Influencer Marketing for Games

Pixly is a Full-Service Influencer Marketing Agency for the Gaming Industry

At Pixly, we're deeply immersed in the gaming world, sharing a passion that spans across various genres on PC, console, and mobile platforms. We understand the competitive gaming market and recognize the unique potential of influencer marketing.

It's not just about standing out - it's about connecting with audiences in meaningful ways. Influencer marketing is a powerful tool to elevate your game alongside traditional marketing channels.

We’ve spent years learning and optimizing influencer marketing programs for publishers of all shapes and sizes, continually increasing the effectiveness of our campaigns. Thanks to our extensive database, experience, and sophisticated matchmaking tools, we can identify and activate creators that align perfectly with your game, ensuring scalable and more predictable campaign outcomes. Our approach is designed to overcome the inconsistency and uncertainty commonly encountered in influencer marketing.


Setting Clear Goals for Influencer Marketing Campaigns

In gaming organizations, influencer marketing often overlaps with user acquisition, public relations, community management, and other departments, which can make it challenging to maintain a focused strategy. The solution to vague objectives is straightforward: set clear, precise goals. Typically, influencer marketing goals fall into three areas:

  • Awareness: Track the views on your sponsored videos or streams. Compare these to the channel's average views to gauge if your content resonates with the audience. It's normal for views to be lower if your game isn't the main focus of the channel, so initial popularity should not be a major concern.
  • Installs: If your aim is to increase game downloads, tailor your goals accordingly. Estimate a campaign's impact by considering the channel's average viewership and engagement over the past month. Larger channels often have lower engagement rates, while smaller, niche channels typically have a more engaged audience.
  • Community Building: For goals centered on community engagement, focus on both viewership and interaction. The aim is to not just attract views but also to create content that encourages viewer interaction with your game. Be clear about your call-to-action - are you directing viewers to join your Discord, join your pre registration, or something else? Additionally, monitor the number of organic videos about your game and their viewership.

How Influencers Can Help Promote Your Game

Leveraging influencers can be a game-changer for promoting your game, tapping into their dedicated audiences on platforms like YouTube and Twitch. Here's how they can elevate your game's marketing strategy:

Pre-Launch Promotions

  • Generate hype and buzz through sponsored content.
  • Guide potential players to pre-registration, tracking engagement to identify the most effective influencers.

Game Launches

  • First-time game playthroughs introduce your game to dedicated audiences.
  • Detailed explanations of game mechanics and features.
  • Drive launch excitement, encouraging audiences to download and play with them.

Post-Launch Campaigns

  • Boost the game's popularity or spotlight new updates, features, or game modes, keeping your audience engaged and interested.
  • Focus on high-performance influencer partnerships, optimizing for return on ad spend (ROAS).



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We find the most fitting influencers for your brand using our insights-based matchmaking tools, historical performance metrics and comprehensive creator relationships.

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You evaluate and select the influencers that best align with your campaign vision.

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Influencers create engaging sponsored content guided by the campaign brief, delivering a tailored fit for your brand.

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We share each sponsorship draft for your approval, handling edit requests and guaranteeing full FTC compliance.

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We coordinate publish dates, ensuring that influencers post their sponsored content as instructed, complete with tracking links for measurement.

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With Pixly's analytics tools, you can monitor real-time campaign performance and optimize toward top performers.

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Different Types of Influencer Marketing Sponsorships for Games


  • <span class="text-color-gold">Dedicated Gameplay:</span> In-depth gameplay where the entire video focuses on your game. Typically lasting 10 to 20 minutes, the influencer dives deep into gameplay, highlighting key features and providing strong calls-to-action, encouraging viewers to download through link in the video description.
  • <span class="text-color-gold">Integration:</span> A promotional segment for your game that is woven into the influencer's regular content. These segments are shorter, usually around 60 to 90 seconds, but still pack a punch showcasing the game's features and compelling calls-to-action placed at the start and end of the segment.


  • <span class="text-color-gold">Dedicated Livestreams:</span> Streamers devote an entire stream, typically 2-4 hours, exclusively to your game. This includes using custom overlays, banner images, and a chatbot, all designed to engage viewers with clickable calls-to-action.
  • <span class="text-color-gold">Extended Sponsorships:</span> For long-term impact, streamers incorporate promotions for your game into their regular streams, about once or twice a week during high-viewer periods. These segments last 2-5 minutes and include tailored overlays, banners, and a chatbot, with clickable calls-to-action.

TikTok & Instagram

  • <span class="text-color-gold">Instagram In-Feed Posts:</span> Influencers create engaging posts, be it images or videos, showcasing their excitement and information about your game. These posts include a compelling description, promo codes, and hashtags, with a call-to-action directing fans to a link in their bio.
  • <span class="text-color-gold">Instagram Stories:</span> Engage audiences with one to three frames of image or video content, available for one day. These stories generate buzz about your game, encouraging fans to download your game via a linked sticker.
  • <span class="text-color-gold">Tiktok / Instagram Reels:</span> Short, impactful videos featuring your game, complete with promotional captions, codes, hashtags, and a call-to-action, all aimed at driving fans to explore more through a bio link.

