63% of Gen Z use ad blockers.
At the same time, they’re spending more time on Roblox and Fortnite than TikTok or YouTube combined.
That’s why marketers at brands like Coach, Logitech, and NASCAR are shifting focus, embedding their brand directly into the games Gen Z already loves.
How? Gaming integrations.
In this article, we’ll cover:
- What gaming integrations are and why they work.
- How smart brands are turning them into real-world results.
- What tools to use to pick the right games for your brand.
Let’s get started. 👇
What are integrations and why are they popular?
A gaming integration is when a brand activates inside an existing experience on gaming platforms like Roblox or Fortnite for a time-limited period. Think of Universal Pictures integrating into ‘Fisch’, a popular game on Roblox.
Gaming integrations grew 93% in 2024, outpacing the growth of brand-owned experiences nearly 4x. That’s because they’re fast, flexible, and effective.
They require less investment than owned experiences, launch in just a few months, and plug into existing engaged communities. In this way, integrations can deliver qualified engagement and strong activation performance, making them ideal for campaign-based marketers.
Plus, they’re a powerful way to test messaging, creative, and targeting in a format that feels native to Gen Z audiences.
9 brands engaging Gen Z with gaming integrations
1. Maybelline on Roblox
In July 2024, Maybelline took over Paradise RP on Roblox, a game with 14.9 million monthly visits, to promote its Sunkisser Blush.
In just two months, the brand achieved:
- Increased product education – 38.5 million impressions and 2.4 million mini-game playthroughs teaching players how to apply the blush.
- High brand interest – 25 million item try-ons, indicating strong interest in Maybelline’s community-focused virtual items.
- High engagement – 42 minutes of average engagement from users who redeemed Maybelline’s virtual items.
By tapping into a space where Gen Z already spends time, Maybelline didn’t just launch a product. It created an interactive experience that drove education, engagement, and affinity at scale.
2. Versace on Fortnite
Versace dropped its Mercury sneaker into Murder Mystery, one of Fortnite’s top Creative maps with 10.8k average active players since it launched in October 2023.
Rather than building its own world, Versace used a high-impact integration to meet its audience where they already were.
With GEEIQ’s platform and experts, the brand was able to:
- Identify a Fortnite experience that aligned with its fashion-forward audience.
- Validate a Twitch livestream strategy featuring Agent00, whose audience had a 1.35x affinity for fashion and helped the campaign hit 19.9k peak CCV.
- Launch an activation that resonated with Gen Z through culture and gameplay, not guesswork.
As Charles Hambro, GEEIQ’s Co-Founder & CEO, said:
“Integrations on Fortnite grew 225% in Q2 2024 compared to Q1. In 2025, they’re still an increasingly viable way for brands to show up where digital culture is being shaped.”
3. NASCAR on Roblox
GEEIQ partner NASCAR is cultivating its next generation of fans through a dual-platform strategy.
On Roblox, the brand worked with GEEIQ integration partner Voldex to drop 24 team liveries and official cars into Driving Empire (33 million average monthly visits). The integration drove over 50 million new visits in a single month.
Combined with Fortnite activations, NASCAR is demonstrating that integrations aren’t just for short-term reach. They can be leveraged in a wider, long-term gaming strategy that builds a loyal Gen Z fan base.
4. L’Oréal Paris on Roblox
L’Oréal Paris’s Stand Up campaign empowers women to combat street harassment through bystander intervention.
GEEIQ transformed this initiative into an interactive experience by integrating it into Livetopia, a popular Roblox world with 1.6 million daily active users. This strategy allowed L’Oréal Paris to quickly reach a large audience with a time-limited campaign, creating an instant connection with a Gen Z and Gen Alpha audience.
Salma Diaz Gil, one of GEEIQ’s virtual strategists working on the project, elaborated on this:
“We hosted a mini-game in Livetopia where players protected characters from trolls and harassers while learning about female empowerment and social advocacy. Players weren’t just reading about ‘Stand Up’ on a website, but actively practicing its teachings. That’s a much deeper, more meaningful interaction.”
5. Coach on Roblox
Coach ran two integrations across Roblox fashion experiences:
- Fashion Klossette – 470,000 visits in the first weekend alone. Created by COPPER, Karlie Kloss’s agency.
- Fashion Famous – 11.5 million visits across two months. Players styled avatars in Coach pieces and joined a cross-experience scavenger hunt.
