Gaming
Playful persuasion – Why games are the new playground for brands
In the modern entertainment landscape, a new empire has risen – one built not on bricks and mortar, but on pixels and play. Gaming has exploded into a cultural colossus, captivating billions across the globe. And amidst this digital renaissance, a new frontier beckons: the intersection of gaming and branding.
As gaming’s meteoric ascent reshapes the landscape, brands and advertising agencies are seizing the moment to craft immersive experiences and forge profound connections with audiences. The recent launch of Dentsu Gaming by Dentsu, a titan among advertising agencies, serves as a testament to this shift, marking a strategic pivot towards harnessing gaming as a potent platform for brand engagement. Joined by Havas with Havas Play and Omnicom with LevelUp OAC, these industry leaders epitomize a broader trend – brands swiftly reinventing their marketing strategies to unlock the transformative potential of gaming and cultivate deeper connections with consumers.
A global playground
The gaming industry, boasting over three billion active players globally, transcends demographics. Age, gender, and location are increasingly irrelevant, with gaming reaching a cultural crossroads. It dissolves language barriers and fosters unique connections, allowing people to bond, compete, and forge memories with friends and perfect strangers alike. This universality makes it a goldmine for advertisers.
Casual gamers, some of the most diverse demographics online, offer brands unparalleled granularity in targeting. Psychographic and behavioral data lets you tailor messages to resonate with specific player motivations and preferences. Whether it’s through in-game banners, native placements, or esports sponsorships, the avenues for brand integration are as diverse as the gamers themselves.
Luxury companies stand in queue
Even the realm of haute couture isn’t immune to the allure of gaming. Luxury titans, keenly aware of the burgeoning spending power wielded by millennial and Gen Z gamers, are forging strategic alliances with popular gaming titles. From Louis Vuitton’s coveted character skins in League of Legends to Gucci’s limited-edition esports watch co-created with Fnatic, these collaborations elevate product storytelling to new heights within the captivating gaming universe. Burberry’s designs for Tencent’s Honor of Kings further exemplifies this innovative marriage.
The rise of gaming influencers and the emergence of shoppable games within these virtual worlds promise a future brimming with fresh storytelling and revenue streams for the fashion industry.
Non-gaming apps want games too
In a quest to tap into the lucrative gaming market, non-gaming companies are strategically integrating games into their apps and websites. Bajaj Finserv (a one-stop finance app), ZEE5 (an OTT platform), and even Explurger (a social app for travellers), have all added dedicated gaming sections to their apps. This seemingly unorthodox strategy underscores the undeniable power of games to enhance user engagement.
At the heart of this approach lies HTML5, enabling seamless integration of casual games within apps and websites. According to a recent survey conducted by Gamezop, the provider of gaming solutions for the aforementioned, the incorporation of games leads to a notable 15-40 per cent increase in the time users spend on these apps. Put simply, casual games are proving to be instrumental in keeping users actively engaged within non-gaming platforms.
Borrowing game elements
For companies seeking an even deeper level of engagement, crafting bespoke mobile games or infusing existing platforms with gamification mechanics presents a golden opportunity. Imagine a loyalty program where points morph into power-ups for a custom-built mobile game, or a fitness app that showers users with virtual badges and rewards for conquering exercise milestones.
These gamified experiences seamlessly weave brand messaging directly into the fabric of gameplay, igniting a spark of excitement and a tangible sense of achievement. In this symbiotic relationship, marketing and entertainment converge to forge enduring connections with consumers in the ever-evolving digital landscape.
Future of playful persuasion
Gaming’s metamorphosis from a solitary pastime to a vibrant social hub represents a cultural evolution. The gaming industry has spurred companies to toss out their outdated marketing playbooks and embrace the irresistible allure of casual games and other forms of interactive content. An engaged and diverse audience, the seamless integration of games, and gamified experiences allow brands to craft meaningful connections with consumers in a fun and effective manner. The lines between gaming and marketing are blurring delightfully, and the future looks anything but serious – it looks playful, personalized, and brimming with innovative possibilities. Brands that fail to embrace the power of gaming risk missing out on a powerful new channel for engagement and growth.
The article has been authored by Gamezop co-founder Gaurav Agarwal.
Gaming
MTG gaming chief Benninghoff joins NODWIN board as esports firm primes for IPO
The Gurugram-based esports firm is pursuing a public listing, has returned to profitability and is growing revenues by 42 per cent
GURUGRAM: NODWIN Gaming is moving fast. The Gurugram-based gaming and esports company has launched a pre-IPO fundraising round, appointed UBS as lead adviser for both the round and a subsequent public listing, and landed a heavyweight board director, all in one go.
The new board member is Arnd Benninghoff, executive vice president of gaming at Stockholm-listed Modern Times Group (MTG), who has overseen the group’s strategic investments and portfolio growth since 2014. He is no stranger to building things: Benninghoff has founded and built fifteen companies, served as chief digital officer at ProSiebenSat.1 Media AG, managing director of SevenVentures, and chief executive of Holtzbrinck eLAB. He began his career as a journalist at Deutsche Presse Agentur and various TV networks, holds a Diplom-Kaufmann in business and administration from the University of Münster, and previously sat on the board of Edgeware AB.
The numbers back the ambition
NODWIN is not pitching a story without substance. The company has returned to EBITDA profitability and posted a 42 per cent year-on-year revenue surge, reaching $58.5m in the first nine months of FY2026. The pre-IPO round will combine a primary issuance to fund global expansion through organic growth and acquisitions, alongside a secondary sale to give existing shareholders some liquidity.
Akshat Rathee, co-founder and managing director of NODWIN Gaming, said Benninghoff understands “the entire lifecycle of the gaming and media ecosystem, from the boots-on-the-ground reality of building startups to the strategic complexity of managing multi-billion dollar global portfolios.”
Benninghoff, for his part, said the company “sits at the intersection of sports, entertainment, and technology, making it one of the most exciting players in the global gaming landscape today.”
A portfolio built for the global south
Founded in 2014 by Rathee and Gautam Virk, NODWIN has quietly assembled one of the more compelling esports portfolios outside the Western hemisphere. Its properties include DreamHack India and Comic Con India, and it recently acquired StarLadder, the Ukraine-based tournament organiser behind premier events in CS:GO and Dota 2. The company also serves as a long-term strategic marketing partner for the Evolution Championship Series (EVO), the world’s most prominent fighting game tournament, helping push it into new geographies.
Its geographic focus spans South Asia, Central Asia, Southeast Asia, the Middle East and Africa. Backers include Nazara Technologies, KRAFTON, Sony Group Corporation, JetSynthesys, and the founders’ investment vehicle Good Game Investments.
What comes next
With UBS running the books, a board freshly reinforced with European media and gaming expertise, and revenue heading in the right direction, NODWIN is laying the groundwork deliberately. The esports industry has burned investors before with big promises and thin margins. NODWIN’s return to profitability, combined with a real portfolio of owned intellectual properties across gaming, music and youth culture, gives it a more credible runway than most. The IPO clock is now ticking.
