Unless you’re extremely disciplined or have committed to a life without the internet, there’s a good chance you spend at least a few minutes a day on social media. Over the past couple of decades, social media has become the place where a good chunk of the world goes for its news, to keep up with friends, and to learn about the latest happenings in just about every topic of interest.
A new type of celebrity has emerged from this online sphere, known as ‘influencers’. These internet experts are trendsetters, keeping the world abreast when it comes to what’s in and what’s out in everything from fashion to sports.
So, it comes as no surprise that influencers have made a name for themselves in the gaming community. Thanks to platforms like Twitch, YouTube, and TikTok, they have the ability to share content and amass huge followings, covering everything from walkthroughs and tutorials to reviews and their own personal insights.
Given how much viewers value their opinions, influencers have been able to shape gaming trends even more than traditional advertising. Here, we look at how.
The Power of Influencer Marketing in Gaming
If you take a minute to scroll through X, Threads, Instagram, or any of the popular streaming platforms, you’ll have no trouble finding the top gaming influencers. Whether you enjoy playing battle royale titles like Fortnite, or spinning the reels on an online slot is more your speed, there’s a content creator for every taste.
While influencers may not immediately come to mind when you think of online casinos, if you want to learn about a game like slots or roulette, there’s almost certainly a content creator who can help you out. One of the most popular influencers in iGaming is Bandit, whose mix of high-stakes play and informative videos has helped him amass a large following.
Online roulette, with its European and American variants, is a casino classic. The crowd favorite involves spinning a numbered wheel, dropping a small ball onto it, and waiting to see where the ball lands. Up-and-coming influencer Mr. Vegas, who specializes in table games like roulette, demonstrates how online casino games are played, which is just one way iGaming companies can reach their target audience.
The same goes for any genre. When an influencer endorses a title, the heavy lifting is done for the marketing department. All they have to do is wait for people to start downloading it. Games like Among Us, Fortnite and Goose Duck all got a major boost when influencers streamed their gameplay. For example, Fortnite fans the world over follow Ninja, whose content includes live streams sprinkled with gameplay tips.
It’s not just the games, too. We can see the same effect when influencers recommend gaming accessories like controllers and headsets. A lot of this has to do with the trust these social media celebrities have established with their fans, who trust their recommendations.
Driving Demand for New Gaming Products
The gaming industry is always releasing new and innovative products. Landing an endorsement from an influencer can deliver immediate success for a brand, whether they’re releasing a new title or launching new hardware. Companies know how important influencers are to the success of their products, which is why they often give away easy access to new games and equipment as a way to build anticipation and generate hype among the public. This often serves to increase pre-orders and day-one sales.
Sponsored content also plays a big role in driving demand for new products. While it’s true that a good number of influencers get paid to promote, you can still find some who provide genuine, unpaid reviews based on their experiences with a game. Viral trends, including speedrunning challenges, mod showcases, and special in-game events, also help drive sales. If a game goes viral on Twitch or a trend gets a lot of attention on TikTok, it’s almost certain that retailers won’t be able to keep up with the demand.
Beyond creating demand for the products they feature on social media feeds or streams, influencers also shape how players buy and consume products. If you’ve ever clicked on a link in an influencer’s profile that directed you to an online game store, it was likely sponsored, with the influencer getting a cut of the profits. These types of strategies have changed our buying habits, making us more likely to purchase digital games instead of physical ones.
