Investor concerns, shrinking spending, and tough competition — challenges in gaming are real. Yet, one thing is certain: the industry keeps growing, mostly thanks to more and more people embracing the thrill of gaming.
Experts predict the number of players will soar to 3.76 billion by 2027, with growth everywhere — mobile, PC, or console. Some are even bolder, saying the global gaming community will hit 4 billion in 2 years, almost half the world’s population.
No surprise there, with gaming marketing rocking so hard lately. Game publishers are pulling in players with different marketing strategies — but we’re up for the challenge of listing them all.
Warhammer 40,000: Space Marine 2
Space Marine 2 had over 2 million players on day one and after two weeks it climbed the charts, selling nearly 12 million copies. This made it the second fastest-selling game in Europe and the top-selling Warhammer title ever. Its marketing was absolutely unstoppable.
In-person events. Focus Entertainment went all out with offline efforts. They took Space Marine 2 on a full-fledged U.S. and Canada tour months before launch, letting fans get their hands on the game. On top of that, they scattered life-sized statues of Captain Titus around the world, organizing contests around them.
Ambassador. Space Marine 2 had a secret weapon — an “in-game” influencer. Clive Standen, the voice and face of Captain Titus, became the game’s ultimate ambassador. He hyped it up across social media, took the stage at live events, and even hosted the Titus Talks show.
Influencers. Official collaborations were in play, with influencers promoting key contests like ASUS and AMD giveaways organized by Focus Entertainment. Moreover, influencers were live-covering the offline events, including the Space Marine 2 tour. The publisher backed them up by promoting their content on official social media.
«Space Marine 2 is EVERYTHING you could want» by FutureGamesShowTwitch Drops. A prime example of recognizing influencer impact was the Twitch Drop campaign, featuring 30+ influencers of all sizes — from megastars to mid-tier and local streamers. Viewers could unlock Porphyr Shield cosmetics by watching Space Marine 2 streams for an hour, while hardcore fans could earn a bolt pistol by gifting two subs.
Black Myth Wukong
Black Myth: Wukong didn’t just launch — it made history. Selling 10 million copies in three days and raking in $852 million within two weeks, it sent shockwaves through the gaming world and became one of the fastest-selling games of all times.
Brand collaborations. The game saw plenty of local collaborations — China’s largest coffee chain, Luckin Coffee, Hisense TVs, Didi Bike, 8BitDo, and others — along with global giants like NVIDIA. Even post-launch, collaborations kept rolling: for example, BYD teamed up with Game Science to support local historical preservation.
Tourism collaborations. Game developers collaborated with the Shanxi authority that inspired the game’s setting, and scanned over 100 Chinese landmarks to feature them in the game. Just three days after its launch, tourists’ interest in northern China attractions spiked by 160%. The Traveling with Wukong in Shanxi campaign offered custom travel routes, connecting fans to real-world game locations.
Influencers. A year before release, xQc revealed a mysterious Wukong package during a live stream, sparking media buzz on a global scale. Influencers became especially active around the launch, despite some controversy over guidelines, with many offering early-access sneak peeks. On launch day, influencers hosted streams, helping the game become the most-watched on Twitch with over 5 million hours watched, beating out hits like GTA 5.
«Watch This Before You Play Black Myth Wukong…» by JorRaptorCall of Duty: Black Ops 6
Call of Duty: Black Ops 6 became the biggest release in the franchise’s history, with sales jumping 60% compared to 2023’s Modern Warfare III. The game also boosted Xbox Game Pass, driving a huge spike in new subscribers on launch day.
Ambassador. Call of Duty is known for its live-action ads starring Peter Stormare as «The Replacer,» who offers to step into people’s jobs so they can enjoy the latest Black Ops game. The campaign made waves in previous releases, and Black Ops 6 was no exception while taking it even further by sending the Replacer directly to gamers’ mailboxes.
Beta weekends. Before the launch, they announced two Beta weekends, encouraging pre-orders for early access, exclusive skins, and bragging rights. This strategy not only built excitement but also gave them a chance to gather feedback and fix bugs in real time.
