The Rise of Experiential Activations in Gaming

Experiential Activations in Gaming: The Return of Real Connections

Gaming is more than just playing or competing — at its core, it’s about connecting.

While online streaming and digital communities have made gaming more accessible to a worldwide audience, we’re witnessing a shift back to in-person gaming experiences—the revival of Local Area Network (LAN) parties, the resurgence of physical spaces where players can interact, compete and collaborate face-to-face.

The digital evolution hasn’t replaced real-world engagement—it has made it more essential than ever. That’s why smart brands are weaving experiential activations into their gaming strategies, creating deeper, more immersive connections with players.

TwitchCon: A Proof Point for the Power of In-Person Gaming Experiences

TwitchCon is one of the largest gaming events in the world where players, streamers and fans gather to celebrate their shared passion. Brands that activate at events like these aren’t just showcasing products—they’re fostering authentic interactions.

That’s exactly what Cheil helped Samsung achieve at TwitchCon 2024. Rather than a typical product showcase, we designed an activation that put gamers at the center of the experience. Attendees didn’t just see cutting-edge Samsung gaming monitors and Galaxy devices—they used them in high-stakes tournaments, collaborative gaming sessions and influencer meetups. The result? A hands-on, high-energy event that deepened engagement and drove real excitement and purchase intent.

Experiential Marketing Is Gaming’s Next Big Play

Gamers may live in a digital-first world, but their most memorable experiences happen in person. The return of LAN-style gaming, in-person tournaments, and social gaming spaces highlights a fundamental truth: no matter how advanced technology gets, gaming will always be about human connection.

This is why experiential marketing in gaming is more important than ever. It transforms a brand from something gamers see on a screen to something they can touch, feel and remember. As the gaming industry continues to evolve, brands that embrace connected experiences—both online and offline—will be the ones that truly win.