How to Advertise Without Ruining the Gaming Experience

Brands are betting on a value-driven gaming experience but the challenge isn’t just visibility—it’s credibility. Can they integrate seamlessly without alienating players, or will over-commercialisation push gamers away?

Gaming could generate over $500 billion dollars in 2025 —surpassing movies and music combined. One question looms large: Can brands create authentic, community-driven gaming experiences with in-game advertising without succumbing to the pitfalls of overt monetisation?

This question is at the heart of a transformative shift in marketing strategy, as exemplified by Differin’s groundbreaking “Level Up” campaign on Roblox. By becoming the first acne-care brand on the platform, Differin, in partnership with Dentsu and Dubit, is challenging conventional advertising norms and addressing how brands can truly engage with an audience that values authenticity, education, and community over intrusive promotions.

Roblox isn’t simply a game—it’s a vibrant social and commercial ecosystem with roughly over 85.9 million daily active users. Differin’s campaign isn’t about slapping a logo on a game screen. Instead, it offers an immersive experience where players engage with mini-games that mirror real-world situations.

“Games remain a core element, but these platforms have become vibrant communities where brand advocacy emerges organically. This transforms marketing from traditional advertising into dynamic, community-led engagement,” says Andy Douthwaite, Chief Commercial Officer at Dubit.

How Do Gamers Really Feel?

While brands see gaming as the next frontier for engagement, the real question is: Do players actually want them there?

According to a 2025 study, over half of Gen Z (53%) have purchased something from an in-game ad, and 57% say they give more value to brands that advertise in games they like. Nevertheless, players also want brand activations that feel like an enhancement and not an interruption.

Consider Nike’s Nikeland on Roblox. Here, players engage in virtual sports challenges or tournaments and customise their avatars with exclusive digital gear. They see it as an organic extension of their interests rather than a sales pitch or an intrusive brand advertisement.

But any attempts at forced advertising like non-skippable video ads or overly promotional events often lead to backlash from the community.

Reddit threads and gaming forums frequently discuss this tension. One Roblox player noted:

“I don’t mind branded gaming experiences if they’re fun and actually feel like a game. But if it’s just another way to sell me something, I’m out.”

A Fortnite player shared:

“I’ll buy skins from brands I love, but the moment it feels like an ad, I lose interest. It has to feel like it belongs in the game.”

It is a clear indication that yes, gamers are open to brand presence—if it enhances their experience rather than commodifies it. The challenge for marketers is striking this balance without alienating an audience that values community, creativity, and immersion over overt sales tactics.

In-Game Advertising: Authenticity vs Monetisation

Striking the right balance between authenticity and monetisation is a high-stakes challenge for brands in the gaming world. While in-game commerce presents massive opportunities, missteps can quickly alienate players who value experience over advertising. The difference between success and failure lies in whether brands are seen as genuine contributors to the gaming culture—or just another cash grab.

“The key to balancing authenticity with monetisation lies in prioritising genuine engagement, seamless integration, thoughtfully leveraging in-game commerce, community feedback, and value-driven strategies,” says Val Vacante, VP of Solutions Innovation at Dentsu.

In practice, this means designing gaming experiences that feel natural to gamers—like earning in-game rewards or exclusive content—while also tapping into robust in-game commerce. Brands entering gaming spaces run the risk of easily crossing the line into blatant monetisation, eroding trust and engagement.

If gamers perceive a brand as prioritising profit over experience, they won’t just ignore it—they’ll actively push back. The end game here would include disengagement and an unforgiving mark on the brand’s reputation.

Social media takedowns, negative reviews, and even boycotts can follow, making authenticity non-negotiable for brands hoping to succeed in gaming spaces.

How Can Brands Avoid This Pitfall?

✔ Engage with communities early on to understand what adds value

✔ Focus on entertainment and immersion before pushing sales

✔ Listen to player feedback and tweak the experience strategy

Considering The Gen Z Demands

The authenticity and monetisation balance is further complicated by younger audiences’ expectations. With 84% of Gen Z acknowledging that their gaming avatars influence real-life fashion choices, brands are compelled to transcend traditional advertising. They must become active, valued participants in digital culture rather than mere sponsors.

Andy puts it succinctly: “The focus must be experiential-first, sales-second. These experiences should contribute meaningfully to the online world, whether through digital fashion ranges, interactive challenges, or influencer-led activations.”

“This evolution mirrors the rise of social commerce but extends even further. Young audiences don’t just want to engage with brands in virtual spaces—they will expect to discover, try on, and purchase both digital and real-world products seamlessly – or via connected real-world commerce.”

Brands must rethink their engagement strategies as gaming platforms evolve into comprehensive ecosystems. They must create persistent virtual spaces that are engaging and meaningful to a generation that values personalised, authentic experiences.

To maintain authenticity while pursuing monetisation, Val offers the following strategies:

Prioritise Genuine Engagement: Focus on creating meaningful and relevant experiences that resonate with the gaming community. For example, our Differin “Level Up” campaign emphasised education and confidence-building, aligning with the values and needs of our audience.

Integrate Seamlessly: Integrate your brand presence in a way that feels natural and enhances the gaming experience, offering value through in-game rewards, exclusive content, and interactive elements.

Leverage In-Game Commerce: Brands can tap into this by offering relevant and desirable virtual products that enhance the gaming experience without disrupting it.

Listen to the Community: Understanding and responding to the gaming community’s feedback is essential. Those who play video games with others – Social Players – demonstrate a stronger interest in purchasing products while gaming compared to their solo counterparts (those who play alone).

Balance Commercial Goals with Value: While monetisation is important, it should not overshadow the value provided to gamers. Aim to create a win-win situation where commercial goals are met without compromising the quality and authenticity of the gaming experience.

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