Our world is becoming a gamer’s paradise, with artificial intelligence (AI), augmented reality (AR), and mobile marketing growth driving innovations. It is estimated that the gaming industry will be worth $257 billion in 2025, according to Tech Jury.
For years, the gaming industry has been an enigmatic challenge many marketers have failed to crack. In a niche space where revenue was intrinsically linked to the launch dates of major games, marketing in the gaming industry has traditionally been an unpredictable, frustrating venture.
Until now, when we are seeing 2.5 billion people around the world playing games, across all demographics.
The big question for marketers is: How can you tap into this opportunity and maximize your brand’s visibility in the competitive gaming industry?
What are the main gaming platforms for marketers?
Along with YouTube, the biggest stage for influencers in the gaming industry is the hugely popular streaming platform Twitch. This is where members can hook up their console, computer, or smartphone to stream live videos of themselves while playing a game. (These are known as ‘Let’s play’ videos.)
While there are some ever-present influencers, like Ninja, Shroud, VanossGaming, and PewDiePie, there is fierce competition. With global audiences and a constant battle for supremacy, gaming influencers present an abundance of marketing opportunities.
Gaming influencers across niches have tapped into TikTok to connect with a wider pool of digitally native enthusiasts. The platform’s highly responsive environment means that gamers can use attention-grabbing short-form content with true viral potential that elevates their promotional reach.
With people aged 18 to 24 making up around 40% of TikTok’s overall active audience, the platform does provide a fertile ground for gaming influencers. One example is Mully, a TikTok-native VR gaming influencer and member of the social media collective The Boys, who boasts a colossal 10.7 million followers.
Tips on creating engaging short-form videos
- Have a strong hook or concept to your video content
- Lead with your authentic brand voice
- Avoid overly formal language or jargon – be approachable and humorous if you can
- Use relevant captions and ensure your editing is slick
- Produce solid supporting copy and use hashtags tastefully for your posts
Gaming is getting increasingly ‘influential’
Influencer marketing is now mainstream, as major brands from all industries are piggybacking on the reputation of social media celebrities on a variety of platforms to reach wider audiences. All it takes is the right partnership with a relevant player (someone who aligns with your brand mission and values), and your product can go stratospheric.
The colossal impact of the big gaming influencers
Social influencers can make thousands of dollars with a single post, and those with large audiences are capable of raking in $250,000 or more. This is especially true with gaming influencers on YouTube, Twitch, and TikTok – with the likes of VanossGaming (a top-tier gaming influencer) reputed to be making around $140 in ad revenue every month.
Many of the biggest influencers in the gaming industry started like any average teenage gamer, going square-eyed into the small hours of the morning despite protesting parents.
Many still view gamers negatively, that they should get a ‘real job’. So it was fitting when the energy drink Red Bull teamed up with one of the most popular gaming influencers in the world, Tyler ‘Ninja’ Blevins in 2019, to release its limited edition Red Bull Ninja cans. This could well be where he got the energy to continue making a fortune playing video games!
Fast forward to 2024 and a somewhat more mature Ninja is now endorsing the healthy plant-based canned milk product Nutcase as part of a drive to inspire youngsters to make healthier dietary choices. That’s personal brand evolution if ever we saw it.
The rise of gaming micro-influencers
Gaming micro-influencers are on the rise. Diving into specific gaming niches such as adventure, sports, VR, mobile, and betting, droves of micro-influencers are taking to YouTube, Twitch, and TikTok to tap into highly engaged pockets of the gaming world.
More cost-effective and often more credible to fans than some of the bigger (macro) gaming influencers, these promotional powerhouses are becoming increasingly appealing to brands wanting to expand their promotional reach in a way that offers genuine value.
In addition to an increase in micro-influencers, mobile influencers (influencers who focus on delivering ‘snackable’ content on mobile apps and platforms) like iHasCupquake and AliA are making serious waves across platforms with a consistent stream of gaming walkthroughs, reviews, and content that encourages gamer engagement.
Our world is becoming a gamer’s paradise, with artificial intelligence (AI), augmented reality (AR), and mobile marketing growth driving innovations. It is estimated that the gaming industry will be worth $257 billion in 2025, according to Tech Jury.
For years, the gaming industry has been an enigmatic challenge that many marketers have failed to crack. In a niche space where revenue was intrinsically linked to the launch dates of major games, marketing in the gaming industry has traditionally been an unpredictable, frustrating venture.
New worlds collide: The metaverse and gaming.
With immersive technologies like augmented reality (AR) and virtual reality (VR) on the rise, fresh marketing opportunities are emerging all of the time. This has only been catalyzed by the rise of the metaverse. (Yes, it’s still a thing – and it’s evolving as we speak!)
Roblox, Minecraft, and Fortnite have been creating immersive virtual landscapes in their virtual worlds for several years now.
Now gamers can enter these virtual worlds to play against or alongside gamers from almost everywhere in the world across devices, including consoles, mobile, and VR headsets.
Fornite, for example, has evolved its brand marketing efforts for these bold new virtual worlds. With initiatives that include an exclusive gaming development with LEGO, virtual hangout zones, an immersive rock concert, and a huge partnership with Disney, this game is leading the way in terms of promotional innovation.
