As gaming solidifies its place as a dominant force in global entertainment, brands are racing to understand how to integrate authentically into this rapidly evolving space. Dario Raciti, managing director at Omnicom’s Zero Code, says the Covid-19 pandemic marked a pivotal turning point — and the momentum hasn’t slowed since.
“During lockdown, gaming became a core entertainment outlet for many households,” Raciti said in this interview with Lisa Granatstein, editorial director of Beet.TV. “Even casual players started spending more time in games — and they’ve stuck with it.”
Now, gaming isn’t just a hobby — it’s a cultural touchstone. No longer limited to stereotypical basement dwellers, gamers today include athletes, celebrities and content creators who stream to massive audiences.
“It’s mainstream now,” Raciti said. “People play across multiple devices — console, PC, mobile — and they’re watching, streaming and engaging in communities.”
Brands evolve from billboards to 360-degree campaigns
Raciti notes that many brands that once dabbled in gaming through simple in-game billboards or logo placements have matured. Today’s leaders are crafting holistic campaigns that touch every corner of the gaming ecosystem—from influencer streams and esports sponsorships to retail tie-ins and live events.
“There’s been a shift,” he says. “Brands are moving from single-format integrations to full 360 approaches. It’s not just about being seen in-game—it’s about engaging audiences on Twitch, through Discord, in-store and through content.”
Discord opens the door
One platform drawing serious attention is Discord. Long considered a vital communications tool for gamers, the app now boasts over 200 million users and is slowly opening up to non-endemic advertisers. That expansion presents new possibilities for marketers.
“Discord used to be for publishers and players,” Raciti said. “Now it’s becoming an opportunity for brands—especially those who understand the space and can offer something valuable to the community.”
Creative > format
Raciti is quick to caution brands against chasing the latest ad tech without a thoughtful strategy.
“Don’t just look for a new ad format in a game and buy it,” he said. “Instead, think creatively: How can you use a popular game IP to bring value to the audience, while staying true to the entertainment experience?”
At Zero Code, Raciti and his team focus on custom-fit campaigns, tailoring brand messages to the culture of specific games and their communities.
“Success in gaming isn’t about pushing ads — it’s about being additive to the experience,” he said.
As the gaming world continues to expand — with new platforms, IPs and audiences — brands that want to win will need more than just exposure. They’ll need imagination, authenticity and a gamer’s sense of play.
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.
