Since their initial release in the 1990s, video games have steadily grown in popularity. Celebrities and high-end brands have also entered the gaming industry. “Gamefluence,” i.e., game influence, has grown to be a valuable tool for marketing, but how can you best utilize it and explain it?
Once regarded as fringe culture, the gaming “movement” has gained global traction. It’s undeniable that a large number of individuals across all age groups enjoy playing video games, whether on traditional gaming consoles or specially designed PCs. Whether played online, on a console, or on a PC, video games reached a peak in popularity in the 2010s. This was largely due to the emergence of Twitch, a platform for live-streaming video games with a strong emphasis on eSports broadcasts of matches and tournaments that fill indoor arenas and give profit to all involved: teams, pro players, organizers, and best AdvCash bookmakers in 2023 at Bookmaker Expert, very much included in covering such events. Due to the need for people to stay at home during the COVID-19 pandemic, the latter took off, and people started using the Internet more and more.
In truth, gaming has become so popular that it can be a successful career. Gaming companies frequently hire gaming influencers—gamers who live-stream and discuss their gaming lifestyle while reviewing games they play—in addition to revenue-generating opportunities found in gaming competitions.
According to a 2021 Accenture report, 84% of gamers declare they appreciate video games due to how they help them connect with others and make them feel less alone. Without a doubt, “gamefluencers,” i.e., gaming influencers, can easily establish and grow their community on platforms like YouTube, Discord, and Twitch. A significant improvement in live streaming has occurred amid the lockdowns associated with the pandemic. The number of streamers who broadcast video game content has significantly increased in tandem with the rise in demand for gaming content, according to a 2021 YouGove & Stream Hatchet report. Additionally, a growing number of mid-sized and micro-influencers are joining the scene.
For example, according to the same data, there were 4.3 million Twitch channels streaming live content in the third quarter of 2019, but that number rose to 11.4 million in the second quarter of 2021. TwitchTracker found that over 7.2 million channels are streaming on Twitch each month. The ease with which these platforms can be used to establish specialized communities is one of their key benefits. Streamers will undoubtedly naturally connect with the target audience in this way. Additionally, Twitch gives them more opportunities than the other two platforms to engage with their viewership through gaming and real-time comments on the stream chat.
As an aside, it’s worth mentioning that social media platforms like Instagram and TikTok drew inspiration from this streaming presentation to allow influencers, or even just regular users, to go live and interact with their audience. Furthermore, viewers can still leave comments at any time, in real-time, using a system similar to this one.
Gamefluence Incorporates 3 Components for Increasing Loyalty and Engagement
Upping their game, luxury brands made the decision to capitalize on the gaming trend. For example, Balenciaga developed a virtual reality video game world called “Afterworld: The Age of Tomorrow” back in 2020 to allow their fans to explore their Fall 2021 collection virtually. Through Gucci Arcade and Animal Crossing, among other gaming platforms, Gucci has also moved limitations to “craft the unexpected.”
Three potent components that can increase loyalty and engagement are included in gamefluence. These are as follows:
- Profound relations. Because they pass on more than just their passion, gamefluencers are more genuine and impulsive because they share a portion of their personal lives, which is genuine and unfiltered. It instantly establishes a unique connection and chemistry with its target audience.
- Cracking up. Having the ability to make viewers chuckle and, over time, to create inside jokes by combining specialized references that only members of the community will understand. This implies that shared humor, which conveys intimacy and companionship, rewards viewers for belonging to the in-group.
- Representation. The two final arguments suggest that gaming allows influencers to be who they really are. Then, viewers can always locate a relatable streamer who celebrates diversity, unites like-minded individuals, and offers a secure environment for those who follow them to express themselves.
These elements are linked to fundamental principles like happiness, closeness, and inclusivity. There are just as many components available for brands to expand their communication and marketing strategies in order to reach their intended audience. When executed properly, gamefluencer collaborations have the power to spark brand loyalty and engage audiences more broadly than nearly any other social media platform, as was highlighted in the latest We Are Social gamefluencer report.
Let’s examine the five leading gaming influencers, in our opinion, who are becoming well-known for both the games they support and themselves.
PewDiePie, whose real name is Felix Arvid Ulf Kjellberg, is one of the most well-known gaming influencers in the world; even people who don’t consider themselves to be gamers have heard of him. When all YouTubers and niches were combined, PewDiePie was the highest-paid influencer on the platform at one point.
The Swede is still regarded as one of the biggest YouTube influencers in the gaming community. Despite his continued influence, his image has recently suffered due to some videos that contained sensitive material. With his experience and reviews, however, gamers and aspiring influencers can still anticipate a ton of funny and educational gaming videos.
Even though gaming has historically been associated with men, SSSniperWolf (Alia Shelesh) has shown that women enjoy gaming just as much. She represents a few of the many prominent and well-liked female gamers who are successful in the industry.
At one point, the most popular game influencer on YouTube, SSSniperWolf, is based in the UK. She’s a POV shooting game specialist with over 34 million subscribers and billions of views at the moment. Her numerous Call of Duty games are audible throughout her channel.
Like a lot of popular influencers, SSSniperwolf doesn’t just post gaming-related content. Viewers are treated to an assortment of amusing videos, ranging from comedic and lifestyle videos to reaction videos.
One of the biggest gaming influencers in the world, Jacksepticeye, is also known as Seán William McLoughlin. With 30 million subscribers and some videos that have been viewed over 10 million times, he’s currently the most popular Irish YouTuber.
In addition to his popularity as a game influencer, Jacksepticeye is also a well-known voice actor and vlogger, which helps him gain even more recognition in the online community. While Jacksepticeye focuses more on producing educational commentary videos and humorous content with a quirky twist, PewDiePie primarily creates content about gaming. The fact that he doesn’t review any one genre of games is presumably what makes him so well-liked by players of all stripes.
A lot of players look for walkthroughs on YouTube, which offer a detailed overview of a game’s features, gameplay, and methods for getting cemented in a particular area. One of the biggest influencers in the gaming industry, Thomas George Cassell from the UK, better known as Syndicate, provides his practically 10 million subscribers with game walkthroughs for titles like Call of Duty and Halo.
Syndicate is a pioneer in the gaming industry, having amassed over three followers on Twitch, another gaming streaming platform.
Seananners is a well-known YouTuber who focuses mostly on gaming. His channel has over two billion views and nearly 6 million subscribers.
One of the leading influencers in the gaming industry, SeaNanners (real name: Adam Montoya), is a Californian who specializes in reviewing different games on his channel. In addition to being a commentator, he has worked with several well-known gamers and influencers, including Tom Cassell, Markiplier, VanossGaming, and others! But his favorite games—or at least the ones he plays the most—are Grand Theft Auto, Call of Duty, and Minecraft. He may enjoy going over any of the aforementioned fandoms because these are the top three games that many people have.
Making The Most of Influencer Marketing With Gamefluencers
Gamefluencers have the capacity to express their opinions about recently released games and devices designed for casual to ardent gamers, thanks to technology and the power of influence.
The industry’s top-performing games make the most of these and other prominent gaming influencers’ power to propel their brands to new heights.