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ARTICLE · 06 MARCH 2026

What Makes A Successful Video Game Collaboration?

Lewis Silkin
Lewis Silkin
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Lewis Silkin

Lewis Silkin

Joint managing partners: Jo Farmer, Richard Miskella International offices: Dublin, Hong Kong...

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When done well, video game collaborations offer brands something that traditional advertising often struggles to achieve: a deeper connection with audiences.

United KingdomMedia, Telecoms, IT, Entertainment
Laura Harper
Laura Harper
Geraint Lloyd-Taylor
Geraint Lloyd-Taylor
Jen Dinmore
Jen Dinmore
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When done well, video game collaborations offer brands something that traditional advertising often struggles to achieve: a deeper connection with audiences. Laura Harper recently hosted a webinar exploring this topic alongside Geraint Lloyd-Taylor, Jen Dinmore, and Kieran Holmes-Darby, Head of Gaming at Ear to the Ground.

Getting activations right

Kieran opened with a useful framework for thinking about gaming marketing. Traditional advertising—posters, broadcasts, and the like—has always had difficulty gaining traction with gamers. Product integrations and branded content can work well when executed thoughtfully. But it's community-built services and social media that truly shine when building audiences and cultivating a loyal fan base, with relatively low barriers to entry for campaigns of all sizes.

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