Influencer marketing is a powerful tool in the video game PR space, enabling developers and publishers to reach new audiences through trusted voices in the gaming community. Here are 25 great influencer campaigns that have made a significant impact:
- “Fortnite” – Ninja’s Stream with Drake
Fortnite partnered with popular streamer Ninja and rapper Drake for a highly publicized live-stream event that significantly boosted the game’s visibility and player base. - “Among Us” – Collaboration with Streamers like Pokimane
The developers of Among Us worked with popular streamers like Pokimane and xQc to play and promote the game, leading to its viral success. - “Call of Duty: Warzone” – Activision’s Streamer Partnerships
Activision engaged popular streamers such as Dr Disrespect and TimTheTatman to showcase Warzone, effectively leveraging their large audiences. - “Genshin Impact” – Influencer Campaigns with TikTok Creators
miHoYo collaborated with TikTok influencers to create engaging content and challenges related to Genshin Impact, which helped the game trend on social media platforms. - “The Witcher 3: Wild Hunt” – Influencer Partnerships for Expansions
CD Projekt Red partnered with influencers to showcase the game’s expansions and DLCs, utilizing gameplay reviews and live streams to build excitement. - “Minecraft” – Celebrity YouTubers like PewDiePie
Mojang saw a significant boost when PewDiePie and other YouTubers created content around Minecraft, leading to a resurgence in the game’s popularity. - “Hades” – Influencer Reviews and Streaming
Supergiant Games engaged influencers and streamers to review and play Hades, generating buzz and positive word-of-mouth through platforms like Twitch and YouTube. - “Cyberpunk 2077” – Early Access with Influencers
CD Projekt Red provided early access to influencers and streamers before the official release of Cyberpunk 2077, creating pre-launch hype and anticipation. - “Animal Crossing: New Horizons” – Collaborations with Lifestyle Influencers
Nintendo partnered with lifestyle and home décor influencers to showcase creative island designs and in-game activities, expanding the game’s reach beyond traditional gamers. - “Valorant” – Closed Beta with Influencers
Riot Games strategically used influencers during Valorant’s closed beta to build hype and provide exclusive gameplay footage to their audiences. - “Apex Legends” – Influencer Events and Challenges
Respawn Entertainment organized special influencer events and challenges, inviting top gamers to participate and showcase Apex Legends to their followers. - “Star Wars Jedi: Fallen Order” – Streaming with Star Wars Influencers
EA collaborated with influencers who are also Star Wars enthusiasts to create content around the game, enhancing its appeal to dedicated Star Wars fans. - “Demon’s Souls” – Gameplay Reviews by Influential Gamers
Bluepoint Games worked with prominent gaming influencers to review and play the Demon’s Souls remake, generating significant buzz and excitement. - “Final Fantasy VII Remake” – Influencer Reaction Videos
Square Enix used influencers to create reaction videos and gameplay content for the Final Fantasy VII Remake, driving engagement and anticipation. - “Fall Guys: Ultimate Knockout” – Collaboration with Twitch Streamers
Mediatonic teamed up with popular Twitch streamers for exclusive gameplay streams and challenges, contributing to the game’s viral success. - “The Last of Us Part II” – Influencer Interviews and Reviews
Naughty Dog provided early copies of The Last of Us Part II to select influencers, who then created in-depth reviews and interviews, fueling pre-release excitement. - “Death Stranding” – Kojima’s Influencer Outreach
Hideo Kojima’s unique approach involved sending out special packages to influencers, leading to unboxing videos and early gameplay content. - “Gears 5” – Collaboration with Influential Gamers
Xbox and The Coalition engaged well-known gamers and streamers to promote Gears 5, leveraging their reach for gameplay previews and reviews. - “Super Smash Bros. Ultimate” – Influencer Fighter Reveals
Nintendo’s reveal of new fighters through influencer content helped build excitement and maintain ongoing interest in the game. - “Hollow Knight” – Community-driven Influencer Content
Team Cherry encouraged influencers to explore and create content about Hollow Knight, leading to a strong community-driven promotion. - “Ghost of Tsushima” – Influencer Preview Events
Sucker Punch Productions held influencer preview events, giving top gamers early access to Ghost of Tsushima and encouraging them to share their experiences. - “No Man’s Sky” – Influencer Partnerships for Updates
Hello Games used influencers to showcase major updates and improvements to No Man’s Sky, helping to shift public perception positively. - “Sea of Thieves” – Streamer Events and Collaborations
Rare organized special events with streamers to play Sea of Thieves, fostering a sense of community and generating interest through live content. - “Tekken 7” – Collaboration with Fighting Game Influencers
Bandai Namco worked with fighting game influencers and competitive players to promote Tekken 7, leveraging their expertise and following for effective marketing. - “World of Warcraft” – Influencer Participation in Expansion Launches
Blizzard Entertainment engaged influencers for World of Warcraft expansions, using their content to showcase new features and maintain player engagement.
These campaigns highlight the strategic use of influencers to drive engagement, create buzz, and build anticipation for video games, leveraging their large followings and content creation abilities to reach broader audiences.