Game promotion

How To Overcome Three Major Influencer Marketing Challenges In Gaming

Gaming marketers need to step up their game to succeed with their influencer marketing in 2022.


Gaming marketing and PR teams take on three significant challenges every time they promote their games through influencer marketing. With an ever-growing pool of available influencers, it is more challenging than ever to identify who you need to be working with in order to reach your game's target audience. This article will explore what you need to keep in mind to give yourself the best odds of succeeding with your influencer marketing campaigns.

Challenge 1 - A World of Options

With the pandemic fast-tracking the growth of gaming content creation and consumption, you are now facing endless options when it comes to influencers. However, finding the right influencers to work with can be a challenge with so many options to choose from. In 2022, you need to work with letting content creators access your game proactively, and by prioritizing the right influencers you can optimize the returns of your time spent.

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Source: MediaKix

Finding influencers who can produce quality content is vital to success. When evaluating which influencers to work with, target audience, engagement rate, and content quality rank above other metrics such as follower count, location and budget. To overcome the challenge of having many different options, gaming marketers need to look past the base metrics and instead focus on the content itself and the audience that is attracted to the selected content creator. A great question to ask yourself is: "what influencers are performing best for similar titles to the game I want to promote?" You can greatly speed up this process by using a powerful influencer prospecting engine like Lurkit, which lets you target your audience based on similar titles, genres and much more with a few clicks.


Challenge 2 - Foggy Goals

Campaigns with clear outlines and objectives perform better than those without. When planning an influencer marketing campaign, keep your goals in tune with the influencers selected. By making your objectives come first, you set the criteria you can use to filter out influencers that will suit your campaign.

influencer marketing goals chart

Source: Digital Marketing Community

However, setting that bar can be a challenge, and each title will require a different approach. For example, multiplayer games that rely on matchmaking will want to find creators of all sizes that are active continuously, while larger projects may require a more focused campaign. Sync your marketing push with the creators and take advantage of each creator’s specialties and skills. By outlining your campaign goals early on, adjusting them for your title, and carefully curating your influencer selection you can find a larger return on your time spent and budget.

Challenge 3 - Influencer Management

Providing a game key and press kit is a good start to your campaign, but the communication should not end there. Check in with key influencers, monitor campaign progress, and provide additional feedback and assistance throughout the campaign. By being hands-on and furthering your communication with influencers, you can build a lasting relationship that will continue past the initial campaign.

Skärmavbild-2017-09-02-kl.-17.29.04Source: Velocenetwork.com

Appointing a staff contact point, Discord role, or other forms of communication options will welcome influencers a chance to reach out. Rather than just playing a game for another developer, they become connected with the people behind the project and further invested in the successful promotion of your title. By building up trust throughout your campaign, the content creator’s viewers are more likely to trust the word of their chosen influencer.

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