For gamers, the set-up is everything. It’s a highly personalised environment that blends functionality with self-expression, a sanctuary where efficiency meets comfort.
The rise in curated play-spaces has generated trends like #cosygamer, where aesthetics are just as important as high-performance equipment.
There’s an opportunity here for fmcg brands – as shown by Pringles, which has embedded itself into the physical gaming space. The key is to understand the emotional connection gamers have with their play-spaces.
Individuality is more than a Fortnite skin
In the gaming set-up, every decision – from desk design to lighting – matters.
Sixty-four per cent of gamers feel ‘more like themselves’ when they’re online, according to our research. With gaming set-ups providing safe spaces to express personal identities, there’s an obvious desire for personalisation.
One brand that provides inspiration outside of fmcg is Sanrio, which has seamlessly integrated into gamers’ spaces by offering accessories that evoke nostalgia and joy. Having partnered with gaming brand Razer to launch Sanrio-themed accessories, it’s clear it understands the need for self-expression.
Nanoleaf also taps into this desire for individuality. Known for its customisable light panels, gamers can create unique designs that reflect their personal style. Whether it’s syncing the lights to in-game events or setting the ambience for an evening of gameplay, Nanoleaf has paid attention to function and creativity.
How Pringles is targeting #cosygamers
Pringles is a surprising but effective player in this space. It plays to the rise of #cosygamer, a trend for comfortable immersive spaces that has gathered over 78,000 tagged posts.
Pringles spotted an opportunity here. Its sleek cans are perfect for clutter-free set-ups, and their collaborations with games like Halo Infinite offer both physical and in-game rewards. Its integration into the gaming world is a perfect example of how non-tech brands can tap into the market.
Furniture retailers like Ikea and Wayfair have made their mark, too.
Wayfair has launched specialised gaming furniture, offering everything from desks designed for dual-purpose set-ups to storage solutions. And Ikea is helping gamers create multifunctional work and play environments – its gaming-focused range of furniture includes ergonomic chairs and modular desks.
How can more brands get involved?
Seventy-two per cent of gamers want brands to help them extend their gaming profile into real life, according to our research, so the key is to focus on gamers’ sense of self and what they love. Sanrio knew its brand already resonated, making its partnership with Razer a natural fit. Pringles capitalised on its product to seamlessly enter the space.
Gamers aren’t just playing – they’re bringing their virtual personalities to life. They’re playful, both in their games and in life. Brands need to meet them on that level.
Emma Thompson is the head of agency at Golley Slater
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