As social media becomes a key component in most marketing strategies, new digital environments are emerging that brands can no longer ignore. Among them, gaming and extended reality (XR) are gaining prominence as advertising platforms. In Germany, 54 percent of people over 16 play video games regularly, with the number rising to 88 percent among 16- to 29-year-olds. Even five million gamers are over 60. Gaming is no longer a niche activity but part of the mainstream.

The gaming community values co-creation, collaboration, and shared experiences. As a result, traditional advertising formats that interrupt gameplay are often poorly received. Instead, marketing needs to be interactive and woven into the gaming experience. Opportunities range from banner ads in sports games to fully immersive branded worlds. Platforms like Roblox and Fortnite allow companies to build custom experiences where users can explore products in engaging ways. Brands such as Nike, Gucci, Nivea, and Amavita have already entered this space.

Extended reality, including augmented reality (AR) and virtual reality (VR), also offers new potential for marketers. Devices like the Meta Quest 3, Apple Vision Pro, and Snap’s Spectacles enable immersive brand experiences. Hamburg-based agency headraft specializes in XR and develops AR try-on tools that allow users to virtually test products before purchasing. According to Head of Strategy Insa Hollenberg, this can increase sales by up to 48 percent.

As these technologies evolve, marketers are encouraged to explore them firsthand to understand their cultural relevance and commercial potential. Gaming and XR are quickly becoming key channels for digital engagement.