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TL;DR

Brands like Coinbase and Skittles are borrowing from video games to rethink storytelling, engagement, and consumer attention.

Article:
Brands are increasingly looking to video games for creative inspiration, as companies like Coinbase, Skittles, Met-Rx, and Jack in the Box experiment with game-inspired storytelling and engagement strategies. The shift reflects a broader need to capture fragmented attention spans and connect with digitally native audiences who spend more time gaming than watching traditional media.

This trend is gaining traction now as gaming culture cements itself as a dominant entertainment force. According to a 2025 report by Newzoo, the global gaming audience surpassed 3.5 billion players, making it one of the largest and most engaged media ecosystems. For marketers, that scale and interactivity present a blueprint for more immersive brand experiences.

Brands are not just advertising in games, they are adopting game mechanics. Coinbase, for example, has leaned into interactive storytelling formats, while Skittles has experimented with absurd, unpredictable narratives that mirror the logic of indie games. These approaches aim to reward curiosity and participation rather than passive consumption.

“Games aren’t just a channel, they’re a mindset,” said a creative strategist cited in the report. “They teach brands how to build worlds, not just campaigns.” That shift toward world-building reflects a deeper change in how brands think about audience engagement, prioritizing agency, exploration, and repeat interaction.

The appeal lies in gaming’s ability to hold attention. Unlike traditional ads, games invite users to actively participate, making the experience more memorable. This has pushed marketers to rethink linear storytelling and embrace formats that evolve based on user input.

As brands continue to experiment, the influence of gaming is likely to extend beyond campaigns into product design and customer experience. The key takeaway: in an attention economy, interactivity is no longer optional, it is a competitive advantage.