I’ve always been a gamer at heart, and over the years, I’ve seen how gaming culture has transformed—especially when it comes to marketing. Back in the day, games sold because of magazine reviews or word-of-mouth recommendations at school. But today? It’s the influencers who hold the power. They’re not just playing games; they’re building entire communities around them, and their excitement or criticism can make or break a title’s success.

Take, for example, the first time I saw Among Us explode. It wasn’t because of a big-budget ad campaign or a flashy trailer—it was because one streamer decided to play it, and suddenly, the entire Twitch and YouTube community was hooked. Watching streamers laughing, strategizing, and backstabbing their friends was so engaging that it made millions of viewers want to jump in on the fun themselves. That’s the kind of influence these creators wield: they turn gameplay into entertainment, and that entertainment into massive game sales.

But the magic doesn’t stop at exposure. What’s truly fascinating is how influencers foster a connection between their audiences and the games they play. It’s more than just gameplay—it’s about creating moments that resonate with viewers, from epic wins to hilarious failures. When an influencer is genuinely enjoying a game, that enthusiasm spreads like wildfire. It’s not just about playing a game—it’s about creating a shared experience that their audience wants to be part of.

Over the years, I’ve worked on campaigns where I’ve seen influencers take a game that was struggling to find its footing and completely transform its trajectory with just a few streams. That’s why influencer marketing in gaming is so powerful—it’s about finding the right personalities who connect with the right audiences, and when those two elements align, it’s game over for your competitors.

In the following sections, we’re going to dive into the strategies that really make gaming influencer marketing work, from picking the right influencer to designing campaigns that go beyond just gameplay and create lasting community engagement. These aren’t just strategies pulled from theory—they’re proven tactics that I’ve seen make a real difference in the gaming world. Let’s get into it.

10 Best Strategies for Gaming Influencer Marketing

1. Identify the Right Influencers for Your Game

2. Leverage Micro-Influencers for Community Building

3. Design Interactive Campaigns with Streamers

4. Incorporate Long-Term Partnerships Over One-Off Campaigns

5. Focus on Co-Content Creation

6. Host Influencer-Led Tournaments and Events

7. Provide Influencers with Exclusive First Looks or Betas

8. Utilize Cross-Platform Influencer Strategies

9. Monitor and Adapt Based on Data

10. Prioritize Authenticity Above All

1. Gaming Influencer Marketing – Why Influencers Are Some of the Biggest Drivers of a Game’s Popularity

As a marketing professional at Amra & Elma, where we’ve worked with countless brands in the gaming space, I’ve had the unique opportunity to witness firsthand how gaming influencers can turn a game from obscure to legendary almost overnight. One of the most fascinating aspects of gaming marketing is the sheer power influencers wield in driving the success of a title—not through traditional ads or flashy banners, but through gameplay, personal engagement, and authentic enthusiasm.

Let me tell you about Among Us. Back in 2018, this multiplayer social deduction game launched with little fanfare. It had an intriguing concept, yes, but there was no immediate explosion. In fact, for two whole years, Among Us floated under the radar, seemingly destined to remain a niche game known to a small group of die-hard players. However, in mid-2020, a couple of high-profile streamers—like Sodapoppin, who was one of the first to pick it up—started playing it on Twitch. Then, boom, like a match to gasoline, the game erupted. Suddenly, influencers like PewDiePie, Ninja, and Pokimane were streaming Among Us, and their audiences were hooked.

Here’s the kicker: this wasn’t just casual attention. Their streams had a tangible impact. InnerSloth, the game’s developers, saw a massive increase in downloads—from around 50,000 daily players to over 500,000 almost overnight. By the time the buzz reached its peak, Among Us had millions of active users and was topping download charts across all major platforms. What caused this? It wasn’t a change in the game itself; the gameplay and graphics stayed the same. It was the community that formed around these influencers, who played, joked, and created viral moments that made people want to be part of the experience.

At Amra & Elma, we often stress to our clients that gaming influencers don’t just play a game—they create a story around it. It’s not uncommon to see a streamer turn a dull match into something riveting, not because of what’s happening in the game, but because of how they narrate their experience. Think about someone like Dr Disrespect, known for his over-the-top persona. When he streams a game, it’s more than just gameplay—it’s a performance. His fanbase isn’t just tuning in to see how well he plays; they’re there for the trash talk, the dramatic sound effects, and the larger-than-life persona that can make even a mediocre game feel thrilling.

