The gaming industry is fuelled by involved online gaming communities and supported by streamers and influencers who create relevant content. By reaching out to these content creators, brands can leverage the power of industry trends. Gaming influencers are not just popular personalities who post reviews, they are the audience’s representative in the world of gaming and eSports. They not only influence decisions but also shape opinions, spark discussions, and ensure that your brand is exactly where you need it to be.

Influence Is Their Game

Influencers have evolved much further than merely producing product reviews and testimonials. Today they are engaging social media personalities who interact with both the brands and their audiences. They help gaming companies carry the brand voice and message across and make sure that your product’s story resonates with players.

Influence on Game Sales

The gaming industry has witnessed significant growth, fueled by the popularity of both casual and competitive gaming. Today, a vast and highly engaged gamer demographic represents a golden opportunity for brands. According to Business Insider Intelligence, influencer marketing in gaming has skyrocketed from $822 million in 2019 to a staggering $4.4 billion in 2022.

The numbers speak for themselves. Studies show that influencer marketing directly impacts game sales.

• Higher brand awareness: by reaching out to their massive follower lists, gaming content creators can ensure your product reaches a highly targeted audience. This awareness is what drives sales.
• Driving pre-orders: game streamers and community leaders create significant hype around game releases, which can boost pre-orders and foster FOMO. Plus, positive reviews of your game from such early birds also create positive momentum.
• In-game monetization: by entering into gaming sponsorships, influencers and streamers promote in-game objects such as skins, loot boxes, and other modifications. Their positive input prompts further purchases from the players who want to join their favorite influencer in the game and enjoy all the additional paid materials.

Shaping Trends and Culture

Gaming influencers are more than just personalities playing the latest releases and sharing their thoughts with the community. They are true trendsetters who create not only game-related content, but also experiences, which are more valuable for the players. There are several levels on which video game streamers and gaming influencers shape opinions:

• Community building: gaming influencers thrive on engaging with the audience. Their discussions, tournaments, and collaborations create a sense of belonging and fuel further attraction of new players to the game.
• Competitive gaming: popular streamers and professional YouTubers are real celebrities within the online gaming community. Their moves, challenges, and results attract colossal attention from the audience and invite players to compete with the influencer. Besides creating a sense of unity and communal play, this triggers the competitive side most game fans possess.
• Creative walkthroughs and challenges: influencers and streamers often come up with unique ways of presenting a game, such as silly challenges or handicapped speed runs. For example: complete Baldur’s Gate III as a cat without being able to speak or touch door handles. Or they might create a mode or share an exploit with their subscribers: walk through a hidden wall that should have been removed by the developers but was left unattended. Such content spreads through the online gaming community like wildfire.

Top Gaming Influencers

The gaming influencer landscape is constantly evolving, and 2024 brings a fresh wave of captivating personalities alongside the all-time favorites. Here’s a look at some of the biggest names dominating YouTube and Twitch.

YouTube Stars

PewDiePie (111 million subscribers)

The king of YouTube is still on his throne. PewDiePie continues to deliver his signature comedic commentary and engaging let’s plays, maintaining his massive following across various genres.

Total Gaming (41.9 million subscribers)

This Indian influencer has become popular by posting walkthroughs, reviews, and engaging content across various games, with particular emphasis on mobile and battle royale titles.

Markiplier (36.7 million subscribers)

Markiplier is always enthusiastic and remains a much-loved personality on YouTube. He does everything from indie gems to the hottest AAA releases through his infectious comedy and engaging reactions.

SSSniperWolf (34.4 million subscribers)

SSSniperWolf stays relevant in both gaming and lifestyle content by offering an unconventional take on popular shooters and indie titles with a lean towards trending games.

DanTDM (28.7 million subscribers)

An old-timer with a loyal fan base, DanTDM is still pulling in the younger audiences to whom he’s known for his expertise in Minecraft and creating engaging family-friendly videos delving into other popular titles.

