How influencer marketing is transforming the gaming industry

Authored by Nauman Mulla, Co-Founder & COO, STAN

In the last few years, influencer marketing has become one of the most used strategies when it comes to promoting businesses. Influencer marketing has completely redefined gaming. Initially, it was just endemic brands promoting themselves through influencer marketing, but now, it has changed and a lot of non-endemic brands have also started showing interest. Similarly, the gaming industry has also realized the importance of influencer marketing and has started to show interest in it. Influencers today are present on almost every platform, be it Facebook, Instagram, or YouTube, and through their massive presence and following, they reach out to a varied set of audiences, which has given us outstanding results as well.

With Jio entering the market, the internet penetration has grown tremendously and platforms like Instagram, which were out of reach earlier have become accessible to anyone and everyone. Due to this, the influencers today can speak their mind and also provide relatable content and at the same time, be accessible to everyone with a smartphone. Influencers today have the power to create hype against anything and by giving sneak peeks, behind-the-scenes content or early access content, they keep the audience glued and excited.

It is said that there are close to 500 million gamers in India which pretty much means anyone who is on the internet is gaming. The best way to get access to them is through influencer channels. The growth and engagement that we see today have also surpassed traditional mainstream channels as well as gaming industry is now able to capitalize on it in a better way.

As per a recent report by EY, Influencer marketing is expected to grow by by 25% in the year 2024. Egaming is where the millennials and GenZ is. And this is also the audience that no longer glued to the set top box today. They are online in their free time and are playing e-sports tournaments. Also, esports today has become a whole community that makes it easy for the marketers to target the audience. Influencers today, are not just limited to creating reels or streaming videos on their platform. They are also able to promote gaming products, tutorials as well as other content which also helps to engage millions and millions of followers on the social media platforms. The most important aspect is the trust that these influencers are able to build with these followers.

We have also built our large user base through influencer-led channels as well, making this a way of direct advertising along with being a cost-effective method. Influencer marketing also helps to impact the decision-making process of the consumers. The authenticity that an influencer brings to the table gives a higher rate of engagement among the consumers who are able to relate to the content. By working with influencers, we can always ensure that we reach out to the right set of audience. Influencers today, very well know what works best for their audience. Hence, creating the right kind of content as per the taste of their audience lets them come out as a relevant and trustworthy person.

The gaming industry is ever-changing, and influencer marketing has become a marketing strategy for brands that want to stand apart and distinguish themselves from their competitors. By using the right influencer, creative content and the right timing, the entire marketing strategy can turn out to be a success. The chance to create a gaming community is endless. Going forward, we see that influencer marketing will continue to evolve, with something new to learn every day for both the brands and the influencers.