2025 Game Influencer Marketing: The Ultimate Guide (Part 2)


Whether you’re a seasoned marketer or new to the industry, our comprehensive guide to game influencer marketing can help you navigate the influencer landscape and make the most of your opportunities. All content is backed by detailed articles for further reading if needed.Click to view Part 1.


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How to Measure Your Campaign’s Success


Related Article: How to Measure Your Video Views the Right Way?


To figure out if your game influencer campaign is killing it, you’ve gotta keep an eye on key performance indicators (KPIs). These give you the lowdown on engagement, conversions, and whether you’re getting bang for your buck. Here’s the breakdown:


Engagement Metrics

  • Views/Impressions: Count how many people are seeing your videos, streams, or social posts to gauge your reach and visibility.
  • Likes, Shares, Comments: These show how much your audience is vibing with the content. More action here means they’re hooked.
  • Click-Through Rate (CTR): If you’re using specific links, track how many clicks hit your website or store page. It’s a solid sign of audience interest.
  • Sentiment Analysis: Check the tone of comments and shares to see if people are hyped or throwing shade at your campaign.

Conversion Metrics

  • Downloads and Purchases: Measure how many game downloads or in-game buys come from the influencer’s promo. Unique codes or referral links make this super easy to track.
  • Sign-Ups: Keep tabs on new players or subscribers joining because of the campaign.

Profitability Metrics

  • Lifetime Value (LTV): This is the total cash a player brings in over their time with your game. Tracking LTV for players snagged through influencers shows which ones are pulling in the big spenders.
  • Average Revenue Per User (ARPU): ARPU tells you the average dough each player’s dropping. High ARPU from an influencer’s crowd means they’re nailing the right audience.

Cost and ROI

  • Cost Per Engagement (CPE): Divide your total campaign cost by the number of engagements to see how cost-effective it is.
  • Cost Per Acquisition (CPA): Figure out how much you’re spending to snag each new player or customer.
  • Total Revenue or Profit: Compare the sales or revenue from the campaign to what you paid the influencers to get a read on your return on investment.

Once the campaign wraps, whip up a report comparing results to your pre-campaign goals. Dig into the data to see what worked, what flopped, and where you can level up next time. This step gives you the full picture of how your campaign did and sets you up for smarter moves in the future.


What Are the Common Types of Game Influencers? Check KOL list 

The gaming industry’s thriving, and a big chunk of that is thanks to all sorts of idols and trendsetters hyping things up. There are tons of influencers out there, but not every one’s gonna fit your goals or budget.


Common Types of Game Influencers (By Content Type)


Game influencers usually zero in on different kinds of content, each with its own vibe and way of hooking fans. Here’s the rundown on the main types:

  • Let’s Players
    These folks make playthrough videos, tossing in commentary, jokes, and personal takes. They’ll play a game start to finish, so their content’s a hit with fans who love that “playing along” feel. Their videos help viewers decide if a game’s worth it and show off mechanics and storylines, making them awesome for promoting new releases.
    Example: Markiplier — Known for killer commentary, his playthroughs pull in fans who love humor and storytelling mixed with gaming.
  • Streamers
    Streamers go live on platforms like Twitch or YouTube, playing games and chatting with viewers in real-time. They build tight-knit communities and personal connections. That live interaction makes them perfect for hyping new games, updates, or esports events. They’re great for interactive promos like giveaways or Q&As.
    Example: Pokimane — One of Twitch’s top streamers, she’s got an engaging, community-driven vibe.
  • Reviewers/Critics
    These influencers break down games, diving into gameplay, visuals, story, mechanics, and overall value. Their takes are usually objective, appealing to folks looking for honest advice. Since they’ve got trust with their audience, they can sway buying decisions big time. Perfect for games with standout quality or innovation.
    Example: AngryJoeShow — Angry Joe’s deep, funny reviews hit home with players wanting straight-up opinions.
  • Esports Players/Pro Gamers
    Pro gamers are all about high-skill play, often competing in big esports tournaments or making tutorials for advanced players. They might focus on one game or genre. Their expertise draws competitive gamers, making them ideal for promoting esports titles, in-game items, or brand collabs in that space.
    Example: Ninja — First blew up for his Fortnite skills, his content hooks both casual and competitive players.
  • Speedrunners
    Speedrunners aim to blast through games as fast as possible, often using glitches and pro strategies to break records. Their content includes tutorials, live events, and competitive runs. They’re big in dedicated gaming communities and great for sparking interest in games with high replay value or hidden features.

