UK gaming market driving real-world brand discovery and commerce

Data from Captify and Fandom indicates that gaming in the UK is evolving into a significant channel for commerce and brand discovery. Analysis of search signals from January to July 2026 shows that highly engaged gamers are increasingly translating in-game experiences, such as fashion and vehicles, into real-world searches and purchases.

Among UK gamers, 33% report being more likely to consider a brand in real life following an in-game interaction, a figure that rises to 47% for those aged 18–24. Specifically, 55% of gamers in the 18–24 demographic discover brands through in-game presence. Examples of this influence include a 40% increase in searches for Coach following a collaboration in The Sims 4, and Fortnite players being four times more likely to search for Lamborghini than Porsche.

The findings come ahead of major upcoming releases like Grand Theft Auto VI, which is already influencing consumer sentiment and driving interest in gaming consoles.