Once seen as a niche hobby, gaming has emerged as a dominant force in entertainment and culture that’s reshaping how brands think about engagement. The gaming audience is not only massive but also increasingly diverse, spanning generations and lifestyles, Jarell Thompson, vice president of gaming at Havas Play, said in this interview with Lisa Granatstein, editorial director of Beet.TV.
“Gaming is more universal and not so niche,” Thompson said. “Now we understand that gaming really transcends generations.”
Globally, there are an estimated 1.3 billion gamers, with over 217 million in the U.S. alone—roughly three-quarters of the population. But these gamers are not a monolith. From mobile-savvy seniors to Gen Alpha kids immersed in interactive worlds, each demographic engages with gaming in different ways.
Thompson pointed out that the fastest-growing gaming segment is the 55+ demographic, largely driven by mobile titles like Candy Crush and Wordle. Meanwhile, millennials, who grew up with consoles, treat gaming as a way to unwind after work—favoring fast-paced titles like Call of Duty. Gen Z and Gen Alpha, on the other hand, see gaming as an integral part of their everyday media consumption.
“They’re watching creators, reading content, and gaming across platforms. It’s a lifestyle,” he said.
Hit shows based on games
Gaming’s cultural influence is also expanding. Hit adaptations of games like The Last of Us and Fallout are redefining mainstream entertainment.
“That’s not going to stop,” Thompson said. “Gaming is going to continue to permeate different parts of culture more than ever before.”
For brands, this presents both opportunity and risk. Entering the gaming world requires authenticity and a clear understanding of the environment. “It’s really about being honest with the brand,” Thompson emphasized. “Not every gaming space is right for every brand.”
Brands need ‘spirit guides’
Thompson recommends that brands seek “spirit guides”—partners who understand the nuances of gaming culture and can help tailor creative strategies. Whether through partnerships with creators, editorial content, or immersive experiences in platforms like Roblox, Fortnite or Minecraft, success hinges on fit and relevance.
One emerging frontier is live service gaming — always-evolving titles designed to engage players long-term.
“Games like Helldivers 2 and the upcoming Grand Theft Auto 6 are pushing this model,” said Thompson. “These games are built to live in perpetuity.”
The future of gaming, he predicts, will also be screen-agnostic. As companies like Microsoft shift toward cloud gaming, players will increasingly move fluidly across devices. This means brands must adapt, too.
“You can’t just build for console anymore. You need a strategy for every screen,” he said.
Ultimately, understanding gamers as whole individuals—not just as players—is key.
“Gamers are into music, anime, fashion. If you understand that, they’ll tell you what they’re into next,” Thompson said.
In this rapidly evolving ecosystem, brands that listen, learn, and engage with intention will find lasting relevance in gaming’s next era.
You’re watching “Game Changers: The New Age of Gaming,” a Beet.TV Leadership Series, presented by Microsoft Advertising. For more videos from this series, please visit this page.
