Influencer Marketing for Games in 2025: A Guide

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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.

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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. 

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Why Influencer Marketing Dominates the Gaming Landscape

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

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

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

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

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How to do Influencer Marketing for Games

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1. Define Your Goals

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Start by identifying what you want to achieve. Are you launching a new game and need pre-release buzz? Do you want to drive downloads for a free-to-play title? Or are you aiming to re-engage lapsed players with a new update?

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Having clear objectives—such as increasing brand awareness, driving sales, or growing your community—will shape your campaign’s direction and help measure its success.

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2. Choose the Right Platforms

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Each social media platform offers unique opportunities for influencer marketing in gaming. Tailoring your approach to the platform can maximize your campaign’s effectiveness. Here's the benefits of each platform:

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TikTok: Short, creative videos can go viral quickly. Consider creating a hashtag challenge where influencers and their followers share their best in-game moments or reactions. TikTok’s algorithm favors engaging content, making it ideal for quick demos or meme-style videos.

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YouTube: Long-form content is king here. Collaborate with influencers for in-depth reviews, tutorials, or Let’s Play series that showcase different aspects of your game. YouTube’s broad audience makes it suitable for genres like RPGs or indie games.

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Twitch: Live streams allow for real-time interaction. Host live Q&A sessions with developers or influencers to build excitement pre-launch. Twitch is particularly effective for multiplayer or competitive games. Here's a guide on the top 10 Twitch Streamers of 2025.

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Instagram: Visual content shines on this platform. Use Instagram Stories, Reels, or posts to share teasers, behind-the-scenes content, or influencer takeovers.

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With a database of over 10 million creators across platforms like Instagram, YouTube, TikTok, LinkedIn, and X, Favikon offers a comprehensive solution tailored to the gaming industry’s unique needs.

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3. Find the Right Influencers

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The right influencer isn’t just someone with a large following; they must align with your game’s tone, genre, and audience. For example, a survival-horror game pairs best with influencers like Markiplier known for their suspenseful playthroughs. Also, consider:

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• The Size of 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: 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. 

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So, look for creators who already play similar games or whose content style complements your title.

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To find influencers, you can use Google search or simply use Favikon’s advanced search capabilities allow you to find influencers who match your game’s audience and genre. With over 50 filters—such as niche (e.g., gaming, esports), follower count, location, and engagement rate—you can pinpoint creators who already engage with gamers like yours.

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How to Use Favikon to Find Influencers

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• Sign up and log in to your Favikon account.
• Go to Favikon's "Advanced Discovery" feature.
• Filter by Criteria: Use the filters to narrow down your search based on:
• Niche: Select the industry of your choice.
• Location: Target influencers in specific regions or countries.
• Audience Demographics: Filter by age, gender, interests, and other relevant factors.
• Social Media Platforms: Choose the platforms where you want to find influencers (e.g., Instagram, TikTok, YouTube).
• Other Filters: Use filters for follower count, engagement rate, and other metrics.

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4. Choose the Content Strategy that Works for You

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Influencers thrive on creative freedom. Rather than scripting every word, provide them with key talking points—like unique mechanics, story highlights, or a special offer—and let them showcase your game in their own voice. Here's what you can do:

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Authentic Gameplay 

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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. 

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Interactive Campaigns

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Move beyond passive viewing and create opportunities for gamers to actively participate and interact with your brand and game. You can consider:

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• In-Game Events: Partnering with influencers to host limited-time tournaments or special in-game events can generate significant buzz and excitement.
• Mod Collaborations: If your game supports modding, collaborating with influencers to design custom skins, maps, or even entire mods can be incredibly effective. Ninja's Fortnite Skin is a prime example. 

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User-Generated Content Campaigns

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Your players are often your most passionate advocates. Encourage them to create their own content related to your game and provide them with the tools and incentives to do so. For inspiration you can check UGC content other gaming brands are getting tagged with through Favikon's Network Watch feature.

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5. Evaluate Success

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The final phase of your campaign involves assessing and interpreting the results of your influencer marketing strategy. This process becomes easy when you’ve clearly defined your objectives and selected the most relevant key performance indicators (KPIs).

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For instance, a campaign aimed at gaining new users might track:

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• Content reach
• App downloads
• Signup conversions
• Revenue from ads

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On the other hand, a campaign focused on keeping users engaged could measure:

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• In-app spending
• User loyalty rates
• Session duration
• Long-term customer value

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Gaming Influencer Marketing Campaigns Examples

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Marvel Rivals x Squeezie Gaming and GotagaTV - December 2024

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NetEase Games and Marvel teamed up with Twitch influencers Squeezie Gaming and GotagaTV for the global launch of Marvel Rivals, a AAA PvP shooter. The campaign featured dedicated streams where the two creators faced off in competitive matches, showing the game’s tactical gameplay, dynamic battles, and high-quality visuals.

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Squeezie GamingRAID: Shadow Legends x Multiple Influencers - Ongoing into 2025

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Plarium’s RAID: Shadow Legends continued its long-standing strategy of partnering with influencers like Tyler "Ninja" Blevins and others across YouTube and Twitch. In 2024, campaigns featured sponsored streams and videos with unique promo codes or in-game rewards tied to specific creators.

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Domino's Tribute in Madrid - March 2025

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Domino's Pizza celebrated its 10th anniversary in Spain by unveiling the "Domino's Tribute," the first monument honoring gaming, in Madrid's Plaza de Callao. The event featured live activations by popular gaming influencers IlloJuan and Guanyar, attracting hundreds of fans and thousands of online viewers. This initiative highlighted Domino's commitment to the gaming community and garnered significant media attention. ​

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Coin Master’s Celebrity Takeover on Instagram - December 2020

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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.

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

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Conclusion

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As traditional advertising fades into the background, partnering with the right influencers—whether micro-creators with niche followings or global icons —offers game developers and publishers an unparalleled opportunity to stand out in a crowded market. By defining clear goals, selecting the perfect platforms, and empowering influencers to show games in their unique voices, brands can drive downloads, spark excitement, and build lasting loyalty.

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Ready to Start Your Gaming Influencer Marketing Campaign?

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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.

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Influencer Marketing For Gaming: FAQ

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Is influencer marketing effective in the gaming industry?

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Influencer marketing resonates strongly with gamers because they value authenticity, expertise, and entertainment, qualities that gaming influencers naturally possess.

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What do gaming influencers do?

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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.

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Who is the most famous gaming influencer?

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

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How can game developers find the right influencers to partner with?

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Finding the right influencer involves more than just looking at follower count. Developers should consider aligning with influencers whose content, tone, and genre match their game. Tools like Favikon can help developers search and filter influencers based on niche, follower count, engagement rate, and audience demographics across various platforms.

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Also See 👀

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How Much Does It Cost to Hire an Influencer?

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Does Influencer Marketing Work? [Examples & Statistics]

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

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