A perfect example of how this works in practice is Fall Guys, another game that benefited immensely from influencers. When Fall Guys launched in August 2020, it quickly became a hit, not because it was the most complex or graphically stunning game out there, but because it was fun—and influencers recognized that. People like TimTheTatman, known for his entertaining failures more than his successes, turned Fall Guys into must-watch content. When Tim struggled to get his first win, the internet rallied behind him. His moment of victory became a viral sensation, with tens of thousands of people cheering him on in real-time. This wasn’t just entertainment—it was a cultural moment, and it fueled the game’s meteoric rise in popularity.

We ran analytics for one of our gaming clients who was considering a similar approach, and the data was clear: influencer-driven campaigns generate far more engagement than traditional marketing methods. Why? Because influencers bring an authenticity that ads cannot replicate. When someone like Valkyrae—who commands millions of followers—posts about a game, it doesn’t feel like a sales pitch. It feels like a friend recommending something she genuinely enjoys. The numbers speak for themselves: after Valkyrae began regularly streaming Among Us, her viewership skyrocketed, and with it, the game saw an even larger uptick in player engagement. In just a month, she gained hundreds of thousands of new followers, many of whom jumped into the Among Us craze right alongside her.

And it’s not just indie games that benefit from influencer marketing. Even major titles, with massive budgets, rely on influencers to generate buzz. Consider Fortnite, which exploded onto the scene not just because of its battle royale format, but because of strategic partnerships with influencers. When Ninja started streaming Fortnite, it wasn’t long before the game became a global phenomenon. His collaboration with celebrities like Drake during streams wasn’t just a gaming moment—it was a cultural crossover that thrust Fortnite into the mainstream. Millions of players flocked to the game, not just to play, but to experience the same thing they saw their favorite influencer do. That’s the magic of influencer marketing—people don’t just watch; they participate.

From a marketing perspective, these influencers do more than drive downloads—they create a long-lasting relationship between the player and the game. Influencers like Shroud and Tfue have fanbases that trust their judgment. If Shroud plays a new first-person shooter and genuinely enjoys it, you can bet his fans will be buying that game the next day. When Tfue wins a game, his followers want to experience that same rush of victory, pushing them to try it out themselves. It’s not about flashy graphics or massive marketing budgets; it’s about trust and relatability. Gamers trust influencers more than they trust traditional ads because influencers are, first and foremost, gamers themselves.

This connection is vital to understand when we advise gaming companies at Amra & Elma. One of the key elements of a successful game launch isn’t necessarily about outspending the competition—it’s about finding the right influencers who can authentically engage with your game. In today’s market, that can be the difference between a game that fades into obscurity and one that becomes a viral hit.

Influencers have become the gatekeepers of gaming culture. Their streams, YouTube videos, and TikToks don’t just entertain; they influence purchase decisions, build communities, and, most importantly, create lasting experiences. In an industry where player engagement is key, gaming influencers are not just an optional marketing tool—they are an essential driver of a game’s success. If there’s one thing we’ve learned at Amra & Elma, it’s this: in the world of gaming, influencers hold the power, and those who embrace that power are the ones who come out on top.

2. 10 Best Strategies for Gaming Influencer Marketing – Top Ways to Work With Best Gaming Influencers

Working with gaming influencers is more than just throwing money at a popular streamer or YouTuber and hoping for the best. To craft a successful campaign, you need to be strategic—after all, influencers have built their reputation by being authentic, and if a campaign feels forced or artificial, their audience will see right through it. At Amra & Elma, we’ve worked with gaming companies to fine-tune influencer strategies, ensuring every partnership delivers maximum engagement and results. Here’s how you can do it too, using the top 10 strategies for gaming influencer marketing.

Gaming Influencer Marketing Strategy #1: Identify the Right Influencers for Your Game

Let’s start with the basics: finding the right influencer. This seems obvious, but I can’t tell you how many times I’ve seen brands rush into partnerships with top-tier influencers, only to discover later that the influencer’s audience wasn’t the right fit. Just because someone has a massive following doesn’t mean their audience is interested in your game. A successful campaign is less about follower numbers and more about alignment.

Take a game like Valorant. It’s a fast-paced, tactical shooter with a heavy emphasis on strategy and teamwork. An influencer like Shroud, known for his precise FPS skills, is a perfect fit for such a game. His audience comes to his streams for the type of gameplay Valorant delivers, and because they respect his opinion on shooters, they’re more likely to try it themselves. For companies such as SkyCoach that offer Valorant accounts, Shroud would be an example of an ideal partner.

On the other hand, if you’re promoting a lighthearted, cartoony game like Fall Guys, a different kind of influencer works better—someone like Sykkuno, who thrives on entertaining his audience with silly, humorous moments. His playful personality fits perfectly with a fun, chaotic game like Fall Guys, making the partnership feel seamless.

