33 per cent of UK gamers are discovering new brands while playing computer games, according to research from Wunderman Thompson Commerce.

The study, which surveyed more than 2,000 respondents in the UK, also found that 56 per cent of gamers are also more likely to buy from a brand that features in their favourite game.

A further 33 per cent will buy something that their favourite streamer has recommended or used and half would want to buy real-world items from within games too.

“Gaming offers something totally unique in the modern world; with the onset of climate change, Covid-19, the supply chain crisis and everything in between, the virtual world offers an unparalleled escape from reality,” said Naji El-Arifi, head of innovation at Wunderman Thompson Commerce. “However, we’re increasingly seeing this escape turn into reality itself, with gamers no longer distinguishing between themselves and their avatars.

“This has the potential to completely change how brands connect with consumers and build their gaming commerce strategies; in-game products now have a dual meaning to people, which can be a dual gain for products as the physical and virtual worlds merge.”

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