Ready Player Brand: How gaming is reshaping attention, identity and brand growth

Explore dentsu’s latest UK Consumer Navigator report examining how gaming has evolved from a niche pastime into a major cultural and media environment spanning play, streaming, creators and communities.

Based on a UK survey of nearly 700 players, Ready Player Brand reveals how gaming is capturing time from social media and streaming platforms, reshaping identity and discovery, and creating new opportunities for brands to engage audiences through participation, creators and value exchange.

The report outlines what brands must do to succeed in gaming, and why gaming should now be treated as a core media and marketing investment rather than an experimental channel.