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The Year Ahead 2025: Key gaming moments ambitious CMOs need to know about

The Year Ahead 2025: Key gaming moments ambitious CMOs need to know about
Grand Theft Auto VI (credit: Rockstar Games)
The Year Ahead 2025

Brands still seem more comfortable with music or film integration, but 2025 will see some huge gaming developments that could help them stand out.


As we step into 2025, the world of gaming remains largely untapped by brands. Estimates vary, but we’re seeing up to $200bn quoted for the scale of the industry — significantly larger than music or film, and even bigger than both combined.

Despite these figures, most chief marketing officers still feel more comfortable connecting their brands to the latter.

For those beginning to dip their toes in, it’s primarily through integrations on platforms like Fortnite and Minecraft. As a broader range of brands win awards in these spaces, nervousness around perceived risks is gradually diminishing.

Lead times to bring projects to life are shortening and costs are becoming more manageable. This trend shows no signs of slowing down in 2025.

Beyond these integrations, there are several cultural phenomena in gaming that ambitious marketing heads should have on their radar to stand out in the coming months.

Biggest launch in a decade

The release of Grand Theft Auto VI later this year could be the biggest entertainment launch of the past decade.

Grand Theft Auto V (released in 2013) is estimated to have made $8-9bn worldwide, surpassing the GDP of approximately 40 countries, making it one of the most successful entertainment products ever created. Whether you’re into it or not, gamers and beyond will be swept up in the frenzy.

Other publishers will be unlikely to compete, giving GTA6 clear space to thrive. This could even suck the air out of the broader entertainment space — expect social to go wild.

We may (or may not) be too late in the day for new brand integrations, but creative brand partnerships will give any marketing team an opportunity to stand out.

Family appeal

Similarly, the release of the Nintendo Switch 2 will accelerate gaming’s foray into mainstream culture.

It’s rumoured to be as powerful as the Sony PlayStation 4, but handheld and easily connected to your living room TV. Although many details remain under wraps, from a sneak peak earlier this month we know there will be an opportunity for gamers to get their AAA title fix.

And, most interestingly for brands, the Switch 2 will bring families together. The strength of the Switch is its multigenerational appeal: over Christmas, my family played Monopoly on the living room TV, with the kids and the grandparents joining in (even if the kids did the setting up).

With the original Switch already outselling Microsoft Xbox and PlayStation, brands that want to speak to families in a fun environment should lean in.

Broader ecosystem

But to truly succeed in gaming, brands must start thinking beyond “games”. If you want to win in this space, look at the entire ecosystem.

Platforms like Twitch are in steady growth, with a reported 1.7bn user base as of September 2024. Take campaigns into the world of creators, communities and find authentic ways to get involved. Those that do will be rewarded and those that miss the mark will be lambasted.

It’s a fine line, but this is where gaming stands apart from music or film. In those worlds, it’s easier to badge; in this world, you need to be relevant and add value. And that is where there’s still plenty of clear space to win.


Hamid Habib 2023 squareHamid Habib is managing director at Havas Entertainment and chief experience officer at Havas Media Network

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