The Secrets to Marketing in the Gaming Industry

Our world is becoming a gamer’s paradise, with , 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.

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 own brand’s visibility in the competitive gaming industry?

As you’ll soon see, the answer lies largely with gaming influencers.

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,  phone number list 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 a wider pool of digitally native enthusiasts. The platform’s highly responsive environment means that gamers can use attention-grabbing  with true viral potential that elevates their promotional reach.

With people aged 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 social media collective The Boys, who boasts a colossal 10.7 million followers.

It’s also worth noting that YouTube Shorts and Instagram are also popular playgrounds for making waves with short-form games marketing content.

• 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 America Email Listis slick
• Produce solid supporting copy and use tastefully for your posts

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.

 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, , 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 out like any average teenage gamer, going square-eyed into the small hours of the  what is lead scoring and how to apply it in my strategymorning 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  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 as part of a drive to inspire youngsters to make healthier dietary choices. That’s personal brand evolution if ever we saw it.

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  are making serious waves across platforms with a consistent stream of gaming walkthroughs, reviews, and content that encourages gamer engagement.

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  (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, 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 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 behaviors.

Here are three examples of gaming brands using AI and personalization to their advantage.

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 exactly 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.