The gaming industry has become one of the most sought after from people all across the world. Be it the youth or the old, the use of both computer and mobile games have seen a major rise with no signs of slowing down in the near future. Thus with huge competition, many brands have sought to better their marketing strategies or take the aid of gaming influencer marketing in order to have a firmer grip in the market. Digital marketing has made way for content marketing or social media marketing like Instagram paid partnership or YouTube gaming.

Influencer Marketing

Influencer marketing focuses on reaching out the brand to the larger world through some leaders. Usually an influencer is hired or paid by the brand so that more customers can learn about the brand through the influencer. Most influencers have their personal social media channels through which they can spread the message of the brand to the people. Instagram paid partnership is an example of such social media marketing. Another mode of marketing is by creating content to spread the message, which is either created by the influencer or the digital marketing agency.

Thus in today’s world of social media, more people can become aware of the brand through such influencers.

Need of Influencer Marketing

The success of gaming apps has become instrumental in influencer marketing. With the development of technology, the gaming industry has become one of the most prosperous and is no longer constricted to a hobby or means of passing time for individuals. Some of the reasons behind the need of influencer marketing for the success of gaming apps are:

Revenue:

Mobile gaming industry now stands at a staggering $68.5 billion revenue. It is accounted that the majority of this revenue comes from mobile games with consoles and PC not far behind. Thus the mobile gaming industry is one of the most prosperous sectors in the entertainment business. There has also been a rise in the number of game influencers and thus many gaming brands are looking to partner with them in order to reach out to more followers and generate greater revenue.

Time spent:

According to recent research, almost 67% of Americans play games on at least one device like mobile, laptop, tablet or console. It was also reported that an American aged between 18 and 35 years spend a minimum of 48 minutes on video games. Thus they are expected to spend a lot of their time on game-related posts and advertisements and even promoting the brand. Thus with gaming influencer marketing and in-app purchases, the brands are expected to get a huge boost in their ROI.

Target audience:

There has been a significant rise in the number of female gamers over the past few years. Thus it is important to know the target audience as otherwise the brand will not be able to keep up with their success. Hence it is important to look at influencer marketing to attract the correct audience so that the brand can take the next step forward.

Need to change:

Digital ads are ignored by most people. The ad-blocks even block some of these ads and thus they face a huge loss in revenue. Hence many brands have changed to influencer marketing in order to reach to the people and it provides higher ROI. It has become a much safer option for gaming brands.

A number of components should be kept an eye upon before starting an influencer marketing campaign. The steps that should be followed include:

Creating a proper plan for the marketing strategy
Identify and select the influencer
Creating good content
Monitoring the key metrics and analyzing them properly
Optimally distributing the marketing strategy to reach out to more customers.

One of the most common things to dwell upon is to find the correct influencers to carry the brand forward. One should be careful to choose the right gaming influencers as people always do not want celebrities but they wish for someone who can share the passion and enjoyment of the game and can influence others to buy the game. Twitch TV and Youtube gaming are some of the most used platforms by such gaming influencers where they share their screens and their followers can watch them play. They also have their social media accounts which are followed by many.

Conclusion

Smart gaming brands have switched to influencer marketing than traditional marketing strategies and are experiencing huge success. People avoid excessive ads nowadays and so the importance of influencers have increased massively. Brands have been able to create Facebook paid partnership or Instagram paid partnership with many influencers and thus have been able to reach out to more and more people. Besides attracting new customers, they have also been able to receive huge ROI. With the gaming industry expanding massively, they are destined for more success.

Author's Bio: 

Alice Martin is content writer and currently working with Carina Softlabs Inc., a leading software development company in India. She loves working in the ever-changing world of CMS and is fascinated by the role content plays in today’s business era.