The Role of Influencers in the Gaming Industry

The Role of Influencers in the Gaming Industry

The video game industry found its roots several decades ago and had essentially exploded in popularity ever since. You’d be hard-pressed to visit any store nowadays and not see something relatable to video gaming. Even online stores such as The Old School Game Vault are doing their part to keep the retro classics alive; the very same classics that catapulted video gaming into stardom.

It’s no secret that the gaming industry is a big business. Revenue in the Video Games segment is projected to reach US$175.10bn in 2022, and that number is only going to grow as more and more people join the billion-dollar club. But what many people don’t know is that a big part of that success is thanks to influencers.

These are gamers who have built up a large following on YouTube or Twitch, and they can make or break a game with their reviews and gameplay videos.

Pewdiepie, for example, is one of the most famous YouTubers in the world, and his channel has been instrumental in promoting games like Minecraft, Amnesia: The Dark Descent, and Slender: The Eight Pages.

But it’s not just about getting people to buy your game – it’s also about keeping them playing. Gaming companies are always looking for ways to engage their audience and keep them coming back for more, and influencers can play a big role in that.

So, if you’re looking to get into the gaming industry, or if you’re already a part of it and you want to learn more about how influencers can help you, read on.

What is an influencer?

An influencer is somebody who has the power to influence the decisions of others. In the context of the gaming industry, they are people who can shape public opinion about a game and affect its sales.

They do this in a number of ways, but the most important is through their content. Influencers can create videos, write articles, or stream gameplay that reaches millions of people and convinces them to either buy or avoid a game.

There are different types of influencers, but in general, they can be divided into two categories: content creators and celebrities.

Content creators are YouTubers, Twitch streamers, or bloggers who produce videos, articles, or live streams about video games. They have a large audience that they can reach with their content, and they often specialize in a particular game or genre.

Celebrities are people who are famous outside of the gaming world. They might be actors, musicians, or athletes who play video games and share their experiences with their fans. While they don’t have the same level of expertise as content creators, their fame gives them a lot of influence.

Why are influencers important?

Influencers are important because they can have a big impact on a game’s sales and its success.

Positive reviews from influencers can convince people to buy a game, and negative reviews can dissuade them. For example, if Pewdiepie talks about how much he loves a game, his millions of followers are more likely to check it out. But if he says he hates it, they might avoid it.

In addition to their reviews, influencers can also generate a lot of excitement for a game with their gameplay videos and live streams. This can lead to word-of-mouth marketing, which is one of the most effective forms of marketing there is.

Finally, influencers can keep people playing a game long after they’ve bought it. If an influencer is still streaming or creating content for a game, their followers will see that it’s still active and they’ll be more likely to keep playing.

How do you work with influencers?

If you’re a gaming company, there are a few different ways you can work with influencers.

The most obvious is to pay them to promote your game. This is called influencer marketing, and it can be extremely effective if done well.

In addition to working with influencers, you can also partner with them. This might involve giving them early access to your game, providing them with exclusive content, or working with them to create custom content.

Last but not least, you can simply let them play your game and share their experience with their followers. This is the most organic way to work with influencers, and it can still be very effective. Also make sure that you’re communicating in the right way – social media, emails, and even face-to-face interactions can all be helpful.

How do you find influencers?

There are a few different ways to find influencers.

One is to look at the people who are already talking about your game. If someone is writing articles or making videos about your game, they’re probably an influencer.

Influencers can also be found by looking at who is talking about your competitors’ games. These people are likely to be interested in your game as well, and they might be open to working with you.

Additionally, you can search social media platforms such as Twitter and YouTube for people talking about games in general. This will help you find influencers who might be interested in your game.

What should you avoid when working with influencers?

There are a few things to avoid when working with influencers.

First, don’t try to control them too much. Influencers have their own voice and their own style, and they’re more likely to be effective if they’re allowed to be themselves.

Second, don’t expect them to always love your game. Just like anyone else, influencers will have their own opinions about your game, and not all of them will be positive. Accepting this is part of working with influencers.

Finally, don’t try to force influencers to promote your game if they’re not interested. If an influencer doesn’t want to promote your game, it’s probably not worth trying to convince them. It’s better to focus on the influencers who are already interested in what you’re doing.


Influencers play an important role in the gaming industry, and companies that work with them can reap a lot of benefits. However, it’s important to avoid trying to control influencers too much and to accept that not everyone will love your game. When done well, working with influencers can be a great way to generate excitement for your game and keep people playing it long after they’ve bought it.