Example: Linkus7 — A Swedish speedrunner and Twitch streamer, mostly tackling Super Mario and Zelda games.

  • Cosplayers
    Cosplayers create content around dressing up and acting as game characters, sharing tutorials, photos, or skits. They focus on a game’s visuals and narrative. Their creative stuff is super shareable on platforms like Instagram and TikTok, making them great for promoting games with strong character designs or storytelling.
    Example: Jessica Nigri — A famous cosplayer, Jessica brings popular game characters to life with detailed costumes and makeup.
  • Educational/Guide Creators
    These influencers churn out guides, tips, and tutorials to help players level up, understand mechanics, or tackle tough game challenges. They’re trusted for skill-building, making them a fit for competitive, complex, or skill-based games.
    Example: GameLeap — Known for guides and tutorials for competitive games like Overwatch and Dota 2, focusing on skill improvement.
  • Storytellers and Lore Masters
    Storytellers dive deep into a game’s lore, backstories, and world-building. They analyze character arcs, settings, and plot points, often throwing out theories or explanations. Their content’s a draw for narrative-driven games, RPGs, and franchises with complex stories, keeping fans hooked on the game’s world.
    Example: VaatiVidya — Famous for digging into the lore of Dark Souls and Elden Ring, exploring intricate stories and worlds.
  • Comedy Content Creators
    These creators focus on humor, memes, and laid-back commentary. Their content often includes skits, funny gameplay moments, or game parodies. Their humor pulls in a wide crowd, making them great for reaching casual players and promoting less serious games.
    Example: SMii7Y — Known for hilarious commentary and memes, he hooks casual gamers with lighthearted humor.
  • VTubers
    VTubers use virtual avatars to interact with fans, adding a unique twist to their streaming experience. Super popular in Japan, they draw viewers who love the mix of animated characters and gaming.
    Example: Gawr Gura — A popular VTuber with a cute persona and fun streams, resonating with fans of virtual characters.

By getting a handle on the types of content these influencers create, you can better match your campaign with creators who’ll click with your target audience.


Following Game Influencers

Related Article: Understanding Web3 Influencer Tiers

When picking influencers for your game marketing campaign, it’s crucial to think about their follower count and influence. Game influencers can be neatly split into five main categories, each with its own strengths and role in making your campaign pop.

  • Mega Influencers
    Followers: Over 1 million
    Description: Mega influencers have massive reach, often with millions of followers, pulling in 1–2 million views a month on their channels. They’re perfect for creating huge buzz during big game launches or major updates. But their services come with a hefty price tag, often working through agencies and charging top dollar. A deal with someone like PewDiePie could run you $1 million or more.
    Best For: Established games looking to make a massive splash and gain widespread visibility.
  • Macro Influencers
    Followers: 100K–1 million
    Description: Macro influencers strike a sweet spot between reach and specialization. Their audience isn’t as huge as mega influencers, but it’s often more focused and engaged. They’re great for launching new games or boosting awareness among a large but more niche crowd. Plus, they’re more affordable than mega influencers, making them versatile for various campaigns.
    Best For: Mid-sized campaigns aiming to create buzz and reach a broad target audience.
  • Mid-Tier Influencers
    Followers: 50K–100K
    Description: Mid-tier influencers hit the sweet spot for reach and affordability. They’re more approachable than bigger names and often have tighter connections with their audience. They’re perfect for game publishers wanting to make waves and build cred without blowing the budget. These creators often focus on specific genres, making them ideal for niche campaigns.
    Best For: Publishers seeking a mix of reach and engagement at a reasonable cost.
  • Micro-Influencers
    Followers: 10K–50K
    Description: Micro-influencers have smaller, super-targeted audiences but often boast high engagement rates. Their fans see them as relatable and trustworthy, leading to more meaningful interactions and conversions. They’re awesome for targeted campaigns and tend to offer better engagement than mega influencers. Even with fewer followers, their loyal fanbase can create serious buzz, especially when you team up with multiple micro-influencers.
    Best For: Niche campaigns or targeting highly specific audiences on a tight budget.
  • Nano-Influencers
    Followers: 1K–10K
    Description: Nano-influencers might have the smallest audiences, but they make up for it with sky-high engagement and personal connections. They’re usually dirt-cheap or even willing to collab for free in exchange for early access or game codes. While their individual reach is limited, partnering with a bunch of them (like 50–100) can create a big collective impact. They’re perfect for grassroots marketing and building long-term loyalty with both audiences and influencers.
    Best For: Low-budget campaigns aiming for high engagement and long-term influencer relationships.

