Despite commanding a staggering 3.5 billion players globally and clocking a 6% year-on-year rise in time spent, gaming remains dramatically underleveraged by advertisers. According to Dentsu’s newly released 2025 Gaming Trends Report, titled “Gaming, Your Marketing Cheat Code”, the medium receives less than 5% of global media investment, a striking mismatch between audience attention and ad dollars.
Drawn from Dentsu’s Consumer Navigator series, which surveyed over 8,600 consumers across 10 markets, the report positions gaming as a cultural and commercial juggernaut. Case in point: The Minecraft Movie grossed $301 million globally and spurred a 17% jump in the game’s daily active users. With over 60 game-based productions developed in 2024 and at least 44 more slated for release in 2025, gaming IPs are no longer niche—they’re integral to global entertainment ecosystems.
But it’s not just about play. Gaming is increasingly becoming a social experience. About 70% of gamers report that games help them connect with others. Platforms like Roblox, Twitch, and Discord have become digital hangouts, especially for Gen Z, where users aren’t just playing but socialising. On Roblox alone, players are spending an average of 2.5 hours a day and forging 1.62 billion friendships every month.
This engagement is translating into commerce. According to the report, 43% of gamers say partnerships in games positively influence their view of brands. Meanwhile, 44% of Twitch users have bought products recommended by streamers. Gen Z and Millennials are particularly receptive: they’re 64% more likely than older demographics to discover new brands via mobile game ads.
“Gaming is no longer just entertainment—it’s a social network, a content platform, and a commerce channel rolled into one,” said a Dentsu spokesperson. Yet, media spending doesn’t reflect this shift.
Relaxation and achievement top the list of player motivations, with 55% and 20% of gamers, respectively, citing these as key reasons to play. These preferences are shaping content trends, too. Relaxation-themed gaming content saw a 22% spike in viewership, contributing to a total of more than 4 billion hours of livestreamed gameplay watched globally last year. Despite the cultural dominance and commercial potential of gaming, Dentsu’s findings highlight a clear underinvestment by brands and agencies.
