Gaming: Importance of Influencer Marketing
Delivered February 5, 2020. Contributor: Dagmawit W.
To determine whether influencer marketing should be an important component for gaming brands and performance advertisers.
Finding an influencer that resonates with the
and has access to the right
is the real challenge.
Gaming companies are constantly increasing their influencer marketing spend. The average marketing spend is about
of their total revenue. This market generated
2% ($827 million)
was spent on influencer marketing.
In 2018, the
on YouTube earned
. In the same year, the number of Twitch streamers increased by
. Although it is still fairly new, influencer marketing is increasing in importance to the
hyper casual game market
as an ideal
Importance of Influencer Marketing
Using influencer marketing in the gaming industry enables a brand to hit its
perfect target audience
. Direct targeted Facebook and Instagram adverts may result in a
hit or miss
as it is dependent on the
of individual social media access.
90% of gamers
take gaming advice comes from influencers on
will download a game based off the
Twitch streamers are a great way of ensuring the
is targeted. Each month, Twitch gets over
100 million unique visitors.
In the past couple of years, several gamers have begun
their games and they have
millions of followers
. Their audience reach is
The gaming community views influencers as
as they are
. This is because they are
transparent and open
their personal lives to viewers. They have a stronger influence on their audience than
Reaching the gaming community is
as traditional marketing and advertising methods may not be as effective. This is the reason why influencer marketing is
on the rise.
The main categories that are cashing in on the massive followers of influencers are
food and beverage
Case Study 1: Azur Games
pre-launch campaign partnered with
in order to get as many people as possible to register for
Infinity Ops game
before its launch. These YouTube influencers created
and introduced the game to their audiences.
The company offered
400 gold bonuses
to anyone who would pre-register before its launch. The influencers presented this information, the
of the game, and the
After running the campaign for
, the game had received
1.3 million preregistration.
Case Study 2: Ubisoft
promoted their new game,
Far Cry 5
by partnering with a YouTuber,
11 million subscribers
, his videos garner millions of views. He created numerous videos of him playing the game. Just one of his videos had
1.4 million views.
Only the project owner can select the next research path.
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