This fully immersive multi-channel ecosystem has developed an ever-growing (and very loyal) community of gamers that transcends social or geographical reach. As such, it has created countless opportunities to sell virtual merch, leverage influencers, and focus on value-driven brand partnerships.
Further pushing the metaverse gaming envelope, IKEA has partnered up with Roblox to launch ‘Co-Workers’. Part game, part career development tool, this forward-thinking initiative allows people to work with the brand in a virtual Roblox-style setting, with a limited number of paid roles available.
Despite Roblox’s presence becoming all the more prevalent, the game is taking social responsibility by banning children under 13 from messaging each other on the platform. This big step towards safeguarding is expected to be rolled out in full by May 2025.
AI and personalization is becoming a pretty big deal.
AI and personalization are revolutionizing the gaming industry – and these initiatives have been well-received within the community. In fact, according to Global Metrics, over 58% of gamers feel that AI improves the overall gaming experience because it offers a deeper level of personalization, as well as richer, more immersive experiences.
AI-powered personalization is giving gaming brands and marketers the tools to create highly tailored gaming experiences based on specific preferences, interests, demographics, levels of engagement, and behaviours.
Here are three examples of gaming brands using AI and personalization to their advantage.
Blizzard Entertainment
The creators of World of Warcraft have leveraged AI for the game’s dynamic quest generation and adaptive difficulty levels, keeping things fresh and challenging for individual players. In this way, Blizzard ensures that no two gaming experiences are the same, driving long-term loyalty in the process. This extra personalized approach has earned World of Warcraft a recent spike in subscribers, driving its global total to around 7.25 million.
EA Sports
Sports gaming titan Electronic Arts uses AI across its offerings to generate realistic player movements and interactions, making the gameplay more satisfying and immersive. By including advanced animation, hyper-realistic match environments, and enhanced player dynamics that dictate player movements and decision-making processes, EA Sports has elevated its gameplay in a significant way.
Activision
The developers behind the Call of Duty franchise use AI to moderate voice chat for toxicity, creating a more inclusive gaming environment that reduces the threat of harmful content or cyberbullying. Working with an AI innovation called ToxMod, Activision can now tackle hate speech and discriminatory language head-on in real-time.
Inclusivity is now a top priority.
Like many industries, gaming has started to take its role in social responsibility more seriously.
Circling back to Fortnite, this is a gaming platform that broke the mould. It is available on all platforms, and it took the age-old formula of the traditional fighting game and ripped it to shreds, choosing to create diverse, relatable characters, instead of a stereotypical bunch of testosterone-filled action heroes.
Women engage more with games now as the games have become more balanced and inclusive. There are plenty of strong female gaming influencers to be inspired by, such as SSSniperWolf, who has over 34 million subscribers, and iHasCupquake, who has accrued over 2 billion video views.
Social Point Games won more fans with the game Monster Legends because it put social good at the forefront of its marketing campaign.
There’s a common thread here: inclusivity.
Marketers are trained to go niche, but marketing in the gaming industry involves everyone. By crafting a more inclusive, welcoming brand identity, you will attract more attention, and foster greater trust with people.
And who better to help you do that than gaming influencers?
A boost in green and eco-friendly gaming initiatives
In addition to taking a firmer stance on inclusivity, droves of brands within the gaming industry are taking more responsibility for their role in preserving the planet.
This notable rise in green and eco-friendly initiatives not only taps into the values of today’s Gen Z gamers, but it’s also a testament to the fact that gaming brands are willing to take social responsibility seriously where and when it counts.
The use of more sustainable gaming hardware manufacturing materials, energy-efficient hardware, and initiatives that support eco-friendly causes are some of the most impactful ways this ever-expanding industry has levelled up its green game.
Microsoft, for instance, has recently been focusing on making its Xbox consoles extra energy efficient while developing carbon-neutral data centres. To expand its initiative, Microsoft is also developing carbon emissions measurement tools for gaming developers to help them take steps to make their production processes greener.
World-renowned lifestyle brand for gamers Razer has been a green gaming pioneer in recent years – running a longstanding campaign with Conservation International to plant millions of trees while encouraging its consumers to join it in working towards a greener planet.
User-generated content (UGC) in for the win
In such an immersive industry, it only makes sense that gaming brands are leveraging user-generated content (UGC) more and more.
Taking mobile gaming influencer marketing to another level, Roblox launched its Video Stars Program. This initiative rewards any Roblox gamer (from celebrities to Roblox aficionados) who creates content based on the game or platform.
Roblox also provides tools and guidance to help people create influential brand content. As such, this iconic mobile game has created a sustainable and ever-growing ecosystem of influencer marketing as well as user-generated (UGC) content.
What’s also interesting is the recent rise in gaming platforms allowing people to create user-generated game content.
In Conclusion:
Marketing in the gaming industry requires a deep understanding of your audience, a commitment to authenticity, and a willingness to embrace innovation. By leveraging these secrets, you can level up your marketing efforts and connect with the passionate gaming community. Remember, it’s not just about selling a game; it’s about creating an experience.
