Abstract This study addresses gaming as an interactive digital advertising tool, aiming to explore its effectiveness in digital marketing overall and to examine its impact on digital marketing for the fashion industry in particular. Purpose The purpose of this paper is to present an analytical framework for explaining the appeal of games for fashion brand advertising. More precisely, this paper aims on investigating in detail how, if and what factors make games an appealing medium for fashion brand advertising, through a uses and gratifications perspective. Design/methodology/approach In the zeitgeist of infoxication and information anxiety, in which modern consumers must form their consumption identity habits, advertisement experts and academics are called to revise traditional advertising channels, exposed to the urgent need of finding new mass-mediated mediums to successfully reach their goal-market. While the advertising industry is striving to “consume” every freshly designed communicational platform and utilize it for marketing purposes, the uses and gratifications theory (UGT), will guide the researcher to uncover why and if audiences are choosing to perceive games as an advertising channel. Originality/value The present study contributes to the existing literature by investigating the uses and gratifications (U&Gs) that motivate gamers to adopt a positive attitude towards fashion ingame advertising (IGA) and brand recognition, and therefore influence their purchase intentions. Additionally, the study will contribute to confining the research gap between what fashion brands think they will achieve with IGA and what they are actually achieving. The study hopes to pose significant theoretical and practical implications for both researchers and practitioners who are eager in the metaverse economy, IGA advertisement and virtual world marketing communication. Findings Whilst fashion advertising in games poses a new challenge for both advertisement and mass communication practitioners, the present study concluded that games – as a mass-mediated environment – equip advertisement with the benefit of engaging audiences in interactive and immersive experiences. This unique IGA advantage allows for the creation of more personalized and targeted marketing campaigns, tapping into the specific gratifications sought by players, such as social interaction, self-expression, and achievement. By leveraging these insights, fashion brands can effectively connect with their target audience, and cultivate brand loyalty, brand recognition and brand engagement.