Travel operators see fresh potential as gaming brands tap affiliate marketing
28 September 2026
As gaming studios and digital affiliate networks expand, recreation and tourism operators are eyeing untapped opportunity. In a gaming market that accounted for $184 billion in revenue this year, travel and tourism can provide a new way for titles to reach consumers, researchers said. The diversity of the travel network — from budget airlines to luxury resorts — adds a unique distribution channel for titles looking to build the gaming brand.
Success in partnering travel and gaming requires a nuanced strategy and an alignment of interest, though. For one, gaming audiences don't immediately convert to travel shoppers. Utilities like suitable travel packages and an expertise that aligns with gaming culture are key steps in the path to conversion. "Sports and entertainment are crucial travel motivators. If promotional events with gaming communities can generate incremental bookings, the projections improve," said Jim Herring, vice president of the Globehitters travel agency.
Last month, travel-and-tourism specialists Adpump directed gaming audiences to affinity bookings. Eighty-five percent of the profits generated were from affiliate marketing. Exod was able to bundle travel packages using gaming references, all promoted through video content.
A targeted approach
The Korea Tourism Organization and Nexon Games are collaborating on a tourism-focused campaign. A playable character in the "Woochi the Wayfarer" game, created in partnership with the KTO, features official tourism photography from Korea's countryside. The Korea Tourism Organization showcased historic Joseon Dynasty cultural sites through this character.
This particular campaign maintains clear objectives, unlike some others. A newly launched initiative called Moments of Play doesn't guarantee specific outcomes, but its strategic timing suggests EA sees potential in this marketing channel. The program will debut during the 2025 holiday season, when EA intends to connect mobile and console gamers through immersive experiences.
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EA isn't alone in combining games with promotional content. Travel booking service Travelpayouts helps marketers reach 125 travel destinations. The platform specializes in digital vacation sales. While simpler than EA's approach—where partners can distribute ads across websites, blogs, magazines, and streaming platforms—Exod maintains more selective partnerships.
Expanding partnerships
The potential extends beyond these early examples. Hotels.com and sports gaming platform 4D Sportsbook represent just two of many possible gaming collaborations that hint at larger campaigns.
Travel brands also stand to benefit from the gaming industry's growth. Canarian Weekly reports increasing gaming tourism partnerships with Spanish operators. Spain's tourism sector actively pursues gaming collaborations, using game promotions to boost revenue, attract diverse visitors, and strengthen customer loyalty.
As Pitt Conroy, managing director at affiliate agency Affilae, noted: "For optimal results, travel businesses should leverage gaming audiences. It's not just about clicks—these users drive complete purchases that generate commissions, with gaming communities containing some of the highest-value customers."