This thesis is about marketing experience and how it affects different type of industries. First part of the thesis defines my points of experience marketing and how it can effect customer experience. Second part of thesis is about experience marketing in gaming industry and it also involves a research that was done for the purpose of writing this thesis. This thesis will map experience marketing from its first mention by Pine and Gilmore in their book Experience economy (1998), till today where it is connected to all kind of other industries as well as the future it holds for marketing in general. This thesis will also describe key benefits and setbacks experience marketing can have for companies and some examples of successful and unsuccessful experience marketing campaigns. Focus of last part of thesis is on experience marketing in gaming industry and how it can affect customers and how brands can benefit from experience marketing campaigns in gaming industry. At the end of thesis there are research results of how hardware, video games, and social aspects of video games influences people and their experience regarding video games.