With 3.32 billion active gamers today, competition for their attention is fierce. In 2024, it’s no longer just about attracting players—it’s about building meaningful connections with them.

In recent years, there’s been a shift toward authentic marketing, as consumers increasingly reject overt sales tactics. This is where Gaming Influencers come into play. These passionate gamers don’t just play—they lead, review, and celebrate gaming with their communities. They are more than skilled players; they are the voice and heart of the gaming world. Platforms like Twitch and YouTube allow them to share reviews, tips, and live gameplay, cultivating loyal followings that trust their opinions.

Game influencer marketing has the power to define a game’s success, whether for AAA titles or indie developers. Apex Legends reached 25 million players in its first week and 50 million by the end of its first month, thanks to strategic partnerships with top content creators. Meanwhile, Slay the Spire saw slow sales after its early access release in 2017, with only 2,000 copies sold in the first weeks. After sending keys to influencers, a popular Chinese streamer with over a million viewers streamed it on Twitch, causing a massive surge in sales, eventually making it the second best-selling game on Steam.

But how can you tap into this opportunity? As a game publisher or marketer, how do you know if gaming influencers are the right fit for your strategy? How can you leverage them to drive real results, like downloads? And most importantly, how can you ensure your game influencer marketing budget is being spent wisely, maximizing your return on ad spend (ROAS)?

Whether you’re a seasoned marketer or new to the industry, our comprehensive guide on Gaming Influencer Marketing can help you navigate this influencer space and maximize your opportunities.

Why Work with Gaming Influencers?

As the gaming audience grows, the potential to connect with this engaged community through influencers expands. The gaming influencer marketing industry is projected to reach $4.6 billion by 2025. Leveraging the power of gaming influencer marketing is a strategic way to tap into this vast market, providing a range of benefits, including:

Game Discovery

With thousands of new games released each year, standing out can be like searching for a needle in a haystack. Gaming influencers have become crucial in shaping how players discover and engage with new titles. Recent research from BGM Game reveals that most gamers find new games through YouTube and other social media platforms, with YouTube being 26% more likely to be used than the next most popular source, TikTok.

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The Trust Factor

At the heart of an influencer's power is trust. After years of building strong relationships with their audiences, influencers have earned respect, and their opinions hold weight. When they recommend a game, their followers pay attention. This trust leads to higher engagement and genuine interest in the games they promote. In fact, gaming audiences are over 50% more loyal than average, showing how dedicated they are to the creators they enjoy and follow.

Engagement

Gaming influencers have a special way of grabbing people's attention. Whether live streaming or sharing pre-recorded videos, they create content that entertains and connects with their audience. Live streams allow real-time interaction, with influencers reacting to gameplay, answering questions, and building strong fan communities. On-demand videos, on the other hand, offer polished, in-depth content for viewers who prefer to watch on their own time.

Directing Gamers' Buying Decisions

Gamers tend to be more inclined to make purchases, with spending power that’s significantly higher than average. Enthusiasts who game for ten or more hours each week have double the disposable income of non-gamers. Additionally, 74% of YouTube gamers say they’re willing to pay extra for top-quality media and entertainment products.

Watching gaming content drives purchases, too. A study titled “The relationship between consumption of gaming video content and video game playing and buying” found that consuming content like esports, "let's play" videos, and reviews has a big influence on how much people spend on games. Simply put, the more time someone spends gaming, the more likely they are to make gaming-related purchases.

When to Start Marketing Your Game with Influencers

You’ve been working on your game for several years, and with the release approaching, it’s time to focus on influencer marketing to get your project in front of the right audience. We recommend starting to engage with influencers as soon as you have a playable build for them to experience. Gaming influencers can be instrumental in guiding potential players through all stages of your game’s lifecycle, providing multiple touchpoints to effectively engage your audience and build excitement.‍

Early Development: Building anticipation during the early development stage is a strategic advantage. Gaming influencers can play a pivotal role in this phase by sharing exclusive sneak peeks, concept art, and behind-the-scenes content. This not only generates excitement but also establishes a community that feels invested in the game's progress.

Beta Testing: During the development phase, influencers can be engaged as play testers, providing critical feedback on gameplay mechanics, graphics, and overall experience. Involving influencers in beta testing not only improves the game but also builds anticipation within their communities.

Pre-Launch: Audiences love getting a full preview of gameplay before the official launch. Offering early access to influencers allows them to showcase the game and help potential players feel confident about its quality. It’s also highly beneficial for developers to secure early pre-registrations. For example, Steam wishlists are critical to pre-launch success—having influencers direct their followers to your Steam page can encourage wishlist additions, boosting visibility ahead of release.

