As brands search for deeper engagement with Gen Z, gaming is fast becoming a serious marketing channel in India, moving beyond one-off visibility plays to immersive, culture-led partnerships. The recent BGMI–Royal Enfield collaboration points to this shift, signalling how marketers are beginning to treat gaming not as an experimental add-on but as a mainstream attention platform.

Over the past few years, gaming has shed its image as a niche youth pastime. “Gaming has moved from being seen as a niche youth activity to being recognised as a mainstream attention platform, and the shift is not just about scale but depth,” said Seddharth Merrotra, head of Business Development & Partnerships at KRAFTON India.

Unlike traditional digital channels, where users scroll past content, gaming offers repeated, high-intent engagement. “In games, audiences are not scrolling past content; they are spending time, returning daily, and building identity and community,” Merrotra said, adding that this makes gaming an effective bridge for brands to connect with consumers through participation rather than just visibility.

Safer bet post-RMG ban

As scrutiny around real-money gaming (RMG) has increased, brands are becoming more selective about where they invest. “Brands are becoming far more deliberate about where they show up, prioritising brand-safe, entertainment-led ecosystems,” Merrotra said.

For platforms like BGMI, this has meant doubling down on skill-based competition, esports, and gameplay-led collaborations that can withstand regulatory and public scrutiny. The emphasis, Merrotra said, is on trust, transparency, and long-term community participation rather than quick wins.

While some brands track direct sales uplift from in-game integrations, Merrotra argues the biggest value lies in long-term brand equity. “When a brand becomes part of gameplay, it drives stronger recall, affinity, and cultural relevance,” he said.

From impressions to participation

Earlier, marketing conversations around gaming were dominated by reach and impressions. Now, they are more outcome-driven. “Today, brands want to show up in ways that feel authentic to the community and can be measured through deeper engagement, stronger recall, and long-term Gen Z relevance,” Merrotra opines.

The BGMI–Royal Enfield partnership, which integrates fully rideable motorcycles into the game, is being pitched as an example of this deeper approach. Rather than serving as a visual placement, the brand becomes part of gameplay itself. “It brings together two cultural icons that connect strongly with today’s digital-first generation,” Merrotra said, describing it as one of BGMI’s most ambitious integrations to open 2026. 

While gaming’s appeal also lies in its participatory nature. “Players don’t just view a brand message; they interact with it inside a high-attention environment, often with friends and communities,” he said. This, he added, leads to stronger recall and affinity than one-off exposures.

According to Merrotra, audiences are moving from passive viewing to participation-led communities. According to a recent Lumikai report, average weekly time spent on games in India has increased 30%, from 10 hours to 13 hours, showing how interactive entertainment is capturing a larger share of consumer mindshare. 

This has begun to reflect in marketing budgets. While brands still spend heavily on social media and video platforms, gaming is moving from test spends to planned allocations. “Budgets are becoming more structured, with gaming moving from test spends to planned allocations,” Merrotra said, especially among brands trying to build credibility with younger audiences.