Snapshot: Key insights on gaming’s halo effect for brands

Mobile games nurture strong brand associations around creativity and uniqueness. Nearly half of players view brands paired with mobile games generally as creative (49%) and unique (47%). For consumer packaged goods (CPG), the mobile game Candy Crush Saga stands out, with brand affinity scores as high as 63% when paired with CPG food brands.

PC environments, particularly Microsoft Solitaire, drive perceptions of reliability, fit, and quality. Players rate brands seen on Microsoft Solitaire highly for being “for someone like me” (42%) and appropriate (38%). PC gamers also view advertising as high-quality and trustworthy, with 60% agreeing they trust brands they see on PC and 54% saying they are likely to purchase from them. When paired with CPG Beauty brands, these perceptions strengthen further, signaling that PC platforms—especially Microsoft Casual Games—offer consistent lifts in trust, relevance, and purchase intent.

Console games perform strongest in delivering perceptions of quality and premium value. Sixty-eight percent of players trust brands seen on consoles like Xbox, and 63% consider these brands premium. Advertisers looking to establish authority and credibility should view console as a high-value environment for campaigns across CPG, Retail, and Tech categories.

Fandom plays a critical role in magnifying brand outcomes. Candy Crush Saga fans show a +14-point lift in overall brand fit and a +15-point lift in seeing advertising brands as “for someone like me” compared to non-fans. Microsoft Solitaire fans also deliver a +14-point lift across fit and relevance, showing how affinity translates into deeper engagement with advertising.

The opportunities are clear: advertising across mobile, PC, and console platforms enhances brand sentiment, relevance, and purchase intent. Whether through the creativity of Candy Crush Saga, the trust of Microsoft Casual Games, or the premium value of console environments like Xbox, gaming provides brands with powerful, scalable opportunities to connect with audiences and drive impact.

Source: Activision Blizzard Media via Alter Agents, Gaming Halo and Brand Impact Report, April 2025