Annie Mallin, Programme Manager at Oystercatchers explores how brands and agencies can capitalise on the opportunities presented by the global gaming revolution.
Sometimes, walking through London on a dazzling winter afternoon, I feel like I’ve wandered into a video game. The colours pop, the edges are crisp, and everything feels hyper-real. Maybe I’ve spent too much time scrolling Instagram, training my brain to see the world in high-definition. Or maybe Philip Rosedale, founder of Second Life, was onto something when he said, “As we get more powerful AIs, we are going to have our first example of a digital native. The AI in a virtual world will truly live there and belong to that world the way we belong to Earth.”
If an AI can call a simulation home, what does that make us? Are we living in one too?
I am not a gamer, but I can’t help noticing how gaming culture is bleeding into every corner of life – pop culture, fashion, even fast food. The UK, in particular, is becoming a major hub for gaming and esports innovation. Brands and agencies are responding with bold, culturally resonant campaigns to tap into this immersive, multi-billion-pound industry. The message is clear: Gaming isn’t just a trend; it’s the foundation of a new digital reality.
Let’s explore some of the agencies and brands that have already hit god mode (a cheat code in video games that makes a player invincible) in gaming over the last few years, and what it takes to succeed in this space.
The UK’s Role in the Global Gaming Revolution
Gaming in the UK has long moved beyond being a niche hobby, it’s an economic and cultural powerhouse. The industry now contributes more to the UK economy than music and film combined. Beyond the staggering revenue stats, gaming is becoming a social equaliser, a virtual meeting ground where communities are built, whether its teenagers competing in Valorant or 30-somethings reconnecting over nostalgic titles like Halo.
As younger audiences spend more time gaming instead of watching TV, brands are seizing the opportunity to connect in these immersive environments. Gaming offers access to unique, highly engaged communities, the perfect recipe for boosting brand awareness. Through in-game ads, branded items and collaborations with creators, brands are able to integrate seamlessly into the gaming experience, engaging with future consumers.
Agencies are keeping pace with these rapidly evolving trends, creating work that speaks the language of gamers and embeds itself deeply in the culture.
Some examples I’ve loved in this space:
1. Uncommon Creative Studio: EA Sports FC Rebranding
When EA Sports severed ties with FIFA, it faced a mammoth challenge: rebranding one of the most iconic gaming franchises in history. Uncommon Creative Studio rose to the occasion with “For the Club”, a campaign that didn’t just sell a game, but celebrated the tribal loyalty that fuels football fandom.
The campaign blended gaming visuals with real-world passion, featuring stars like Jude Bellingham and Zinedine Zidane. The agency even tapped into music and fashion, enlisting artists like Dave to bring the campaign to life. This was a cultural statement as well as a marketing blitz, proving that gaming brands could command the same loyalty as football clubs themselves.
2. RAPP: KFC Pinball Loyalty Launch
RAPP took the gaming culture even further with KFC’s Pinball Loyalty Launch. Combining the nostalgia of arcade gaming with a real-world incentive, KFC and RAPP launched a pinball-inspired loyalty campaign, allowing customers to earn rewards through gameplay.
This was gamification at its finest, turning routine transactions into an engaging and interactive experience. By blending the thrill of pinball with the rewards of a loyalty program, the campaign showcased how gamification can drive customer engagement and retention. It captured the imagination of gaming fans while simultaneously drawing in KFC’s customer base with a new and exciting way to experience the brand.
3. Virtue Agency: TeAR Down This Wall
Virtue, the creative agency powered by Vice, partnered with the DDR Museum to create TeAR Down This Wall, the first educational tool built for Minecraft Earth. Using augmented reality (AR), the campaign brought the history of the Berlin Wall to life, allowing players to explore its construction, fall, and impact on communities in an engaging, interactive way.
For the DDR Museum, this campaign extended their reach beyond physical exhibitions, engaging younger, global audiences, including those who might not typically visit a museum. It showcased how gaming can merge cultural storytelling with technology, creating immersive experiences that resonate deeply and drive meaningful engagement, attracting new, diverse audiences to a brand or institution.
Top tips for winning in this space:
Speak the Language of Gaming
Authenticity is essential in the gaming world. Gamers are deeply attuned to their culture, from Twitch memes to the unique dynamics of Discord communities. For both brands and agencies, success comes from genuinely understanding and engaging with this culture. This means finding your position within the gaming community, whether it’s esports, casual gaming, or creative platforms, and ensuring your voice resonates authentically. Invest in talent and partnerships with gaming creators who live and breathe this space.
Think Beyond the Game
Gaming extends far beyond screens; it influences music, fashion, and social experiences. Brands and agencies must adopt a holistic approach, building connections that integrate into the broader culture. Whether through collaborations like Adidas x Ninja apparel or Fortnite’s online concerts with global stars like Eminem and Travis Scott, think creatively about how to engage audiences in gaming-adjacent spaces. Building long-term communities through sponsorships, events, and co-created content can transform fans into advocates.
Invest for the Long Haul
The gaming ecosystem rewards long-term commitment and innovation. To stand out, brands and agencies must push technological boundaries with emerging tools like VR, AR, and blockchain gaming. This requires not only investing in the latest tech but also in dedicated gaming talent and creators who can elevate your campaigns. Examples like Nike’s Airphoria or Gucci Garden on Roblox demonstrate how to fuse gaming with value-driven innovation.
The Future of Gaming in the UK
Gaming in the UK isn’t just growing; it’s evolving, shaping how we consume entertainment, interact with technology, and build community. Agencies and brands that understand this shift, and create work that respects the culture, will be the ones that flourish.