Launch: On launch day, influencers can introduce your game with real-time gameplay, sparking more interest than traditional advertising. By timing announcements, previews, and exclusive content releases, publishers can create a wave of excitement that propels the game into the spotlight. Whether through live streams or dedicated videos, influencers help drive immediate player engagement and generate a surge of new players, making your launch a success.

Post-launch Updates: After launch, keeping your gaming community engaged is key. Collaborating with influencers for post-launch content, such as expansion packs, DLCs, and seasonal events, keeps the game relevant and exciting. Their ongoing engagement ensures that players remain invested, eager to explore new experiences. Influencers can also organize tournaments, contests, and challenges that encourage player participation. This interaction extends the game's lifespan by providing players with fresh objectives and incentives.

Timeline to Launch a Gaming Influencer Campaign

Setting up an influencer campaign typically takes about 6-8 weeks for a smooth execution, especially when dealing with multiple influencers. For a single influencer, a one-month lead time may be sufficient, but larger campaigns require more time for coordination and content review. Here's the general breakdown of the timeline:

• Week 1: Sending requests to influencers and receiving initial responses. On average, only 30-40% of influencers will respond early, so don’t wait for everyone—start working with those who reply.
• Week 2: Following up with influencers who haven’t responded. We recommend sending at least two follow-up messages during this period.
• Week 3: Negotiating terms, briefing, and finalizing. This involves finalizing agreements, providing game materials, and briefing influencers to ensure they have everything they need for content creation.
• Weeks 4-5: Influencer video creation. Allow influencers time to work on their videos, keeping in mind that some may be busy with other projects or traveling.
• Week 6: Feedback and revisions. Review the content and provide feedback, allowing time for any necessary changes or revisions.
• Week 7: Content publication and initial assessment. Publish the content and begin evaluating its performance, with a focus on early engagement metrics.

How To Select Influencers for Your Game Marketing Campaign?

Choosing the right influencers to promote a game is a complex process that directly impacts the success of the marketing campaign. The influencers chosen will influence key performance indicators such as reach, engagement, and conversion rates. 

Influencer Adoption Cycle

We’ve noticed that influencers across platforms typically fall into three categories: Enthusiasts, Early Adopters, and Mainstream Influencers. This pattern aligns closely with the Innovation Adoption Cycle, famously detailed in the tech marketing book “Crossing the Chasm” by Geoffrey Moore.

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In this cycle, Enthusiasts are the first to engage with new games. They’re eager to explore, experiment, and introduce their audience to something different. Enthusiasts play a crucial role in kickstarting momentum, as their audience expects variety and innovation. They often set the stage, inspiring other influencers to follow. For example, on YouTube, Wanderbots is an Enthusiast. If you send him a new game and he likes it, he’ll create a video about it without needing compensation. 

Next are the Early Adopters, who are more selective but still willing to try something new before the majority. Using the same example, when Wanderbots plays a game, other influencers like Retromation and Splattercatgaming, who share similar audiences, will often notice the video and create their own content if the game aligns with their interests. These influencers influence each other’s choices and build on the early excitement.

However, there's often a “chasm” between the early excitement and reaching the broader audience. This is where Mainstream Influencers come in. These influencers are more cautious and prefer to see a game gaining traction before jumping in. They tend to be larger, more established channels that follow trends, and they typically cover games only after they’ve proven popular among Early Adopters. By doing this, they help push the game into the mainstream, reaching a wider, general audience after the initial buzz has been validated by the early movers.

Understanding where influencers fall in this adoption cycle is key to effectively targeting them and timing your outreach to maximize impact. In summary, Enthusiasts kickstart the momentum, Early Adopters amplify it, and Mainstream Influencers bring the game to the masses. It’s important to connect with all of them at the right time. 

Evaluate Influencer Relevance

The next important step in the selection process is to evaluate how well an influencer aligns with the video game you're promoting.

Recent Game Activity: The first thing to check is the games the influencer has been playing or talking about lately. Take a look at their last 20 videos and also what they’ve been doing over the past year. Try to find influencers who have covered at least 2-3 games that are similar to yours.

Genres and Themes: Look at the main genres and themes the influencer focuses on, like RPGs, strategy games, or horror and fantasy themes. Check their top 5 most-played games to see what they usually cover, and make sure it lines up with the type of game you're promoting.

