Using Games as a Marketing Strategy: Examples of Brands Leveraging Gaming for Audience Expansion

In recent years, many brands have been turning to games as a marketing strategy to engage with their audiences and expand their reach. Gaming allows brands to offer an immersive and interactive experience which can help forge a connection with consumers. This article explores some examples of brands which have successfully leveraged gaming to achieve their marketing goals.


Lego has been a leader in the gaming world for years, with popular titles like Lego Star Wars and Lego Batman. In addition to these console games, Lego has also developed apps which incorporate augmented reality (AR) technology. One such app is the Lego AR Studio, which allows users to build virtual Lego models in an AR environment using their smartphone camera. By creating engaging and interactive experiences, Lego has been able to attract a wider audience, including younger generations who may not have been as interested in traditional Lego sets.

Read Lego’s post here.

Red Bull

Red Bull has long been associated with extreme sports, and the company has used gaming as a way to bring that experience to a wider audience. The company has created several games, such as Red Bull X-Fighters and Red Bull Air Race, that simulate the thrills of extreme sports. By allowing players to experience these activities in a virtual setting, Red Bull has been able to create a deeper connection with its audience and showcase its brand values.

Read Red Bull’s post here.


McDonald’s created the game “McDonald’s Video Game” in which players must manage a fast food restaurant, handling everything from food production to marketing strategy. The game offers a fun and engaging way for players to learn about the fast food industry and offers insights into the inner workings of McDonald’s. By creating a game that aligns with its brand values and provides an entertaining experience, McDonald’s has been able to attract new audiences and generate positive brand associations.

Try the game out here.

The use of games as a marketing strategy has become increasingly popular in recent years, with brands leveraging gaming to connect with audiences and promote their products. Examples like Lego, Pepsi, Red Bull, and McDonald’s demonstrate how games can be used in creative and effective ways to reach new audiences and build stronger relationships with existing ones. As technology continues to advance, we can expect to see even more brands using games as a key component of their marketing strategies.