Gaming Market Intelligence
Beyond the console: A strategic overview of the platforms and audiences shaping the future of digital interaction.
The Global View: A World at Play
3.5B+
Gamers Worldwide (2025 Est.)
$282B
Projected Global Revenue (2024)
58%
of PC spending is on in-game items
400+
Major Brand Activations on Roblox
Platform Deep Dive: Roblox
The Community-Built Universe
Roblox is a vast ecosystem of millions of user-generated experiences. Its primary strength lies in its creator economy and a user base that is rapidly aging up, bringing significant spending power.
111.8M
Daily Active Users
27.4B
Hours Engaged (Quarterly)
Key Value for Brands (2025 Focus):
- Direct Commerce: Leverage the thriving marketplace with virtual items (UGC).
- Immersive Advertising: Move beyond banners with Portal Ads that drive users to your world.
- Future Trend: Focus is shifting to persistent, evolving brand experiences.
Audience Snapshot
Over 61% of users are now over 13, the platform's fastest-growing demographic.
Platform Deep Dive: Fortnite
The Cultural Epicenter
Fortnite has evolved from a game into a mainstream social space where music, film, and fashion converge. Brand success is defined by cultural relevance and deep integration with popular IP.
60M+
Daily Active Users
650M+
Total Registered Players
Key Value for Brands (2025 Focus):
- IP Integration: Success is driven by high-impact collaborations via character skins.
- Creator Economy (UEFN): Create high-fidelity, custom-branded maps and game modes.
- Future Trend: Becoming a "super-app" with diverse experiences, opening doors for non-endemic brands.
Audience Snapshot
The core audience is comprised of young adults (18-24), a highly influential demographic.
Platform Deep Dive: Zepeto
The Digital Fashion Frontier
Zepeto is a mobile-first metaverse centered on avatar-based self-expression through fashion, with deep roots in the APAC market and direct-to-avatar commerce.
400M+
Registered Users
2.5B+
Virtual Items Sold
Key Value for Brands (2025 Focus):
- Virtual-to-Physical Bridge: Pioneer "phygital" commerce, selling physical goods in-app.
- Trend Testing: Launch virtual collections to test designs before physical production.
- Future Trend: A key pillar for luxury and fashion brands' Gen Z strategy.
Audience Snapshot
Dominated by a Gen Z female audience, prime for fashion and lifestyle brands.
The Strategic Shift
1. From Passive Scrolling to Active Immersion
The traditional social media funnel relies on interrupting a user's passive scroll. Gaming platforms command active, focused attention for extended periods. Brands aren't just seen; they are part of the experience, resulting in significantly higher brand recall and affinity.
2. The New Funnel: Direct-to-Avatar Commerce
Social commerce involves multiple clicks. Gaming platforms are collapsing this funnel. Purchasing a virtual item is an instantaneous and emotional transaction that happens entirely within the ecosystem, creating a frictionless path to purchase.
3. Beyond Demographics: Connecting with Psychographics
Immersive platforms allow brands to connect based on psychographics and shared values (creativity, competition, community). By building an experience, a brand moves from being an advertiser to a participant in the culture, earning authenticity that ads can't buy.
What This Means For Your Brand
The transition to immersive marketing is a fundamental evolution. Success is no longer measured in clicks, but in participation, creation, and cultural relevance.
Your audience is waiting for you to play with them. The question is no longer *if* your brand should have a gaming strategy, but *how* it will add value to these burgeoning digital nations.
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