Influencer Marketing for Games: A Guide

‍

The gaming industry has evolved from a niche hobby to a global cultural phenomenon, with over 3 billion players worldwide and revenues reaching over 180 billion in 2024. Yet, as the market grows more competitive, traditional advertising methods—like banner ads or TV commercials—are losing their edge.

‍

Enter influencer marketing, a strategy that taps into the trust and passion of gaming communities. For game developers and publishers, influencers are no longer optional partners; they’re essential allies in building hype, driving downloads, and fostering loyalty. This guide explores how to craft a winning influencer marketing strategy tailored to the unique dynamics of the gaming world. 

‍

Why Influencer Marketing Dominates the Gaming Landscape

‍

Gamers are a discerning audience. They crave authenticity, expertise, and entertainment—all qualities that influencers naturally provide. Consider these insights: 

‍

- The gaming influencer marketing was valued at $4.4 billion in 2022, up from $2.5 billion in 2021.

‍

- The hashtag #TikTokMadeMePlayIt, where users share games they’ve found through TikTok, has gained 161.6 million views.

‍

- In the US, 12.6% of the gamers found brands via gaming influencers, with 28.4% following gaming creators.

‍

How to do Influencer Marketing for Games

‍

1. Selecting the Right Influencers: Beyond Follower Count

‍

‍

A creator’s niche matters more than their follower count. For example: 

‍

- A survival-horror game pairs best with influencers like Markiplier known for their suspenseful playthroughs. 

- Indie puzzle games might thrive with smaller, narrative-focused creators like Laila Dyer or ChristopherOdd. 

‍

‍

Use tools like Favikon to find and analyze an influencer’s audience demographics and content style. 

‍

Micro and Nano-Influencers

‍

Micro influencers with 1k–50k followers often boast higher engagement rates and more dedicated communities. They’re ideal for niche genres (e.g., retro games, simulators) or indie titles seeking grassroots buzz. 

‍

Authenticity is King

‍

Partner with influencers who genuinely enjoy your game. Scripted endorsements backfire in gaming communities. Instead, offer early access to demos or beta versions, allowing creators to share honest, enthusiastic reactions. 

‍

2. Choosing the Right Platforms

‍

TikTok

‍

‍

With its Gen Z-dominated audience and emphasis on short-form video, TikTok is ideal for creating buzz around games. 

‍

Audience: Primarily users aged 18–24, who are highly engaged and trust influencer recommendations. 

‍

Content: Entertaining clips, challenges, and trending audio snippets. For example, Insight Gaming News creator Todd Cruz builds hype for games like Meet Your Maker using hooks, gameplay snippets, and dynamic editing. 

‍

Advertising: In-feed ads, branded effects, and influencer collaborations blend seamlessly into user feeds, reducing ad fatigue. 

‍

Why It Works: TikTok’s algorithm prioritizes creativity, allowing influencers to show gameplay in playful, relatable ways. Use it for quick demos, meme-style content, or hashtag challenges to tap into viral trends. 

‍

YouTube

‍

YouTube’s broad audience and long-form content make it a staple for in-depth game reviews, tutorials, and Let’s Plays. 

‍

Audience: Over 2 billion monthly users spanning all age groups, with dedicated niches for genres like RPGs or indie games. 

‍

Content: Walkthroughs, live streams, and even comedic shorts. Influencers like Alexandra Botez blend gameplay with humor, as seen in her viral clip about in-game flirting. 

‍

Advertising: Sponsored videos, display ads, and YouTube Shorts offer flexibility. Partnering with creators for tutorials or early-access reviews builds credibility. 

‍

Why It Works: Long-form content fosters deeper connections, while Shorts cater to younger audiences craving quick entertainment. 

‍

Twitch

‍

‍

Twitch reigns supreme for live streaming, offering unparalleled interaction between gamers and fans. 

‍

Audience: Predominantly Gen Z and millennial males who spend hours watching live gameplay. 

‍

Content: Live streams, Q&A sessions, and co-play events. Streamers like Zizaran (known for Path of Exile) engage viewers with real-time commentary and skill shows. 

‍

Advertising: Targeted ads and “Drops” campaigns (rewarding viewers with in-game items) drive conversions. 

