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"For millions of people, virtual worlds like Roblox and Fortnite are a preferred escape from the real world-and these games have proven to be a successful way for brands to reach target consumers. A new study from GEEIQ, a data and insights platform for brand marketing in virtual worlds and gaming environments, shows that brands spent $229 million on this marketing channel in 2025. And while that's just over half of the $441 million spent on virtual marketing in 2024,"

"Brands are now targeting what they know works, and focusing more on integrating their brands into existing worlds and situations in games. Location is also important: 88% of all brand activity in 2025 was on Roblox or Fortnite. "Virtual worlds are no longer experimental playgrounds," GEEIQ cofounder and CEO Charles Hambro said in a statement. "Brands are moving away from building standalone destinations and instead plugging into existing creator-built communities where scale, engagement and performance are already proven.""

"In the past, many brands created full virtual worlds within games, a strategy that has dropped 57% year-over-year, the study found. This format still worked for entertainment franchises-a How to Train Your Dragon world within Roblox had 116.3 million visitors last year-but most brands opted for integrations into existing worlds with (virtual) products, prizes, (real) credits and discounts, mini games and billboards. Integrations were up 16% last year, with the average brand hosting 1.8 per year."

Brands invested $229 million in virtual-world marketing in 2025, down from $441 million in 2024, reflecting a maturation of the market and more targeted spending. Marketing activity concentrated heavily on Roblox and Fortnite, which together accounted for 88% of brand activity. Brands reduced creation of full standalone virtual worlds by 57% year-over-year and increased integrations—virtual products, prizes, real credits and discounts, mini games and billboards—by 16%, with the average brand running 1.8 integrations annually. Entertainment franchises still draw large audiences, and retail and sports organizations have used integrations and tournaments to drive engagement and commerce.

Read at Forbes