{"id":1235,"date":"2021-01-12T13:10:35","date_gmt":"2021-01-12T13:10:35","guid":{"rendered":"https:\/\/www.rbc.com\/en\/tl\/the-case-for-getting-in-the-game\/"},"modified":"2026-06-22T15:14:46","modified_gmt":"2026-06-22T15:14:46","slug":"the-case-for-getting-in-the-game","status":"publish","type":"post","link":"https:\/\/www.rbc.com\/en\/thought-leadership\/ai-technology-and-innovation\/the-case-for-getting-in-the-game\/","title":{"rendered":"The Case for Getting in the Game"},"content":{"rendered":"\n<div\n\tid=\"tl-fpb-1\"\n\tstyle=\"background-image:url(https:\/\/www.rbc.com\/en\/thought-leadership\/wp-content\/uploads\/sites\/27\/2026\/06\/Banner-wide-274-scaled-1.jpg?quality=80&amp;w=4096);background-position:50% 50%;background-size:cover;min-height:500px\" class=\"tl-featured-post-banner wp-block-rbc-thought-leadership-blocks-featured-post-banner\">\n\t\t\t<div class=\"tl-featured-post-banner__gradient\" style=\"position:absolute;top:0;left:0;right:0;bottom:0;z-index:0;pointer-events:none;\"><\/div>\n\t\n\t<div class=\"tl-featured-post-banner__inner\">\n\t\t\t\t<a\n\t\t\tclass=\"tl-pill tl-pill--banner\"\n\t\t\thref=\"https:\/\/www.rbc.com\/en\/thought-leadership\/ai-technology-and-innovation\"\n\t\t>\n\t\t\tAI, Technology and Innovation\t\t<\/a>\n\t\t\n\t\t<div class=\"tl-featured-post-banner__content\">\n\t\t\t\t\t\t<h2 class=\"tl-featured-post-banner__title\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.rbc.com\/en\/thought-leadership\/ai-technology-and-innovation\/the-case-for-getting-in-the-game\/\">\n\t\t\t\t\t\tThe Case for Getting in the Game\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/h2>\n\t\t\t\n\t\t\t\t\t\t<p class=\"tl-featured-post-banner__excerpt\">\n\t\t\t\tLong gone are the lonely gamers of the past. This new generation is more connected, influential and socially conscious than ever, and brands are taking notice.\t\t\t<\/p>\n\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<p>The gaming industry benefitted greatly from the pandemic, satisfying our need for virtual entertainment and providing a way to maintain social connections while under lockdown. It&#8217;s now a US$150 billion powerhouse\u2014more than the film and music industries, <i>combined<\/i>.<\/p><p>As we found out on <i>Disruptors<\/i>, the benefits of playing in the gaming space go way beyond entertainment. Gaming is wildly popular with Gen Z, and it&#8217;s proving to be useful not just in marketing but in unexpected areas ranging from fundraising to politics. The space presents an opportunity to reach a younger generation who aren&#8217;t consuming media in traditional ways, on their own turf. In 2020, even mainstream politicians delved into the unique and interactive experiences gaming brings. The Biden-Harris campaign, for instance, launched a <a href=\"https:\/\/www.forbes.com\/sites\/abrambrown\/2020\/10\/16\/joe-biden-now-has-his-own-island-on-animal-crossing\/?sh=5f134ba7131e\" target=\"_blank\" rel=\"noopener noreferrer\">virtual island<\/a> in the game <i>Animal Crossing<\/i> in the final stretch of the U.S. presidential election. Canadian NDP Leader Jagmeet Singh saw an opportunity to connect with young voters by challenging U.S. Representative Alexandria Ocasio-Cortez to an <i>Among Us<\/i> <a href=\"https:\/\/www.cbc.ca\/news\/politics\/among-us-singh-ocasio-cortez-200k-donations-1.5820831\" target=\"_blank\" rel=\"noopener noreferrer\">showdown<\/a>. According to the <a href=\"https:\/\/www.washingtonpost.com\/video-games\/2020\/12\/08\/youtube-gaming-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">Washington Post<\/a>, more people watched gaming content in 2020 than ever before, to the tune of about 100 billion hours. Big brands and other organizations are taking notice. \n\n\n\n<hr>\n<iframe loading=\"lazy\" height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https:\/\/player.simplecast.com\/deae250d-cae3-4b7a-83c8-252ec81b5935?dark=false\"><\/iframe>\n<hr>\n\n\n\n<\/p><p>Here are some reasons why every business should consider a gaming strategy, for 2021 and beyond:<\/p><h4>It can engage global audiences<\/h4><p>Toronto&#8217;s Princess Margaret Hospital recently integrated a virtual gaming component called <a href=\"https:\/\/questtoconquercancer.ca\/questtogether\/\" target=\"_blank\" rel=\"noopener noreferrer\">Quest Together<\/a> to supplement its annual Ride to Conquer Cancer cycling fundraiser event. Surprisingly, the