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The gaming industry has grown exponentially over the past decade in its mainstream popularity and financial success. In fact, Finances Online estimated that the number of video game players around the globe will grow by 5.6% in 2023, reaching a staggering 3.07 billion gamers worldwide. Plus, the gaming industry’s value had already exceeded $300 billion in 2021, paving the way for more innovation and creativity.
Today’s gaming landscape has changed compared to a decade ago. Today, gamers go online to stream and watch gamers play, interact with their favorite streamers, join gaming communities, and follow popular influencers. As a result of this shift in how people consume gaming content, influencer marketing has become an increasingly important tool for game developers to reach new audiences and grow their brands.
Types of Influencers
Influencers have become integral to the gaming industry, with different types of influencers helping to shape the industry. Here is a look at some of the most common types:
Professional Gamers
Professional gamers are individuals who have achieved fame through their successes in competitive gaming tournaments such as those organized by companies like Major League Gaming and Intel Extreme Masters. These individuals often have a large following of dedicated fans that help build awareness about the game they are playing.
Streaming Gamers
Streaming gamers are individuals who broadcast their gameplay live on websites such as Twitch and YouTube. These gamers can build up an audience of devoted followers who watch their streams, comment on their playstyles, and learn from them.
YouTube/Vlogger Gamers
Vloggers and YouTubers create videos related to the games they play. These videos could be reviews, tutorials, or just funny compilations of in-game moments. They have large followings on their respective channels that can help promote new games or content.
Micro-Influencers
Micro-influencers are gamers with smaller followings, typically between 500 to 10,000 followers. These influencers may be overlooked by bigger brands but can still have a huge impact on the gaming industry due to their influence over the specific niche they target.
The benefits of hiring micro-influencers include lower costs and a more personal connection with the audience. New gamers can often relate more to micro-influencers as they target specific aspects of gaming or focus on a certain game.
The Impact of Influencers
Influencers have become an invaluable part of the gaming industry, helping to promote new games and content. These individuals are effective in promoting games because they can reach large numbers of people in a personal way. They often have strong relationships with their followers and understand what content resonates with them.
Through their platforms, influencers can show off a game or brand in an organic and authentic way. They can increase awareness around upcoming games. This helps build trust and generate interest among their followers, who may become fans of the game or brand themselves. With more people being exposed to games through these influencers, the gaming industry can reach a broader audience and increase profits.
Influencer marketing has also helped create an exciting and interactive game community. By engaging with fans on social media and streaming their gameplay online, influencers have created a sense of connection between gamers that can help drive long-term industry success.
Finally, influencers have helped to make gaming more accessible by entertainingly providing tutorials and advice. Influencers can also help gamers of all skill levels learn how to play a game or improve their gameplay through their videos and streams. This makes it easier for new players to dive into the world of gaming and stick around for the long haul.
Benefits of Influencer Marketing
The gaming industry has reaped many benefits from influencer marketing, making it an essential part of the industry’s success.
Brand Awareness
One of the most obvious benefits of influencer marketing is increased brand awareness. Influencers have access to large and dedicated audiences, which can help spread the word about a new game or content. This helps generate more interest in the product, resulting in increased sales and engagement.
Direct Engagement
Another benefit of influencer marketing is direct engagement with their audience. Influencers are often more relatable than traditional advertisements and can create a more personal connection with their followers. This direct engagement helps build trust and loyalty with their audience, resulting in higher sales and long-term customer relationships.
Cost Effectiveness
Influencer marketing is often cheaper than traditional advertising methods such as TV commercials or print ads. Influencers also require less manpower to reach out to them, making them more cost-effective.
The Bottom Line
Influencer marketing is becoming an increasingly popular way for gaming companies and other brands to reach potential customers. By leveraging the influence of popular gamers, streamers, and micro-influencers, companies can reach large audiences authentically and engagingly. This helps spread awareness about games and brands, which will drive downloads and generate sales. With its many benefits, influencer marketing will surely remain a key part of the gaming industry for years to come!