Platform Preference: It’s key to know whether the influencer mainly plays on mobile, PC, or console. Check the platforms they mention in their videos and see what they usually focus on. If an influencer mostly plays mobile games, having them cover a PC or console game likely won’t be as effective, so it’s better to find influencers who play on the platform your game is on.

When it comes to relevance, it’s helpful to follow a phased approach to get the best results:

1. Start with Niche Influencers: The first step is to focus on influencers who are experts in your game’s main genre—whether that’s RPGs, first-person shooters, or simulations. These influencers have a loyal audience that’s already into similar games, making them a great fit for targeted promotions and more detailed content.
2. Move to Related Genres: Once you’ve got some momentum with niche influencers, the next step is to reach out to influencers in related genres. These creators engage with audiences that have overlapping interests, helping to expand the campaign and attract players who might like your game because of its themes or gameplay style.
3. Go Big with Variety Channels: In the final phase, bring in influencers who reach a broad, general audience to ensure maximum exposure. These influencers might not be focused on your game’s genre, but their wide reach helps boost overall awareness and attract different types of gamers.

Example: When launching Warhammer 40K: Rogue Trader, a story-driven RPG by Owlcat Games, this phased strategy worked well.

• The campaign started by targeting influencers in the CRPG space, like NeverKnowsBest and Mortismal Gaming, who regularly cover games such as Baldur's Gate and Pathfinder: Wrath of the Righteous.
• Then, it expanded to Warhammer 40K content creators like Luetin and Majorkill, tapping into their dedicated fan base. The next phase included strategy game influencers who cover titles like Crusader Kings III and XCOM 2, including SurrealBelief and Rimmy Downunder.
• To wrap up the campaign, variety channels like TheRadBrad and The Salt Factory were brought in to ensure the game got plenty of visibility. This step-by-step approach made for a well-rounded and effective marketing push for the game’s release.

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Analyze Performance Metrics

Next step is analyzing performance metrics that are vital to understanding the potential success of working with an influencer. Publishers should focus on the following key data points:

Average Views: For influencers posting video content, it’s important to look at both the median and mean views for their recent videos. This helps balance the impact of any viral or underperforming content, providing a clear picture of their typical performance. Analyzing their video views over the past 30-60 days gives insight into how well their content resonates with their audience and how engaged their viewers are. 

Average Concurrent Viewers (Twitch): For Twitch influencers, focus on average concurrent viewers (CCV) over their last 20 streams. CCV is a key metric for evaluating live engagement, as it reflects the average number of viewers actively watching their streams at any given time. A Twitch streamer with a high CCV is likely to have a loyal, engaged audience

True Reach is an essential metric for filtering out influencers with inactive or fake followers. It is calculated by dividing the average views from the last 30 days by the total number of subscribers. This gives a realistic picture of how many of the influencer’s followers are actively engaging with their content. For example, if an influencer has 500,000 subscribers but their videos are averaging only 10,000 views, their true reach is much lower, suggesting a less engaged audience. 

Engagement Rate measures how actively the audience interacts with an influencer’s content. It is typically calculated as the total number of likes, comments, and shares divided by the average views on the influencer's recent content. 

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For example, if an influencer receives 2,000 likes, 500 comments, and 300 shares on average per video, with 100,000 average views, their engagement rate would be around 2.8%. High engagement rates indicate an active and interested audience.

Recent Activity: Publishers should also assess how frequently an influencer posts or streams. Consistent, regular activity is a strong indicator of an engaged and active audience. An influencer who regularly posts high-quality content is more likely to maintain their audience’s interest and keep them engaged. For instance, an influencer who streams 4-5 times a week or posts videos every few days will likely have a more involved audience than someone who posts sporadically. 

Other Considerations

Audience Demographics and Geography: Ensure the influencer’s audience aligns with your target market in terms of age, gender, and geographic location. This is especially important for region-specific campaigns. Remember that an influencer’s location doesn’t always reflect their audience’s location, so it’s important to request analytics on the geographic distribution of their audience to ensure relevance.

Previous Partnerships: Review the influencer’s past brand collaborations to assess how they have worked with others in the industry and what kind of results they delivered. This insight can help predict their effectiveness for your campaign.

Controversies/Red Flags: Be aware of any potential controversies or red flags associated with the influencer. Negative publicity can severely impact your campaign, so thorough research into their history and reputation is crucial to avoid risks.

Campaign Goals: Ensure the influencers you select align with your specific campaign objectives, whether it’s brand awareness, product launches, or increasing downloads.

