Feb 18: GEEIQ today released its annual State of Brands in Virtual Worlds 2026 report, highlighting a major strategic shift in how brands are engaging with platforms like Roblox, Fortnite, and ZEPETO. The report challenges the notion that brands are pulling back from virtual worlds; instead, it shows that brand investments are becoming more focused, performance-driven, and strategic.

For the first time, brand integrations have overtaken brand-owned worlds as the dominant activation strategy. In 2025, brands launched 335 integrations, compared to 252 brand-owned worlds. While brand-owned worlds declined 57% year-over-year, integrations grew 16%, signaling a move toward more efficient and impactful marketing efforts.

The report also revealed that the average brand now launches 1.8 activations per year, the highest level recorded to date. This underscores the evolution of virtual worlds from experimental one-off campaigns to repeatable, ongoing marketing channels.

Nearly 90% of brand activity is now concentrated on Roblox and Fortnite, demonstrating platform consolidation and a preference for environments with established creator ecosystems and scalable audiences.

“Virtual worlds are no longer experimental playgrounds,” said Charles Hambro, CEO of GEEIQ. “Brands are moving away from building standalone destinations and instead plugging into existing creator-built communities where scale, engagement, and performance are already proven. This shift marks a new phase of maturity for the channel.”

The State of Brands in Virtual Worlds 2026 report provides an in-depth look at trends, activations, and brand strategies, offering valuable insights for marketers seeking to harness the power of virtual worlds.