Coach’s data-driven strategy with GEEIQ not only elevated brand awareness but also strengthened brand perception among Gen Z. The brand proved that even in a crowded virtual world, smart marketing still cuts through.
6. Starbucks on Roblox
In October 2024, Starbucks rolled out virtual pop-up cafés inside three popular Roblox role-play games – Bilberry City, Seaboard City RP, and NewSmith RP – reaching environments with over one billion combined visits.
The campaign featured a treasure hunt where players collected branded items and earned in-game rewards. But it didn’t stop there. Starbucks linked the experience to real-world conversions, offering free coffee and snacks in exchange for in-game achievements.
Here’s what the campaign delivered in just one month:
- Over 1 million NPC interactions.
- 586,191 virtual drinks ordered.
- 303,385 players completed the quest (29.2% success rate).
- 75,564 coupons redeemed in-store across 13 APAC markets.
By choosing familiar urban-style Roblox environments and linking gameplay to real-world perks, Starbucks built a campaign that felt natural, drove traffic, and converted Gen Z players into physical store customers.
7. Superdrug on Roblox
To celebrate its 60th anniversary, Superdrug brought its brand into three UK-focused Roblox obby games with one key goal: drive in-store visits among Gen Z and Gen Alpha.
Working with GEEIQ partners Dubit and Banana Studios, Superdrug integrated into Ultimate Easy Obby, Chill Obby, and Super Fun Obby. Players would run through an obstacle course featuring the brand’s products.
The strategy was geo-locked to the UK and rewarded players with a free real-world shower gel once they completed all three obstacle courses.
Here’s what happened:
- 1.2 million experience visits.
- 170,000 virtual items claimed.
- 15,000 real-world redemptions in Superdrug stores.
- 43% increase in purchase intent.
Superdrug didn’t just drive footfall. It created a full-funnel gaming strategy, converting gameplay into sales and brand affinity.
8. Fandango on Roblox
For the launch of Beetlejuice: The Afterlife, Fandango and Warner Bros entered Roblox with a first-of-its-kind idea, selling movie tickets directly inside the platform.
Inside the Warner Bros [BEETLEJUICE] Escape the Afterlife experience, players could visit a virtual Fandango box office and buy real-world tickets. Each purchase unlocked limited-edition UGC items, connecting commerce and gameplay in a way that felt native to Roblox.
The results:
- Over 158k visits to the virtual Fandango box office.
- 25.3 million total experience visits in just two months.
This campaign outperformed similar movie-based experiences and gave Warner Bros access to a younger movie audience, many of whom weren’t familiar with the original 1988 film.
9. The Incredible Egg on Roblox
The American Egg Board activated six times in three months on Roblox, using integrations to boost awareness and consumer demand.
The brand has popped up in high-traffic games like Duck Army and Color or Die, which see between 5.8 million and 36.9 million monthly visits.
The approach reflects three smart trends in gaming strategy:
- Running multiple integrations to test and scale quickly.
- Making FMCG products playful and interactive through obby-style games.
- Diversifying placements across experiences to see where engagement hits hardest.
For The Incredible Egg, integrations offer a low-cost, high-visibility way to connect with Gen Z audiences and learn what works, fast.
How to choose the right game for your brand
Roblox and Fortnite offer thousands of games, making it tough for brands to choose the ones that truly reach their audience.
That’s why iconic brands like Coach and Walmart use gaming data platforms like GEEIQ.
For example, GEEIQ’s new Geotargeted Integrations tool allows brands to identify the most popular, top-earning, and up-and-coming experiences across key markets.
Launching in Brazil? Scaling in Europe? Now you can find where your Gen Z audience is most active and plug into the right virtual communities with confidence.
Charles Hambro, who has built virtual strategies for Gucci, Elton John, and more, elaborates on how brands can choose the right gaming integrations to reach Gen Z in target markets. 👇
Key takeaways
Integrations aren’t just the fastest-growing strategy in gaming. They’re also the most efficient.
Across Roblox and Fortnite, brands are leveraging targeted, time-limited integrations that plug into existing communities and drive real results.
Whether it’s 25 million virtual try-ons, a 43% increase in purchase intent, or over 15,000 in-store visits, the numbers don’t lie. Integrations are delivering qualified Gen Z engagement at scale without wasting time or budget.
If you’re looking to drive awareness, loyalty, or real-world sales with Gen Z, gaming integrations might just be your highest-performing channel.
Want help finding the right game to show up in? Let’s talk.
