Dentsu’s Top 5 Gaming Predictions for 2025

EVP, head of dentsu Gaming's Brent Koning shares his predictions for the year ahead. 

1. Roblox is the new social 

In 2025, we predict Roblox will become the leading social platform for the next generation. With its vast array of user-generated content and immersive experiences, Roblox will transcend traditional gaming boundaries and establish itself as a central hub for social interaction.  

And it’s already showing, according to Stef Smith, dentsu’s EVP head of social. She let us know that in comparison to TikTok, Roblox already has 3x the amount of over 18-minute visits and 2x the average minutes per visit.  

The platform's unique ability to combine gaming with social networking will continue to attract and engage millions of users worldwide, making it a primary venue for virtual gatherings, events, and collaborations. As brands and creators flock to Roblox to engage with its vibrant community, it will redefine how we perceive social media and online interaction. 

2. Ad spend on gaming will double 

The gaming industry is set to see a substantial increase in advertising expenditure, with projections indicating a doubling of ad spend by the end of 2025. This surge will be driven by the growing recognition of gaming as a prime advertising channel, thanks to its vast and engaged audience.  

Brands will allocate larger portions of their marketing budgets to in-game advertising, influencer partnerships, and esports sponsorships as media buys. This trend will boost revenues for game developers and platforms and enhance the gaming experience through personalized and targeted ads. As discussed in recent podcasts, the potential for innovation in gaming ads is immense. 

3. GTA will be the next major platform(er) like Roblox, Minecraft, and Fortnite 

Grand Theft Auto (GTA) is poised to become the next major gaming platform, joining the ranks of Roblox, Minecraft, and Fortnite. In 2025, Rockstar Games will expand the GTA universe beyond its traditional open-world crime saga, introducing new creative tools and features that empower players to build, share, and monetise their own content – completely disrupting the UGC scene. 

This shift will transform GTA into a dynamic ecosystem where user-generated content thrives, attracting a diverse player base. With its rich narrative and immersive environment, GTA will offer unparalleled opportunities for creativity and social interaction, solidifying its place as a cornerstone of modern gaming culture, and will no doubt pique the interests of brands at the same time. 

4. An indie game will win game of the year from a studio that doesn’t exist yet 

In 2025, the gaming industry's prestigious 'Game of the Year' award will go to a studio that doesn’t exist in December of 2024.  

With a new wave of next-gen talent, driven by AI, will be supported by industry veterans from studios that have been hit with layoffs, restructures, or closures.  

This title will feature a rich narrative, ridiculously good soundtrack and score, uncomplicated yet unrelenting game play and be marketed as THE game for the gamer.  

5. Video games and game adaptations will win the EGGOT – Emmy, Grammy, Golden Globe, Oscar and Tony  

In 2025, video game adaptations and cross-over IP will dominate the entertainment awards circuit, capturing Emmys, Grammys, Academy Awards, Tonys, and Golden Globes. As the quality and popularity of video game-based films, TV shows, and musical productions rise, these adaptations will gain critical acclaim and mainstream recognition, as well as setting the next cultural trends.  

Talented writers, directors, and composers will bring beloved gaming franchises to life with exceptional storytelling and production values. This trend will not only validate video games as a legitimate art form but also bridge the gap between the gaming industry and traditional media, creating a new era of cross-platform storytelling and artistic achievement.