• For Download Goals: If the primary goal is to drive game downloads, start by engaging niche influencers with highly targeted audiences and expand to broader influencers as the campaign progresses. Focus on long-format content like in-depth reviews and live streams, which provide more opportunities to showcase gameplay and drive conversions.
• For Brand Awareness: If the goal is to increase visibility, target larger influencers with broader reach. In this case, short and cost-effective content integrations, such as brief mentions or shout-outs, can optimize both visibility and engagement.

How to Reach out to Selected Influencers

Once you’ve compiled a list of gaming influencers, start by gathering their contact information. Many influencers list business emails or agent contact details specifically for promotions and collaborations, typically in the “About” section of their social media profiles. Begin with email outreach, follow up with a direct message on their primary social platform and, if needed, a private message on Discord. 

While platforms like Keymailer, Woovit, and Lurkit can help with key distribution, direct outreach is typically more effective for building personal connections. 

Drafting a Strong Outreach Email

Use a professional, yet friendly tone, keeping your message brief and clear—gaming influencers receive numerous pitches, so conciseness is essential. Personalize your message to show you’ve done your research, referencing their content and audience.

In your pitch, include a short introduction about yourself and your game, focusing on what makes it unique or exciting. Share why you think they’d enjoy it and how it aligns with their content. Be specific about your request, such as a review, a gameplay video, or a live stream, and offer incentives like early access or exclusive content. Also, include links to all platforms where your game is available, as they’ll need these for their viewers.

To further help with structuring outreach emails, Wanderbots has created a helpful infographic outlining the key elements.

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Additional Tips for Success

• Press Kits and Assets: Prepare a press kit with high-quality assets for thumbnails and social posts, allowing influencers to easily showcase your game in a visually engaging way.
• Provide Game Keys: Have game keys ready for influencers who express interest. Limited access can be frustrating and may discourage participation.
• Consider Embargoes and Licensing: Ensure any licensed music is cleared for platforms like YouTube to avoid revenue issues. If there’s an embargo, apply it fairly across influencers for consistency and trust.
• Strategic Outreach Timing: Avoid sending outreach during major sales, festivals, or big game releases when your message might be overlooked. Instead, reach out during quieter periods to increase visibility.

Avoiding "Coverage Limbo"

As detailed in Wanderbot's article, "Escaping Game Coverage Limbo," many games can end up overlooked by creators due to factors like market saturation, timing, and content priorities. With the constant influx of new titles, creators often struggle to cover everything, leading some games to sit in a “limbo” state, waiting for attention that might not come. To avoid this, developers are encouraged to be strategic with their outreach—reaching out during quieter release periods when influencers are more likely to have open slots in their schedules. Offering milestone updates can also spark renewed interest, especially if the creator missed the initial launch. Additionally, connecting with smaller creators who may have more availability can increase the chances of getting meaningful coverage.

Next Steps After Receiving a Positive Response

Once an influencer shows interest in your game, it’s time to provide a comprehensive campaign brief. This document will set clear expectations, deliverables, and timelines to ensure a smooth and successful collaboration.

Campaign Brief

• Content Format: Define the specific type of content you’re seeking, such as gameplay videos, live streams, or social media posts, and clarify the number of deliverables for the campaign. Agree on details like content duration and style, whether it’s a beginner’s guide, a tutorial, a brief review, or a retrospective. For more information on content-specific influencers, refer to the article’s section on influencer types.
• Publishing Dates: Set a timeline for when the content should go live, including any draft deadlines if approvals are required. Consider aligning the posts with key events like launch day or Steam sales to maximize reach, and use a shared content calendar for smooth coordination.
• Key Requirements: Outline essential guidelines, including calls to action, tracking links, and any necessary disclosures (e.g., #ad or #sponsored). It’s also helpful to discuss the intended game progress and specific areas to showcase, giving the influencer direction while allowing creative freedom.
• Key Talking Points: Highlight the main points you’d like covered, such as the game’s unique features, positioning, or special promotions. Keep these points clear but allow flexibility so the influencer can weave them into their content authentically.
• Assets and Resources: Provide a list of necessary assets, such as logos, artwork, or gameplay footage, and confirm timelines for delivery to ensure the influencer has everything they need to produce high-quality content.