Brand collaborations. The game’s virtual reality blended seamlessly with real-world brands, offering exclusive collectibles and drawing in a wider audience. Big names like Monster Energy, Dolly Noire, Herman Miller, Corsair, and Triumph Motorcycles joined the ride.
Influencers. On top of granting early access to influencers, Activision teamed up with artist influencers, such as a painter and a sculptor creating game-inspired art. Moreover, they organized an offline event with Abu Dhabi Gaming, bringing together 14 regional content creators to drive Formula 3000 and win limited edition Black Ops 6 helmets.
BLACK OPS 6 EARLY ACCESS LAUNCH DAY by TimTheTatmanExclusive package. An exclusive announcement kit was packed with unique goodies — like a welcome letter, weapon case, and even usable items like a blanket, slippers, and a candle. They didn’t stop at one, other sponsored packages sent to influencers included a cryptic book waiting to be deciphered and a vintage TV set with a tape.
«TREYARCH SENT ME A MYSTERY BLACK OPS 6 PACKAGE…» by MrDalekJD «CALL OF DUTY SENT ME A MYSTERY PACKAGE… (COD Black Ops 6)» by NoahJ456Diablo 4: Vessel of Hatred
A 2024 expansion pack for Diablo 4, Vessel of Hatred got different reviews, with a decent chunk of negative comments and, at the same time, critics calling it “the best Diablo as a whole has ever been”. In any case, the DLC boosted Steam players to a record high, with over 45K players on launch day.
Brand collaborations. Blizzard partnered with MSI for a limited-time promotion around the expansion. For two months, buying MSI products unlocked both the Diablo IV base game and the Vessel of Hatred expansion, delivering a great deal for fans.
Exclusive package. The Vessel of Hatred expansion came with handcrafted collectibles, including the Fourth Floor kit — a massive branded travel trunk with built-in lights and a hidden compartment revealing secret messages from in-game characters.
Influencers. After sending exclusive packages to influencers, Fourth Floor created a quiz to assign characters and revisit Diablo IV’s ending, which was widely covered by influencers. They also hosted an immersive livestream with two in-game spaces: one for gameplay, the other for betrayal and challenges. Influencers’ communities earned game codes based on whether the creators stayed united or betrayed each other, keeping the four-hour stream exciting and interactive.
Twitch Drops. Starting on launch day, fans had four exciting weeks to unlock exclusive Twitch drops by tuning in for a set number of hours each week. Plus, they scored bonus rewards by showing love to featured streamers by gifting a subscription to their channels.
Palworld
Palworld’s Early Access launch was a smash hit, selling 5 million copies in just three days. The game kept over a million players online daily throughout the month after launch and continued strong numbers after.
Social media. The game’s marketing strategy thrived on TikTok, thanks to its unique blend of monster-catching and survival action, creating perfect bite-sized, shareable content. The official account and early-access creators lit up the platform with snappy gameplay clips, highlighting adorable Pals and thrilling battles that kept viewers hooked.
Influencers. Influencers were key to Palworld’s explosive debut. A week before launch, Pocket Pair sent early access codes to a wide range of streamers on Twitch and YouTube. They focused on VTubers, including partnerships with Hololive and indie creators, alongside streamers known for survival games, gacha titles, and MMOs. This diverse approach helped the game gain massive attention, with exclusive gameplay shared by top influencers. Three days after launch, Palworld became the #1 game on Twitch.
Hololive First Time Using Guns In Palworld【Palworld/Hololive】 Palworld Early Access Livestream | GameSpot LiveTwitch Drops. An already familiar move, this time took a fresh twist — Palworld Twitch Drops is not a one-time event but an ongoing seasonal tradition. Fans can regularly snag new skins and resources while supporting their favorite creators, making it a win-win for the community.
Game crossover. Palworld keeps the hype alive with regular updates and exciting in-game events. During its big December update, the game teased a crossover with the iconic indie survival crafting hit, Terraria.
Silent Hill 2 Remake
The Silent Hill 2 remake has hit over two million copies sold globally three months post-launch. The revamped version of the 2001 classic has captivated critics and players with its stunning graphics and enhanced gameplay, bringing the chilling experience to a whole new generation.
