Brief
ReachPlayers says gaming marketing should focus on brand roles, not new games
ReachPlayers CEO Michael Anav urges marketers to give brands a functional role inside games rather than creating separate branded titles.
By Felo News Desk · Published
ReachPlayers CEO Michael Anav argues that the next phase of gaming marketing will move away from building new branded games and instead embed brands in existing titles where they can play a meaningful role, according to a Bizcommunity article published on 2 Oct 2026.
What happened
For years, marketers have launched dedicated branded games or virtual worlds to reach gamers. Anav notes that 82.1% of internet users aged 16‑64 played video games in Q2 2025, with penetration among 16‑24‑year‑olds reaching over 90% for both genders. He says the challenge now is to attract players to these new destinations rather than meeting them where they already are.
What the reports add
Anav distinguishes between simple in‑game placements, such as banners or pop‑ups, and deeper integrations where a brand becomes part of the gameplay. He cites examples: CeraVe’s skincare education was woven into acne‑related challenges; NYX products were discovered through in‑game progression; Samsung’s features became usable mechanics; and the AFL used gaming to introduce the sport to younger Australians.
What was said
"We don't start a social campaign by building a new social network. So why should a gaming brief automatically start with building somewhere new?" Anav told Bizcommunity. "There's a big difference between putting a brand inside a game and giving players something worth doing with it," he added.
How it came about
The shift follows broader advertising trends highlighted in recent Felo coverage, such as the move from TV to streaming ad spend and the rise of data‑driven media planning. Anav argues that repeatable success will depend on treating gaming like any other media channel—planning, buying, and measuring with familiar metrics.
Key facts
- 82.1% of internet users aged 16‑64 played video games in Q2 2025 (bizcommunity.com)
- ReachPlayers CEO Michael Anav advocates embedding brands in existing games (bizcommunity.com)
- Examples of brand integration include CeraVe, NYX, Samsung, and AFL (bizcommunity.com)
Sources
- [1] bizcommunity.com — originally reported as “The next phase of gaming marketing won't be about building more games - Reach Players”
