In a world where consumers are bombarded with content, it’s no surprise that brands are turning to play to cut through the noise. Games — whether digital, live, or experiential — tap into something universal: the human need for fun, challenge, and reward.

But beyond the fun, games deliver measurable impact for brands. From driving awareness to boosting loyalty, the data shows that gamified activations aren’t just gimmicks — they’re growth engines.

Here’s a look at why games work, and the numbers to back it up.

1. Games Supercharge Engagement

Gamified strategies can increase engagement by around 47%. That means almost half as many people again will join in, linger longer, and stay involved compared to non-interactive approaches. 

For activations, that’s gold dust — more dwell time, more brand moments, and more chances to spark word of mouth.

2. Games Make Brands More Memorable

Brands that use advergames see a 6× lift in awareness compared to traditional ads. Not only do people notice, but they actually remember the brand afterwards.

Interactive experiences stick because they involve action, not just observation. A player who flips a digital coaster or beats a branded mini-game is far more likely to recall that brand later on.

3. Games Build Positive Brand Sentiment

In-game advertising has been shown to increase brand likeability by 11%. Why? Because the brand isn’t just talking at the consumer — it’s playing with them.

When people associate a brand with laughter, fun, or a moment of challenge, that emotional connection translates into stronger affinity.

4. Games Influence Purchase Decisions

This isn’t just about awareness. Around 55–60% of gamers are more likely to buy after engaging with branded games or in-game content.

That means a well-designed activation doesn’t just entertain — it can nudge real purchase behaviour on the spot.

5. Games Build Loyalty

Gamification also boosts brand loyalty by around 22%. People come back to brands that give them value, whether that’s a reward, a challenge, or a reason to connect socially.

This is especially powerful for FMCG and lifestyle brands looking to win repeat behaviour in competitive categories.

6. Games Tap Into a Universal Behaviour

Here’s the big one: 79% of people have played some kind of game in the last six months. Games are no longer niche — they’re mainstream, everyday culture.

That means brands don’t need to “teach” consumers how to engage. They just need to create the right playful hook.

7. Games Improve Recall and Affinity

Interactive ads and advergames generate 53% brand recall, far outperforming passive ad formats. And because people are already in a positive mindset while playing, brand sympathy and affinity naturally rise.

The halo effect is simple: fun is contagious, and people remember who brought it to the table.

The Takeaway

Games aren’t just for gamers anymore. They’re for brands that want to:

• Capture attention fast

• Make their message stick

• Build emotional connection

• Drive measurable behaviour change

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At Created by Catalyst, we use SCREENplay, MOTIONplay, and SMARTplay to turn brand briefs into playful, interactive activations. The goal is always the same: to create frictionless, shareable, unforgettable experiences that deliver both laughter and ROI.

Because in the end, brands that play together, stay together.