What's working in gaming 2021

Global strategies, campaign updates and trends in gaming.
  • Brands must recognise increasing diversity in gaming, in particular regarding women and trends across the SEA region.
  • Gaming and esports can help brands connect with hard-to-reach audiences but they must recognise the cultural significance of gaming and pay attention to its nuances.
  • The pandemic has accelerated a trend towards gaming environments becoming social spaces, with over a third (38%) of consumers saying they join game worlds for social rather than gaming needs.
  • Gaming is the most popular leisure activity amongst Gen Z consumers and children, with Roblox and Minecraft – both popular games among children – benefitting from a high...

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