cancer hospital attracted a global audience, with over 50% of contributors coming from 45 countries. Today&#8217;s gamers are passionate, socially driven, and will step up to support causes they believe in. <\/p><h4>It provides a direct link to Gen Z<\/h4><p>Gen Z is the largest generation yet (born after 1997) and comprises almost 30% of the world&#8217;s population. Collectively, their <a href=\"https:\/\/www.forbes.com\/sites\/jefffromm\/2018\/01\/10\/what-you-need-to-know-about-the-financial-impact-of-gen-z-influence\/?sh=562f332a56fc\" target=\"_blank\" rel=\"noopener noreferrer\">spending power<\/a> is about US$143 billion. And according to <a href=\"https:\/\/www.forbes.com\/sites\/pauljankowski\/2020\/06\/01\/gaming-is-the-best-social-media-platform-for-brands-to-reach-gen-z\/?sh=34c4bcc67cfe\" target=\"_blank\" rel=\"noopener noreferrer\">Forbes<\/a>, 90% of Gen Z members classify themselves as gamers. But they&#8217;re not the lonely gamers of generations past. This generation of gamers is more connected, influential and socially conscious than <a href=\"https:\/\/www.jmoreliving.com\/2020\/03\/03\/how-esports-became-one-of-the-most-influential-industries-in-the-21st-century\/\" target=\"_blank\" rel=\"noopener noreferrer\">ever<\/a>. <\/p><p>Adrian Montgomery, the CEO of North America&#8217;s largest gaming network, <a href=\"https:\/\/www.enthusiastgaming.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Enthusiast Gaming<\/a>, believes video games are the new social network, where participants don&#8217;t necessarily have a preference between in-person or virtual friendships. \u201cOne of the only ways to reach the Gen Zs at scale, is to go where they are consuming their content,&#8221; he said on the latest episode of <i>Disruptors<\/i>.<\/p><h4>It can help you stand out<\/h4><p>Gone are the days when radio or TV ads were enough to capture attention and engage target markets. Brands and industries are including gaming in their marketing plans, with a view to appearing fun and different. Brands such as Wendy&#8217;s, Gillette and Uber Eats have run successful <a href=\"https:\/\/www.forbes.com\/sites\/pauljankowski\/2020\/06\/01\/gaming-is-the-best-social-media-platform-for-brands-to-reach-gen-z\/?sh=34c4bcc67cfe\" target=\"_blank\" rel=\"noopener noreferrer\">activations<\/a> on popular games like Fortnite and on Twitch, the streaming site of choice for gamers. Even high-end fashion brands like Gucci and Louis Vuitton have shown their collections via game characters on the new virtual <a href=\"https:\/\/www.latimes.com\/lifestyle\/story\/2020-12-04\/covid-19-fashion-brands-experiment-video-games\" target=\"_blank\" rel=\"noopener noreferrer\">runway<\/a>.<\/p>\n<style class=\"advgb-styles-renderer\">@media (min-width:782px){#tl-fpb-1 .tl-featured-post-banner__gradient{background:linear-gradient(135deg, #070707, #00356300 100%);opacity:1;}}@media (max-width:781px){#tl-fpb-1{background-image:url(https:\/\/www.rbc.com\/en\/thought-leadership\/wp-content\/uploads\/sites\/27\/2026\/06\/Banner-wide-274-scaled-1.jpg?quality=80&w=4096)!important;background-position:50% 50%!important;background-size:cover!important;min-height:400px!important;}#tl-fpb-1 .tl-featured-post-banner__gradient{background:linear-gradient(45deg, #070707, #00356300 100%);opacity:1;}}<\/style>","protected":false},"excerpt":{"rendered":"<p>Long gone are the lonely gamers of the past. This new generation is more connected, influential and socially conscious than ever, and brands are taking notice.<\/p>\n","protected":false},"author":234,"featured_media":2384,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"disable_focal_point":true,"featured_image_focal_point":{"x":0.5,"y":0.5},"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","editor_notices":[],"footnotes":"","jetpack_post_was_ever_published":false},"categories":[125],"tags":[],"rbc_tl_platform":[131],"rbc_tl_newsletter":[],"rbc_tl_content_type":[132],"rbc_tl_author":[157],"class_list":["post-1235","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai-technology-and-innovation","rbc_tl_platform-disruptors","rbc_tl_content_type-podcast","rbc_tl_author-jennifer-marron"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Case for Getting in the Game - RBC Thought Leadership<\/title>\n<meta name=\"description\" content=\"Long gone are the lonely gamers of the past. 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