Exploring Digital Games in the Context of Brand Activism

Digital games with their appeal to the masses have become a leading choice for brands to engage in brand activism within gaming environments. The study explores the intersection of digital games and brand activism through a structured literature review and a case-based analysis. The literature review identifies six themes: gamification and sustainability, representation and identity, digital games and behavioral change, gaming mechanisms, digital games as political platforms and stakeholder perceptions and attitudes. Case based analysis of real-world brand activism campaigns in digital games such as BGMI, PUBG, The Sims and Minecraft were conducted highlighting the brand activist initiatives integrated into gameplay mechanics, emphasizing cultural relevance, engagement and audience scale.