NOTE: This is a repost of the Gaming Marketing Institute’s original post.
Gaming influencer marketing comes in many different varieties. Part one of this series explained creator-focused strategies.
Part two focuses on how professional pursuits within the gaming industry impacts influence. Where influencer marketing strategies can also tap into gaming industry professionals.
If you’re new to gaming, please complete the Gaming Marketing Dictionary. Since that content walks you through over 50 terms used below.
Gaming professionals
A gaming professional is anyone with a paid occupation in the worldwide video game industry. One which is on pace to generate over $187 billion in revenue in 2024, according to research firm Newzoo.
Those occupations range from software engineering to artistic design and marketing.
Gaming professionals also include those who work in the burgeoning esports sector which is expected to generate $1.9 billion in 2024 revenues. Esports includes professions associated with competitive gaming such as media professionals, events managers, etc.
Gaming professionals serve as a source of inspiration for the rapidly growing population who dream of pursuing a career in the gaming industry.
Some professionals even attain influencer status within the gaming community. Once again, this category is fluid. Where, as we will demonstrate, other types of influencers are also gaming professionals.
That said, let’s explore three gaming campaigns that leverage this type of influence.
Nike’s Tekken 8 Shoe
In July 2024, Bandai Namco Europe revealed a collaboration with Nike for its TEKKEN 8 game title – bringing the iconic athletic footwear and apparel brand into the legendary fighting game universe.
The partnership encompasses digital in-game content as well as a limited-edition physical Nike Air Foamposite One inspired by two Tekken characters – Jin Kazama and Kazuya.
Tekken project director Katsuhiro Harada, game director Kohei Ikeda, and producer Michael Murray announced the Nike collaboration at Evo 2024 – the world’s largest fighting game tournament.
Harada, Ikeda, and Murray are more than just Bandai Namco employees, however. They are all influential members of the Tekken community – by way of their professional and personal contributions to the game.
In other words, all three are recognizable people among the Tekken players and fans Nike’s activation was targeting.
So, while gaming industry professionals may not attract the same level of fandom that some creators do. They are still effective influencers.
For instance, Harada’s YouTube channel has over 100,000 subscribers. He also has over 330,000 followers on X.
Novo Nordisk’s Away From Keyboard
In April 2023, leading global healthcare company Novo Nordisk teamed up with global esports tournament organizer and media platform BLAST to inspire gamers worldwide to spend time away from the keyboard or screen, taking care of their body and mind.
The “Away from Keyboard” campaign featured a documentary series, where the biggest names in esports share their personal journeys to obtaining a more balanced lifestyle away from the bright lights and pressure of competitive gaming.
The first episode starred former professional gamer Jacob “Pimp” Winneche. In it, Winneche shared his story of how pursuing a healthier lifestyle away from the keyboard improved his wellbeing and quality of life.
Even though Winneche has retired as a pro gamer, his professional pursuits have kept him relevant within the esports community. Where he is a full-time broadcast analyst and co-owner of Refrag – a Counter-Strike training platform.
As a result, he remains a notable figure, and an influencer, by relation, among esports fans.
Likewise, Novo Nordisk tapped into his influence to deliver its message about healthy lifestyles to that audience.
Chipotle x Disguised Esports
In May 2024, international restaurant chain Chipotle became a founding partner of the Disguised esports organization (DSG, for short). DSG was founded by Jeremy ‘Disguised Toast’ Wang – a popular Taiwanese Canadian gaming creator.
Disguised Toast began his content creation journey playing Hearthstone competitively while masquerading as a mustache-sporting, sunglasses-wearing piece of toast.
Today, he is transitioning out of full-time content creation into other professional endeavors.
Where, despite having invested over $1 million into DSG without a return, the gaming community has received Disguised Toast’s foray into esports team ownership positively.
The community embraced DSG, not because it was founded by a popular creator, but because many identify with Disguised Toast pursuing his passion as a professional enterprise. Since that is a prominent motivation for many who also aspire to a career in gaming.
So, Chipotle sponsored DSG’s first pro Tekken player – Phi ‘PhiDX’ Lam – who is also a gaming professional, and influencer in his own right. By supporting the organization’s expansion into a new fighting game genre, Chipotle resonates with the positive sentiment surrounding Disguised Toast’s professional aspirations.
Where the resulting association with both influencers creates a halo effect on Chipotle’s brand within the fighting game community.
Recap
- There are many gaming professionals
- Professionals can be influencers
- Gaming influencer categories are fluid
- Gaming careers are touch points
- Influencer strategies can tap into professional pursuits in gaming
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