• D&AD logo

Explore and Understand the Gaming Industry

Dive into the world of gaming and discover how to use it to boost your marketing and creative prospects.

Cartoon graphic of a man with a question mark stamp
  • Duration

    3 weeks
  • Weekly study

    3 hours

Explore the gaming landscape and how your brand fits into it

In the vast industry of gaming, the options are seemingly endless, but the risk of a wrong move is potentially disastrous.

On this three-week course from D&AD, you’ll gain an understanding of where you, your brand, or the brief you’re responding to fit into the gaming landscape.

Discover the power of the gaming industry

In a rapidly changing and growing industry, it’s crucial to understand the current landscape and what’s on the horizon.

You’ll explore the foundations of the gaming industry, understand its history, and identify what’s powered its growth to see how your brand or brief can utilise this media to find the right response.

Better understand who a gamer is and how they are your audience

Whether you’re inserting your brand into a game, or being inspired by the power of gaming to enhance an existing experience, knowing the steps your audience will take is vital.

Explore who a gamer is, understand the roles of influencers and streamers and learn how brands are interacting with gaming in the right way.

While there are endless options for activations within the gaming world, there is a right time and place for a brand to engage.

You’ll explore the different options and audiences, based on your brand or brief, and discover how to create a brief that provides the right information to engage a platform, publisher, or streamer.

Learn from experts in the field

This course is led by D&AD and features content created by a variety of experts in the field from top companies in the industry such as Twitch and Epic Games.


  • Week 1

    Gaming Landscape

    • Welcome to Week 1: Gaming Landscape

      Welcome to D&AD's course exploring the gaming landscape, and the audience and communities that sit at the heart.

    • The Lay of the Land

      Explore the basics within games - the platforms, the numbers and where are people playing vs watching.

    • Gaming, eSports, Live-streaming... Oh My!

      Uncover the different games and platforms, and how to navigate the world of gaming, eSports and live-streaming.

  • Week 2

    Who, When and Where?

    • Where, When and Who?

      Explore the audiences and communities now gaming, where they are and when they're doing it.

    • Understanding the Metaverse

      Explore the biggest buzzword in gaming and delve into the Metaverse

    • Rules of Engagement

      Explore how are brands getting it right, and wrong, and the process you can take to create authentic experience.

  • Week 3

    A Brand's Place

    • Where Do You Fit?

      Understand where your brand, brief, client, or personal work fits into the gaming landscape, and the options most accessible and ripe for creative exploration.

    • Better Briefing

      Explore the role of a creative brief to pull together your audience information and creative potential, and getting agencies, platforms, and creators on board.

    • Put it into practice: Your Better Briefing assignment

      Start applying your new skills of audience understanding and the gaming landscape and connect with other learners in this peer graded assignment.

    • Wrap-up

      A final reflection of this course and what you've covered

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Explore the breadth of the gaming industry
  • Assess where your brand or creative communications are best placed to engage with gaming communities
  • Reflect on the growth of gaming and what it means for your current and future audience
  • Compare successful creative activations in the gaming landscape and what this means for your advertising, marketing or communications

Who is the course for?

This course is designed for creatives that want to tap into the power of gaming for their communications, marketing, and advertising.

Whether you’re a designer, brand builder, or business owner, this course will guide you through how to harness gaming and use immersive storytelling to enhance your audience connection.

Who will you learn with?

Senior Learning & Development Manager at D&AD. I'm constantly inspired by brilliant creative ideas, and how to help others bring them to life.

I'm Nicole, I'm an Aussie Art Director and Creative Strategist currently making fun stuff at Twitch.

Who developed the course?


Since 1962, D&AD has been inspiring a community of creative thinkers by celebrating and stimulating the finest in design and advertising.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn

Do you know someone who'd love this course? Tell them about it...