Nowadays companies want to engage customers in all possible ways to better meeting their needs. New media gave managers opportunities to interact with people and establish cooperation. Present paper is aimed to give an outlook on creating branded computer game elements as a customer engagement behavior. The author carried out 20 in-depth interviews with users of three computer games: The Sims, Second Life and Euro Truck Simulator 2. The results show that players create branded game modifications with interference only into audiovisual presentation and interference in the game code. Inside the games, it can be find also a wide range of fictitious brands that replace the real one, among others for legal reason. The authors tried to answer the question why people engage in creating branded game elements. Based on some players statement during the interviews it can be assumed that players create branded elements for few reasons. They want to diversify the game, create some items as an entertainment activities, want to raise the realism of the game, need to belong to some community and also create add-ons to earn money.