The news: Gamers are more involved in gaming content than ever before, thanks in large part to titles like Roblox, Minecraft, and Fortnite. And they’re not keeping that interest solely on-platform.

• 46% of gamers say their time spent creating in-game video game content has somewhat or significantly increased over a year ago, per Bain & Company’s Gaming Report 2025. About 20% say they spend less time.
• 27% of gamers’ social media time and 25% of their streaming video time is spent focused on gaming-related content.

This presents an increased opportunity for advertisers to reach gamers both on and off platforms.

Reaching gamers: Brands may want to opt for off-platform advertising to avoid the mixed reaction gamers have to ads on their platforms.

• 64% say ads disrupt in-game experiences, up from 59% last year, per Bain.
• However, 46% often buy items based on those ads, up from 40% last year.

For those targeting the 46% who will buy, gamevertising should be seamlessly integrated into the experience, such as through sponsored skins, emotes, or mini games.

• Last month, Roblox introduced a licensing platform to help boost brand integration. Becoming part of the game reduces friction and interruption and leaves a lasting impression.
• In May, Roblox opened its Commerce API that allows brands to sell physical and virtual goods on-platform.

What they play: Gamers’ focus on integrations means AAA games are no longer the top dog—players want the ability to create in-game content. That’s where user-generated content (UGC) games come in.

• Monthly active user (MAU) numbers are consistently growing on Roblox, Minecraft, and Fortnite. Roblox has more than 380 million MAUs.
• In 2024, 80% of gamers surveyed played a game in which they could create levels, mods, or items. That interest is only growing.

Our take: The gaming audience is growing, and it’s not focused on a single platform or console. Gamers’ interests reach through the game and into social media, streaming, TV, and audio, giving marketers a wide path to reach gamers where they are.

Mini-games, in-game marketplaces, and rewards for watching ads will give brands a boost in independent games with minimal disruption.