Brand activity in virtual worlds is entering a more selective phase, with marketers moving away from standalone builds toward integrations, concentrating spend on a small number of scaled platforms, and increasing repeat activations even as overall activity declines. Those shifts emerge as the central themes in data platform GEEIQ’s “The State of Brands in Virtual Worlds 2026,” which tracks how brand strategies changed across major platforms in 2025.
Three key findings indicate a market transitioning from experimentation toward more standardized execution models to reach existing audiences and support repeat deployments.
Integrations Become the Primary Execution Model
One of the clearest changes in 2025 was the shift toward integrations as the dominant activation format. Brands launched 335 integrations compared with 252 brand-owned worlds, marking the first time integrations outpaced standalone experiences. The number of new brand-owned worlds declined 57% year over year, while integrations increased 14%.
GEEIQ attributes the shift to practical considerations, including faster time-to-market, access to established audiences, and clearer measurement frameworks. The report frames the change as part of a broader move away from one-off experimentation toward repeatable activations designed to support defined objectives.
The data suggests brands are increasingly choosing to embed within existing ecosystems rather than building new destinations, reflecting a shift in how marketers approach reach and execution in user-generated environments.
Platform Activity Concentrates on Roblox and Fortnite
At the same time, brand activity remains heavily concentrated on a small number of platforms. Roblox accounted for 65% of tracked brand activations in 2025, while Fortnite represented 23%, giving the two platforms a combined 88% share.
GEEIQ links this concentration to brands prioritizing environments with proven reach, mature creator ecosystems, and established activation formats. The report describes the pattern as reflecting both scale considerations and risk management as marketers focus on platforms with demonstrated audience engagement.
The concentration underscores how platform selection is narrowing as brands look for predictable distribution and operational familiarity rather than spreading activity across a wider range of virtual environments.
Fewer Launches, More Repeat Activity Signal Market Maturity
Overall activation volume declined in 2025, with total tracked brand activations falling to 1,011 from 1,220 in 2024, a 17% decrease. GEEIQ attributes the drop to fewer one-off launches and a shift toward more targeted, goal-led strategies.
At the same time, repeat activity increased. Brands launched an average of 1.8 activations in 2025, up from 1.6 in 2024 and 1.4 in 2023, indicating that brands already active in virtual worlds are returning more frequently.
The report also notes slower new-brand entry alongside rising repeat behavior, which it characterizes as a sign of market maturity, noting that more than 1,000 brands have been activated in recent years.
Taken together, the findings outline a category moving toward more standardized execution. The rise of integrations, concentration on a small number of scaled platforms, and increased repeat activity all point to brands refining how they operate in virtual worlds after several years of expansion.
Rather than expanding the number of launches, marketers appear to be focusing on formats and platforms that support repeat deployment and defined objectives.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
Brand activity in virtual worlds is entering a more selective phase, with marketers moving away from standalone builds toward integrations, concentrating spend on a small number of scaled platforms, and increasing repeat activations even as overall activity declines. Those shifts emerge as the central themes in data platform GEEIQ’s “The State of Brands in Virtual Worlds 2026,” which tracks how brand strategies changed across major platforms in 2025.
Three key findings indicate a market transitioning from experimentation toward more standardized execution models to reach existing audiences and support repeat deployments.
Integrations Become the Primary Execution Model
One of the clearest changes in 2025 was the shift toward integrations as the dominant activation format. Brands launched 335 integrations compared with 252 brand-owned worlds, marking the first time integrations outpaced standalone experiences. The number of new brand-owned worlds declined 57% year over year, while integrations increased 14%.
GEEIQ attributes the shift to practical considerations, including faster time-to-market, access to established audiences, and clearer measurement frameworks. The report frames the change as part of a broader move away from one-off experimentation toward repeatable activations designed to support defined objectives.
The data suggests brands are increasingly choosing to embed within existing ecosystems rather than building new destinations, reflecting a shift in how marketers approach reach and execution in user-generated environments.
Platform Activity Concentrates on Roblox and Fortnite
At the same time, brand activity remains heavily concentrated on a small number of platforms. Roblox accounted for 65% of tracked brand activations in 2025, while Fortnite represented 23%, giving the two platforms a combined 88% share.
GEEIQ links this concentration to brands prioritizing environments with proven reach, mature creator ecosystems, and established activation formats. The report describes the pattern as reflecting both scale considerations and risk management as marketers focus on platforms with demonstrated audience engagement.
The concentration underscores how platform selection is narrowing as brands look for predictable distribution and operational familiarity rather than spreading activity across a wider range of virtual environments.
Fewer Launches, More Repeat Activity Signal Market Maturity
Overall activation volume declined in 2025, with total tracked brand activations falling to 1,011 from 1,220 in 2024, a 17% decrease. GEEIQ attributes the drop to fewer one-off launches and a shift toward more targeted, goal-led strategies.
At the same time, repeat activity increased. Brands launched an average of 1.8 activations in 2025, up from 1.6 in 2024 and 1.4 in 2023, indicating that brands already active in virtual worlds are returning more frequently.
The report also notes slower new-brand entry alongside rising repeat behavior, which it characterizes as a sign of market maturity, noting that more than 1,000 brands have been activated in recent years.
Taken together, the findings outline a category moving toward more standardized execution. The rise of integrations, concentration on a small number of scaled platforms, and increased repeat activity all point to brands refining how they operate in virtual worlds after several years of expansion.
Rather than expanding the number of launches, marketers appear to be focusing on formats and platforms that support repeat deployment and defined objectives.
Image source: GEEIQ
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