Gaming’s Influence & Brand Opportunity
Gaming isn’t just entertainment—it’s a culture that drives engagement and influence.
With over 11.8 million people attending a gaming event or convention in the U.S. last year and millions more tuning in online, gaming has one of the most engaged and passionate audiences for brands.
In this article, rEvolution SVP, Chris Mann, explores how and why brands are tapping into gaming’s momentum—where culture, influence, and opportunity collide.
From entertainment to tech, gaming communities are deeply invested in their interests, shaping conversations and driving fandoms. They’re 27% more likely to be trendsetters in their circle, 22% more likely to be the go-to for music, movie, and show recommendations, and 26% more likely to consider themselves more fashionable than most. This audience moves quickly, and influences purchase decisions within their networks.
This highly engaged audience isn’t just passionate—they’re responsive. According to a study conducted by rEvolution, nearly half (44.2%) value financial commitment to their leagues more than any other sport.
“Esports fans are amongst the most responsive to partnership investments, engaging highly with brands that create immersive, experience-driven activations,” said Karim Shalaby, Global Head of Analytics and Insights, rEvolution
Understanding Gaming Events: Not All Are Created Equal
Just like the gamers themselves, no two gaming events are the same. From esports competitions to fan conventions, each gaming event brings together a distinct community, each with its own culture and expectations. Brands that activate authentically and truly understand these nuances unlock the most meaningful opportunities.
Here are some of our favorite events:
- League of Legends Worlds – A global spectacle, selling out top arenas like the Chase Center and the O2. Fans crave in-game content (such as Champion skins) and immersive experiences that bring the world of LoL to life.
- Evo – The pinnacle of fighting game competition, with events in Japan, Las Vegas, France, and Singapore (coming in 2026). The Fighting Game Community (FGC) is 3.5x more likely to attend a gaming event than the general population, making them highly engaged on-site.
- PAX – A fan-driven series (East, West, Unplugged) that blends publishers, indie artists, merch, and community-driven experiences. PAX attracts both casual and hardcore gamers with deep loyalty to their favorite titles and a strong appetite for exclusives.
- TwitchCon – The annual celebration of gaming culture and livestreaming, bringing together creators and their communities. It features artist showcases, content creators, and interactive fan experiences.
“Evo is unique—it delivers the pinnacle of competition while remaining a deep-rooted and authentic destination for fighting game culture. Imagine the prestige of the Super Bowl combined with the festival experience of Coachella. For brands, this presents a powerful opportunity to connect with the most diverse audience in gaming, fostering meaningful and lasting relationships,” said Eric Peterson, Sr. Director, Evo
There are many more events on the calendar—Gamescom, GDC, Summer Game Fest, The Game Awards, and beyond—all offering unique ways for brands to connect in-person and digitally.
Chipotle x Evo
Chipotle’s partnership with the fighting game community (FGC) is a case study in how brands can authentically embed themselves in gaming culture. Through game publisher promotions, creator collaborations, and as the presenting partner of Evo, Chipotle continues to add value at every touchpoint.
At Evo, this approach plays out both on-site and at home:
- For 30,000 attendees, Chipotle enhances their experience with lounge seating, free charging stations, creator meet and greets, hourly tournaments, and collaborations with community artists.
- For 6M+ viewers tuning in online, Chipotle seamlessly integrates into the broadcast, replacing traditional ad breaks with sought-after content and free entrée drops.
Beyond Logo Placement: Crafting a Real Strategy
At REVXP, we build strategies that unlock the true power of the gaming community to drive your brands business objectives.
When we paired Chipotle with Evo, it wasn’t just about awareness—it was about identifying a white space in a growing audience and creating an authentic, meaningful connection.
At REVXP, we start with the brand’s goals and the audience they want to reach—then craft a strategy that delivers. Gaming audiences aren’t passive spectators. They actively seek immersive experiences, moments to engage, and ways to celebrate their fandom. They reward brands that invest in their world with real, authentic presence—not just another logo on a banner.
“On-site experiences have been vital for Voodoo Ranger IPA in driving business growth. What started as a way to understand and reach a grassroots audience has become integral to our brand strategy. Brands don’t always see the potential of gaming events—but those who do, and show up meaningfully, can unlock limitless opportunities,” said Patrick Morgan, Voodoo Ranger Community Manager
Gaming’s Global Influence
Gaming’s reach extends far beyond any one market, creating a global opportunity for brands. rEvolution is at the forefront, helping brands unlock the full potential of the growing gaming ecosystem.
“APAC remains a powerhouse in competitive gaming, presenting immense opportunities for brands to connect with fans. The region accounts for 80% of global esports fans and hosts record-breaking tournaments. The key lies in authenticity—gamers don’t resist brand involvement; they embrace brands that add to the experience,” said Fernando Loureiro, VP of Integrated Client Services – APAC, rEvolution.
Global live gaming events provide a similar path of entry as those in the US or EU and the opportunity to engage both on-site and digitally—whether through immersive activations, integrated digital experiences, or custom content that resonates with gaming communities.
Key Takeaways for Brands Entering Gaming Events
- Add Value, Not Noise – How can your brand enhance the attendee experience both on-site and digitally?
- Choose the Right Event – What kind of event makes sense for your brand based on goals and audience?
- Meet Fans Where They Are – What does the community want from a brand, and how can you create an authentic, additive experiences.
A note on hospitality.
Marquee gaming events like League of Legends Worlds have proven valuable to major brands like AWS or Verizon in hosting younger, tech forward customers. The power of a live event combined with your customers’ gaming passion will set your B2B experience apart. rEvolution’s event team is on a short list, having the experience and expertise to lead your brand’s gaming hospitality.
Ready to level up?
rEvolution’s REVXP team creates turnkey gaming strategies that connect with this dynamic audience in real, meaningful ways. Let’s build your strategy.
