This chapter looks at brands that are tapping into the passion of online gamers by seeking to engage them within the gaming environments they inhabit. Featured is Heinz’s collaboration with Call of Duty creator Activision, Chipotle’s partnership with Halo Infinite Multiplayer, Fortnite’s continuing experiments in creating virtual spaces for socialising, the growth of Roblox and Nike’s launch of Nikeland, a virtual gaming world within Roblox.