Twitch Streamers

Pokimane (9.3 million followers)

The queen of variety content, Pokimane creates exciting combinations of game streams, interesting discussions and collaborations with other streamers that make her one of the most recognizable faces on Twitch. 

Ibai Llanos (17.1 million followers)

Ibai is a Spanish phenomenon who has taken Twitch by storm because of his infectious charm during gameplay and hilarious commentary on sports games.

Shroud (10.9 million followers)

While a former pro of Counter-Strike, Shroud remains a Twitch mainstay, where he has displayed his exceptional talents in diverse games ranging from tactical shooters to the newest competitive titles.

NICKMERCS (6.7 million followers)

Fortnite’s huge competitive star, NICKMERCS has become one of the top gamers on Twitch with his high-level gameplay that viewers love watching.

SypherPK (7 million followers)

The skilled Fortnite player and content creator SypherPK continues to offer informative guides, entertaining challenges, and engaging streams across various games.

Gaming Influencer Marketing

The gaming industry is not just entertainment, it’s a cultural phenomenon with its own celebrities and communities. Traditional in-your-face paid advertising is not the wisest approach for this niche, while the charismatic gaming influencers and eSports streamers have the power to shape trends and provoke discussions.

Effective Brand Collaborations

We have already covered different types of influencer collaborations, so let’s just recap the basics. A content creator is like a trusted friend recommending players a new game. Influencer marketing replicates this feeling on a massive scale. Companies partner with gamers (streamers, YouTubers, etc.) who create content showcasing the game to their engaged audience. Though there’s no one-size-fits-all approach, here are some popular strategies:

• Early access: influencers get a sneak peek, generating hype and providing feedback.
• In-game integration: characters or items inspired by influencers create a sense of connection for players.
• Branded content and merch: influencers create unique videos, co-develop merchandise, or host giveaways.

Case Studies of Successful Campaigns

Over the years there have been many successful influencer marketing campaigns, some of which we have already highlighted:

• Ubisoft’s The Division: a live-action film series on YouTube channels introduced viewers to the game’s characters.
• Electronic Arts’ Apex Legends: leveraging popular Twitch streamers, such as Ninja, on launch day created a surprise element and generated organic player growth.
• InnerSloth’s Among Us: content creators on YouTube and Twitch, such as PewDiePie.

Other noticeable case studies range from fashion brands to consumer goods. This also emphasizes the point that any product collaboration is possible and has sales potential.

Louis Vuitton and League of Legends

In a surprising move, Louis Vuitton partnered with Riot Games, the developer of League of Legends, to create a special trophy travel case for the Summoner’s Cup, the championship prize awarded at the annual League of Legends World Championship. This collaboration of 2019 extended beyond the travel case, with Louis Vuitton also designing unique champion skins and a capsule collection that was promoted by streamers and influencers.

Fortnite and Marshmello

Fortnite’s Marshmello concert was a massive success, attracting over 10.7 million concurrent players in-game, making it the biggest event ever in Fortnite history, as of 2019. The concert also drew a large audience on live-streaming platforms, and the official recap video has had nearly 64 million views on YouTube in 2024.

Marshmello Holds First Ever Fortnite Concert Live at Pleasant Park

Epic Games Icon Series

Popular Fortnite streamers and real-world celebrities can get their own character skin in the game as part of the “Icon Series.” These “Icon Outfits” cost V-Bucks (Fortnite’s in-game currency) and often come with bonus items such as emotes or harvesting tools. Prices vary, with Neymar Jr. being the most affordable at 950 V-Bucks.

Empower Your Brand with Gaming Influencers

The gaming industry is a powerhouse, and influencers are the ultimate power players. They shape trends, ignite communities, and drive sales. Navigating this dynamic world can be tricky though. Imagine seamlessly connecting with the influencers who perfectly align with your brand. The AAA Agency team will assist you in crafting impactful campaigns that resonate with gamers on a much deeper level. It’s all about building genuine connections, not just simply pushing ads.