Gaming Trends in Influencer Marketing

Gaming is now at the forefront of digital entertainment, and influencer marketing is one of the driving forces of this movement. Influencer marketing has evolved since its inception, becoming a marketing tool that shapes trends, gaming culture, community, and commerce.

In this article, you will learn what trends in gaming marketing await us in 2026. We will share what content formats and platforms will become popular and what is the role of influencers in promoting the game in the coming year, so that brands and creators can adapt their marketing strategy to the new conditions.

Gaming is projected to reach US$522.46bn in 2025. This industry has become part of everyday life, increasing the number of gamers to 3 billion worldwide. Today, playing games is not a hobby for children and teenagers, but a serious entertainment industry for people of all ages.

Content creators played a significant role in the growth of the popularity of games. Through honest and authentic storytelling, they tell about esports & mobile games in a simple and understandable manner. By their example, they prove that gaming is not just a game, but live emotions, new impressions, a community of people united by common interests.

The main trend in terms of communication platforms remains the same: Twitch, YouTube Live, Kick, and other emerging platforms. In the past year alone, about 10 new streaming platforms have emerged in Japan. Streaming platforms are the trend that is shaping engagement, conversions, and reach of gaming brands across the globe.

Short-format content such as TikTok, Reels, and Shorts will help to complement the effect of streaming. Today's audiences have little time, so it is important to deliver maximum benefit in a short time. Trend for short videos allow brands to drive discoverability and virality.

Focusing on one platform is not reliable, so a multi-channel trend is more relevant than ever. In an era when everything changes quickly, it is crucial to connect with the audience on several platforms at once. Understanding this trend, influencers promote their collaborations with game developers on several platforms to engage as many different audiences as possible.

One-off promotions are easily determined by the audience and are less trustworthy than authentic and honest storytelling during long-term brand-influencer campaign. The audience's decision to download a game or make an in-game purchase is influenced by trust in the game. The more often and longer the influencer tells and shows the game, the faster the audience will convert into players and buyers.

People need to feel involved in a circle of people with similar interests and values, so any brand activations in the community through tournaments, Discord activations, and collaborative events will be a good idea. For developers, trend for communities provide access to an already interested and formed group of people who are open to new things and are loyal to recommendations from members of their community.

A favorite influencer of the audience appeared as characters, skins, or voices inside the game? A great reason to download the game and interact with an influencer campaign through the smartphone screen. Content creators go beyond the standard ambassadorship, becoming part of the gameplay. This trend adds variety to the game while naturally attracting a new audience eager to see the influencer’s digital presence.

Mobile gaming revenue is expected to exhibit an annual growth rate (CAGR 2025-2030) of 5.40%. Smartphones are now accessible to everyone, regardless of age or location, making industry a form of mass entertainment. This trend fosters an increase in the number of opinion leaders, focusing their content creation on mobile and esports games. Influencers in this niche drive installs and loyalty by creating content for a mass audience that is ready to try new things.

Brands need to rethink influencer partnerships as relationships rather than transactions. One-off advertising messages no longer convert audiences into players and in-game buyers. To make players trust you, campaign should be designed for storytelling and immersion on a long-term basis.

Audience trust can be gained through organic and authentic communication, which is provided by influencers. Recommendations from creators sound like advice from a friend. That's why they are perceived by the players more easily and naturally.

To make the effect of influencer recommendations as strong as possible, we recommend to tap into the power of content creators in the early stage of the game development during beta, launches, and updates. This enables faster cost recovery and more efficient game improvement, keeping you ahead in the market.

The role of influencer campaign in the gaming industry continues to grow, but the methods of interaction with the audience remain the same: authenticity, community, the power of streaming and cross-platform integrations. Influencer marketing continue to shape trends, opinions, influence conversions into mobile and esports game downloads and in-game purchases.