Formal Agreement

In addition to the items already covered in the brief, the formal contract should also include the following:

• ‍Compensation Terms: Clearly outline payment details, including the total amount, method, and payment schedule (e.g., 50% upfront, 50% upon completion). For performance-based payments, specify metrics (like views or sales) tied to compensation, as well as any additional bonuses for high engagement or sales.‍
• Usage Rights: Define any permissions for reusing influencer content across other platforms or in future campaigns. Be sure to specify the scope and duration of these rights (e.g., one-year digital rights on social media).‍
• Exclusivity: If required, add an exclusivity clause to prevent the influencer from promoting competitor brands within the gaming category during and shortly after the campaign. Specify the duration and, if applicable, any extra compensation.‍
• FTC Compliance: Require compliance with FTC guidelines by making sure the influencer includes clear disclosures (e.g., #ad or #sponsored). Specify the brand’s expectations for disclosure placement, such as at the beginning of a video or periodically during a stream.‍
• Approval Process: Outline any pre-publication review requirements, including the number of revision rounds allowed, expected turnaround times, and the process for final approval.‍
• Termination Terms: Include provisions for early termination, covering unmet deadlines, unfulfilled obligations, or any breach of the agreed content guidelines. Specify any compensation adjustments or penalties if content isn’t delivered as outlined.‍
• Confidentiality: Include a confidentiality clause to protect sensitive campaign details, such as budget, unreleased game features, or proprietary information, ensuring both parties agree to keep all information secure.

Adding these items to the formal contract ensures clarity, accountability, and alignment, making for a smooth and professional collaboration.

Maintaining open communication throughout the campaign keeps everyone aligned. Regular check-ins allow you to address any updates, resource needs, or adjustments. As deadlines approach, send timely reminders to keep things on track. After the campaign, provide feedback on performance, and if it was successful, explore the potential for future collaborations.

How to Budget for a Gaming Influencer Campaign

If you're unsure where to start in planning, use your budget. Aligning your budget with your goals can help you size your campaign. It's essential to estimate the return on investment (ROI) and ensure you're making informed decisions about your marketing spend.

Before any content is created for a gaming sponsorship, both the brand and influencer need to agree on how payments will work. There are different ways to do this, and the key is finding a fair structure that works for both sides.

Key Factors Influencing Sponsorship Pricing

Gaming sponsorships aren’t one-size-fits-all—several things influence how much influencers get paid:

• Platform: Each platform has different pricing standards. For example, Twitch streams cost more than a TikTok post because of the platform's live, interactive nature.
• Size and Engagement: It’s not just about the number of followers. More important is the average viewership and engagement rate—how many people are interacting with their content, watching streams, or commenting on posts. 
• Experience: The influencer's experience and reputation also matter. Influencers who’ve been in the gaming space for a while and have a solid track record often charge more because they bring credibility and proven results.
• Campaign Scope: How complex or long the campaign is can also affect the price. A single stream or post costs less than a month-long partnership where the influencer consistently promotes the game. Larger campaigns might lead to discounted rates if it’s a longer-term deal.

Common Compensation Models

There are several ways to structure influencer payments, each aligned with specific business goals:

1. Flat Fee Per Video/Stream: This is a straightforward, fixed rate paid per piece of content (e.g., $5,000 for a YouTube video review). It’s popular for one-off engagements or for influencers with a specific rate card based on past performance.
2. CPM Deals (Cost Per Thousand Impressions): Influencers are paid based on how many people see the content, typically calculated in increments of 1,000 views. For example, an influencer may charge $25 CPM, meaning a video with 100,000 views would earn $2,500.
3. CPVH Deals (Cost Per Viewer Hour): Primarily used for live streaming, this model pays based on total viewer hours. For example, if a streamer’s rate is $1.00 per viewer hour and they stream for one hour with an average of 1,000 concurrent viewers, they would earn $1,000 (1 hour * 1,000 viewers * $1.00/viewer hour).
4. Flat Fee + Performance Bonus: A combination of a base rate with additional incentives based on performance metrics (e.g., a bonus for exceeding viewership or sales goals). For instance, a Gaming YouTuber might receive $3,000 for the YouTube video and an additional $30 per thousand views exceeding 100,000 views
5. Percentage of Sales: In some cases, influencers earn a commission on every sale or download they drive, making their compensation directly tied to performance. For example, a TikTok influencer might promote a free game download and earn a 10% commission on in-app purchases driven by their audience.
6. Fee for Content Usage Rights: Brands may also negotiate the rights to reuse influencer content in their own marketing. This could include licensing fees for using a YouTube video or Twitch clip in an ad campaign, often resulting in higher payments.

How much to pay?

Gaming publishers often ask, "What kind of results can we expect for our budget?" To help guide your planning, here are 2024 benchmarks for budgeting, with examples from our standard rate infographic, which covers each major social media platform and gaming content format.

