BACK-TO-SCHOOL: A KEY MOMENT FOR BRANDS

Back-to-School is no longer simply a shopping period. It is a time when families establish new routines, discover solutions and make decisions together. As more of these moments take place in digital environments, gaming has become an increasingly relevant space for brands.

Gaming is now a shared family experience. According to the ESA Essential Facts Report 2025, 82% of parents play video games with their children, while 83% of Gen Alpha play every week.

This gives brands a rare opportunity to connect with parents and younger consumers at the same time, in an environment built around attention, interaction and shared experiences.

Children also play a growing role in household purchasing decisions. Gameloft for brands found that 40% of parents say their purchases are highly influenced by their children after seeing advertising inside video games.

For technology, education, food, retail and family entertainment brands, gaming should therefore be considered part of the customer journey. It is not only a media channel, but also an environment where product discovery and purchase influence take place.

Relevance remains essential. Players are more likely to respond when they already know the brand, receive a meaningful reward or discover a product that meets a genuine need.

This value exchange helps explain why 80% of shopper gamers consider rewarded in-game advertising somewhat or completely acceptable. When advertising provides value and respects the gaming experience, engagement follows naturally.

For marketers, Back-to-School represents more than a seasonal retail opportunity. It is a chance to build long-term affinity with families in an environment where they actively spend time together. Brands that prioritise relevance, utility and meaningful engagement can influence both immediate purchases and future preferences.