Vivi Blog
March 5th, 2025 By Amiya Bowden
Gaming is one of the most powerful forces for uniting people and cultures. No longer a pastime, gaming is the ultimate cultural melting pot, where 3.2 billion players worldwide unite across borders, generations, and identities. It’s not just about playing; it’s about belonging. For diverse gamers, the online gaming world isn’t just entertainment—it’s a rare and vital space where passion meets connection, and inclusivity can flourish in ways the offline world still struggles to achieve. When gamers log on, they’re not just entering a game—they’re stepping into a global community that thrives on shared experiences and authentic bonds.
For brands, this isn’t just a trend— it’s a massive growth opportunity. Gen Z, the most racially and ethnically diverse generation yet, is leading the charge in gaming. With 85% of US teens playing video games and driving the industry’s explosive growth, it’s imperative for brands to meet young gamers where they are. Building authentic relationships with gamers isn’t just good strategy—it’s the key to staying relevant in a rapidly changing cultural landscape.
Here are four ways brands can level up and connect with all gamers.
1. Create opportunities for diverse gamers to have a seat at the table.
Not all gamers are being represented in gameplay and marketing from gaming brands. Diverse gamers are taking notice but still don’t have a seat at the table. Globally, close to half of gamers identify as women, but only 16% of executive teams in global top 15 games companies are women. And, only 1 in 4 game developers are women or people of color. The outcomes are often one-dimensional gaming experiences (and marketing) that don’t represent the vast identities of all gamers, providing a disconnect between the games and diverse gamers. To address this, brands can better immerse diverse gamers. By leveraging experiences that drive meaningful connections with diverse gamers, brands can gather valuable insights, and work towards more inclusive representation in both gaming and marketing efforts.
2. Prove your credibility with gamers through mod creators and influential voices.
When addressing diversity in gaming, it is common for brands to focus on the racial differences of gamers. But don’t stop there. Diversity also means different lifestyles, playstyles, accessibility needs, and motivations. While in-game characters that reflect racial and ethnic diversity are a start, it is also important to create gaming experiences that meet the specific needs of other gamers. Many gamers have recognized this and are working together to voice their concerns to modify the games they love, on their terms. Mod creators have played a critical role in creating new looks, styles and features that represent the variety of gamers and make them feel seen in their favorite games.
3. Strengthen gaming communities through IRL experiences.
Gaming communities want to live and interact beyond the screen – because gaming is a lifestyle. Socializing on gaming platforms lives and dies when you log on and off. It can feel like a disconnected experience for community building. Community is important especially for diverse gamers who are seeking belonging and safety in the games they play. Large annual consumer conferences present opportunities for connection but can be expensive to attend and rarely activate outside of large cities. For example, the average ticket price for TwitchCon San Diego ranged from $149 – $239 in 2024. Brands will be rewarded with gamers’ loyalty by creating smaller more frequent opportunities for gamers to connect IRL. The Chaos Cup, UK’s first ever official Apex Legends community centric and in person event, took a local and targeted approach to cut through the noise, while ensuring that Apex had ambassadors on the ground to onboard new players.
4. Provide value in gaming beyond entertainment.
Gaming is seen as a safe haven and space for self-care. 77% of Gen Z gamers say that their biggest motive for gaming is to relieve stress and anxiety. Yet, diverse gamers and especially girl gamers are forced to love gaming worlds that often don’t love them back. Online they endure similar discrimination and racism experienced in the real world. Yes, brands can do more to monitor online behavior in their games to ensure the safety of gamers. But, when brands start to understand that gaming is more than just entertainment and has emotional benefits, they can develop new ways to meet the specific needs of one of their most important growth audiences. Gaming brands can create transformative IRL experiences that provide safe, supportive spaces for diverse gamers by hosting specific events to address these realities many diverse gamers face online. These initiatives should aim to foster community belonging and empower underrepresented groups by validating their experiences beyond digital platforms.
Gaming isn’t just entertainment—it’s a thriving cultural force that brings people together in ways few other platforms can. For brands, the opportunity is not just about visibility; it’s about building genuine, lasting relationships with a diverse and deeply engaged community. By prioritizing inclusivity, fostering real-world connections, and recognizing gaming’s role as both a creative outlet and a space for belonging, brands can move to meaningful participation. The future of brand engagement isn’t just about reach, it’s about showing up, adding value, and becoming an authentic part of a gamer’s journey.