Scoring brand goals in Gen Z’s playing field

The year 2024 saw connected gaming evolve into an essential part of Gen Z’s lifestyle. Through these games, they make friends, explore their creativity, and even start building careers. With affordable smartphones and the internet making gaming accessible to almost everyone in India, this industry is booming.

Projected to grow to $8.6 billion by 2027, as per Lumikai, the gaming industry in India is driven by Gen Z at its heart. For brand marketers, this isn’t just a trend—it is an invitation to connect meaningfully with an entire generation.

For Gen Z, gaming is less about solo play and more about shared experiences. Whether they are teaming up in a battle royale or just vibing in a virtual world, gaming has become their go-to way to stay connected. In India, competitive platforms have taken this a step further, turning casual gaming into something bigger—something that builds community.

Imagine college students from across the country facing off in esports tournaments. More than the competition, students are driven to these tournaments by the sense of pride involved in representing their campuses, meeting like-minded people, and being part of something exciting. Gaming has become their virtual town square, and it is reshaping how they interact with technology—and with each other.

Rise of mobile gaming

India’s mobile-first culture has made gaming more accessible than ever, irrespective of where one lives. This democratisation of gaming is why India recorded over 1,500 crore game downloads last year. From metros to tier-2 cities, everyone is joining in.

It doesn’t stop at mobile screens. Technologies like AR and VR are adding a new layer of immersion, allowing players to step into their games. For brands, these advancements mean new opportunities to engage that feel futuristic and fun.

Imagine campaigns where players interact with a product in an AR treasure hunt or use VR to explore a branded virtual world. The possibilities are endless, and the audience is ready.

Ads that don’t feel like ads

Here is the thing about Gen Z: they hate being interrupted. Pop-up ads? Hard pass! However, they are not against ads altogether—they just want something in return.

If watching a short ad means they get in-game perks like skins, coins, or extra lives, they are all in. In fact, research shows that most Indian gamers are open to rewarded ads, and this is especially true in competitive gaming spaces.

Think about how much more satisfying it is when the ad actually enhances a gamer’s experience. Instead of being an annoyance, it may feel like a little boost that makes the game experience even better.

That’s the magic of incentive-based advertising—it works for players and brands, both. But let’s not forget that trust matters. Gen Z is hyper-aware of privacy issues, and any misstep with their data can break the relationship instantly.

Tapping Gen Z's need for self-expression

Gaming is about competition as well as creativity. For Gen Z, customising avatars, unlocking rare skins, and showing off achievements are all ways to express themselves.

In a world where individuality is celebrated, gaming gives them the tools to stand out. And this is not limited to casual play.

Competitive platforms that encourage young players to showcase their talents are giving them a stage—not only to win but also to shine. It is not hard to see why this opportunity resonates with both, the players and brand marketers.

When someone feels seen and celebrated in a game, it is more than entertainment—it is empowerment. For brands, aligning with this ethos of self-expression can create deep, lasting connections.

If brands want to tap into the gaming world, they need to approach it with authenticity and respect. Localised campaigns that reflect India’s rich diversity—whether through language, culture, or traditions—create stronger connections with players. Supporting grassroots gaming initiatives, such as inter-college tournaments, demonstrates a commitment to nurturing young talent and engaging for the long term rather than seeking quick wins.

Moreover, as mentioned earlier, advertisements should seamlessly integrate into the gaming experience, offering real value through exclusive rewards or in-game upgrades, rather than being disruptive. Finally, brands can foster creativity by giving players tools to express themselves, be it through customisations or opportunities to showcase their skills, making the interaction feel personal and meaningful.

Why making connections matters

At its core, gaming is about connection. For Gen Z, it’s not just about levelling up in a game; it is about levelling up in life. Gaming is where they find community, test their skills, and tell their stories. Brands that understand this can be more than advertisers and become partners in this journey.

The gaming world is only going to get bigger, and Gen Z is leading the charge. For those who invest their time to listen, understand, and engage authentically, the rewards are endless.

After all, for this generation, gaming has become a viable career option. And there is plenty of opportunities for those who play it right.

— Sona Mazumdar, general manager, Ampverse DMI Pulse.