The global video gaming market was valued at $196 billion in 2023, predicted to grow at a CAGR of 6% until 2028. Beauty, a cemented player in the gaming world, has reaped the benefits of the virtual industry, often adopting platforms like Roblox for marketing ventures, utilizing them as interactive billboards. From Fenty to Urban Decay, Sol de Janeiro to NARS and NYX Professional Makeup, several key industry names have taken their slice of the video gaming pie.The fusion of beauty into the digital world showcases the opportunities for brands to tap into younger audience interests. A survey conducted by global consultancy Bain & Company—of over 5,000 people across six countries—revealed that 52% of respondents play video games regularly, with the strongest growth potential among younger gamers (ages 2-18), 80% of whom are frequent gamers and dedicate nearly 30% of their entertainment time to video gaming."The global audience for video games continues to surge, led by younger players who are spending more time on games and less time on video and other media," says David Hong, Leader of Bain's Global Media and Entertainment Practice. "Gamers told us that they like immersive games and want more interoperability across devices and platforms."Bain's Meet the Moment: How Gamers Are Changing the Game report outlines the trends that game developers, brands, and marketplace operators should understand in order to navigate where the gaming industry and its audience are heading. BeautyMatter takes a closer look at the key findings.Intricately ImmersedFor today's Gen Z and Gen A consumers, gaming is about more than just play.