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Example Rate Benchmarks

Here are some example costs to consider for YouTube and Twitch sponsorships.

YouTube Video Sponsorship (60-90 Second Integration)‍

Average Cost: $25-$40 CPM

‍Example: If you want a YouTube influencer to promote your game with a 60-90 second integration and the video receives 150,000 views, here’s how the cost might look:

• Low Range: $25 CPM x 150 (thousand views) = $3,750
• High Range: $40 CPM x 150 = $6,000

So, for a YouTube sponsorship with an expected reach of 150,000 views, your budget would likely range from $3,750 to $6,000.

Twitch Sponsorship (2-Hour Segment)

‍Average Cost: $1-$2 per viewer hour‍

Example: For a Twitch streamer with an average of 2,000 concurrent viewers over a 2-hour sponsored segment:

• Low Range: $1 per viewer hour x 2,000 viewers x 2 hours = $4,000
• High Range: $2 per viewer hour x 2,000 viewers x 2 hours = $8,000

For this Twitch sponsorship, expect to budget between $4,000 and $8,000 depending on the influencer’s rate.

How to Measure Campaign Results

To measure the effectiveness of a gaming influencer campaign, track key performance indicators (KPIs) that provide insights into engagement, conversions, and monetization. Here’s a breakdown:

Engagement Metrics

• Views/Impressions: Track views on videos, streams, and social posts to gauge reach and visibility.
• Likes, Shares, and Comments: These indicate how actively the audience engages with the content.
• Click-Through Rate (CTR): If using specific links, monitor the click-through rate to your site or store page as an indicator of audience interest.
• Sentiment Analysis: Analyze the tone of comments and shares to gauge how positively or negatively the audience responded to the campaign.

Conversion Metrics

• Downloads and Purchases: Measure the number of game downloads or in-game purchases attributed to the influencer’s promotion. Unique codes or referral links can help track this precisely.
• Sign-Ups: Track new player or subscriber sign-ups resulting from the campaign.

Monetization Metrics

• Lifetime Value (LTV): LTV calculates the total revenue generated per player over their lifetime. Tracking LTV for players acquired through influencer campaigns shows which influencers attract high-value, long-term players.
• Average Revenue Per User (ARPU): ARPU measures the average revenue earned per player, helping you understand the profitability of influencer-acquired players. High ARPU from an influencer’s audience indicates effective targeting and engagement.

Costs and ROI

• Cost per Engagement (CPE): Calculate the total campaign cost divided by the number of engagements to assess cost-efficiency.
• Cost per Acquisition (CPA): Determine how much it cost to acquire each new player or customer via the campaign.
• Total Revenue or Profit Generated: Compare sales or revenue driven by the campaign to the influencer partnership cost to measure ROI.

Post-campaign, make a report analyzing the results against the pre-campaign benchmarks. Assess the data you collected to check performance, identify what worked well, and find areas that need improvement. This phase gives you a complete picture of the campaign's effectiveness and provides insights to help improve future campaigns.

What Are the Common Types of Gaming Influencers?

The thriving video gaming sector owes much to the eclectic mix of icons and trendsetters driving its growth. There are many gaming influencers today, but not all suit your goals and budget. 

Common Types of Gaming Influencers by Type of Content 

Gaming influencers often specialize in different types of content, each bringing unique value and engagement styles. Here are the common types of gaming influencers based on their content:

Let’s Players

‍Let’s Players create gameplay walkthroughs, often with commentary, humor, and personal insights. They play through entire games, making their content popular for fans who enjoy a “play along” experience. Their videos help viewers decide if they’d like a game and showcase gameplay mechanics and storylines, making them ideal for promoting game launches.‍

Example: Markiplier – Known for his engaging commentary, Markiplier’s playthroughs appeal to fans who enjoy humor and storytelling alongside gameplay.

Streamers

‍Streamers broadcast live gameplay on platforms like Twitch or YouTube Live. They interact with viewers in real-time, building a strong community and fostering personal connections. Live engagement makes streamers influential in building excitement around new games, game updates, or esports events. They’re effective for interactive promotions, such as hosting giveaways or Q&A sessions.‍

Example: Pokimane – Pokimane is one of the top Twitch streamers known for her engaging and community-driven streams.

