12 hours ago
Gaming Influencers: A Powerhouse For Game Developers
Michael Kuzminov is the CEO of HypeFactory, a global AI-powered influencer marketing agency.
Gaming and influencer culture have been intertwined since the earliest days of social media. Icons like Jacksepticeye, PewDiePie and Markiplier launched their careers by streaming games—turning play into profit and fandom into influence. Today, gaming can be a fast track to visibility and revenue for content creators. Yet, curiously, I've noticed that many mobile game developers still overlook influencer marketing, opting instead for in-app ads and static banners.
I run an agency that has been working with gaming clients since 2017. We've launched campaigns for many well-known game developers. Below, I'll share some of the insights we've gained over the years, along with some key challenges to overcome and best practices for working with gaming influencers.
The global gaming market continues to experience explosive growth. It's expected to reach $503 billion this year, up from $396 billion in 2023. Mobile gaming itself is a dominant and highly profitable segment—it was estimated to be worth $100.54 billion last year.
What makes the gaming space especially valuable for marketers is its accessibility, diversity of content and the sheer scale of its audience. Gaming has become a mainstream cultural force, and gaming creators are now among the most-followed influencers among Gen Z audiences. Of the 66% of U.S. teenagers who follow influencers, 36% follow gaming influencers.
Gamers often have deeply engaged communities. They create a dynamic and high-intensity space for viewer engagement through the livestreaming of gameplay or battles between streamers and viewers. All this inspires the audience to engage in the game and fuels a sense of loyalty and unity.
Speaking of loyalty, research shows that YouTube viewers who watch gaming content are 53% more loyal than the average viewer. Gaming influencers also see the highest engagement among influencers on YouTube, with 5.5% of their viewers liking their content.
Gaming influencer marketing spans a dynamic range of platforms:
• TikTok and Instagram reels for short-form gameplay highlights and viral content
• YouTube for reviews, tutorials and long-form video
• Twitch for live, interactive streaming
• Discord for building and nurturing tight-knit gaming communities
These platforms are more than content hubs—they are commercial ecosystems. Influencers don't just promote games; they build trust, host Q&A sessions, launch challenges and even integrate e-commerce. Merchandise drops, affiliate links and direct game purchases through influencer content are becoming common, turning creators into full-fledged revenue channels.
While the potential is massive, influencer marketing in gaming isn't without risks. Key pitfalls include:
• Lack of transparency: Failure to disclose partnerships can damage trust and tank campaign performance.
• Unclear objectives: Without well-defined goals, both brands and influencers risk misalignment and inefficiency.
• Overcontrolling content: Restricting creators stifles authenticity. It's smarter to partner with influencers whose tone and audience already align with your brand and to give them creative freedom.
• Prioritizing reach over relevance: Choosing influencers based solely on follower count is a rookie mistake. Engagement—likes, comments, shares and view consistency—is a far more reliable indicator of influence.
• Neglecting performance tracking: Without campaign analytics, you miss critical insights that could guide optimization and improve ROI.
• Global coordination gaps: Working with international influencers can create logistical hurdles. Time zone misalignment and inconsistent communication can delay launches.
I recommend focusing on the quality of influencers—how well their content matches your brand's values, as well as the creator's performance indicators. The number of subscribers has long been an irrelevant indicator of quality. For a quality search, you can use influencer platforms or talk to agencies that specialize in working with gaming influencers.
To maximize influence and be memorable to your audience, strive to build long-term relationships with creators. Today, the audience needs to get to know your brand and your values in order to make a purchase decision. Offer creators exclusive discounts and promotion codes to create several points of contact and motivate the audience to try your game.
Finally, remember that word of mouth still works. These days, it often just takes the form of user-generated content (UGC). The audience likes to feel like part of something bigger. Encourage them to engage in publishing content that mentions your brand and thereby increases your reach.
Three major shifts are redefining gaming influencer marketing. Let's examine them:
• The rise of micro-influencers and mid-tier influencers: These creators have smaller audiences, but they inspire greater loyalty and engagement from followers. Brands are leaning on these influencers for more targeted, effective campaigns with better ROI.
• Long-term partnerships over one-offs: Instead of one-off promotions, brands are building ongoing relationships with creators. These collaborations generate trust, deeper storytelling and greater consistency in messaging.
• Community-driven marketing and UGC: Gamers thrive on collaboration and shared experiences. Campaigns that incorporate user-generated content and interactive challenges spark engagement, drive organic reach and create buzz.
Gaming is no longer just entertainment; it's a dynamic marketing channel with unmatched influence. With deeply engaged communities and endless content potential, gamers offer huge opportunities for creating authentic influencer partnerships. Successful brands that treat influencer marketing as a fundamental strategy, not a gimmick, can reap the rewards of increased user acquisition, engagement and loyalty.
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