With gaming platforms garnering millions of fans, video game streamers have become an excellent influencer choice for non-gaming brands to advertise their products to untapped audiences.
Video game streamers create content on gaming platforms like Twitch and YouTube to engage their fans through live streaming, reaction videos, tips and tricks and more. These influencers connect with the fans by creating raw and authentic content that sparks real conversations between the influencers and followers.
Non-gaming brands collaborating with these streamers can build actual credibility for their products by sponsoring games, live streaming, and introducing brand-theme games.
Heinz ketchup company launched a game on fortnite to increase awareness about soil degradation. The SOS Tomatoes game included a battle zone where the gamers could challenge each other and while also learning about soil degradation. The company also talked about the sustainability efforts that it takes up in real life to target the Gen Z audience who prefers brands supporting a social cause.
"So the gaming marketplace is a latent market for non-gaming brands, and after several esports tournaments and content creators attracting more eyeballs than the Super Bowl, it was only a matter of time before gaming rose more into the mainstream marketing conversation," said Dwayne Waite Jr. in an interview given to affable.ai on November 11, 2022.
In 2021, many fashion brands like Tampas, OPI, Benefit Cosmetics leveraged female game streamers to reach their community who are tough to reach via social media platforms as they spend most of their time on gaming platforms. With gaming influencers, brands can initiate interesting conversation about their product, driving engagement and conversions.
The first quarter of 2023 was packed with equally interesting trends that brands adopt to stay ahead of the curve. For running successful influencer campaigns in Q2, check out our Q1 trends report covering all the trendy marketing practices and more.
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