If you think your brand can't be in gaming, BMO NXT LVL says you are wrong.

A new bank branch? That's nothing new. But if someone told you a bank launched a new branch - on Twitch? You'd be a little more surprised, to put it lightly. Well, BMO’s NXT LVL campaign didn’t just defy expectations or win shiny awards at advertising shows. This case study proves the value of gaming to even the most non-endemic of brands. And if you're brand isn't in gaming, you might want to read on.

Why BMO’s NXT LVL Worked: Authenticity, Not Tokenism

Marketing to Gen Z requires a different kind of strategy. They’re tired of the hard sell. Enter BMO, who hired a gamer from within their ranks, Sean Frame, to be their Gaming Relations Specialist. He didn’t just show up and throw financial jargon around or pretend to be a gamer; he immersed himself in gaming culture. He lived and breathed gaming, live, on stream. It was his actual job.

For any brand wondering if this approach could work for them, ask yourself: What values do you and your audience share? Gaming, at its core, is about community. BMO identified where they could meet their audience on common ground, which is why NXT LVL resonated so well.

For an in-depth look at how authentic storytelling in gaming is done right, check out some of the other case studies here, which tap into multiple gaming subcultures.

Lesson 1: Stop Thinking You Don’t Belong

Many non-endemic brands think gaming is off-limits. Wrong. If a bank—arguably one of the farthest industries from gaming you can imagine—can integrate into gaming, any brand can. The key lies in how you do it. BMO didn’t shove their banking services into the faces of Twitch viewers; they let gaming influencers like Wardell do the talking in a space where gamers felt welcome Look at how Heinz’s Hidden Spots campaign seamlessly brought their brand into the Call of Duty universe. Another great example.

If you're invested now - take a break and watch the full case study, it's a great piece of work:

Lesson 2: Meet Your Audience Where They Already Are

BMO went where gamers live: Twitch and Discord. If you think Gen Z is going to come to you, think again. You need to meet them on the platforms they already use. Twitch isn’t just a platform for streaming—it’s a community. BMO’s NXT LVL campaign ran live streams, hosted interactive Q&As, and even launched a Pride Month game-a-thon with Boxx, ensuring they not only fit right into the culture but even added to it.

Here's another fantastic example. Tiffany & Co.’s collaboration with League of Legends shows how a luxury brand famous for bangles, rings and necklaces managed to blend into gaming culture seamlessly by designing the game’s championship trophy. Which, if you know Tiffany's, fits right into their brand DNA. They have designed amazing trophies for every major sport.

Lesson 3: Authentic Engagement = Real Results

Perhaps most importantly, BMO’s efforts weren’t just to look cool. Associate with gamers, or win advertising awards. They drove real business results. A 15% increase in new bank accounts, and a 24% jump in student account sign-ups are numbers that speak for themselves: Authentic engagement leads to real returns.

Lesson 4: Don't stop at the big bang

One of the important things to understand about the gaming audience is that they are loyal - if you stick around. And BMO stuck with it - consistently streaming on Twitch and building their following, and the impact grew exponentially. Even today, they keep building on the idea - running contests that inspire even younger audience to understand financial literacy through gaming. And the reward? A little help on their educational journey.

Final Takeaway: Your Brand Absolutely Belongs in Gaming

It’s time to stop playing it safe. The idea that your brand “doesn’t fit” in gaming is simply not true. You just haven't found the way yet. BMO NXT LVL didn’t just create a campaign—they redefined how a bank can connect with a younger audience. And if a bank can successfully jump into gaming, what’s stopping you?

Want to learn more about how your brand can make the leap into the gaming space? Connect with me today.