As gaming becomes a prominent form of expression and connection, it has emerged as a key space for consumer engagement. Consumers now expect brands from the physical world to genuinely integrate into their gaming experiences, which have become essential to their daily routines.
For media audiences, expectations go beyond merely having a presence on social media and streaming platforms. Today, they want seamless brand integration across all aspects of experience: physical, online and gaming.
This shift signifies a significant cultural change: a person's identity, values and sense of self are no longer linked to specific contexts. Instead, they are now formed and reinforced through each interaction. As platforms develop into ecosystems for self-expression, social connection and immersive storytelling, the ways different age groups engage with games reveal more than mere preferences. These behaviours mirror core values, identity development processes and trust dynamics.
Recognising these differences is crucial for brands and media platforms seeking lasting relevance. In today’s media landscape, the controller is no longer confined to players’ hands; it discreetly influences what they value, how they connect and where they express loyalty. Here, we’ll explore how Gen Z and millennials are driving this change, and how brands are taking notice.
Gen Z
Gaming has become a crucial space for identity, creativity and connection for Gen Z. With gaming penetration projected to increase from 61.2% in 2019 to 74.8% by 2027, Gen Z is the most engaged gaming generation in history. Fluent in digital worlds where avatars are customisable, interactions happen in real-time, and creativity is collaborative, Gen Z uses games to socialise, express their values and build peer-driven communities.
Personalisation plays a vital role in how players craft their presence across platforms. From skins to soundtracks, they expect gaming environments to mirror who they are and how they want to be perceived.
Fortnite exemplifies this change. With a mainly Gen Z audience, it acts as a cultural space where players actively create and display identities. What makes Fortnite unique is its ability to allow users to link brands, aesthetics and values with personal expression. These links are shaped by choice and strengthened through social interaction. In this way, it mirrors the values of a generation.
Brands that recognise this are integrating themselves seamlessly into the experience. In-game activations, branded missions, and sponsor-driven content work best when they enhance gameplay and feel natural within the worlds players explore. Fortnite has become a significant platform for cultural collaboration across industries, hosting major entertainment crossovers and live events that provide more participatory experiences than mere advertisements.
In the entertainment industry, Fortnite has partnered with franchises such as Marvel and DC Comics, featuring characters like Iron Man, Spider-Man, Batman and Wonder Woman through themed skins and in-game events. It has also collaborated with Star Wars, most recently launching its Galactic Battle season with lightsabers, Force powers, X-Wings and a battle pass that includes characters such as Emperor Palpatine and General Grievous. Anime crossovers with Naruto, Dragon Ball and My Hero Academia have introduced iconic characters and unique abilities into the game, reinforcing Fortnite’s position as a global pop culture hub.
Music has also played a crucial role in Fortnite’s development. Virtual concerts by artists like Travis Scott and Ariana Grande have attracted millions of viewers and established a new standard for immersive digital performances. These events merge spectacle with interactivity, transforming Fortnite into a cultural platform. The Icon Series has strengthened this link, enabling fans to play as real-world figures such as Ninja, Marshmello and other celebrities, further blending fandom and gameplay.
Customisation remains a powerful way to express a brand. Branded skins, emotes and digital accessories allow players to showcase themselves through fashion, music and loyalty. For instance, the NBA’s collaboration with Fortnite allowed players to wear jerseys from all 30 teams, transforming sports fandom into an interactive form of identity.
These activations resonate most when they reflect core values of Gen Z: authenticity, creativity and agency. When executed well, they go beyond marketing and become integral to how this generation shapes identity, interprets culture and chooses where to build long-term loyalty.
Millennials
Millennials remain a significant and steady gaming audience, with participation rising from 63.4% in 2019 to an anticipated 65.6% by 2027. While gaming isn’t central to their identity, it regularly features in their leisure time, offering a controlled escape and a point of nostalgia in their digital routines. Many came of age during the console boom but now prefer mobile and casual titles like Candy Crush Saga. They often play during breaks, commutes or winding-down moments, making mobile games an ideal environment for meaningful, unobtrusive brand engagement.
Unlike Gen Z’s always-on, immersive gaming habits, millennials tend to engage in structured, time-limited sessions. They value personalisation not for self-expression, but for its ability to streamline discovery and enhance gameplay with minimal friction. As a marketing-savvy generation, they respond best to brand placements that offer genuine utility, such as boosters, exclusive content or rewards linked to wellness, technology or daily convenience. Integrations should seem intentional and relevant, not just decorative.
Candy Crush has consistently found smart, culturally relevant ways to connect with players, particularly millennials, by blending pop culture, nostalgia and exclusive content. One standout partnership with KitKat featured QR codes on chocolate wrappers that unlocked in-game rewards, creating a playful and seamless link between the physical and digital experience. In July 2023, a collaboration with the Barbie movie brought themed quests and collectables into the game, striking a chord with millennial players through timely and emotionally resonant content.
Celebrity partnerships have also played a key role in keeping the platform culturally visible. Meghan Trainor launched exclusive content for the game’s 10th anniversary, while the Jonas Brothers introduced new singles directly within the app. Other figures like Khloé Kardashian, Doja Cat and Rob Gronkowski supported Candy Crush All-Stars tournaments, helping the brand stay relevant at the intersection of music, entertainment and gaming culture.
These brand integrations show what appeals to millennials: top-quality content that suits their lifestyle, evokes nostalgia and promotes interaction. For brands aiming to connect with this generation, success relies on offering value, relevance, and simplicity – experiences that enhance rather than disrupt the moments millennials reserve for leisure.
Reaching beyond the screen
As gaming continues to develop from mere entertainment into a vibrant space for identity, culture and connection, the expectations of Gen Z and millennials are raising new standards for brand engagement. These generations are not just playing; they are building communities, expressing their values and shaping how they are perceived.
For Gen Z, games are immersive identity platforms where brands must earn their place through authenticity and interaction. For millennials, gaming provides comfort, nostalgia and utility, where brand presence must feel relevant, respectful and appropriately timed to suit moments of pause rather than peak performance.
The key takeaway for brands and media organisations is clear: meaningful engagement in gaming spaces is not about presence but purpose. Success relies on understanding generational motivations, matching the platform's tone and creating experiences that enhance rather than disrupt. In this new media landscape, loyalty is shaped not by traditional messaging but by how well a brand participates in the stories people choose to tell about themselves.
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