The Multi-Billion Dollar Dilemma - Are Game Studios Wasting Money on Influencers?
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This week we're discussing whether game studios are wasting money on influencers.
The Multi-Billion Dollar Dilemma - Are Game Studios Wasting Money on Influencers?
In a world where consumers are constantly bombarded with advertisements, traditional marketing methods are losing their effectiveness. In response, the gaming industry has increasingly turned to a powerful strategy that has proven its worth - leveraging INFLUENCERS.
The global influencer marketing industry is now valued at over $20 billion across all sectors, with game studios increasingly investing in this strategy. But with so much at stake, we must ask ----- is this money well spent, or are studios strategically leveraging a proven approach?
The Rise of Influencers in Gaming, A Trend or a Necessity?
Influencer marketing in gaming isn’t just a passing trend; it’s become an essential part of how games are promoted and sold. But why are influencers so crucial to this strategy, and what does this mean for the future of gaming marketing?
Genuine Engagement versus Traditional Advertising
Traditional advertising in gaming, such as banners, pre-rolls, or TV spots, is increasingly viewed as invasive and easy to ignore. Gamers, especially younger audiences, are savvy; they can easily detect an ad and are quick to skip or block it. This shift has led game studios to rethink how they connect with their audience.
Influencers offer something that traditional ads often can’t, genuine engagement. When a gamer sees their favourite streamer or content creator playing a new game, they don’t just see an ad; they see a trusted voice offering a genuine opinion. This relationship between influencer and audience is incredibly powerful. The trust influencers have built with their followers is something that can’t be easily bought, it has to be earned, and THAT’S what game studios are banking on.
Case Study: Apex Legends' Explosive Launch
When Apex Legends was released, it didn’t follow the traditional marketing path that other AAA titles might have. Instead, the game’s creators focused on influencer marketing, targeting top Twitch streamers and YouTubers. The result? Within the first week, Apex Legends had over 25 million players. The game’s success was driven largely by influencers who played and promoted it, showcasing the immense value of this approach.
Influencers Drive Community and Conversation
In gaming, community is everything. Players don’t just want to play games; they want to share experiences, discuss strategies, and be part of a larger conversation. Influencers help to create these communities, turning individual gamers into active participants in the game’s success.
By partnering with influencers, game studios tap into existing communities and conversations. This doesn’t just drive sales, it builds long-term relationships between the game and its audience. Games aren’t just products; they’re experiences, and influencers are the gateway to making those experiences shared in a community.
Case Study: Fortnite’s Ongoing Success
Fortnite is a prime example of how influencers can weather a game’s popularity. Epic Games has continually collaborated with influencers to keep the game fresh in the minds of players. From hosting tournaments to creating custom in-game content for streamers, Fortnite has used influencer marketing to maintain its relevance and keep its community engaged over the long term.
The Power of Peer Influence and Social Proof
Another reason game studios invest in influencers is the power of peer influence and social proof. When players see their favourite influencers enjoying a game, it justifies their own interest and encourages them to try it out. This isn’t just about exposure; it’s about creating a sense of FOMO (fear of missing out) and community around a game.
Influencers act as tastemakers in the gaming world. When they endorse a game, it’s not just a recommendation, it’s a stamp of approval that resonates with their followers. This type of endorsement carries more weight than any traditional ad campaign ever could.
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Case Study: Genshin Impact’s Global Success
Genshin Impact effectively utilised influencers worldwide, which played a significant role in its rapid rise to global popularity. By partnering with a diverse range of influencers, from major YouTubers to micro-influencers, MiHoYo, the game’s developer, created a surge of support that propelled the game to international success. Players weren’t just seeing ads; they were seeing their peers and favourite content creators diving into the game, which in turn drove millions of downloads.
The Multi-Billion Dollar Question … Is It Worth It?
So, is the growing investment that game studios are making in influencers worth it? The answer is a resounding YES … BUT only if it’s done right. Influencer marketing in gaming isn’t just about throwing money at popular personalities; it’s about strategic partnerships that build trust, builds community, and drive genuine engagement.
Game studios that understand the variations of this approach, tailoring their influencer marketing strategies to fit each game’s unique needs and adapting tactics based on audience feedback, can reap the rewards, turning their titles into cultural standards.
By effectively leveraging influencers to create buzz and engage players, studios can elevate their games to iconic status, influencing trends and becoming significant cultural phenomena. Those that don’t, however, risk wasting millions on fleeting hype that doesn’t translate into lasting success.
More Reading
If you’re interested in exploring this topic further, here are some additional resources:
Breaking the Mold: The Rise of Content Creators in the Gaming Industry https://www.vidovo.com/blog/the-rise-of-content-creators-in-the-gaming-industry
Dispelling Myths: The Reality of Influencer Marketing in the Gaming World https://influencermarketinghub.com/influencer-marketing-in-the-gaming-world/
How Gaming Communities Are Building Social Connections https://medium.com/@analyticsinsightsubmissions/how-gaming-communities-are-building-social-connections-bf7db4aa8e31
Apex Legends https://en.wikipedia.org/wiki/Apex_Legends
Learnings in Player Engagement from Fortnite’s Epic Success
miHoYo Success on Genshin Impact
Join the Conversation
Influencers are reshaping the gaming industry, but what does this mean for your brand? Are you leveraging the power of influencers to their full potential, or is there more you could be doing?
Share your thoughts and experiences in the comments. Let’s discuss how we can make influencer marketing work smarter, not just harder.
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Chief of Creator (Influencer) at BENlabs
3 个月So proud of these case studies! Great write up Suhit!
Influencer Marketing Consultant | I help Gaming SaaS brands execute influencer campaigns through proven, step-by-step systems.
3 个月You're absolutely right that partnering with influencers is 100% still worth it, but only if it's done right. Take a look at PUBG, for example. It single-handedly drove the gaming industry towards the Battle Royale genre, even though the genre technically originated from a mod within DayZ. Why is that? Because content creators like Shroud, Dr. DisRespect, and ChocoTaco helped push it into the limelight. The same could be said about Fortnite and Ninja! But it wouldn't have been the same if a Variety streamer like Pokimane or a content creator like MrBeast were handed the game; no matter how large of a following they have. They key is making sure that the game aligns with the interest and content of the streamer, but most importantly, it aligns with the interests of the streamer's audience and why they follow the streamer in the first place.
CEO @ Advancedclient.io | Driving pipeline with outbound tech & AI | Clay Expert
3 个月I can say for a fact it definitely works on me ??