How Brands can Collaborate with Gaming Influencers

Lassarina Ho
Content Marketing
June 8, 2020
May 12, 2021
10
min read

The gaming industry has never felt more alive. Staying at home for the past few months have turned audiences to seek out entertainment options, and gaming is one of them. From finding a distraction to virtual bonding with friends, video games have seen an increase in popularity amid the COVID-19 pandemic (not to mention the number of Animal Crossing fans out there. 

With more than 2.5 billion gamers across the world, brands are starting to recognise that they make up a sizable number of their customers. A study by Google and Ipsos MediaCT highlights exactly how influential Gamers can be for marketers, and their emerging purchasing power as compared to the general online population. 

Interested to find out how to get a headstart in the gaming industry? Using Affable’s Content Discovery Tool, let’s do a run-through of the hottest trends in the gaming industry on Instagram!    


Having Fun with Content 

What better way to advertise about a game than to bring it to real life and live it out with influencers? This May, Royal Chaos, a mobile card-based adventure game, launched a creative campaign featuring influencers @sylsylnoc, @ninatsf and @qinlovesmacaronsss. Dressed to look like characters in the game, engagement rates were high as followers were rewarded with a pleasant surprise. 


Gaming Must-Haves 

Gaming in comfort and style is a must. Products which complement the gaming experience are quintessential to a good game. Showcasing its beautiful ergonomic chairs, Apol collaborated with @hafizazizzz for gamers to give their gaming environment an upgrade. 


Razer also partnered with @alvinology to host a giveaway for its Kraken Kitty gaming headset, which adds a touch of cuteness not only to games, but also conference calls which are particularly relevant when working from home. Gamer or not, the look of the headset on @alvinology is definitely a style that pink fanatics out there will go for. 

Introducing New Technology

Not forgetting, how can style be without the newest and coolest technology out there? As gaming evolves with advancements in technology, Virtual Reality (VR) is bringing gaming onto the next level. 

Recently, Oculus created a campaign by onboarding a community of gaming influencers. As an #OculusPartner, influencer @brucegreene uploaded a video of him playing Ping Pong against a VR robot which visualises the entire VR experience. Leveraging on the presence of gaming influencers in the community, brands can introduce new technology to consumers and set the trend for a different type of gaming experience. 


Move Beyond Gaming Influencers 

Given the overlaps between gaming and lifestyle, Xbox also engaged lifestyle influencers to promote their new One S All-Digital Edition console. Lifestyle influencer @annabelleshea “was never much of a “gamer girl” but instead highlighted how it helped to keep her relationship strong while @marjanne.co shared about her friendly competitions with her husband. To expand the pie, brands should recognise that the social aspect of gaming is a key asset and showcase other sides to gaming. 


Bonus: Brands outside the Gaming Industry  

Even if your brand is not in the gaming industry, it doesn’t mean you cannot collaborate with gaming influencers. Brands outside of the gaming industry are also entering the space and appealing to gamers. 

Among other food brands marketing to gamers, Pringles US recently collaborated with @icabenitez, demonstrating this perfect pairing with a video game on screen, and a bowl of pringles right beside. Jordans Cereal Australia also has a perfect way for gamers to start the day like @instainspiredliving, with their oat and barley clusters. Clearly, video games and snacks have a tasty relationship


And when you think this cannot get any different, Pataday’s eye allergy itch relief also targets gamers who are looking at their screens for long periods of time in their collaboration with @joesdaily. Fast fashion retailer Primark has also joined the game with their range of apparel featuring gaming like Minecraft and PS4, engaging parenting influencer @pinkpeonyhome and her kid. 


As the implications of COVID-19 continue to unfurl, consumers will continue to be encouraged to keep their distance from others and stay indoors. Existing gamers will spend more time playing, but new players have also started to dip their toes in the gaming waters. Gaming influencers open the doors for gaming and non-gaming brands alike to reach their target audience. Brands now have a unique opportunity to tap on influencer marketing and connect with millions of millennials in a genuine way.

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