With Fox’s record viewership across cable and streaming, advertising’s biggest night has been dubbed a huge success. But was that $8 million (plus more costs) well spent on a 30-second national spot?

This year, brands turned to games to own the second screen and expand the life (and seven-figure investment) of their Super Bowl ad. Twix prompted viewers to participate in their “Second Screen Staredown” game while KIA directed viewers to Instagram and TikTok to play for a chance to win a new car.

These immersive, lean-in activations are key to engaging the coveted Gen Z demographic who are glued to multiple screens. By expanding outside of traditional advertising, these brands used gaming to unlock new audiences, but efforts shouldn’t stop there. To authentically reach new audiences via gaming, brands should look to the world’s most popular gaming platforms, like Fortnite and Roblox, to foster lasting relationships with consumers – beyond game day.

Turning Audiences into Active Participants

Traditional advertising is inherently passive. Viewers watch a commercial and move on, with no incentive to rewind or linger. Today’s audience, specifically Gen Z and Gen Alpha, crave deeper engagement. Take TikTok for example; if the video does not capture and maintain a user’s attention within the first three seconds, they move on. Gaming turns audiences into active participants by immersing them in digital worlds where they can directly engage with others, make choices, and interact with the content. To capture younger consumers’ attention, the most effective brand activations must make them feel like participants rather than spectators.

This shift toward active engagement is powerful, with 55 percent of Gen Z and Gen Alpha gamers being more likely to purchase a product they’ve seen in-game (Livewire). Brands that embrace gaming as a platform for immersive storytelling can create dynamic, interactive moments that encourage direct fan engagement and convert to out-of-game participation (or spending). Instead of relying solely on a one-time ad spot, brands can craft persistent, evolving experiences that keep consumers engaged long after the initial activation.

Meeting Consumers Where They Are

Beyond increased engagement, gaming presents a massive opportunity for brands to tap into existing communities built around shared interests. According to Epic Games, more than 70 percent of all Fortnite players continue to play both Epic and creator-made games in 2024. It’s clear that players are looking for more than being dropped into the arena — they’re seeking interactive, social experiences that allow them to, put simply, make new friends.

Fortnite has already proven itself as a hub for entertainment, hosting virtual concerts with top celebrities like Ariana Grande and Travis Scott, in-game movie screenings, and collaborations that seamlessly blend gaming with music, sports, and pop culture. These immersive experiences create opportunities for brands to integrate seamlessly into digital communities, rather than disrupt them.

With a traditional television commercial, brands are gambling that one, often less than 30 seconds message will resonate with a wide audience. In contrast, gaming allows brands to embed themselves directly within communities that already have bonded through shared fandoms. For brands, the key to community activation is authenticity. Instead of forcing an ad into a gaming space, brands should focus on creating interactions that enhance the community’s experience, whether that’s through limited-time game modes, in-game collectibles, or collaborations with popular gaming creators.

The test of a great activation is simple: if the branding were removed, would players still engage and enjoy the experience? If the answer is yes, the activation adds genuine value, making consumers feel heard and excited to participate, rather than simply being marketed to.

The Creative Power of UGC

As gaming evolves, so does the creative potential for brands. While marketers look for ways to integrate themselves into these communities, user-generated content (UGC) and Unreal Editor for Fortnite (UEFN) are proving themselves to be accessible, easy-to-use tools. According to David Baszucki, CEO of Roblox, with platforms like Fortnite Creative and Roblox reaching 79.5 million daily active users (a 27 percent year-over-year increase), brands can create custom, interactive experiences that resonate deeply with targeted audiences.

UEFN allows developers, creators, and brands alike to leverage creative tools to craft immersive brand experiences and directly launch them to fans via Fortnite Creative – ultimately providing real-time audience feedback. Unlike traditional out of home or commercials, which is often costly to modify, these digital activations allow for quick updates and optimization, while extending the longevity of the activation.

The rise of UGC is also disrupting the traditional top-down publishing model. Brands no longer need massive production teams to develop engaging content. Solo developers, hobbyists, and influencers are shaping the future of branded gaming experiences. By tapping into this ecosystem, brands can move faster, be more cost-effective, and execute activations that feel native and authentic to gaming communities.

What Next?

Traditional advertising alone is not enough to drive today’s digital-first consumers, even in one-and-done cultural moments like the Super Bowl. As gaming continues to blend entertainment, music, and pop culture, the brands that lean into this evolution will be the ones that best influence consumers’ attention – and wallets. The question isn’t whether brands should invest in gaming, it’s whether they can afford not to.