The Impact of Influencer Marketing on the Gaming Industry: A Perspective by Nauman Mulla, Co-Founder & COO, STAN
The Rise of Influencer Marketing in the Gaming Industry
In recent years, influencer marketing has taken the business world by storm, and the gaming industry is no exception. What started as a strategy primarily used by endemic brands has now expanded to include non-endemic brands as well. Influencers, with their massive presence on platforms like Facebook, Instagram, and YouTube, have the power to reach a diverse audience and create hype around products and services.
With the increasing internet penetration in India, thanks to players like Jio, influencers now have a wider reach and can connect with audiences like never before. The gaming industry, which boasts close to 500 million gamers in the country, has recognized the potential of influencer marketing in engaging this audience. By collaborating with influencers, gaming brands can create excitement, provide sneak peeks, and offer exclusive content to keep their followers engaged.
According to a report by EY, influencer marketing is expected to grow by 25% by 2024, indicating the increasing importance of influencers in the marketing landscape. The rise of e-gaming has attracted millennials and GenZ, who are actively participating in esports tournaments and engaging with gaming content online. Influencers play a crucial role in promoting gaming products, tutorials, and other content, building trust with their followers and impacting their purchasing decisions.
Influencer marketing has proven to be a cost-effective and direct advertising method for brands in the gaming industry. By working with influencers who understand their audience’s preferences, brands can create relevant and engaging content that resonates with their target market. The evolving nature of the gaming industry presents endless opportunities for brands to leverage influencer marketing and build a strong gaming community.
As influencer marketing continues to evolve, both brands and influencers have the opportunity to learn and grow together. By harnessing the power of influencers, creative content, and strategic timing, brands in the gaming industry can differentiate themselves and connect with their audience in a meaningful way. The future of influencer marketing in gaming looks promising, with new possibilities emerging every day for brands and influencers alike.