“Virtual real” e-games can promote participation and inclusion in real sport
There is a growing consensus that video games can encourage people to participate in real-world sports, says Emma Dunipace of Designwerk – and this creates excellent branding opportunities.
Gaming has a bad reputation. It can conjure up images of young people hiding in their rooms, barely seeing daylight, stuffing themselves with the wrong foods, and damaging their sleep, mental health, and attention spans in the process. However, the narrative is being reshaped and a new era is surely upon us.
More and more people are beginning to believe that gaming can provide benefits, particularly the relationship between sports gaming and physical sport, which in turn presents real opportunities for brand sponsorship and activation.
The gaming industry has come a long way since Game Boy, Tetris and Street Fighter 2 thanks to constant evolution and innovation. With the huge amounts of money involved and the increasing number of developers, the rapidly changing landscape needs to be viewed in a new light. With an estimated global revenue of $347 billion Gaming certainly has more to offer than it first appears.
Digital sports offer players an infinitely rich and immersive experiencethat transport them directly to the pitch, the court, the race track, the velodrome and beyond. The depth that developers now offer is so multi-sensory that the experience is far more than a mere interaction with a screen, a console and a controller. Developers are attuned to their players’ wishes and work to increase the level of detail and cultural relevance of the games.
Think of EA Sports with Ted Lasso is included in FIFA 23, and a recreation of freekickPro can be seen in the game’s practice arena. Digital athletes now sport their latest hairstyles, jewelry, and tattoos. Plus, world-class venues and tournaments are everywhere: Tennis game TopSpin 2K25 features the Laver Cup mode, where the European team competes against the global team.
The terminology, rules, mechanics and energy of the real sport, not to mention the real gamer heroes, are all there, in brilliant HD glory and with fast loading times.
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Real returns
How does this affect the desire for actual physical activity? It motivates and inspires: these ‘virtual real’ sports experiences are so lifelike that players can connect with the sport on a resonant and deep emotional level through a digital medium. A recent study by the National Library of Medicine found that the entertainment and simulation features of sports video games promote positive cognitive tendencies and emotional states toward sports, thereby increasing interest and willingness to participate.
Sports gamers can improve and refine their game in the real world: endless new scenarios, trying out different tactics, understanding strategic formations, and gaining a deeper understanding of the rules and nomenclature are all possible thanks to algorithms. Because games track progress, reward success, and encourage scoring points, a healthy desire and willingness to compete is also encouraged. And to be good at gaming, you have to be committed. The willingness to practice and learn from mistakes reflects the athleticism of physical sports.
And then there is the social aspect. Contrary to the image of social isolation, multiplayer games require a high level of communication and empathy, sharing interests and making strategic decisions together, which helps to form new connections and friendships.
Gaming for inclusion
All of this presents numerous commercial opportunities for brands willing to look at the industry from a more positive and relevant perspective. Gaming giant EA is pioneering in-game partnerships such as high-impact takeovers and sponsored events (brand challenges). These tailored activations bring brands closer to around 205 million monthly active players worldwide.
In collaboration with the Special Olympics, Microsoft launched “Gaming for Inclusion,” a multi-day esports tournament where players compete alongside NFL stars and TikTok influencers in Rocket League for Xbox. The relaunch of TopSpin 2k25 has generated a lot of interest and includes no fewer than 21 major brands, from Wilson to Adidas to Uniqlo.
In addition to sports, health and wellness can also benefit from gaming partnerships. Real-world activations for product launches, merchandise collaborations and branded content offer the chance to reach new, highly engaged audiences, breathing new life into your brand’s culture and conversations.
Virtual and physical sports can easily coexist, supporting common goals and promoting positive outcomes. The old image of gaming is just that: old and tired. Brands that capitalize on the positive aspects and position themselves accordingly are guaranteed to benefit.