Our advice to clients is always to dig deep into the influencer’s content and audience before making a decision. Are they a natural fit for your game’s genre? Do they genuinely enjoy games like yours? If the answer is yes, that’s when you move forward.

Gaming Influencer Marketing Strategy #2: Leverage Micro-Influencers for Community Building

While it’s tempting to go straight for the Ninjas and Pokimanes of the world, micro-influencers—those with 10,000 to 100,000 followers—can be just as powerful, especially when it comes to building grassroots support for your game. Micro-influencers tend to have much higher engagement rates than mega-influencers because their followers are more loyal and feel a stronger connection with them.

When we worked with a smaller indie studio developing a cozy, narrative-driven RPG, instead of focusing on big-name streamers, we reached out to a network of micro-influencers who specialized in storytelling games. Their audiences were niche but highly engaged. As a result, the game developed a passionate fanbase that felt deeply connected to the influencers who introduced them to it. This is where micro-influencers excel—they create real, meaningful connections.

Gaming Influencer Marketing Strategy #3: Design Interactive Campaigns with Streamers

A standard sponsored stream can work well, but to truly capture an audience’s attention, you need to go further. One of the best strategies we’ve implemented at Amra & Elma is crafting interactive campaigns that make viewers feel like they’re part of the experience. The gaming community loves feeling included, and interactive campaigns can bring that sense of engagement to life.

For example, a popular approach is to create in-game challenges that influencers can complete while streaming. These challenges should be fun, exciting, and aligned with the influencer’s style. Take a game like Call of Duty: you could sponsor a “Sniper-Only” challenge with a specific influencer. As they play through, the audience gets invested in whether the streamer can complete the challenge or not. If the influencer has fun, the audience does too, and it leaves a lasting impression.

Another interactive strategy is to run giveaways or exclusive content drops during streams. Offering exclusive in-game items to an influencer’s followers can create a sense of urgency and exclusivity. Imagine a rare skin or weapon available only to viewers who are active in chat or using a specific promo code. This kind of engagement keeps the audience glued to the stream and makes them feel rewarded for participating.

Gaming Influencer Marketing Strategy #4: Incorporate Long-Term Partnerships Over One-Off Campaigns

Short-term campaigns are common, but they can sometimes feel transactional to an influencer’s audience. A one-off sponsorship can come across as insincere if it’s too abrupt, especially if the influencer has never mentioned the game before. This is why long-term partnerships tend to perform better.

Consider influencers like Valkyrae and her ongoing relationship with Among Us. Because Valkyrae continued to play Among Us long after the initial wave of hype, her audience began associating her with the game. It became a staple on her channel, and as a result, both her brand and the game benefited from the continued exposure. Her streams felt authentic because she was consistently engaged with the game over an extended period.

If you’re launching a new game, think about how you can work with influencers long-term rather than just doing a single stream. Build a relationship where they organically integrate your game into their regular content. This ongoing exposure helps build trust with their audience and reinforces your game’s presence in their minds.

Gaming Influencer Marketing Strategy #5: Focus on Co-Content Creation

One of the most effective ways to collaborate with gaming influencers is to work with them on co-creating content. This strategy gives the influencer a sense of ownership over the campaign, allowing their personality to shine through, which in turn makes the content more relatable to their audience.

Co-creating content could be something as simple as allowing influencers to design their own in-game character or item. For instance, Fortnite has been exceptional at this, giving influencers and streamers the opportunity to have custom skins or emotes in the game. Ninja, for example, was one of the first influencers to get his own skin in Fortnite. This type of co-content creation does wonders for engagement because the influencer feels personally connected to the campaign, making their audience feel the same way.

We’ve seen success with this strategy by working directly with influencers to create custom skins or limited-edition items tied to their personal brand. By involving the influencer in the creative process, it becomes a collaboration rather than a straightforward sponsorship, and the audience can tell the difference.

Gaming Influencer Marketing Strategy #6: Host Influencer-Led Tournaments and Events

Another highly engaging strategy is organizing influencer-led tournaments or in-game events. Gamers love competition, and influencers are natural competitors. Hosting a tournament that features top gaming influencers is a fantastic way to get massive attention for your game while offering entertainment value to viewers.

Consider how Fortnite revolutionized influencer-led events with its Fortnite Pro-Am tournaments, where influencers teamed up with celebrities to compete in high-stakes matches. Not only did this showcase Fortnite to a wider audience, but it created moments that were widely shared on social media, making the game a trending topic for weeks.

