

Another trend making waves is drip marketing, where brands maintain player interest through incremental content releases, keeping them engaged long after the initial launch. Games like Genshin Impact have perfected this, building excitement and deepening emotional investment through consistent updates and sneak peeks.

Influencer collaborations have become essential for building trust and authority, especially for targeting Gen Z and millennials. Influencers are seen as authentic voices, and their recommendations carry more weight than traditional ads.

These trends are reshaping the gaming landscape—brands that adapt and innovate will not only capture attention but build lasting, loyal fan bases. Keep reading to discover the top trends that are driving this transformation and how your brand can capitalize on them.

1. Playable Worlds Are Becoming Advertising Powerhouses

Forget the days of awkward banner ads interrupting your gaming flow. In 2025, games aren’t just places to kill time—they’re immersive worlds where brands can plant themselves right in the action. Titles like Roblox and Fortnite are evolving into advertising ecosystems, seamlessly integrating brand messaging within the gameplay itself.

No more disruptive pop-ups—just smooth, non-intrusive engagement with brands while you’re busy leveling up.

The magic behind playable worlds as advertising platforms? It’s the ability to weave brand content directly into the game loop. Unlike those annoying ads that pull you out of the experience, in-game integrations let players interact with branded items, quests, or even live events as if they were part of the adventure. It’s advertising, but it feels less like marketing and more like…well, just part of the game.

Take Roblox’s “Dress to Impress” fashion game, or Fortnite’s Star Wars event. These aren’t just “here’s a logo” moments—they’re interactive experiences. In Roblox, you get to strut your stuff in branded outfits at virtual fashion shows.

In Fortnite, you can dive into a full-on Star Wars event, battling it out in a galaxy far, far away, all while engaging with brand content. This isn’t just exposure; it’s engagement, where players connect with the brand in a way that enhances their gaming experience.

For advertisers, this is gold. These in-game brand integrations don’t just serve up ads—they offer interactive experiences that allow for deeper engagement and more insightful data tracking.

As games become vast, interactive universes, advertisers have a unique opportunity to connect with consumers in ways that feel native to the environment. Forget banner fatigue—this is a whole new world of digital advertising, where brands and players can forge lasting connections.

2. Drip Marketing Builds Anticipation and Retention

Drip marketing isn’t just a buzzword—it’s a power move in gaming, especially in the realm of live-service games. Games like Genshin Impact have mastered the art of dropping new content in tiny, tantalizing pieces over time.

By teasing characters, updates, and content little by little, developers keep players hanging on, eagerly waiting for the next drop. It’s the perfect recipe for long-term retention and keeping that hype cycle alive way past the initial launch.

So, why does it work?

The magic of drip marketing lies in its ability to keep players hooked for the long haul. Instead of dumping all the updates at once, developers release small bits over time—via social media posts, in-game teasers, or epic livestreams.

This slow burn builds anticipation, making each reveal feel like a mini-event. Players get attached, not just to the game, but to the community that forms around speculating about what’s next. It’s an emotional rollercoaster that has players coming back for more, week after week.

But there’s more—this strategy thrives in games with strong communities. Drip marketing sparks conversations, fueling speculation and excitement both in and out of the game. Fans swap theories and predictions, creating a shared experience that deepens their investment in the game.

And for brands? This is prime real estate. Whether through exclusive in-game items or sneak peeks, advertisers can slip in their branded content in ways that feel native to the game, ensuring they’re part of the hype without interrupting the fun. Talk about playing it smart!

3. Live Ops Marketing is Core to Player Retention

In the world of free-to-play games, where keeping players around is the secret sauce for monetization, Live Ops marketing is no longer optional—it’s a must. By weaving together ongoing in-game events, time-sensitive content, and tailored rewards with nimble marketing campaigns, game developers keep players hooked long after their initial download.

This strategy doesn’t just improve player experience; it builds loyalty, boosting lifetime value and keeping revenue flowing in long term.

Take PUBG Mobile’s “Play for Green” campaign, for example. They didn’t just roll out another event—they connected in-game play with a social cause, integrating climate impact and community missions.

Not only did it keep players engaged, but it also gave them a sense of purpose. Players weren’t just collecting loot—they were part of something bigger. This emotional connection to the game boosts loyalty and, you guessed it, extends the retention cycle.

Why is it such a game-changer? In the free-to-play realm, retaining players is way cheaper than constantly recruiting new ones. Live Ops steps up by creating regular touchpoints that bring players back for exclusive, time-limited content.

Whether it’s special events, in-game missions, or exclusive rewards, these efforts ensure players always have something to look forward to. The result? A more invested community, higher satisfaction, and better retention rates. Every engagement feels like a reason to keep playing, keeping the buzz alive.

