If your small business hasn’t started looking at marketing in gaming, now’s the time. Online games aren’t just entertainment; they’re social hubs, digital malls, and event venues all in one. With millions of active users daily, platforms like Fortnite, Roblox, and Call of Duty have become powerful tools for brand storytelling.
While big brands like Nike, Chipotle, and Gucci have made headlines with massive in-game events, small businesses can get involved without needing million-dollar budgets. At WJ Media Group, we help companies think creatively and act strategically. Below, we break down the top three games leading the marketing shift, their most successful campaigns, and how small businesses can adapt these ideas.
1. Fortnite – Transforming Ads into Experiences
User Base: Over 230 million monthly active players
Demographic: Primarily Gen Z and Millennials (ages 13–34)
Fortnite is a free-to-play battle royale game developed by Epic Games, famous for its colorful graphics, crossovers, and seasonal updates. With an ever-evolving digital landscape, it functions like a virtual theme park where players engage in social experiences beyond combat, making it a hotbed for marketing in gaming.
Notable Campaigns:
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Travis Scott’s Astronomical Event:
A genre-defining in-game concert that brought 27.7 million players together in real time. The event featured psychedelic visuals, synchronized player movement, and merchandise tie-ins. It redefined what a digital event could look like. -
Nike x Jordan Brand Collab:
Players could unlock Jordan-themed cosmetics and enter a custom map styled like a basketball arena. It merged fashion with gameplay. -
Balenciaga’s Digital Fashion Launch:
A full line of virtual Balenciaga skins dropped in Fortnite’s Item Shop, plus a real-world fashion campaign that synced with in-game visuals.
How Small Businesses Can Apply This:
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Sponsor mini-tournaments or game nights with local streamers.
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Build simple “Creative Mode” maps with branded elements (think: obstacle courses that align with your brand’s mission).
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Use Fortnite influencer shoutouts to promote real-world sales, events, or drops.
The key lesson: People don’t want to be sold to; they want to be part of something fun. Fortnite provides a canvas for creative branding that feels native, not forced.
2. Roblox – Storytelling Through Immersive Play
User Base: Over 70 million daily active users
Demographic: Gen Alpha and Gen Z (ages 9–18)
Roblox is not a single game but a user-generated gaming platform where players can create and explore millions of experiences. Its sandbox style, avatar customization, and open-access development tools have made it especially popular among younger audiences. The creative freedom it offers makes Roblox a goldmine for marketing in gaming through storytelling and branded mini-worlds.
Notable Campaigns:
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Gucci Garden:
A digital replica of a real-world art installation. Players could walk through themed rooms and collect limited-edition Gucci items. Some pieces resold for hundreds of dollars worth of the game’s digital currency on Roblox’s resale marketplace. -
NikeLand:
Nike launched an entire sports complex within Roblox, where users could test agility on virtual tracks, dress avatars in branded outfits, and complete fitness-based challenges. Over 7 million players visited in the first two months. -
Chipotle’s Burrito Builder & Halloween Maze:
Players made virtual burritos to earn real-life coupons and navigated haunted mazes for digital merchandise. The brand saw a major boost in Gen Z engagement.
How Small Businesses Can Apply This:
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Partner with a Roblox developer to create a basic branded game or scavenger hunt tied to your product.
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Offer in-game digital rewards that double as coupons for your physical or online store.
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Create branded wearable items (hats, T-shirts, logos) for players to equip on their avatars.
With Roblox, the goal is immersion and identity—young users love representing brands they trust and enjoy.
3. Call of Duty (CoD) – Seamless Advertising for Mature Audiences
User Base: Over 100 million monthly active users
Demographic: Adults 18–40, mostly male
Call of Duty is one of the most successful first-person shooter franchises in the world, known for its intense gameplay, competitive edge, and loyal following. With players deeply immersed in its realism and fast-paced action, CoD presents unique and unobtrusive opportunities for marketing in gaming, especially for brands targeting adult audiences.
Notable Campaigns:
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Monster Energy x Call of Duty:
Limited-time Call of Duty-themed Monster cans unlocked XP boosts and in-game gear. This cross-promotion increased both product sales and player retention. -
Doritos and Mountain Dew Cross-Promos:
These legacy snack brands offer “Double XP” bonuses with purchases. It’s a simple, effective value exchange—buy a snack, get rewarded in-game. -
CoD Endowment Partnership:
This nonprofit-backed campaign helped veterans find jobs through in-game awareness and cosmetic packs. It showed how even cause-based marketing can live in gaming.
How Small Businesses Can Apply This:
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Collaborate with local streamers or small esports teams to promote your product while they stream CoD.
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Use advertising platforms like Anzu or Bidstack to place your brand’s digital signage on in-game billboards.
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Offer real-world perks (free delivery, discounts, loyalty points) to users who complete tasks tied to your product or service during livestreams.
Call of Duty thrives on competition and reward systems, perfect for campaigns that tie in product incentives or achievement-based promotions.
Final Thoughts: Why This Matters for Small Businesses
Marketing in gaming isn’t just for tech giants and luxury brands. It’s a powerful, affordable frontier for small businesses to reach real people through authentic, entertaining, and high-retention experiences.
Whether you’re selling streetwear, supplements, local services, or food, there’s a strategy to meet your audience right where they play. By combining influencer marketing, in-game activations, and smart creative, small businesses can now build brand equity in some of the most visited digital spaces on the planet.
Ready to enter the game?
Contact WJ Media Group and let’s craft a personalized gaming marketing strategy that fits your budget, voice, and growth goals.
