In digital marketing, capturing attention is crucial for brands, as our choices are often influenced by what we frequently see. Brands seek active channels where user engagement can translate into purchase decisions.
With the popularity of user-generated content, influencer and affiliate marketing is an increasingly vital channel for digital marketers who aim for meaningful engagement. But why game influencer marketing?
Simply because it's where your audience is most receptive and engaged, the gaming world has evolved into a vibrant, interconnected community, offering unprecedented engagement and attention.
It provides endless possibilities for brand storytelling, audience connection, and creative marketing campaigns that resonate deeply with a diverse, global audience.
As GWI highlights, gaming is a great way for people to socialize and connect online. This growing trend has not only catapulted streaming into a major pastime, but also significantly driven the attention economy.
In the last decade, the gaming creator economy has grown, drawing in brands eager to connect with their audience.
More brands are starting to explore the vast world of game influencer streams. These influencers are really good at getting people excited about brands and products, leading to the growing popularity of 'game influencer marketing.'
Game streaming influencers focus on building connections with their audience through live platforms like Twitch, YouTube Gaming and Kick.
They share their gameplay in real-time, offer commentary, and engage directly with viewers, creating a lively and interactive experience for viewers.
Driven by the rising passion for streaming video games, Twitch has soared in popularity. Gaming dominates the platform's top categories with an average of 2.5 million daily viewers. This increase in views shows how gaming influencers have pushed gaming into the mainstream.
However, the real impact of game streaming influencers goes beyond just gaming. They influence their communities and affect how people interact with brands.
Young gamers admire these influencers, making it an ideal place for brands to connect with younger generations.
Consider Twitch star Ninja (Richard Tyler Blevins), with 12 million social media followers. His streams can earn him tens of thousands of dollars monthly. But it's not all about gaming; these influencers also sway their followers' purchasing decisions.
Statista shows that influencer marketing's impact on buying decisions has grown significantly in four years. The data indicates the share of respondents in selected countries who have bought products because influencers advertised them. This makes game influencers increasingly important for advertisers.
Game influencer marketing transcends traditional advertising methods. It involves partnering with gaming influencers who stream their gameplay live. These influencers have cultivated loyal communities who trust and value their opinions. It feels organic and authentic when they showcase or mention your product during their stream. This enhances brand visibility and fosters a sense of trust and loyalty among potential customers.
Several In-game influencer marketing strategies stand out, each with its unique advantages. Here's a breakdown of game influencer marketing approaches:
Sponsored Content and Brand Integrations:
Exclusive Brand Partnerships:
While there are various methods like sponsorships and brand integrations, in-stream advertising stands out, especially for brands new to game advertising. Why? Because it delivers high-impact visibility with lower investment, translating to better ROI. In-stream ads are seamlessly integrated into live streams, capturing the audience's attention without disrupting their viewing experience. This subtle yet powerful approach is key to engaging with the gaming community effectively while offering a promising start for advertisers.
Advertising on game influencer livestreams offers brands a substantial advantage in influencing consumer choices.
According to Dentsu’s Play Attention Report of 2024, livestream ads on gaming platforms, achieve a remarkable 57% brand recall rate, surpassing the average rates across audio, social, online video, and display advertising. This notable increase in brand choice uplift within livestream environments underscores the powerful impact on audience decision-making, making it an attractive option for advertising investment.
The graph demonstrates that ads integrated into live-streamed gaming content, especially when combined with tailored creative content—standard or customized specifically for Twitch—are highly effective.
This strategy drives exceptional brand recall and significantly enhances brand perception. This approach capitalizes on the unique environment of livestreaming, making it a potent tool for impactful brand engagement.
Selecting the right platform for game influencer marketing is as vital as choosing the influencer. Each platform serves unique audiences and content preferences. Brands need to align their strategies with the most fitting platforms for maximum impact. Twitch, with over 7.30 million monthly streamers as of 2024, excels in live-streaming and real-time engagement, while YouTube is a hub for in-depth game reviews and playthroughs. These figures showcase Twitch being the leading platform in game streaming, but also highlight the challenge of finding the right influencers among many.
If navigating these choices seems daunting, let iion simplify it for you. Our innovative inventory discovery tool expertly matches your brand with the ideal gaming influencer. iion provides comprehensive insights into top gaming influencers, their follower demographics, content styles, and geographical reach. This ensures a seamless fit for your campaign objectives. With immersiion, our game advertising platform, advertisers gain access to an extensive inventory of gaming influencers across multiple platforms, all in one convenient location without the need to juggle multiple platforms.
Many brands have already tapped into the power of streaming channels. In this section, we’ll explore how these smart partnerships effectively engage gaming audiences, leading to significant brand uplift and impressive campaign metrics.
Game streaming channels are becoming a valuable way for brands to connect with audiences during their hours of entertainment. Advertisers need to remember, it's not just about ads; the focus should be on constructing engaging forms of communication that nurture a distinctive relationship between the brand and the audience along the way.
If you're a brand looking to enter this dynamic and lucrative space, iion is here to unlock all game advertising opportunities this lively ecosystem presents.
We make it easy to start and run game-streaming campaigns and many other game advertising channels with our unified game advertising platform, immersiion.
immersiion is an end-to-end solution for brands that want to stand out in the gaming world, enabling advertisers to handle everything from creating campaigns to working with various streamers and tracking how well the campaigns are doing.
Utilizing immersiion for running campaigns within game streaming environments offers:
We want brands to transcend their limits and reach engaged audiences on a grand scale within the expansive gaming world.
Let's transform your brand's story into an epic adventure that resonates with millions. Contact us now to start your journey in game influencer marketing with immersiion.