Study: Influencers dethrone ads as top discovery tool for gamers

Influencers have overtaken trailers and ads as the most powerful way to promote video games, according to a new report by HypeAuditor.

The report titled "State of influencer marketing in gaming 2025", said streamers and short-form video creators are now the leading discovery channel for new games, especially among younger audiences.

With the global gaming industry now worth more than US$200 billion, marketers are turning to creators across Twitch, YouTube and TikTok to drive installs, community engagement and long-term retention. 

“Gaming is no longer just entertainment—it’s a cultural force,” said Alexander Frolov, CEO and co-founder of HypeAuditor. “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." 

Don't miss: Is influencer marketing forcing traditional agencies out of the game? 

Platforms in play

According to the study, TikTok is still the king of instant discovery, especially for mobile games targeting Gen Z. Gameplay teasers, 'meme'able moments and social trends thrive on the platform, with nano-creators often outperforming larger names thanks to the algorithm’s content-first approach.

With spark ads and linkable posts, TikTok also one of the most conversion-friendly platforms. However, the shelf life is short, and storytelling-heavy or strategy games may struggle to gain traction in 30 seconds or less.

In addition, YouTube remains the top platform for searchable, evergreen content. From AAA console titles to indie mobile games, YouTube supports deep-dive reviews, walkthroughs and lore explainers that continue to drive interest long after launch, said the report.

Influencers on the platform often foster strong communities too, however content production is more time and cost intensive. While YouTube is less effective at instant installs, it drives high-intent engagement and trust, the study found. 

Twitch is the stronghold of live, long-form gaming content and it’s where core gaming communities live. From RPG and strategy fans to esports audiences, Twitch is ideal for PC and console game campaigns that require deeper gameplay engagement. The platform is purpose-built for launches, pre-release streams, developer Q&As and tournaments, offering tools such in-stream giveaways and AI chat bots for real-time interactions.

Furthermore, Twitch’s automatic video archiving also ensures content remains accessible post-stream, allowing for extended reach. However, it’s not a natural fit for mobile games unless they have a competitive or multiplayer angle. Streams require more production effort than TikToks or Reels, which translates to higher influencer fees. Measuring direct installs is also more complex, as Twitch lacks native link tracking. This means success on the platform is more about community sentiment and brand affinity than last-click attribution.

Finally, Instagram plays more of a supporting role. Its visual-first format works well for mobile and lifestyle-friendly games with strong aesthetics such as match-3 titles or creative simulators.

On top of that, Reels offer decent organic reach. The downside of Instagram, however, is that engagement can be superficial, and conversion to installs lags behind more immersive platforms. Interestingly, the study found that Instagram is less effective for hardcore titles and lacks the community-building depth of Twitch or Discord.

Challenges and measuring success 

Despite the surge in influencer-led campaigns, marketers still face key obstacles. Maintaining authenticity while preserving brand messaging is a balancing act. Regional preferences vary widely too. What works in the US may not translate in markets such as Asia Pacific (APAC). But as traditional ads continue to lose ground, creators are increasingly essential to reaching the next generation of gamer on the platforms they trust most. 

The report found that nano and micro-influencers consistently outperform their larger counterparts when it comes to engagement. On TikTok, nano-creators generate engagement rates above 8%. On YouTube, loyal niche followings drive meaningful conversions. Meanwhile, Twitch remains unrivalled for real-time community interaction and sustained interest.

Additionally, the report highlights a clear shift in how success is measured in 2025. Likes and views alone no longer cut it especially in gaming, where long-term player value matters more than a quick spike.

Instead, the most effective campaigns are tracked by performance-driven, player-focused KPIs. The top five metrics cited by marketers were downloads or installs, engagement rate, click-through rate, retention rate and cost per install.

While influencers drive discovery, the mobile gaming economy is booming in APAC, which accounted for 48% of global organic installs in 2023, according to Adjust.

Markets such as Singapore, Indonesia and Japan led growth, while in-app revenue rose 6% year-on-year. Adventure and simulation games saw the highest ad revenue, and players in Indonesia and the Philippines clocked the longest session times, highlighting strong engagement across the region.

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