PA's Future of Gaming campaign

Overview: PA surveyed 4,000 gamers across the UK and US to examine their attitudes and perceptions, what they need from future gaming, and how brands can level up their response.

Our research hones in on the needs and demands of ‘next-gen gamers’: millennials and Gen Z who identify as dedicated gamers. Our findings, with insights and recommendations for leaders shaping future gaming products and experiences, show that:

• Gaming has eclipsed all forms of entertainment

• Gaming is about more than the game

• Gamers have changed – but has gaming?



Campaign design challenge: Appeal to the audience of gamers but also target audience of the report which is executive leadership in top tier gaming brands such as Microsoft, Valve, Corsair, HP or Razer – who usually have gamers at the helm – and are very connected to gaming culture.



Creative response: Bringing to life PA’s research into next-gen gamers, we developed a unique, future-focussed ‘avatar’ to illustrate how gaming is moving beyond games, becoming a cultural cornerstone, shaping worldviews and social interactions.

At once recognisable, collective, neutral, and highly individual, we created rich visual environments for our intrepid ‘avatars’ to explore, using the newest Mid-journey prompting evolutions. Further leaning into gaming vernacular, we also created a nostalgic 8-bit document character guide, to lead our readers into the future of gaming.