8 Influencer Marketing Campaigns in Gaming Proving The Power Of The Influencer

Influencer marketing is one of the most popular ways for brands to interact with their audiences, providing a direct and relatable touchpoint for brands to reach consumers. 

Historically, beauty and fashion markets have been prominent users of influencer marketing, leveraging popular creators with devoted followings to promote their products and offer authentic and engaging content that audiences can connect with. However, in more recent times, this marketing approach has become popular across copious industries and of late, influencer marketing campaigns in gaming have proven to have a strong impact in promoting new releases as well as bringing in extra hype for existing titles. 

How can IM be used in gaming?

Influencer marketing for gaming brands can mean so much more than just playing a game or reviewing it. There are a variety of ways that brands can leverage influencer marketing in gaming to boost hype for their games.

Some examples of this could be:

• Pre-Launch Content
  • Brands can capitalise on the vast number of TikTok and Instagram gaming news creators, providing them with exclusive information to reveal to consumers pre-launch to help drive excitement for the release.
• Early Access
  • Brands can help drive hype for the game by providing relevant creators with early access codes, so they can stream or make other forms of content for the game pre-release and get consumers itching to jump in when the game fully releases.
• In Game Events
  • In game events can be a great way to attract players back to a game or to play it for the first time. By working with influencers, gaming brands can use their livestreams and other content to further the reach and hype generated. 
• Gameplay Content
  • Live streams and gameplay clips/videos are a great way to leverage influencers by getting them to showcase the full game to their audience and provide an engaging walkthrough/let’s play style of content that encourages viewers to load up and get started themselves.

Star Wars: Jedi Survivor 

Star Wars: Jedi Survivor was one of the most hotly-anticipated game releases of 2023 and gave fans one of the coolest examples of influencer marketing campaigns in gaming. By collaborating with Mark Hamill, the original Luke Skywalker, EA was able to provide a preview into some exciting new combat features, whilst capitalising on the nostalgia of the original trilogy to generate excitement for the release of the game. Building on the initial hype generated through these TikTok’s EA also went on to partner with fashion and design influencers to create real life models of ‘The Stinger’ spaceship and style the look of the main protagonist of the game ‘Cal Kestis’

@hamillhimself

#ad Always willing to give advice to a fellow Jedi Knight. Now where can I get my hands on two lightsabers? #StarWarsJediSurvivor Styling: @ragandbone @Chelsea Hamill Hair/Makeup: @Colleen Dominique

♬ original sound – Mark Hamill

LogitechG’s Aurora Collection

In one of the most inclusive influencer marketing campaigns in gaming ever, Logitech sent a powerful message to the gaming community. Logitech activated LGBTQ+ influencers, encouraging gamers to  ‘Turn heads’, ‘Explore new worlds’ and ‘Have fun’. The campaign highlighted the diversity and representation in gaming with the key messaging underlining the idea that gaming is a space for everyone, regardless of gender identity or sexual orientation.

By embracing gender inclusivity, Logitech showed that the future of gaming involves celebrating diversity and ensuring that all players feel welcome as well as shining a light on the growing presence of LGBTQ+ gamers.

Royal Match

Royal Match is one of many popular mobile games that many consumers use as a means to pass the time. However, an interesting thing about the game, other than the gameplay itself, is the fact that so many huge celebrities seem to be advertising it. In one of the more confusing influencer marketing campaigns in gaming, Royal Match has leveraged a variety of high-level celebrities to produce adverts for the game. Covering celebrities from the UK and US, examples include Amanda Holden, Rylan Clark as well as Rick Hoffman and Patrick Adams from the hit US T.V. series ‘Suits’.

@noholdenback

#ad 👑 All hail the Queen!! Fun, challenging, playful… and the game is great too 😉 A #royalmatch made in heaven. Go on, download the game everyone is talking about!

♬ original sound – Amanda Holden

Fortnite x Travis Scott Concert

In 2020, Fortnite produced one of the craziest yet effective examples of influencer marketing campaigns in gaming. By partnering with Travis Scott and a variety of influencers, Epic Games held an in game virtual concert that generated remarkable levels of viewership and engagement. With Fortnite being a free-to-play game, Epic was able to draw in not just existing players but also those whose attention was initially grabbed by the opportunity to attend the virtual concert. Overall the concert attracted over 12m concurrent players, with countless more watching via streamers who were also covering the event.

Saints Row

You would think that influencer marketing campaigns in gaming would all use gamers… However, when Saints Row relaunched in 2022, it went against the grain. By partnering with YouTubers across a variety of different tribes, this campaign managed to engage the public with exciting and disruptive content that brought elements of the game into the real world. By activating influencers that were outside of the gaming industry, audiences were able to enjoy content produced by the campaign without feeling as though they were being forced into viewing gaming content; subtle but effective.

Dead Island 2

Dead Island 2 was a long-awaited game and when it was finally ready to hit the shelves, there was an ambition to get audiences as hyped as possible for its release. Building on the age-old question, ‘would you survive a zombie apocalypse?’ this produced one of the most interesting influencer marketing campaigns in gaming ever seen. Deep Silver hosted a creator event, helping influencers test their zombie fighting abilities, simulating the thrill of fighting the undead with watermelons, sledgehammers and throwing axes. Youtuber BrittHertz even made a dedicated ad for the game, undergoing a variety of survival challenges to see if she would survive the apocalypse of Dead Island 2.

Apex Legends Launch

When Apex Legends launched in 2019, EA put out one of the most unexpected yet successful influencer marketing campaigns in gaming ever seen. It launched Apex Legends without any real prior marketing, no announcements across any socials, not even a tweet. Masterfully, EA utilised a variety of Twitch influencers like Shroud to announce the game’s release on launch day through live streams of them simply playing the game. This tactic brought immediate attention, making the game an overnight success, garnering around 25m players within the first week of release.

Fortnite x Icon Series

As one of the most popular games ever made, Fortnite has produced some of the most powerful examples of influencer marketing in gaming to keep itself at the height of popularity. One way Epic Games has consistently been able to do this is through its Icon Series in-game skins. Over the years, Fortnite has partnered with celebs, athletes and influencers to bring their likeness into the game, giving fans a reason to keep coming back. Starting out with DJ Marshmellow in 2019, huge names such as Travis Scott, Patrick Mahones, Harry Kane and Eminem to name a few have stepped out onto the battlefield, there really is something for everyone to be excited about.

@gottagetitgaming

Fortnite Icon Series Emotes 4.13.24 #fortnite #icon #emotes #videogames #avatar #thelastairbender #aang

♬ original sound – GottaGetItGaming

Written by: Robbie Sheaves

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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