In an industry built on engagement, immersion, and player loyalty - gaming companies face a crossroads in their relationship with both consumers and advertisers. As brand safety becomes an increasingly urgent concern, advertisers must scrutinize which gaming companies align with their values - especially as some publishers reward their players, while others seem to actively discourage or even alienate them. Understanding these dynamics is crucial in an era where the gaming landscape is shifting under the weight of industry shifts, evolving business models, and changing player expectations.
The modern gaming industry is no longer solely supported by game sales. Revenue streams now include in-game purchases, live service models, and aggressive monetization strategies. While this approach has kept some companies afloat, it has also created a significant rift between developers and players. As layoffs continue to shake the industry, affecting the very teams responsible for crafting beloved experiences, the focus for many companies shifts away from player satisfaction toward maximizing revenue. This is often at the expense of consumer goodwill. For advertisers, this shift presents a dilemma. Associating with gaming brands that prioritize short-term profits over long-term engagement can reflect poorly on sponsors. When gaming companies treat players as disposable, their partners risk being viewed through the same lens. The result? Reduced brand trust, weaker consumer relationships, and a missed opportunity to align with companies that genuinely reward their audience.
Microsoft’s recent decision to bring exclusive games like Forza Horizon 5 to PlayStation marks a fundamental shift in how major gaming companies operate. The move prioritizes addressing gamers where they already are, rather than forcing them onto a specific console. This strategy may improve engagement metrics, but it raises long-term questions about brand identity and consumer trust – and the value of Platforms/Consoles. If Xbox exclusivity no longer exists, does the Xbox brand still hold weight for consumers - and advertisers? The rumored gaming PC with the accessibility packaging of a console could distract some gamers from game quality concerns as their access to broader content offerings becomes easier. The move also suggests a continued investment in dedicated hardware, showing that the company still values its legacy players. Advertisers looking to invest in gaming partnerships must consider these shifts carefully.
Players today juggle multiple games, constantly making choices about which titles deserve their time and hard drive space. With limited time and storage, consumers prioritize games that respect their engagement—those that provide captivating stories, cinematic graphics, meaningful updates, reward player loyalty, and avoid predatory monetization tactics or disruptive glitches/bugs. When a game loses that respect, it’s uninstalled and forgotten. This cycle mirrors the challenges brands face in television/streaming programs. Do I go to a network that has titles I like – or do I sift through the titles I like best, regardless of where they live. There is an argument either way – but gamers want to maximize their entertainment quotient.
If advertisers align with gaming companies that frustrate their players—whether through aggressive monetization, lack of content updates, or an outright disregard for the community—they risk being discarded just as easily. On the other hand, brands that partner with companies offering positive, rewarding gaming experiences can create a lasting, mutually beneficial relationship with both the gaming industry and its audience.
For advertisers, navigating brand safety in gaming requires a keen understanding of which publishers are fostering positive engagement versus those exploiting their audience. Companies that respect their players—through fair monetization, consistent content, and strong community support—offer advertisers a safer, more rewarding partnership. Those that prioritize quick cash grabs or alienate their core audience pose a risk not only to their own brand but to the brands that support them. In a rapidly evolving gaming industry, advertisers must stay informed, adaptable, and discerning. The brands they associate with in gaming will ultimately shape their consumer relationships—making the difference between a lasting partnership and a forgotten ad placement.
Want more industry news and informative content related to brand safety? Check out our other posts on the Brand Safety Institute Blog.