Tracking and Measurement

We understand the importance of measuring success and we’re adept at monitoring every click, install, and purchase. By generating unique tracking links for each influencer, video, and stream, you gain precise insights into your campaign's performance. We go beyond vanity metrics like subscribers, likes and views, focusing on metrics that matter like return on ad spend (ROAS). We align our data with standard game marketing metrics like downloads and revenue through third-party integrations. This process enables us to continually refine our campaigns. Using advanced analytics tools, we measure the performance of each campaign, ensuring that your investment is driving tangible results.

Effective tracking and measurement are pivotal in understanding the true impact of influencer marketing campaigns. It's not just about tracking direct clicks and downloads; it's about delving deeper into the data. At Pixly we employ sophisticated tracking strategies to capture a comprehensive view of campaign performance. This includes not only immediate conversions but also long-term engagement and brand impact. Understanding the 'untracked majority' - those influenced by a campaign but not immediately converted is crucial. This approach provides a more holistic view of an influencer's impact, helping optimize our strategies for greater success.

At Pixly, we understand the nuances of the ever-changing influencer marketing scene, especially in the gaming industry. We're here to make sure each campaign runs smoothly and aligns with your marketing goals. Why not take a look at our case studies? You'll discover why game publishers like Epic Games, Wooga, Gameloft, and MiHoYo turn to Pixly time and time again.

Unlock your brand's potential with our results-driven influencer programs!

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Case studies

Winning with Influencers




Turkish gaming heavyweight Masomo tapped Pixly to create an engaging influencer marketing campaign for their latest mobile sensation, Basketball Arena. The result? A slam-dunk campaign that exceeded sales goals and shot Basketball Arena up on the US Games App Store charts to an impressive #2 spot.

Sponsored Youtube Videos
YouTube Video Views
US Games App Store
Influencer Spotlights
Epic GamesEpic GamesEpic Games

Epic Games


Since Epic Games launched Fortnite in 2017, Pixly has been a dynamic extension of Epic’s user acquisition and marketing efforts, orchestrating the brand’s influencer marketing strategy. As their trusted partner for years, we're consistently rolling out successful influencer campaigns month after month. For example, our team powered Fortnite's explosive success within the creator landscape through a successful campaign (amassing 1 billion views and counting) that turned influencers into full-time Fortnite content creators.

Sponsored Youtube Videos
Youtube Views
Players in under a year, a cultural Impact
Gross Revenue generated by Fortnite
Influencer Spotlights



Turo, a leading car-sharing marketplace, connects people with the perfect vehicle for any occasion across the US, UK, and Canada. Turo had never ventured into influencer marketing and needed expert guidance to launch a successful influencer marketing program. With our strong connections to top automotive content creators, Pixly was the perfect partner for Turo to spark notable buzz and build brand awareness.

Sponsored Youtube Videos
Video views
Influencer Spotlights
Phoenix LabsPhoenix LabsPhoenix Labs

Phoenix Labs


Since 2019, Pixly has been the exclusive influencer agency partner for Dauntless, the free-to-play action role-playing game developed by Phoenix Labs. Not only did we deliver a unique influencer program that resonated with Dauntless’s unique gameplay and immersive world, but we surpassed 400 influencer activations on YouTube and Twitch, which garnered 50 million+ views.

Sponsored Youtube Videos
YouTube Video Views
Sponsored Twitch Streams
Influencer Spotlights

Hear From Our Clients

Sean Koble

Pixly has driven tens of thousands of new installs to our game, The Battle Cats. Their professionalism and commitment to communicating with our YouTuber partners have led to highly effective videos at cost-effective rates.

Sean Koble
Promotion and Marketing
Vasco Bernardo

We've been working with Pixly for over 3 years and not only have we developed an excellent professional relationship with the team, we've also been able to scale our endeavors effectively. On multiple occasions we needed support in our campaigns and Pixly was incredibly reliable and helped us in the best possible way, both in performance and brand awareness campaigns.

Vasco Bernardo
Global Influencer Marketing Manager
Anissa Nehls

Pixly has proven to be an excellent partner - they work extremely efficiently and continuously manage to put fitting talent and successful campaigns forward. They've helped us bring our influencer marketing to new heights!

Anissa Nehls
Senior Marketing Manager
Rūta Chatkevičė

Pixly is our long-term partner, and we are pleased to collaborate with them. They are professional and dedicated, and they have helped us find the right talents and achieve amazing results.

Rūta Chatkevičė
Influencer Marketing Director