The gaming industry has undergone a dramatic transformation in recent years, evolving from a niche hobby into a massive global entertainment powerhouse. With billions of gamers worldwide, it comes as no surprise that businesses are increasingly turning to influencer marketing to reach this vast and engaged audience.
Influencer marketing, which involves leveraging the reach and credibility of online personalities to promote products or services, has become a dominant force across various industries which includes an especially profound impact in the gaming space. Gamers have long followed and admired their favourite content creators, making them uniquely positioned to influence their purchasing decisions.
The Rise of Influencer Marketing
The gaming industry has given birth to a new breed of celebrities – professional gamers, streamers, and content creators who have amassed enormous followings on platforms like YouTube, Twitch, Discord etc. These influencers are often seen as authentic and relatable, making their recommendations powerful endorsements. It’s important to understand that gamers are discerning consumers who appreciate this authenticity. Influencers are often gamers themselves, so if their reviews and recommendations come across as genuine, their audience will trust their perspectives more than they would a billboard or trailer.
Typically, Influencers have in-depth knowledge of the gaming industry, simply due to playing games their entire lives as most of us have and staying up to date with the latest news. They understand what gamers are looking for, and their reviews and insights are often more insightful and detailed than traditional advertising which only focuses on the ‘Best and Newest’ features and elements.
Another key point to consider is that gaming influencers can interact with their audience in real-time with live streaming. This provides a level of engagement that traditional advertising simply cannot match. Top gaming influencers have millions of followers, which means they have the ability to access a global audience, making it an ideal strategy for gaming companies looking to expand their market internationally.
Case Study
Epic Games
Fortnite developer Epic Games, worked with one of the world’s most famous gaming influencers at that time Tyler “Ninja” Blevins, amongst others. These collaborations were game-changers for Fortnite, with the ROI to support it, including:
- Fortnite’s player-base grew to over 250 million registered users.
- Over 200 million views on YouTube for their live artist collaborations.
- Fortnite generated over $26 billion of revenue to date.
In the ever-evolving gaming industry, influencer marketing has emerged as an incredibly potent and indispensable strategy for connecting with a vast and difficult to reach audience. This success is rooted in the unique qualities that gaming influencers bring to the table, which includes their authenticity and unparalleled ability to engage.
To truly excel in this arena, gaming companies must carefully select the right influencers whose values align with their products and vision. Authenticity is the linchpin of a successful influencer collaboration, as today’s savvy audience can easily spot inauthentic endorsements.
As the gaming industry continues its meteoric growth trajectory, influencer marketing remains an indispensable tool for companies seeking not only to survive but to thrive in this dynamic and competitive landscape.
