HypeAuditor, the AI-powered analytics platform for transparent and performance-driven influencer marketing, in cooperation with HypeFactory. a global influencer marketing and talent agency, has released its latest State of Influencer Marketing in Gaming 2025 report.
Based on in-depth interviews with over 50 experts from leading gaming publishers, influencer agencies, content platforms, and creators, the report uncovers the trends, metrics, and challenges shaping the future of game marketing.
Influencers Have Become Gaming’s Most Powerful Marketing Weapon
In 2025, it’s not flashy trailers or banner ads that persuade players—it’s the creators they follow. Gamers now trust streamers, short-form video stars, and content creators far more than traditional marketing. Influencers have become the driving force behind game discovery, community growth, and long-term engagement.
Platform-Specific Highlights from the State of Gaming 2025 Report
- Twitch: Ideal for long-form, live-streamed content, Twitch excels in engaging hardcore gamers and esports enthusiasts. It’s particularly effective for promoting PC and console games through real-time gameplay demonstrations.
- YouTube: As a hub for in-depth reviews, walkthroughs, and strategy guides, YouTube offers lasting, searchable content. It’s a preferred platform for detailed game analysis and reaching a broad audience over time.
- TikTok: Known for its viral potential, TikTok is the go-to platform for rapid game discovery, especially among Gen Z. Short-form videos and trends can significantly boost visibility for mobile and casual games.
- Instagram: With features like Reels and Stories, Instagram is effective for visually appealing content and direct engagement. It’s particularly useful for lifestyle and mobile game promotions, leveraging its strong user interaction rates.
Real Engagement Beats Vanity Metrics
Today’s gamers crave authenticity, not ads. The report shows that nano- and micro-influencers consistently outperform their larger counterparts on platforms like TikTok and YouTube.
- TikTok nano-influencers average engagement rates above 8%
- Twitch remains unmatched in community-building and real-time interaction
- Instagram Stories with clickable stickers drive direct installs and timed offers
Top Challenges for Brands in 2025
The report also highlights key hurdles marketers must navigate:
- Authenticity vs. brand control—players instantly detect forced promos
- Fragmented regional preferences—what works in the US may flop in MENA or India
- Pricing inconsistencies—mega-influencers may overcharge, while micro-creators offer better ROI
- Cross-platform attribution is still a struggle without proper tech and strategy
“Gaming is no longer just entertainment—it’s a cultural force. This report confirms what many already know: if you want to reach and convert today’s players, you need to show up where they already are – on Twitch, TikTok, and YouTube, through creators they already trust.”
Alexander Frolov, CEO and Co-Founder at HypeAuditor
“With fierce competition on the global gaming market, it’s essential for developers to stand out of the crowd with trendy, creative and authentic communication delivered by influencers. This approach plays a key role in driving game downloads and converting players into paying customers.”
Michael Kuzminov, CEO at HypeFactory
You can download the full State of Gaming 2025 report here.