Exclusive package. Konami partnered with Takeoff to design exclusive influencer kits packed with in-game puzzle coin replicas, a steel case, digital content codes, and Pyramid Head-themed gear. Some lucky influencers also received a Red Pyramid Thing t-shirt, and more branded products.
Silent Hill 2 Merch Unboxing by Secret Castle Toys and GamesInfluencers. In addition to influencer kits, promotion kicked into high gear with early-access reviews and streams that built serious buzz before the game’s release. Once it launched, Silent Hill 2 exploded in popularity, racking up nearly 16 million hours of watch time in its first week and hitting a peak of 404K concurrent viewers across platforms.
SILENT HILL 2 REMAKE Gameplay Demo 1 HOUR 4K byWildGamerSK
Social media. The remake sparked controversy among longtime fans, especially over the redesigns of James and Maria: many thought James appeared too old and expressive, while Maria lost the mysterious charm of the original. Though unintentional, this backlash fueled heated debates online, boosting the game’s visibility even more.
Civilization VII
Civilization VII set the franchise record for pre-orders and was one of the best-selling paid games on Steam before it was out.
Special event. Civilization 7 rolled out the Civ World Summit, uniting fans with exclusive content and a live-stream event. Influencers were at the heart of the action, with popular Civ YouTuber PotatoMcWhiskey hosting and more content creators battling it out in an epic free-for-all.
Twitch Drops. Civilization 7 keeps fans engaged by both syncing it with its events like the Civ World Summit and rolling out seasonal drops. As of March 2025, they’re running a massive 4-month Twitch Drops campaign where players can snag an exclusive profile cosmetic by watching a stream for 30 minutes.
Ambassador. A major promotional win for the game is its narrator taking center stage as the official ambassador. For Civilization fans, the narrator is more than just a voice — it’s the soul of the game, weaving wisdom about humanity’s story. And for Civilization VII, that iconic role is in the hands of the incredible Gwendoline Christie.
Deadpool & Xbox
Ending on a playful note — Xbox joined forces with Deadpool to celebrate the Deadpool & Wolverine movie with a one-of-a-kind Xbox Wireless Controller. It comes with a detachable replica of Deadpool’s backside decked in his classic suit. Dubbed the “Cheeky Controller,” it delivers a firm (yet oddly comfy) grip, channeling Deadpool’s signature charm and cheeky attitude.
While it’s not a gaming project but a promotional effort in itself, it is so iconic it deserves a separate slot in our article. And the hype was absolutely electric.
Fans had the chance to get their hands on this limited-edition controller through a global sweepstakes, with influencers amplifying the buzz. On the movie’s premiere day, the Deadpool-inspired device went to the first thousand shoppers who grabbed an Xbox wireless controller series from the Microsoft Store. For the ultimate prize gamers could also win a custom Deadpool Xbox Series X, complete with foam katanas and two matching controllers, making it the ultimate collector’s dream!
Lessons Learned
Breaking down each marketing strategy in detail could fill its own article — just like our deep dive into the Elden Ring expansion. Here we wanted to shed light on the standout moves and explore how the same strategy is applied across campaigns.
Brand partnerships have proven a true win-win scenario: they allow brands to ride the wave of a title’s popularity, while the game gains access to new markets. We also saw how to take this a step further — tourism partnerships could enhance the immersive experience, while cross-game collabs could unite different gaming communities.
Ambassadors are rising in gaming, especially as the gap between games and movies shrinks, with more actors stepping into game production. This strategy not only taps into the ambassador’s fanbase but also adds a human touch, making the game more relatable. And overall, a long-term representative is a winning formula for deep connection.
A growing trend in gaming marketing is special and offline events, which, though not widely popular so far, cater to the audience’s desire for immersive experiences, and are bound to be organized more and more often.
Humor is the secret ingredient, though not directly mentioned but clearly illustrated by the Deadpool case. The gaming community thrives on fun and memes, so adding comedy always amplifies the viral effect—just like with the Replacer ads for Black Ops 6 and streamer content. Speaking of which…
Influencers are the driving force behind nearly every game promotion effort: from early access streams and TikTok reviews to influencer kit unboxings and Twitch Drops with exclusive collectibles. They cover special events, contests, and giveaways because they are the go-to channel for reaching the gaming community. That’s why they are at the heart of every marketing campaign.
