The gaming industry is long past being niche - it’s one of the world’s leading forms of entertainment, with about 3 billion people identifying as gamers worldwide playing across various platforms. With over $520 billion projected revenue by 2025 and projections of $730 billion by 2030, gaming is now at the forefront of entertainment and pop culture, from movie and TV series adaptations to merchandise that sells out in minutes. Within this growth, Trading Card Games (TCGs) offer a unique space: they combine the excitement of large-scale competitive tournaments with the grassroots, community-driven play found in local hobby game stores across the world.
TCGs are strategy-based card games in which players build their decks from a pool of collectible cards. These can be purchased in random booster packs, a collection of random cards available at countless shops across the world. With multiple globally successful titles such as Pokémon (The Pokémon Company International), Yu-Gi-Oh! (Konami), Magic: The Gathering (Hasbro), and many more, the rise of TCGs has been an immense growth driver for the gaming industry, multiplied by a plethora of collaborations with non-endemic brands and IPs that leverage their reach by entering the gaming space.
As a gaming agency and TCG tournament organiser, we see enormous opportunities for brands to connect with these passionate communities at every level of the experience.
With billions of players worldwide gaming has become a powerful platform for brands to reach diverse audiences. Different demographics engage with games in distinct ways, allowing brands to create tailored campaigns that resonate more effectively with their target groups than in many traditional channels. When brands enter the space authentically, even non-endemic brands often gain community support. This overall results in a positive brand image, and stronger brand associations that ultimately lead to increased purchase intent.
From lifestyle brands to car manufacturers and beverage and food brands: There have been many great examples of brands entering the games industry, see for example Red Bull, KitKat, Kia, BMW, Mercedes, Mini Cooper, Toyota, Louis Vuitton, and many more.
One of the most exciting opportunities for brands we believe lies in the trading card games (TCG) space. TCG communities are uniquely passionate and community-driven, from big event halls to small hobby games stores. The incredibly passionate communities create an environment in which brands have the opportunity to not just be seen, but enhance attendees’ experiences through, for example, on-site activations, community support, product tie-ins & co-branding.
Gaming - especially trading card games - offer direct, interactive ways to connect with communities. Especially through, for example, experiential booths at tournaments, the opportunities to create memorable touchpoints of value for the community are unmatched compared to traditional sponsorship channels.
By stepping into the gaming scene, brands can position themselves as innovative, youth-oriented, and culturally relevant. Whether through co-branded products or exclusive event sponsorships, companies signal their audiences that they understand their passion and are committed to enhancing their experiences. This clearly sets brands apart from their competition that has yet to engage in the space.
There are many strong examples of non-endemic brands successfully entering the gaming space, not only gaining visibility through high-profile collaborations, but also enhancing their cultural relevance by connecting with fans from the respective communities. Below, we are highlighting some particularly interesting cases.
At the Yu-Gi-Oh! World Championship 2025, fans were greeted by a surprise guest; the French president Emmanuel Macron kicked off the Opening Ceremony. In a video message, Macron welcomed players to France, highlighted the importance of the event to TCG fans, and pledged to support discussions around growing the space nationally - all while holding the iconic Blue-Eyes White Dragon Yu-Gi-Oh! card.
From local hobby stores to a stage shared with world leaders, Macron’s cameo shows just how far-reaching the cultural impact of a TCG like Yu-Gi-Oh! has become; and this unique “collaboration” between Yu-Gi-Oh! publisher Konami and Macron definitely added another dimension to the scale.
Many non-endemic brands have already discovered how they can leverage an authentic entry into gaming communities. Babybel playfully introduced a fun twist to their popular cheese wheels: For a limited time, fans could discover Pokémon printed on Babybel packaging. Crocs have long been reaching different gaming communities with gaming-inspired collections including collaborations with, for example, Pokémon and Minecraft, and McDonald's just recently collaborated with Pokémon to bring the Pokémon TCG to Happy Meals, an incredible example of two household names teaming up to reach a shared target group.
How are these three brands connected with the name Van Gogh? Pokémon!
While Van Gogh himself may not have been a Pokémon Trainer himself, in 2023, the Van Gogh Museum launched an official collaboration that introduced new audiences to the work of the world famous artist: The Pokémon x Van Gogh Museum collaboration. From Pokémon paintings inspired by works by Vincent van Gogh, to workshops for children that brought together the world of Pokémon and art, as well as online art lessons, and, of course, exclusive merchandise.
The oldest and one of the world’s biggest trading card games, Magic: The Gathering (MTG), has been on the forefront of TCG collaboration with non-endemic brands. Normally, MTG cards are set in its own fantasy universe - until the introduction of Secret Lair: Universes Beyond brought in collaborations with famous pop culture franchises across the board.
From The Lord of the Rings, Spider-Man, or Stranger Things, to SpongeBob and even My Little Pony and PlayDoH, these sets feature unique cards that blend MTG gameplay with characters, stories, and artwork from those worlds. Universes Beyond has been an incredible addition to the MTG world, allowing a crossover between fans of one of the most popular card games in the world and the most popular pop culture IPs.
The growth of the games industry and the unique space that especially trading card game events offer can be a great opportunity for brands to reach a passionate audience in meaningful ways and a modern approach. As a gaming agency and tournament organiser, we have connected with this amazing community for over a decade, as players and fans ourselves most of our lives.
From our professional experiences as well as personal experiences as avid gamers, we believe in the enormous potential that the space has to offer for brands and we thrive to continue to build and elevate the space as a whole.
If you are interested in learning about TCGs, the games community, and how your brand may enter the space, reach out to us at hello@fanfinity.agency.
Interested in what we do? Check out our case studies!
Sources
Global Video Game Market: Statista, 2025
Global Games Market: Statista, 2025
Sponsoring Esports to Improve Brand Image: Freitas et al., 2020
Esports Sponsorship Effectiveness on Brand Association and Purchase Intent: Chen, 2021
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