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Create the Best Influencer Marketing Campaigns in Gaming

The gaming industry already exceeds 300 billion USD. Even TikTok, a social media platform, is expanding into video games. And it's not a coincidence: the market is huge. There are over 3 billion gamers around the world – in relative numbers, it's more than 40% of the global population.

Although the gaming industry is definitely attractive, with greater market size comes greater competition.

Traditional promotion methods are not very helpful in a highly competitive market, this is why an increasing number of companies turn to influencer marketing.
Why gaming influencers
Twitch and YouTube together account for millions of live streams every single month. In 2020, gaming content was viewed by 1.2 billion people, and the#nbspnumber of viewers is expected to grow further.

In other words, the demand for gaming content is big but brands alone won't be able to meet it. Most of it is created by influencers.

There are several reasons why these partnerships are so popular:

  • Transparency. By partnering with creators, brands have an opportunity to show the most important mechanics and features of their video games.

  • Target audience. Creators understand the latest trends and know what their followers like. Companies don't always have as much personal experience with their customers as vloggers do.
  • Community. According tovAccenture, gamers spend around 6 hours every week on forums. These regular interactions drive user-generated posts and can help your brand reach a wider audience.
Three success elements in gaming influencer marketing
Influencer campaigns in gaming require marketers to define the goal, set correct KPIs, report numbers, analyze performance, and so on.

Although all of these usual steps are important, HypeFactory defined three major elements that have the strongest impact on the success of your influencer campaign.
    1. Take some time to get to know your customers
    To launch a successful gaming campaign, you need to keep in mind your customers, their needs, and preferences. And it's not just about demographics or how users play. Although there are billions of gamers in the world, you can't target all of them.

    Here are a few examples of what you can do to understand your audience better:

    • Find out where players spend time. If needed, reach out to some of them and schedule interviews.

    • Explore their preferences. For example, if they watch or read about games in English, you'll probably need to find English-speaking creators.

    • Have a look at what vloggers your potential clients follow. Similar to how you build buyer personas, you might want to develop influencer personas for your campaign.
      Did you know? RAID: Shadow Legends is one of the largest social media campaigns in the world. It involved more than 2 000 influencers, generated over 635 million views, and was running in 14 languages. Learn more
      2. List criteria
      The gaming industry is complex and has multiple layers of game genres and platforms. This variety means that there are social media profiles that specialize in creating content about very specific types of games. Finding them will help your brand launch a hyper-targeted campaign.

      HypeFactory uses unique AI algorithms to analyze public profiles. The agency has 55 different metrics to dig deeper into the quality of the published posts, brand fit, and community strength. HypeFactory can even find profiles that don't necessarily publish content about games but whose followers are still relevant for a specific campaign and brand.

      It is a time-consuming but important task for any gaming brand. This is why many brands prefer to outsource influencer management to full-service agencies.
        3. Experiment with creatives
        The amount of gaming-related posts can be overwhelming: Let's Play videos, reviews, challenges, live streams, tutorials, and even video essays. Although brands don't need to create every type of ad during one campaign, it's good to experiment with different formats and see which one works best for your brand.

        To launch a successful campaign, advertisers need to write detailed and easy-to-understand briefs. For example, HypeFactory works closely with every creator to make sure that the campaign takes into account the brand requirements and has enough room for the unique character of a particular influencer.
          Promote your game with the best gaming influencers
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            Interested in influencer marketing?

            HypeFactory is a full-service influencer marketing agency that helps brands launch campaigns across different industries and categories.