Gaming's Game-Changing Role in Sports Marketing: Why Brands Should Be In-Game

By Darren Walsh, Head of Demand and Marketplace EMEA, Anzu

As Head of Demand and Marketplace EMEA at Anzu, I'm constantly witnessing the dynamic collision of the sports and gaming worlds. This isn't just a professional observation; it's a profound shift where figures like Max Verstappen, with his own esports racing team, are blurring the lines between digital entertainment and traditional sports. For brands and agencies, this convergence presents an unparalleled opportunity to engage with passionate fandoms in deeply authentic, measurable, and often more cost-effective ways than traditional methods.

The landscape of sports fandom is rapidly evolving, particularly among younger generations. Recent data reveals a significant shift: while only 31% of sports fans aged 18-24 watch live matches, Gen Z spends 7-13 hours per week gaming, compared to just 1-2 hours watching live sports. Gaming has become a primary social platform, where young people connect with friends, build communities, and express their identity. This makes it essential for brands to expand their fan base beyond those who can physically attend games, reaching diverse and global audiences where they are already engaged. For example, our data shows that core audiences for football games are predominantly males aged 18-34 with an average household income of $60-75K, while golf gamers are mostly males aged 45-64 with an average household income over $100K+.

Traditional sports sponsorships often come with prohibitive costs, making it nearly impossible for many competitors to break through against established brands like Rolex at Wimbledon or Heineken in the Champions League. Gaming offers a powerful, accessible entry point that is not just about a lower cost, but about a smarter, more precise way to reach fans. At Anzu, we leverage first-party data to target audiences with precision, akin to any other digital ad channel. This also creates a "conquesting" opportunity for brands to reach the same fan base in virtual spaces, even if a competitor owns the real-world sponsorship. Furthermore, in-game advertising has evolved to be highly measurable and scalable, moving beyond the historical challenges of hard-coded placements.

One of the most compelling advantages of in-game advertising is its ability to "own the moments that matter" by aligning with major real-world sporting events like the Olympics, Super Bowl,

Wimbledon, or the upcoming 2026 FIFA World Cup. Our data demonstrates this synergy, with soccer games expecting a 113% increase in traffic during tournaments and golf games seeing a 92% increase during real-world tournaments. Crucially, gaming offers year-round reach; while the NFL season runs for 18 weeks, the Madden video game actively engages fans every day of the year. Players in sports titles also exhibit remarkable engagement, with an average session length of 6.1 minutes, 2.1 times longer than the average for other genres.

Anzu's intrinsic in-game ads are designed to be seamless and authentic to the player's experience, integrating naturally as virtual pitch-side banners rather than being disruptive. This approach resonates deeply with players and enhances engagement. Premium, big-screen video games on PC and console offer an amazing attention opportunity, delivering high viewability (average 90% against a 50% benchmark) and visibility (average 6% against a 0.5% IAB requirement). Ads are often viewed significantly longer than mobile norms, with 93% of respondents viewing advertising in a gaming context – 36 points higher than desktop norms. This translates into tangible results, such as a leading home improvement retailer driving an average of 877 daily in-store visits and a 4x return on ad spend from online purchases, or a financial institution achieving a 16-point lift in ad recall and 21-point lift in consideration intent.

Looking ahead, gaming is no longer a niche tactic; it is table stakes for any brand serious about activating around sport. With over 3.4 billion people playing at least one game a month – 86% of those connected to the internet – every marketer has an overlap with gaming. The opportunity to leverage unparalleled engagement, unlock year-round reach, achieve cost-effective scale, and connect authentically with young, digitally native audiences is clear. The time for brands to take their first step into this dynamic arena is now.

About the Author: Darren Walsh is Anzu's Head of Demand & Marketplace EMEA and is based in London. He specializes in connecting brands with engaged audiences through innovative in-game advertising solutions. Learn more at www.anzu.io.

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