State of Influencer Marketing in Gaming 2025

Based on insights from 50+ industry experts.

Want to know which platforms are actually converting players?

Curious why some gaming campaigns flop while others go viral overnight?

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Explore major platforms in gaming

YouTube

Best for evergreen content and search visibility. Great for gameplay walkthroughs, guides, and long-term campaign ROI.

Twitch

Perfect for PC/console games, live events, and deep engagement with hardcore gaming communities. Live chats and multi-hour streams build lasting hype.

TikTok

The fastest platform for virality. Ideal for casual and mobile-first games, especially with short clips and viral trends.

Instagram

Top pick for mobile and lifestyle games. Visual-first content like Reels and Stories works well for installs and social sharing.

Bilibili

China’s go-to for younger, highly engaged gamers. Strong traction for long-form videos and influencer collaborations.

Dive deeper into platform trends, key metrics, regional insights, and expert opinions to guide your strategy in 2025

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Discover key statistics like these

YouTube gaming creators hit a 4.1% engagement rate, noticeably higher than the platform average (2.7%)

Brawl Stars gained 2.8M new followers in 2024 – the fastest growth of any gaming brand account on Instagram

52% of the TikTok gaming audience is female, and most are under 34. If you’re promoting games aimed at young women, this is where your players are

66% of Instagram’s gaming creators are nano-influencers (1K–10K followers). They might be small, but they’re engaged, and they add up fast in scaled campaigns

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Hear insights directly from industry experts

“Just because someone has a big audience doesn’t mean they can actually sell a game. A lot of them take sponsorships for games they don’t even play, which makes the promo feel forced. Players want authenticity. Like I said earlier. Passion can't be replaced.”

Elvis Walden

Community Manager at Xsolla

“You are buying engagement with influencers, not reach, when it's a game or a specific call to action – and the campaign needs to be built on engagement.”

Kayvan Ghavim

Influencer Marketing Consultant

“Gaming influencers can be quite ‘polarizing’ in their opinions… Brand safety isn’t always guaranteed, depending on the influencer.”

Sima Spielmann

Marketing Manager at Audiencly

“Short-form videos on TikTok and Instagram Reels showcasing gameplay highlights, challenges, or ‘how-to’ tips resonate well with younger audiences.”

Benjamin Sagnier

Co-founder at Drafted Management

“If the creator is a dedicated Fortnite player, and then they start playing LoL – it won’t generate any form of results and the audience will see straight through it.”

Mike Craddock

Co-founder & CEO at NewGen

“The most challenging part of working with gaming influencers from my experience is scheduling. Gaming brings an entirely new deliverable in streaming... It can be difficult to find the right window for them to participate.”