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It might be a teenage boy, with the curtains closed and drinking Mountain Dew by the gallon. In days gone by, gaming was an isolated subculture, and that stereotype would seem fitting. But today, the popularity of video games has expanded rapidly, as internet connectivity has paved the way for online social interaction and community building.
One platform which has paved the way for this online gaming community is Roblox. Hugely popular amongst Gen Z and Gen Alpha, Roblox works by hosting various virtual gaming ‘rooms’ for users to explore together. These Roblox rooms act as virtual gaming hangouts where gamers can play task-oriented games or simply watch a movie online with their friends. As of Q4 2024, Roblox had 88.9 million daily active users (DAU), with a substantial 20% of users falling within the 17-24 age range and 16% in the 13-16 age range.
Roblox is just one example of a community fostered through a shared love of gaming. In the US, Esports have become more popular amongst Gen Z than the UFC, the NHL and NASCAR. It’s been reported that there were 81 million Esports viewers in the US last year, with teens and tweens making up a significant proportion of that number.
So there’s no denying it - video games are now mainstream. What was once labelled as a childish way to kill time has developed into vibrant online communities. With increasing opportunities to advertise on these community platforms, new avenues of marketing to these student audiences have opened up, much to the advantage of education marketers.
Video game streaming is a growing pastime where people log onto platforms like YouTube or Twitch to watch ‘streamers’ play video games in real-time. Let’s take Twitch - a platform which had a reported 35 million monthly active users in the US alone in 2024, with 22-41% falling within the 16-24 age group.
Twitch streamers have built themselves small legions of devoted fans who log on to watch them play, commentate on and compete in video games. So in a sense, they are just another type of influencer, except this time, their followers comment on and interact with the streamers in real-time, so the interactions are more authentic.
To keep the feed going, streamers will often partner with brands for sponsorships. This can be effective real estate for advertisers because of the authenticity of the platform. So, if a university were seen to be sponsoring a small streamer that students love, it could build strong brand affinity and show aligned values. However, the key here is authenticity. The ‘why’ for your university sponsorship should be a logical step, rather than a forced endorsement. For example, you might want to promote a specific course relating to video games or computer science, or the streamer might be an alumni. It's important not to force a connection that doesn’t make sense, but if it is a brand collaboration that fits, it's an avenue worth exploring.
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Fun fact: Barack Obama used in-game advertising during the 2008 election to reach young audiences. In his case, campaign banners were shown on the side of virtual football fields, basketball courts and hockey rinks when users competed against one another in online sporting arenas. So the concept has been around for a while, but with the explosion of mobile gaming, in-game advertisements are only getting more personalised and engaging in the palms of players' hands. For instance, when Roblox opened up its communities to advertising back in Q4 2023, a new opportunity arose to directly target Gen Alpha audiences.
A wide range of prospective students can be accessed through mobile game advertising, from prospective undergraduates to master's students. Gen Z is the generation with the highest interest in mobile gaming, with 48% of them having installed four mobile games, and millennials ranking second with 45%. This indicates that broader brand campaigns can be useful on these platforms. With relatively low CPMs, a broad audience can be reached.
When it comes to ad fatigue, a huge 45% of mobile gamers are open to engaging with in-game ads that offer real-world rewards or discounts, so it might be worth thinking about how you can add value to the prospective student’s world.
Despite the stereotype, gamers are social creatures. Competing with or against friends online or at a party provides a social interaction like no other, and college campuses thrive in social interaction. Most campuses will have student-organised clubs and societies focused on video games, even setting up tournaments for a fun and light-hearted way to spend the weekend. Some universities have taken this even further by not only providing facilities to support these initiatives but also pathways for gamers to go professional and turn their hobby into an Esports career.
Just as you would tap into your football team to market your student life, gaming is quickly becoming a part of the campus culture. Not everyone enjoys football, so highlighting other big social and competitive aspects of your campuses will speak to a broader audience, allowing for more inclusivity for those whose passions don’t centre around physical competition.
When it comes to attracting a student audience with diverse interests, the trick is to show you care about the same things they do. With video gaming now as commonplace in our lives as watching sports on TV or meeting friends in a bar, you’ll be speaking to a large student audience by advertising on these platforms.
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If you’re looking to further align your messaging with the shifting cultural norms of Gen Z and Alpha, get in touch to see how an experienced partner could help.