Reviewers/Critics

‍Reviewers analyze games, providing detailed critiques on gameplay, graphics, story, mechanics, and overall value. Their content is typically objective and caters to viewers looking for honest recommendations. Because they build trust with their audience, reviewers can significantly impact purchasing decisions. They’re ideal for promoting games that stand out in quality or innovation.‍

Example: AngryJoeShow – Known for his in-depth and humorous game reviews, Angry Joe’s reviews influence players seeking honest insights.

Esports Players/Pro Gamers

‍Pro gamers focus on high-skill gameplay, often competing in major esports tournaments or creating instructional content for advanced players. They may specialize in one or several games within a genre. Their expertise appeals to competitive gamers, making them ideal for promoting esports titles, in-game items, and brand partnerships within the competitive gaming space.‍

Example: Ninja – Originally known for his Fortnite skills, Ninja’s content appeals to both casual and competitive players.

Speedrunners

‍Speedrunners aim to complete games as quickly as possible, often exploiting glitches and advanced strategies to break records. Their content includes tutorials, live events, and competitive speedrun attempts. Speedrunning is popular with dedicated gaming communities, and speedrunners are ideal for building interest in games with high replay value or hidden features.‍

Example: Linkus7– is a speedrunner and Twitch streamer from Sweden, who mainly speedruns games from the Super Mario and The Legend of Zelda series.

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Cosplayers and Roleplayers

‍Cosplayers and roleplayers create content around dressing up and acting as game characters, often sharing tutorials, photos, or skits. They focus on visual and narrative aspects of games. Their creative content is highly shareable on social platforms like Instagram and TikTok, making them effective for promoting games with strong character design or narrative appeal.‍

Example: Jessica Nigri – A well-known cosplayer, Jessica’s creations often bring popular gaming characters to life with detailed costumes and makeup.

Educational/Guides Creators

‍These influencers produce guides, tips, and tutorials, helping players improve skills, understand game mechanics, or complete challenging sections of a game. They are highly trusted by their audience for skill-building, making them suitable for games that are competitive, complex, or offer skill-based progression.‍

Example: GameLeap – Known for creating guides and tutorials for competitive games like Overwatch and Dota 2, GameLeap focuses on skill improvement.

Storytellers and Lore Masters

‍Storytellers dive deep into the lore, backstory, and world-building elements of games. They may analyze character arcs, settings, and plotlines, often creating theories or interpretations. Their content is appealing for narrative-driven games, RPGs, and franchises with complex storylines, helping maintain long-term interest in a game’s universe.‍

Example: VaatiVidya – Famous for his deep dives into the lore of games like Dark Souls and Elden Ring, VaatiVidya explores complex storylines and game worlds.

Comedy Content Creators

‍These creators focus on humor, memes, and light-hearted commentary around games. Their content often includes short skits, gameplay humor, or game parodies. Their humor appeals to a broad audience, making them effective for reaching casual players and promoting games that don’t take themselves too seriously.‍

Example: SMii7Y – Known for his hilarious gaming commentary and memes, SMii7Y appeals to a casual gaming audience with his light-hearted humor.

VTubers

‍VTubers use virtual avatars to engage with fans, often bringing a unique twist to their streaming experience. VTubers are especially popular in Japan and appeal to audiences who enjoy an animated persona combined with gaming content.‍

Example: Gawr Gura – A popular VTuber known for her cute avatar and funny gaming streams, Gawr Gura’s content resonates with fans of virtual characters

By understanding the types of content these influencers create, you can better align your campaign with the influencers most likely to engage and resonate with your target audience.

Gaming Influencers by Following

When selecting influencers for a game marketing campaign, it’s important to consider their follower count and reach, as gaming influencers can be conveniently grouped into five key categories. Each category brings unique strengths and plays a different role in driving campaign success

Mega Influencers

• Followers: Over 1 million
• Description: Mega influencers have massive reach, often with millions of followers, and can generate 1-2 million views on their channels per month. They’re ideal for creating huge buzz around successful game launches or major updates. However, their services come at a high price, as they often work through agencies and can command hefty fees. A contract with a top-tier influencer like PewDiePie can cost up to $1 million or more.
• Best for: Established games looking to generate massive hype and broad visibility.

Macro Influencers

• Followers: 100,000 to 1 million
• Description: Macro influencers offer a great balance between reach and specialization. While their audiences aren’t as large as mega influencers, they tend to have a more focused and engaged following. This makes them great for launching new games or generating awareness with a large, but more niche, audience. Their pricing is lower compared to mega influencers, making them more accessible for a wide range of campaigns.
• Best for: Mid-sized campaigns looking to create hype and reach a targeted yet broad audience.

