The gaming industry has evolved into a cultural and economic juggernaut, capturing the attention of both marketers and policymakers. Despite its massive audience, marketing investments in gaming have yet to reach the levels seen in other advertising channels. This reluctance stems from the pressure on marketing teams to deliver measurable returns, leaving little room for experimentation in new, innovative spaces.
However, forward-thinking brands are recognizing the long-term benefits of engaging with the gaming community. Players tend to favor brands that make a lasting commitment to the space, rejecting those that treat it as a mere marketing tactic. This strategic approach is exemplified by Almarai, the Saudi dairy giant, which has embraced gaming as a key marketing channel, predicting a twelvefold growth in gaming ad spending in the region over the next decade.
The Long-Term Play: Building Brand Loyalty Through Gaming
Some brands are taking a long-term approach by courting gamers who may not yet be able to afford their products. Luxury conglomerate LVMH and beauty brand Sephora are investing in this strategy, aiming to build brand loyalty that will pay off in the future. This approach underscores the potential of gaming as a platform for cultivating long-term customer relationships.
Italy’s Gaming Industry: A Cultural and Economic Powerhouse
In Italy, the gaming industry has emerged as a significant economic driver. According to the Io sono Cultura 2026 report, software and video games generated a staggering 18.6 billion euros in added value in 2026, accounting for 27.8% of the Core Cultura sector. This makes gaming the top contributor to Italy’s cultural economy, surpassing sectors like publishing and design. The industry also provides employment for over 206,000 people, highlighting its role as a major job creator.
The report emphasizes that gaming is no longer just a form of entertainment but a vital component of Italy’s cultural landscape. Thalita Malagò, director general of IIDEA, notes that Italian game developers are leveraging the country’s rich cultural heritage to create unique and innovative titles. This includes games inspired by art, history, and cultural assets, as well as those focused on areas where Italy excels, such as motorsports.
The Economic Impact of Gaming on Italy’s Economy
The gaming industry’s influence extends beyond its direct economic contributions. The Io sono cultura 2026 report reveals that the cultural and creative sector generated 115.8 billion euros in added value in 2026, representing 5.7% of Italy’s national economy. This sector also employs 1.54 million people, underscoring its strategic importance. The report highlights that for every euro generated within the cultural and creative sector, an additional 1.7 euros are activated in the broader economy, resulting in a total impact of approximately 310 billion euros.
Ermete Realacci, president of the Fondazione Symbola, emphasizes the role of culture and creativity in addressing global challenges, such as the climate crisis. He argues that shifting production towards quality can increase value while reducing energy consumption, material use, and emissions. Andrea Prete, president of Unioncamere, adds that creativity is not just an identitarian asset but a strategic lever for competitiveness across various sectors, from tourism to high-quality manufacturing.
Regional Dynamics and Future Prospects
The report also sheds light on the regional dynamics of Italy’s gaming industry. The Lazio region leads in terms of the sector’s contribution to the regional economy, with gaming accounting for 8.1% of its economic output. Lombardy, meanwhile, maintains the largest economic footprint in absolute terms, with over 33.2 billion euros generated by the cultural and creative sector. In the Mezzogiorno region, Campania stands out as the primary cultural and creative hub, with nearly 5.9 billion euros in added value.
Despite these impressive figures, the report identifies some structural challenges within the sector. Autonomous work represents 35.4% of employment in the cultural sector, rising to 48.2% in the Core Cultura sector. This highlights the need for greater job stability and support for independent workers in the industry.
