As a marketing professional at Amra & Elma, where we’ve worked with countless brands in the gaming space, I’ve had the unique opportunity to witness firsthand how gaming influencers can turn a game from obscure to legendary almost overnight. One of the most fascinating aspects of gaming marketing is the sheer power influencers wield in driving the success of a title—not through traditional ads or flashy banners, but through gameplay, personal engagement, and authentic enthusiasm.
Let me tell you about Among Us. Back in 2018, this multiplayer social deduction game launched with little fanfare. It had an intriguing concept, yes, but there was no immediate explosion. In fact, for two whole years, Among Us floated under the radar, seemingly destined to remain a niche game known to a small group of die-hard players. However, in mid-2020, a couple of high-profile streamers—like Sodapoppin, who was one of the first to pick it up—started playing it on Twitch. Then, boom, like a match to gasoline, the game erupted. Suddenly, influencers like PewDiePie, Ninja, and Pokimane were streaming Among Us, and their audiences were hooked.
Here’s the kicker: this wasn’t just casual attention. Their streams had a tangible impact. InnerSloth, the game’s developers, saw a massive increase in downloads—from around 50,000 daily players to over 500,000 almost overnight. By the time the buzz reached its peak, Among Us had millions of active users and was topping download charts across all major platforms. What caused this? It wasn’t a change in the game itself; the gameplay and graphics stayed the same. It was the community that formed around these influencers, who played, joked, and created viral moments that made people want to be part of the experience.
At Amra & Elma, we often stress to our clients that gaming influencers don’t just play a game—they create a story around it. It’s not uncommon to see a streamer turn a dull match into something riveting, not because of what’s happening in the game, but because of how they narrate their experience. Think about someone like Dr Disrespect, known for his over-the-top persona. When he streams a game, it’s more than just gameplay—it’s a performance. His fanbase isn’t just tuning in to see how well he plays; they’re there for the trash talk, the dramatic sound effects, and the larger-than-life persona that can make even a mediocre game feel thrilling.
A perfect example of how this works in practice is Fall Guys, another game that benefited immensely from influencers. When Fall Guys launched in August 2020, it quickly became a hit, not because it was the most complex or graphically stunning game out there, but because it was fun—and influencers recognized that. People like TimTheTatman, known for his entertaining failures more than his successes, turned Fall Guys into must-watch content. When Tim struggled to get his first win, the internet rallied behind him. His moment of victory became a viral sensation, with tens of thousands of people cheering him on in real-time. This wasn’t just entertainment—it was a cultural moment, and it fueled the game’s meteoric rise in popularity.
We ran analytics for one of our gaming clients who was considering a similar approach, and the data was clear: influencer-driven campaigns generate far more engagement than traditional marketing methods. Why? Because influencers bring an authenticity that ads cannot replicate. When someone like Valkyrae—who commands millions of followers—posts about a game, it doesn’t feel like a sales pitch. It feels like a friend recommending something she genuinely enjoys. The numbers speak for themselves: after Valkyrae began regularly streaming Among Us, her viewership skyrocketed, and with it, the game saw an even larger uptick in player engagement. In just a month, she gained hundreds of thousands of new followers, many of whom jumped into the Among Us craze right alongside her.
And it’s not just indie games that benefit from influencer marketing. Even major titles, with massive budgets, rely on influencers to generate buzz. Consider Fortnite, which exploded onto the scene not just because of its battle royale format, but because of strategic partnerships with influencers. When Ninja started streaming Fortnite, it wasn’t long before the game became a global phenomenon. His collaboration with celebrities like Drake during streams wasn’t just a gaming moment—it was a cultural crossover that thrust Fortnite into the mainstream. Millions of players flocked to the game, not just to play, but to experience the same thing they saw their favorite influencer do. That’s the magic of influencer marketing—people don’t just watch; they participate.
From a marketing perspective, these influencers do more than drive downloads—they create a long-lasting relationship between the player and the game. Influencers like Shroud and Tfue have fanbases that trust their judgment. If Shroud plays a new first-person shooter and genuinely enjoys it, you can bet his fans will be buying that game the next day. When Tfue wins a game, his followers want to experience that same rush of victory, pushing them to try it out themselves. It’s not about flashy graphics or massive marketing budgets; it’s about trust and relatability. Gamers trust influencers more than they trust traditional ads because influencers are, first and foremost, gamers themselves.
This connection is vital to understand when we advise gaming companies at Amra & Elma. One of the key elements of a successful game launch isn’t necessarily about outspending the competition—it’s about finding the right influencers who can authentically engage with your game. In today’s market, that can be the difference between a game that fades into obscurity and one that becomes a viral hit.
Influencers have become the gatekeepers of gaming culture. Their streams, YouTube videos, and TikToks don’t just entertain; they influence purchase decisions, build communities, and, most importantly, create lasting experiences. In an industry where player engagement is key, gaming influencers are not just an optional marketing tool—they are an essential driver of a game’s success. If there’s one thing we’ve learned at Amra & Elma, it’s this: in the world of gaming, influencers hold the power, and those who embrace that power are the ones who come out on top.
