The 2026 Sports Trends Report 

Gaming isn’t a media channel you buy into anymore. It’s a culture you earn your place in. This report breaks down exactly how brands can show up authentically in gaming and esports spaces, build real community trust and drive impact that outlasts any single campaign. 

What you’ll take away: 

• Why gaming beats every other entertainment medium for reach: More consumers engage with gaming globally than any other single entertainment format, and the brands winning here focus on relevance, not just impressions. 

• How creator partnerships have replaced traditional sponsorship logic: Creators carry more cultural weight than publishers or leagues, making them your most direct route to credibility with younger audiences. 

• What the shift to participatory marketing actually looks like in practice: The future belongs to brands that contribute to gaming communities, not ones that advertise at them. AI and user-generated content now make it easier than ever to co-create experiences without building a studio from scratch.