While people are craving memorable and immersive experiences, there's no longer a singular definition of what this might look like. Some are embracing maximalist hedonism through clubbing and extreme tourism, while others are tapping into more gentle, inward-looking, and contemplative experiences.

Porsche is appealing to Gen Z gaming passions through a partnership with FaZe Clan, as the luxury brand seeks to establish itself among younger audiences. Through niche partnerships and an understanding of the importance of digital identity, brands can emphasize their own personality and relevance.

Burberry and gaming org Gen.G have teamed up to launch a four-part educational content series that aims to champion women and the importance of inclusivity in gaming. As women remain underserved in e-sports and other STEM sectors, brands have an opportunity to offer ways to redress this imbalance.

As part of its 70th birthday promotions, Burger King has launched the 'Balloon Burst' game, which gives members of its loyalty program a chance to enter sweepstakes and earn points. As loyalty programs become the norm, creative routes that leverage deeper participation are becoming more important.

From sponsoring esports to experimenting in the metaverse, a growing number of beauty brands are leveraging gaming to connect with Gen Zers. With the creation of its own in-app mobile game, Maybelline is taking a slightly different route, seeking to tap casual, rather than heavily involved gamers.