Attending CES is always an exciting experience, but this year was special. Uplify was invited to be part of the CES exhibition as one of the most promising startups in media, gaming, and influencer marketing. This recognition shows how influencer marketing is evolving, and how Uplify is leading the change—not just globally, but right here in Brazil.
Gaming is No Longer a Future Trend—It’s Now
CES has always been a place for trends and future predictions, but this year, gaming was not about the future—it was about the present. Gaming is now a major part of the media landscape, and advertisers need to start thinking about how to integrate with it today to stay relevant tomorrow.
Gaming platforms are evolving, and audience behavior is shifting. Gamers are no longer restricted to one platform or device. They play multiple games across different screens, making cross-platform activations essential for brands. Brands must adapt and think of gaming not as a separate category but as a key part of their broader media strategy.
From "Why Gaming?" to "How to Buy Gaming"
For years, the conversation around gaming was about proving its scale and importance. Now, brands already understand its value, so the real question is: How do you buy gaming effectively?
There are many ways to activate within gaming, which can be overwhelming for advertisers. The key is understanding objectives, audiences, and the right execution strategies. The industry needs to simplify how brands can participate in gaming and make the buying process as seamless as possible.
Attention is the New Currency
A major theme at CES was attention—how brands can capture and hold it in a crowded media space. Gaming continues to lead in attention and immersion, outperforming traditional online video and social media. The key for brands is integrating into gaming experiences without disrupting the player journey. When done right, this leads to better engagement, higher brand recall, and stronger impact.
What This Means for Advertisers in Brazil
Brazil is one of the fastest-growing gaming markets, with over 100 million gamers. This presents a huge opportunity, but brands must engage players in the right way.
- Cross-platform play is essential – Gamers are everywhere, and brands need to follow them across different devices and platforms.
- Community-driven engagement works – Private and gated communities like those on Discord are highly valuable spaces for brands to connect authentically with gamers.
- Measurement matters – Advertisers need to track KPIs like time spent, engagement, brand loyalty, awareness, and ad recall.
Making Influencer Buying as Simple as Media Buying
At CES, it was clear that advertisers want to buy gaming and influencer activations as easily as traditional media buys. This is where technology plays a role. The industry is moving towards programmatic influencer marketing, allowing brands to integrate influencer campaigns into their existing media strategies.
- Direct integration with DSPs – Making influencer buying as seamless as programmatic media.
- Advanced creator discovery tools – Matching brands with the right influencers based on audience insights.
- Precise measurement – Ensuring campaigns deliver real impact, not just vanity metrics.
The Future is Now
CES 2025 made one thing clear: Gaming is no longer a future conversation—it’s happening now. Brands that embrace gaming and influencer marketing today will build stronger audience connections and drive better results. The question is no longer "Should we invest in gaming?" but "How do we do it effectively?"
For advertisers in Americas, the opportunity has never been greater. It’s time to make gaming a core part of media strategies, align with evolving audience behaviors, and leverage technology to activate seamlessly and at scale.