‍

Why It Works: Twitch’s community-driven culture turns influencers into trusted peers. Use it for launch events, beta testing feedback, or exclusive in-game collaborations. 

‍

Instagram

‍

‍

Instagram’s visual focus makes it ideal for showing game aesthetics and driving sales. 

‍

Audience: Over 1 billion monthly users, including casual gamers drawn to eye-catching visuals. 

‍

Content: Behind-the-scenes reels, carousel posts highlighting gameplay features, and shoppable links. Micro-influencers like Alliestraza blend gaming content with lifestyle posts, as seen in her partnerships with Hearthstone and Blizzard. 

‍

Advertising: Influencer gifting, branded Reels, and Instagram Shops simplify direct sales. 

‍

Why It Works: High engagement rates and seamless e-commerce integration make it perfect for indie games or visually stunning AAA titles. 

‍

Twitter

‍

Twitter’s fast-paced environment excels at amplifying news, updates, and viral moments. 

‍

Audience: Older gamers (millennials and Gen X) interested in industry news and releases. 

‍

Content: Teaser trailers, meme-worthy clips, and hashtag campaigns. Game journalists and influencers often spark discussions around updates or controversies. 

‍

Advertising: Advanced analytics tools help track campaign performance, while promoted tweets extend reach. 

‍

Why It Works: Twitter’s real-time engagement fosters immediacy—think launch countdowns, patch announcements, or community Q&As. 

‍

3. Content Strategies That Captivate Gamers 

‍

Gamers demand more than trailers—they want experiences. 

‍

Leverage Authentic Gameplay 

‍

‍

Avoid overly produced content. Raw, unedited streams or “first impressions” videos build trust. For example, Dream’s Minecraft speedruns or Valkyrae’s Among Us streams thrive on spontaneity. 

‍

Create Interactive Campaigns

‍

• In-Game Events: Partner with influencers to host limited-time tournaments (e.g., Fortnite’s Icon Series with Ninja). 
• Mod Collaborations: Let influencers design custom skins, maps, or mods. Minecraft’s community-driven mods are a prime example. 

‍

User-Generated Content Campaign

‍

Encourage fans to create content using branded hashtags. Roblox’s #RobloxStarProgram rewards players for showing creativity, driving millions of UGC uploads. 

‍

Gaming Influencer Marketing Campaigns Examples

‍

Coin Master’s Celebrity Takeover on Instagram

‍

‍

Coin Master’s collaboration with A-listers like Jennifer Lopez and the Kardashians exemplified Instagram’s power for mass reach. Instead of generic endorsements, J.Lo starred in humorous, relatable content—like competing in the game while dodging grocery carts—to humanize the brand.

‍

With J.Lo’s 192 million followers and Khloé Kardashian’s engaged audience, the campaign drove massive visibility and downloads.

‍

Infinity Ops’ Pre-Launch Boom

‍

‍

Azur Games’ launch of Infinity Ops showed the power of niche targeting. By partnering with mobile FPS-focused creators like NoahsNoah, whose promo video hit 1.8 million views, Azur generated authentic hype.

‍

NoahsNoah’s relatable style highlighted the game’s multiplayer features and pre-registration perks without feeling scripted. This strategy, combined with a mix of macro and micro-influencers, propelled Infinity Ops into the spotlight before its official release.

‍

Ready to Start Your Gaming Influencer Marketing Campaign?

‍

You can effortlessly streamline your planning and creator selection with Favikon's AI-powered platform, designed to connect you with ideal influencers for genuine collaborations with your gaming brand.

‍

Influencer Marketing For Gaming: FAQ

‍

What do gaming influencers do?

‍

Gaming influencers live-stream their video game playing on platforms like Twitch and YouTube, allowing fans to watch in real time. They are popular due to their skills, entertaining commentary, and engaging personalities, which attract a large and dedicated audience.

‍

Who is the most famous gaming influencer?

‍

The most famous gaming influencers are PewDiePie, Markiplier, SSSniperWolf, Ninja, and Jacksepticeye.

‍

‍

Also See 👀

‍

How Much Does It Cost to Hire an Influencer?

‍

Does Influencer Marketing Work? [Examples & Statistics]

‍

How to Reach Out to Influencers: The Only Guide You Need

‍