Live Ops thrives on community-driven events, where players compete in challenges for rare items, skins, or in-game currency. The best part? The ticking clock. Limited-time content creates urgency, compelling players to log back in and complete missions before they vanish. It keeps gameplay fresh, exciting, and constantly evolving.

4. Influencer Collabs Are Driving Brand Authority

In the gaming and eSports world, influencer collaborations have become the secret weapon for boosting brand authority. Forget traditional ads—today, it’s all about the influencer-first strategy.

Whether it’s product unboxings or viral hashtag challenges, influencers are now at the heart of successful hardware launches, especially when targeting the Gen Z and millennial crowds. Why? Because peer-driven content trumps brand-led messaging in reach, trust, and engagement.

For hardware launches, influencer partnerships shift the focus from dry tech specs to real-world, lifestyle-driven storytelling. Instead of rattling off numbers, influencers show how the product fits into their life—how it boosts their creative process, supports their gaming setup, or fuels their next big project. This lifestyle approach resonates far more than product-centric pitches, especially with millennials and Gen Z, who care more about experiences and authenticity than they do about tech details.

For younger generations, authenticity is everything. Traditional ads often fall flat, especially when consumers are tuned out by overt marketing tactics. But influencers? They’re seen as trusted voices. When they recommend something, their followers listen. By teaming up with influencers, brands tap into this trust and build deeper emotional connections with their audience.

Take ASUS ROG’s #BeYouWithROG campaign, for example. Instead of just highlighting hardware specs, the brand focused on how its products fit into the creator lifestyle. It connected the tech to the freedom and creativity that millennial gamers and creators crave. The result? A campaign that felt personal, relatable, and aspirational, driving deeper engagement.

Influencer campaigns also thrive on interactive elements, like hashtag challenges, where followers create their own content around the brand. This doesn’t just boost reach; it builds a community and cements the brand’s authority. It’s marketing, but it’s cool, and it gets results.

5. Bundles and Tie-Ins Are Becoming Standard Launch Tactics

Bundles and tie-ins aren’t just a nice addition—they’re essential launch tactics. Advertisers are using them to move inventory, boost perceived value, and deepen player engagement. By pairing game releases with related hardware bundles, brands create a clear value proposition that drives sales with exclusive perks and content.

But these bundles aren’t just about throwing products together—they’re about connecting to something bigger. Whether it’s a beloved franchise or a cultural moment, these bundles tell a story that resonates with fans on a deeper level.

Bundling is a powerful way to push both game and hardware sales at the same time. Instead of selling a game or piece of hardware on its own, you offer something that feels more complete—an irresistible package.

In gaming, exclusive content is king. Think special in-game items, skins, or limited-edition hardware—these act as major incentives that make consumers feel like they’re getting more for their money. Bundles don’t just move inventory; they make the product feel more valuable, especially when there’s exclusivity involved.

But there’s a bigger win: tying these bundles to well-known intellectual properties (IPs) or cultural moments. This gives the product even more appeal, tapping into the emotional connection fans have with a franchise.

For example, imagine a Star Wars game and hardware bundle. It doesn’t just sell the tech—it makes the hardware an essential part of experiencing the universe. It’s not just about playing the game; it’s about living the Star Wars experience. That’s exactly what Nvidia did with their Star Wars Outlaws GeForce RTX 40 Series bundle release.

They marketed the bundle as an essential component of the Star Wars Outlaws experience, incorporating innovative features like ray tracing, DLSS 3.5, and Reflex.

@nvidiageforce

The Star Wars Outlaws GeForce RTX 40 Series Bundle is available now with ray tracing, NVIDIA DLSS 3.5, and Reflex. 🎥: Cinematic Captures

♬ original sound – NVIDIA GeForce

Adding exclusive perks like early access, limited-edition merchandise, or special content further amplifies the appeal. Consumers feel like they’re getting something rare, which encourages them to act fast. This strategy builds excitement, creates anticipation, and—ultimately—drives those all-important sales. When done right, bundles are a win-win for brands and fans alike.

Level Up Your Marketing Strategy in Gaming & eSports

The key to success in gaming and eSports marketing lies in embracing immersive, community-driven strategies like influencer partnerships, in-game advertising, and exclusive bundles. Brands that focus on emotional connections with their audience and create authentic, engaging experiences will thrive.

As the industry continues to evolve, experimenting with new tactics, like Live Ops marketing and dynamic content delivery, will keep brands ahead of the curve.

About the Author

Nadica Naceva writes, edits, and wrangles content at Influencer Marketing Hub, where she keeps the wheels turning behind the scenes. She’s reviewed more articles than she can count, making sure they don’t go out sounding like AI wrote them in a hurry. When she’s not knee-deep in drafts, she’s training others to spot fluff from miles away (so she doesn’t have to).