By Emma Thompson, Head of Agency, Golley Slater
Gaming has become the next frontier for brand engagement. Fashion brands like Gucci and Nike have led the charge partnering with platforms like Roblox, and fast food brands like Chipotle, Pizza Hut, and KFC have caught on too; so how are grocery chains weighing in on the latest innovations?
Gaming is more than entertainment – it’s an environment teaming with culture, making it perfect for brands to embed themselves into, should they get it right. It’s more than advertising, it’s about integrating brands into the very fabric of the gaming experience without looking out of place. Brands embracing this new landscape of marketing are moving beyond traditional tactics and into the creation of immersive virtual experiences that are captivating younger audiences.
For grocery brands, the rise of gaming as a marketing platform signals a massive opportunity to rethink how they engage with consumers.
There’s no question whether brands should be in the gaming space, it’s mastering how to do it that’s key!
Why are brands going virtual?
Engagement.
Roblox boasts a user base of over 66 million daily active players, many of whom are Gen Z and Gen Alpha consumers. These younger generations are notoriously ad-averse, easily tuning out traditional forms of marketing, so marketers had to get creative and turn their advertising into entertainment.
Take Chipotle, for example. Rather than a simple in-game advertisement, the fast-casual chain launched a burrito-building challenge within Roblox, where users could virtually create their favourite burrito combinations. Not only did this drive awareness, but it also allowed players to interact with the brand in a fun, engaging way. It’s a brilliant example of how gaming allows for a deeper connection with consumers, making the brand part of the gaming narrative rather than just a distraction.
Similarly, KFC created a “Colonel Sanders-themed adventure” that allowed players to engage with the brand’s iconic figure in new and exciting ways. These experiences don’t just capture attention – they build long-lasting connections with consumers who feel part of the story.
For grocery brands, this shift toward virtual brand experiences offers valuable lessons. The key is to create genuinely interactive ads, something that pulls consumers in and makes them part of the experience.
So, what can grocery brands do?
Grocery brands might not immediately think they belong in the world of gaming, but the success of fast-food brands like Chipotle, Pizza Hut, and KFC shows there’s untapped potential.
Pizza Hut, for instance, launched themed quests on Roblox where players could earn in-game rewards while interacting with the brand. This gamification adds value for the user, making the interaction memorable. Instead of feeling like they’re being advertised to, players are entertained.
The same principle could apply to grocery brands: imagine a virtual shopping challenge where players need to collect ingredients for a recipe or a scavenger hunt across a branded virtual supermarket.
This approach also taps into the growing trend of self-expression within gaming. Younger players use games like Roblox and Fortnite as platforms for creative expression, customising their avatars, spaces, and gameplay to reflect their personalities.
Brands can be a part of this expression, offering digital assets, wearables, or branded items that players can use within the game. For example, a grocery brand could create digital versions of its products or packaging that players can incorporate into their in-game worlds.
It’s more than a trend
It’s where the next generation of consumers are spending their time.
As gaming platforms continue to evolve into fully realised social spaces, they’re offering brands a chance to engage consumers in ways traditional marketing channels simply can’t.
Gaming isn’t just about play – it’s about community, connection, and loyalty. When brands build experiences within these worlds, they create opportunities for users to form deeper connections with the brand itself. A successful activation in the gaming world can lead to greater brand loyalty because players feel like they’re part of something. They’re not just interacting with a product; they’re interacting with an experience tied to that product.
For grocery brands, this approach offers a blueprint for the future of loyalty-building. The key lies in creating experiences that are authentic to the gaming environment and meaningful to the user. Gamers don’t want to be interrupted by ads – they want brands to contribute to their experience in a way that enhances it.
Are you ready to play?
The next step isn’t to wait for the perfect opportunity – it’s to create it. Whether through partnerships with existing games or by creating their own virtual experiences, grocery brands can make their mark in the gaming world.
And as the lines between gaming and social interaction continue to blur, grocery brands have a unique opportunity to leverage these platforms to build deeper, more meaningful relationships with the next generation of consumers.
