Ventes Avenues, Trophée attempt to unlock $20.7 billion gaming commerce opportunity for brands

The gaming industry is undergoing a transformation, with commerce now deeply embedded within virtual worlds. Recognising this shift, Ventes Avenues, a mobile media company specialising in mobile performance and audience engagement, has announced an exclusive partnership with Trophée, a unified game commerce (G-commerce) experience company. This collaboration aims to redefine how brands engage with digital-native consumers by integrating immersive commerce-driven experiences within gaming ecosystems.

With consumer behaviour shifting towards digital-first experiences, brands are exploring innovative ways to integrate commerce into entertainment. The partnership between Ventes Avenues and Trophée is a step towards bridging the gap between gaming and real-world commerce, making purchases and brand interactions a natural part of the gaming journey.

Vijay Singh, Founder and CEO of Trophée, commented on the partnership, “We're thrilled to partner with Ventes Avenues to revolutionise gaming commerce in India. Leveraging their expertise, we'll redefine how Gen Z and modern consumers interact with global brands through immersive commerce-led experiences within gameplay. Our goal is to move beyond traditional advertising, forging deeper connections between gamers and brands, and bridging the gap between online gaming and real-world commerce.”

Gaming commerce, or G-commerce, refers to the buying and selling of goods and services within gaming environments. Over the years, microtransactions and in-game purchases have become central to the gaming experience, mirroring the rise of social commerce.

The sector is projected to reach $20.7 billion by 2032. This positions it as a lucrative avenue for brands looking to engage with younger, digitally-savvy consumers.

Vijay Singh, Founder and CEO of Trophée.

Unlike traditional digital advertising, which can often be seen as intrusive, G-commerce offers a more interactive brand experience within video games. It enables brands to engage users through in-game advertising, branded product placements, and collaborations with gaming influencers, reaching an audience that spends a significant portion of their time in virtual worlds.

Trophée is helping change how brands interact with Gen Z gamers. By leveraging commerce-led formats, it creates deeper engagement opportunities that go beyond conventional in-game advertising.

This includes 3D and 2D branded product placements, treasure box rewards, and interactive storytelling that integrates seamlessly into the gaming environment. Unlike disruptive ads, these interactions are designed to enhance the user experience and make brand engagement feel more organic.

Through a ‘Pro Gamer’ approach, Trophée ensures that engagement is initiated only when players express intent, making interactions more natural and impactful. This strategy is particularly effective in fostering brand trust and affinity among gamers, who are typically resistant to traditional forms of digital advertising.

Ventes Avenues has built a strong reputation in mobile adtech, focusing on performance marketing, branding, audience solutions, and influencer marketing. The company works with over 200 advertisers and digital agencies, helping them achieve their brand objectives by delivering highly targeted and effective mobile advertising solutions.

By partnering with Trophée, Ventes Avenues is positioning itself at the forefront of India’s growing G-commerce market. This collaboration is expected to create new monetisation opportunities for brands while enhancing the gaming experience for players.

Niloufer Dundh, founder and CEO of Ventes Avenues, emphasised the significance of the partnership, “Our partnership with Trophée is a game-changer in brand engagement. G-commerce offers a consent-driven, interactive experience that adds value to both brands and users. At Ventes Avenues, innovation drives us, and this collaboration redefines gaming-led brand interactions.”

The immersive nature of G-commerce aligns well with the expectations of today’s consumers, who seek interactive and engaging brand experiences. Rather than disrupting gameplay, this approach integrates branded elements in a way that adds value to the player’s experience.

India’s gaming industry is experiencing exponential growth, driven by increasing smartphone penetration, affordable mobile data, and a young, tech-savvy population. According to Statista, the country’s in-game advertising market is projected to generate $0.77 billion in revenue by 2025. With a compound annual growth rate (CAGR) of 10.06% from 2025 to 2029, the market is expected to reach $1.13 billion by 2029. This presents a significant opportunity for brands to engage with India’s 591 million gamers through innovative and interactive experiences.

As the lines between gaming, entertainment, and commerce continue to blur, brands must adapt to new ways of engaging with their audiences. G-commerce is not merely about in-game advertising—it is about creating meaningful, interactive experiences that drive engagement, build brand loyalty, and shape the future of digital commerce. With this collaboration, Ventes Avenues and Trophée are paving the way for brands to seamlessly integrate into gaming ecosystems, ensuring they remain relevant in a rapidly evolving digital landscape.