Gamers are turning in-game finds into real-world buys, Captify UK data reveals

New Captify (part of Verve) data shows gaming in the UK  is becoming a powerful commerce and brand discovery channel, with highly engaged gamers turning in-game experiences and items, like fashion and vehicles, into real-world searches and purchases. 

 While major releases this year such as Grand Theft Auto VI are driving demand across the wider gaming ecosystem, many younger gamers (18-24 y.o.) are discovering and considering brands more through in-game presence.

Captify, the leader in Search Intelligence, analysed billions of real-time search signals from January to July 2026,  alongside Fandom  2026 UK survey data, as part of the new 5 Rules of UK Gamers insights.

The findings arrive ahead of the highly anticipated launch of GTA VI, with the data showing its commercial influence is already extending beyond the game itself, driving console consideration, and shifting consumer sentiment.

Key findings include:

• Gaming is becoming a genuine commerce and consideration channel: One-third (33%) of all UK gamers say they are more likely to consider a brand in real life after an in-game brand interaction, rising to 47% among 18–24-year-olds. The Sims 4 audience became 40% more likely to search for Coach following the brand’s collaboration with the game, while Fortnite players were 4x more likely to search for Lamborghini than heritage brand Porsche.

• More than half of younger gamers are discovering brands inside gaming environments: 55% of 18–24-year-olds learn about brands through in-game presence, compared with 27% of gamers overall. Virtual worlds are developing from passive awareness environments into meaningful discovery touchpoints, particularly as younger consumers establish their brand preferences and shopping habits.

• AI can put a competitor into the conversation even when the consumer doesn’t: Just 1.5% of console-related AI prompts mention both PlayStation and Xbox, but 35% of AI responses introduce both brands – more than 23 times the rate at which consumers initiate the comparison themselves. Consumers may enter an AI conversation with one brand in mind, but the technology can significantly broaden their consideration set, creating a battle for brand visibility in high-consideration categories.

• GTA VI is already creating demand beyond the game itself: Even before launch, GTA VI is influencing hardware consideration. Among consumers who did not already own the relevant console, 20% of GTA VI searchers subsequently researched Xbox, while 16% went on to research PlayStation. This demonstrates how anticipation around a major title can create demand across the wider gaming ecosystem, with game-level interest providing an early signal of hardware consideration before consumers actively enter the console category. .

• Gaming is competing for occasions, not simply “gaming time”: Searches for “Game Night” increased 60% year-on-year, while gaming intent over-indexes 1.9x on weekend evenings, slightly ahead of the 1.8x index for movie and date-night intent. Nearly one in ten consumers searching for evening plans also display co-op and social gaming intent. This creates an opportunity extending well beyond gaming companies, as food, drinks, retail and entertainment brands can engage consumers around the occasion rather than simply targeting an audience defined as “gamers”.

“There’s a clear opportunity for brands to capitalise on gaming’s growing influence to reach a high consideration audience in-game,” said Emma Welch, Head of Client Strategy at Captify (part of Verve). “It’s especially true for younger gamers, who look out for the clothes, cars and other items used by their in-game characters. Gaming has rightfully earned its place at the table alongside search, social and web, as a channel where there’s a clear opportunity for brands to engage audiences in an ultra immersive environment.”

“2026 has brought a real shift in what drives gaming culture,” says Bethany Eppner, VP of Global Business Marketing at Fandom. “Younger players are looking for more original, community-driven experiences, with indie games now the most-played category among UK fans and 30% of Gen Z choosing indie titles over AAA releases.

“Gaming is also becoming a bigger part of how young people express themselves. Eighty percent of 13–17-year-olds personalise their characters and more than half say self-expression through gaming matters more than it used to. For brands, it’s about understanding what these fans care about and finding authentic ways to be part of the communities and experiences they love.”

To discover more, download further insights here.