Amplifying the value of gaming influencers for brands and media agencies

In the second part of this story on gaming influencers, Adgully delves into how brands and media agencies are adapting their strategies to leverage the influence of gaming influencers. The report will explore key considerations for successful collaborations and examine the growing impact of gaming content on traditional social media platforms.

Also read:

Ctrl+Alt+Fame: The rise of virtual superstars on online gaming platforms

Vikas Goel, Founder, EsportsXO, points out that gaming influencers have become powerful marketing partners, with recent reports highlighting their significant influence on consumer purchasing behaviour.

Goel cites some interesting stats: Nearly 49% of consumers make monthly purchases influenced by posts from creators, and 86% report buying products at least once a year due to influencer recommendations. This trend, according to him, has amplified the value of gaming influencers for brands and media agencies.

“Brands and media agencies are transforming their influencer marketing strategies to harness the enormous influence power of gaming influencers. The essentials include understanding gaming culture nuances, placing a premium on organic engagement, and maximising relevance on platforms like Twitch, YouTube Gaming, and Discord. With these efforts, brands can create impactful campaigns that really strike a chord with the right target audiences,” says Goel.

He cites the example of WPP and Omnicom Group that have invested in gaming-focused divisions in a bid to make it easy for brands to understand the gaming landscape. “Such services include influencer marketing, e-sports partnerships, and creative campaigns that are specifically aligned with gaming. The role of gaming influencers will soon be synonymous with brands such as Red Bull, PlayStation, and Nike, among others.”

Brands are adapting to gaming influencers by embracing authentic engagement and in-game integration, says Rahul Maradiya, Co-founder and Global CEO, CIFDAQ.

“Instead of traditional endorsements, they explore immersive methods like branded skins or sponsorships within games. Long-term partnerships are becoming more common, fostering deeper brand loyalty. Additionally, brands are focusing on real-time analytics to measure success, prioritizing engagement over reach. Successful collaborations hinge on authenticity, creative freedom for influencers, and flexibility to adapt to trends. By focusing on the unique culture of gaming, brands are creating more meaningful connections with these audiences,” adds Maradiya.

Brands and media agencies have moved away from salesy and scripted content towards authentic content that is most easily created by collaborating with gaming influencers for natural integrations, and tailoring campaigns for non-traditional platforms like Twitch, YouTube Gaming, and Discord, points out Keith Braganza, Lead - Sports, TheSmallBigIdea. According to him, the key considerations for successful collaborations include maintaining authenticity, aligning with the gamer’s audience, and respecting gaming culture to avoid promotions that feel disruptive or forced.

Raj Swaminathan, Senior Director - Revenues and New Initiatives, Globale Media, agrees that there is already significant interest from brands looking to connect with the diverse and growing audience within the gaming ecosystem. He cites the example of companies like Red Bull, Sprite, and various sportswear brands that have made multiple associations with this audience, and now brands from verticals such as automotive, FMCG, and mobile are also exploring partnerships.

A prime example, Swaminathan points out, is Rooter, India’s largest e-sports and streaming platform, where both gamers and gaming influencers engage in high levels of interaction, making it an attractive space for brand collaborations. Brands that have partnered with Rooter have seen positive results and are more than willing to allocate substantial advertising dollars in this space.

He, however, cautions about the perils associated with such environments.

“One of the primary concerns for brands is ‘brand safety’. They need a fully controlled and safe environment where content—such as the language, tone, and overall atmosphere—aligns with their values. In virtual gaming spaces, issues like abusive language, nudity, and violence can surface, and no brand wants to be associated with such elements. Despite claims of moderators and content control, breaches have occurred, leading to crisis situations that severely impacted brands. Therefore, ensuring a brand-safe environment is crucial for attracting and retaining brand partnerships in the gaming industry,” explains Swaminathan.

Will traditional social media lose influence?

As gaming platforms continue to evolve, will traditional social media platforms like Instagram, TikTok, and YouTube lose their influence, or will they find ways to integrate gaming content and creators into their existing ecosystems? Experts feel that both will co-exist, and it is imperative for traditional platforms to evolve to stay relevant.

Keith Braganza feels that traditional social media platforms like Instagram, TikTok, and YouTube have already welcomed this niche set of influencers, and have evolved their platforms by integrating more gaming content creators into their ecosystems. These platforms, he reckons, have expanded features for gaming influencers, allowing them to capitalize on the growing gaming audience while maintaining their dominance in the broader influencer landscape.

Raj Swaminathan is of the opinion that both platforms will continue to coexist as they are both heavily invested in innovation and enhancing user experience.

“With ongoing updates, new features, and engaging content, each platform aims to maximize user engagement and retention, ultimately encouraging users to spend more time on their platform. Additionally, these platforms are becoming increasingly collaborative, integrating features like streaming, sharing, and other tools that complement newer platforms, allowing them to benefit from mutual synergies. As they evolve, there is also significant potential to incorporate metaverse elements and apps within their ecosystems, tapping into new opportunities for growth and engagement in this ever-changing digital landscape,” he adds.

Vikas Goel points out that while gaming platforms like Twitch and YouTube Gaming have carved out a niche for themselves, traditional platforms like Instagram, TikTok won’t most likely lose their influence.

Instead, he adds, we have been witnessing a symbiotic relationship between the two.

Goel cites the example of YouTube which extends its gaming vertical to compete with Twitch, while TikTok has witnessed an amazing growth in short-form gaming content, depicting a different way of engagement away from live-streaming platforms. Additionally, he adds, the live streaming features of traditional platforms are allowing creators to engage their audience meaningfully and expand into new users. In 2022, roughly 50% of TikTok’s 1 billion daily active users interacted with gaming content, illustrating the platform’s growing role in the gaming world.

“Traditional platforms also leverage popular games to create trends, challenges, filters and other forms of user-generated content. Social media platforms are developing features specifically designed for gaming communities, such as in-game overlays, integration with gaming consoles, and dedicated gaming channels,” Goel concludes.

According to Rahul Maradiya, traditional social media platforms are unlikely to lose influence but will need to innovate to keep pace with gaming’s rise. They are already integrating gaming content into their ecosystems, with TikTok featuring popular gaming clips and YouTube embracing live-streaming for gamers.

These platforms, adds Maradiya, offer broad reach and diverse content formats, allowing gaming influencers to expand their audiences beyond gaming-specific platforms. This helps traditional social media remain relevant as gaming continues to grow.

“However, platforms like Twitch and Discord, which are specifically tailored to gaming, offer features that may challenge traditional social platforms. If Instagram or TikTok fail to evolve, they risk losing gaming-related users. To stay competitive, these platforms will need to incorporate more gaming-centric features, such as virtual events or collaborations with game developers. Ultimately, the future will likely see traditional and gaming-specific platforms coexist, with both playing significant roles in digital entertainment,” concludes Maradiya.

Also Read: Shashank Srivastava on how Maruti Suzuki is amplifying the voices of women