What’s Next for Game Influencer Marketing?

Automation and AI Integration

The game influencer marketing scene is getting a major shake-up, with automation and AI-powered tools becoming must-haves. Game brands are leaning on influencer platforms to connect with their target audience, build cred, and boost loyalty. These platforms let game companies create killer content through influential voices in gaming communities, leveling up their social media presence, making games easier to find, and growing their pull with target players.

This vibe matches a global trend: in 2023, the influencer marketing platform market was worth $17.98 billion, and it’s expected to skyrocket to $94.21 billion by 2029, with a compound annual growth rate of 31.78% from 2024 to 2029.

Fancy influencer marketing platforms use machine learning (ML) and generative AI to hook brands up with the perfect influencers based on precise audience demographics, interests, and engagement metrics. These platforms streamline finding, signing, and paying influencers. They also automate key stuff like analytics, fraud detection, influencer discovery, and payments, making campaigns smoother and more impactful.

New Formats for User-Generated Content (UGC)

Related Content: Web3 User-Generated Content Marketing Strategies: Deep Dive

User-generated content (UGC) in gaming has leveled up big time, rolling out new formats that boost player engagement and creativity. Here’s what’s hot:

  • In-Game Level Editors and Creation Tools: Tons of games now come with built-in editors so players can design and share custom levels or modes. For example, NetEase’s Egg Party lets players create and upload their own maps — over a million get uploaded weekly as of early 2023.
  • User-Created Game Modes: Games are increasingly integrating mod platforms and creation tools, letting players build and share their own content. Take ARK: Survival Ascended — it uses CurseForge for players to craft mods that tweak gameplay. Or Fortnite’s Unreal Editor (UEFN), which lets players design entirely new game modes within its framework. This mix of mods and custom modes gets players creating all kinds of content, making the game experience even richer.
  • New UGC Formats: Fresh user-generated content formats are popping up in gaming, giving players creative ways to share their experiences. For example, with tech like Ludeo, players can capture their favorite game moments and turn them into playable 3D clips called “Ludeos.” These can be posted on social media, letting others jump into the moment instead of just watching. This boosts player engagement and gives devs a new way to hype in-game items, DLC, or unique features, potentially driving more downloads and keeping players hooked.

Other trends shaping the future of game influencer marketing include a bigger focus on building strong brand identities, weaving in social commerce features, prioritizing authentic influence, and leaning toward long-term partnerships. These shifts are changing how game brands connect with audiences and measure success.


Wrapping It Up


Game influencer marketing is a must-have tool for any game company looking to stand out and pull in a bigger crowd. With this comprehensive guide and insights, you’re set to create a campaign that makes your next game a total hit.


Need more help? ChainPeak’s got the experience and know-how to boost your visibility, drive sales, and max out your video game’s ROI. Hit us up to learn more or book a meeting: https://calendly.com/chainpeak/30min. You can also check out more KOL lists here: https://t.me/globalcryptokol.



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