If you’re marketing a multiplayer or competitive game, this is a strategy worth pursuing. Invite influencers to lead their own teams or compete against one another. Stream the event on platforms like Twitch and YouTube, offering in-game rewards for viewers who tune in. This creates a multi-layered experience where influencers get to show off their skills, viewers feel involved, and your game gets showcased in an exciting, high-stakes environment.

Gaming Influencer Marketing Strategy #7: Provide Influencers with Exclusive First Looks or Betas

Giving influencers early access to your game is one of the most powerful tools in gaming marketing. Early access or closed betas create excitement and buzz, and influencers love being the first to show off a new game to their audience.

When we’ve worked with clients on game launches, we often recommend giving influencers exclusive access to a closed beta. Not only does this create a sense of exclusivity, but it also gives influencers a chance to shape the narrative around your game before anyone else. Their first impressions can have a profound impact on how their audience perceives the game.

Just look at how Apex Legends launched. Respawn Entertainment chose a group of top influencers and streamers, giving them early access to the game without any marketing lead-up. When these influencers started streaming Apex Legends, their audiences were immediately intrigued, and within days, the game had over 25 million players. The excitement generated from the influencers’ early access made the launch feel like a global event.

Gaming Influencer Marketing Strategy #8: Utilize Cross-Platform Influencer Strategies

While Twitch and YouTube are the obvious platforms for gaming influencers, don’t overlook the potential of cross-platform strategies. Influencers often have audiences that follow them across multiple social media channels, and each platform offers a unique way to engage viewers.

For example, TikTok is a fantastic tool for creating viral gaming content. Influencers can post short clips of gameplay highlights, funny moments, or even in-game tips. TikTok’s algorithm can propel these videos to millions of viewers in a matter of hours. Instagram, on the other hand, is great for showcasing behind-the-scenes content or promoting upcoming streams and giveaways.

When running an influencer campaign, think about how you can extend the partnership beyond just Twitch or YouTube. Encourage influencers to create content across multiple platforms to reach a wider audience. This cross-platform engagement ensures that your game stays top of mind, even when viewers aren’t actively watching a stream.

Gaming Influencer Marketing Strategy #9: Monitor and Adapt Based on Data

At Amra & Elma, we always emphasize the importance of data-driven decisions in influencer marketing. It’s not enough to launch a campaign and hope for the best—you need to track the performance and be ready to adapt as needed.

Use tools like SocialBlade, TwitchTracker, or directly analyze performance data on YouTube and Twitch to understand how your campaign is performing. Look at metrics like viewer count, engagement rates, follower growth, and conversion metrics to get a clear picture of the impact your influencer campaign is having. Are certain influencers driving more downloads or purchases than others? Are specific streams getting higher engagement or longer watch times?

One of the mistakes we’ve seen brands make is being rigid in their approach. If a particular influencer isn’t hitting the numbers you expected, don’t be afraid to pivot mid-campaign. Maybe their audience isn’t resonating with the game as you’d hoped, or perhaps their content style isn’t quite aligning with the gameplay. On the flip side, if you notice an unexpected spike in engagement from a smaller influencer, that might be a signal to double down on that relationship and give them more creative control over the content.

The data should inform every decision moving forward. At Amra & Elma, we work closely with our gaming clients to analyze performance in real time, making adjustments to keep the momentum going. Whether it’s shifting focus to a different influencer or tweaking the messaging to better connect with the audience, a flexible approach grounded in data ensures your campaign remains effective.

Gaming Influencer Marketing Strategy #10: Prioritize Authenticity Above All

If there’s one golden rule in gaming influencer marketing, it’s this: authenticity is king. Gamers are some of the most passionate, informed, and, frankly, skeptical consumers out there. They can sniff out inauthenticity from miles away, and a forced partnership between a game and an influencer will fall flat every time.

When reaching out to influencers, ensure that they genuinely enjoy the game or would naturally incorporate it into their content. Forcing an influencer to promote a game they don’t like will likely backfire, alienating both their audience and your potential customers. Authentic enthusiasm for the game is what makes an influencer’s audience want to try it out for themselves.

Take Minecraft’s resurgence in popularity, for example. Influencers like Dream didn’t start playing because they were paid to do so—they genuinely loved the game and found creative ways to share it with their audience. This authenticity sparked interest from both old fans and new players, turning Minecraft into one of the most streamed games once again. Dream’s heartfelt passion for the game was clear, and that’s what resonated with his viewers.

In our work with gaming companies, we always advise brands to select influencers who have a natural affinity for the game. This might mean working with smaller influencers who have a deep love for your genre rather than chasing after the biggest names in the industry. Authenticity breeds engagement, which leads to long-term loyalty from both the influencer’s audience and the gaming community.

Conclusion: Turning Gamers into Fans