How Game Developers Can Use Influencer Marketing (2023)

A game developer is sitting at their desk, working on a new game. They are looking at their computer screen, which shows YouTube. On the screen, there are also images of popular gaming influencers.

Influencer marketing has become an essential part of any marketing strategy today. With influencer marketing, brands can tap into the vast networks and engage audiences of social media influencers to promote their products and services.

For game developers, collaborating with gaming influencers on YouTube can be a highly effective way to increase awareness and drive sales of new game titles. In fact, studies show that influencer marketing drives higher engagement and return on investment compared to other digital marketing channels.

As we move into 2023, here are some of the key ways game developers can leverage influencer marketing:

Work With Micro-Influencers in the Gaming Niche

Micro-influencers are influencers with smaller but highly engaged followings, usually ranging from 10,000 to 100,000 followers. For game developers, partnering with several micro-influencers in the gaming niche can help generate buzz for new games in a cost-effective way.

Look for micro-influencers who are recognized experts in specific gaming genres like FPS, RPGs, strategy games, etc. Their niche audience is more likely to be interested in your game.

Use Influencer Marketing to Build Pre-Launch Hype

In the months leading up to a new game launch, collaborating with gaming influencers can help drum up excitement and get more people talking about the release.

For example, provide influencers early access to the game for reviews and sneak peeks. Create exclusive behind-the-scenes content that influencers can feature on their channels. Or organize giveaways and contests that influencers can promote to their audience.

Grow Your YouTube Presence

YouTube is a must for influencer marketing. Gaming influencers on YouTube, from PewDiePie to JackSepticEye, have massive subscriber bases you can tap into.

Work with gaming YouTubers to create sponsored reviews, let's plays, reaction videos, and more related to your games. We at Fluencer Market make it easy to find and collaborate with gaming micro-influencers on YouTube.

Leverage Influencer Marketing for Ongoing Promotions

Don't stop influencer marketing after launch. Ongoing collaborations with gaming influencers can drive continued engagement and sales.

For instance, work with influencers to promote new in-game content, expansions, and seasonal events. Limited-time special offers promoted through influencers can also attract players.

Track Performance and Optimize

Monitoring campaign performance and optimizing based on results is key for successful influencer marketing.

Look at metrics like views, engagement rate, website traffic, sales influenced, and ROI to identify what's working. Then double down on the top-performing influencers and campaign types to maximize your influencer marketing impact.

Game Developer Influencer Marketing: Conclusion

Influencer marketing presents a big opportunity for game developers in 2023 to boost awareness, engagement, and sales for new titles. Following the best practices outlined above will enable your brand to collaborate with the right gaming influencers and execute high-performing campaigns on YouTube.

Remember to use an influencer marketing platform like Fluencer Market to seamlessly discover, connect with, and manage influencer partners across the YouTube platform.