Mid-Tier Influencers

• Followers: 50,000 to 100,000
• Description: Mid-tier influencers hit the sweet spot between reach and affordability. They offer more engagement than macro influencers and tend to have a closer connection with their audience. This category is ideal for game publishers who want to generate buzz and build credibility without overspending. These influencers usually focus on specific genres, making them a perfect match for niche campaigns.
• Best for: Publishers looking for a mix of reach and engagement at a reasonable cost.

Micro Influencers

• Followers: 10,000 to 50,000
• Description: Micro influencers have smaller, more targeted audiences but tend to boast high engagement rates. They are often considered more relatable and trustworthy by their followers, which can lead to more meaningful interactions and conversions. They are excellent for targeted campaigns and tend to offer a much higher engagement rate than mega influencers. Although they have fewer followers, their dedicated fan base can generate significant buzz, especially when multiple micro influencers are activated for a campaign.
• Best for: Niche campaigns or when looking to target highly specific audiences with tight budgets.

Nano Influencers

• Followers: 1,000 to 10,000
• Description: Nano influencers may have the smallest audiences, but they make up for it with incredibly high engagement and personal connections with their followers. They’re typically inexpensive or even willing to collaborate for free in exchange for early access or game codes. While their individual reach is limited, working with many nano influencers (e.g., 50 to 100) can create a substantial collective impact. These influencers are great for grassroots marketing and fostering long-term relationships that can lead to substantial growth in both audience and influencer loyalty.
• Best for: Low-budget campaigns that aim for high engagement and long-term influencer relationships.

What Are the Future Trends in Gaming Influencer Marketing?

Automation & AI Integration 

The gaming influencer marketing landscape is undergoing significant transformation, with automation and AI-driven tools becoming essential components. Gaming brands are increasingly relying on influencer platforms to reach targeted audiences, building credibility and loyalty. These platforms enable gaming companies to produce impactful content through influential voices in the gaming community, strengthening their social media presence, enhancing game discoverability, and broadening their reach within targeted player demographics.

This shift aligns with a global trend: the influencer marketing platform market was valued at $17.98 billion in 2023 and is expected to grow to $94.21 billion by 2029, with an anticipated CAGR of 31.78% from 2024 to 2029.

Advanced influencer marketing platforms employ machine learning (ML) and generative AI to connect brands with ideal influencers based on precise audience demographics, interests, and engagement metrics. These platforms provide a streamlined solution for finding, contracting, and compensating influencers. They also automate critical processes like analytics, fraud detection, influencer identification, and payment, making campaigns more efficient and impactful.

New Formats in User-Generated Content (UGC)

User-generated content (UGC) in gaming has evolved significantly, introducing innovative formats that enhance player engagement and creativity. Here are some of the latest UGC formats in gaming:

• In-Game Level Editors and Creation Tools: Many games now offer built-in editors, enabling players to design and share custom levels or game modes. For instance, "Eggy Party" by NetEase allows players to create and upload their own maps, with over a million maps uploaded weekly as of early 2023.
• User-Created Game Modes: Games are increasingly integrating modding platforms and creation tools, enabling players to develop and share their own content. For instance, ARK: Survival Ascended uses CurseForge, allowing players to build mods that transform gameplay. Similarly, Fortnite's Unreal Editor (UEFN) lets players design entirely new game modes within its framework. This blend of modding and custom game modes fosters a wide range of player-created content, enhancing the overall gaming experience.
• New UGC formats: New formats for user-generated content (UGC) are emerging in the video game space, offering players creative ways to share their experiences. For example, using technology like Ludeo, players can capture their favorite in-game moments and convert them into playable 3D clips, known as “Ludeos.” These clips can then be posted on social media, allowing others to participate in the gameplay moment rather than passively watching. This approach not only enhances player engagement but also provides developers with a new tool for promoting in-game items, DLCs, or unique gameplay features, potentially increasing game acquisition and strengthening player retention.

Other trends driving the future of gaming influencer marketing include a rising focus on establishing a strong brand image, the integration of social commerce features, an emphasis on authentic influencing, and a growing preference for long-term partnerships. These elements are reshaping the ways gaming brands connect with audiences and measure success.

Wrap Up

Gaming influencer marketing is a vital tool that every gaming company should use to stand out from the competition and reach a wider audience. With the comprehensive guide and insights provided, you can create a campaign that makes your next gaming release hit the big time. 

If you need further assistance, Cloutboost has the experience and expertise to help you increase visibility, drive sales, and optimize ROI for video games. Contact us to learn more.