The Complete Guide
Gaming & Esports
How brands show up inside video games, esports and streams, partner with gamers, and tap game IP and virtual worlds to reach players where they already are.
Quick answer
Gaming partnerships put a brand inside the games, esports events and streams where players spend their time, through in-game product placement and brand integration, esports sponsorship, gamer and streamer partnerships and game IP licensing. This guide covers brands in video games, esports and streamers, game IP and its jump to film and TV, and the strategy behind mobile games and virtual worlds.
Updated October 2026 · By Stacy Jones, Hollywood Branded
FAQ
Frequently Asked Questions
What is in-game product placement?
In-game product placement puts a real brand inside a video game, as a billboard in a racing game, a branded item a player can use, a sponsored vehicle or location, or clothing for a character. It reaches players inside the experience they chose, without interrupting play.
How do brands integrate into games like Fortnite, Roblox and Minecraft?
Beyond static placements, brands build branded islands and worlds, limited-time events, skins and cosmetic items, music and concert experiences, and collaborations with the game's own characters. These are usually negotiated directly with the publisher or platform, or built by studios that create experiences on those platforms.
What is esports sponsorship?
Esports sponsorship pairs a brand with competitive gaming: a team, a league, a tournament, a broadcast or individual players. Brands typically receive logo placement on jerseys, streams and stage, branded segments, content with players and access to the event audience.
How do brands work with gamers and streamers?
Brands partner with gaming creators on Twitch, YouTube and TikTok through sponsored streams, product integrations during gameplay, giveaways, custom content and longer ambassador deals. As with any creator partnership, fit with the creator's audience and clear disclosure matter more than follower count alone.
What is game IP licensing?
Game IP licensing lets a brand use a game's characters, logos or worlds on its products, packaging or promotions, or lets a game franchise extend into film, TV, toys and merchandise. Rights, approvals, territories and fees are set by the IP owner and vary by deal.
Are virtual worlds and the metaverse still worth it for brands?
They can be when there is a real audience already there. The strongest results tend to come from platforms with large, active player bases and from experiences built around how people actually play, not from standalone virtual spaces that ask people to show up somewhere new.
Does Hollywood Branded work on gaming partnerships?
Gaming is part of how Hollywood Branded helps brands become part of pop culture, alongside product placement, brand integration, IP licensing, co-promotions, influencer and celebrity partnerships. Book a Brand Connect call to talk through where gaming fits in your plans.
How Hollywood Branded works
One System, Every Category
01PlaybookStrategy built on your goals, audience and budget.
02Radar (Awareness)Live opportunities across film, TV, music, talent and events.
03Unlock AccessIntroductions and negotiation with the right partners.
04ProduceExecution of the integration, content or event.
05AmplifyPR, social and retail activation once the content exists.
06GrowMeasurement and the next, smarter round.