Game on: why creators now drive discovery in the US$200B gaming market
Streamers and short-form stars have become gamers’ go-to discovery source—here’s how marketers can adapt
In 2025, game trailers and splashy ads are no longer the top drivers of discovery in the gaming world.
According to a new HypeAuditor study, influencers—especially streamers and short-form content creators—now dominate how gamers find new titles, signaling a seismic shift in marketing strategy for the US$200 billion gaming industry.
This article explores key findings from HypeAuditor’s State of Influencer Marketing in Gaming 2025 report and breaks down what marketers should know to stay competitive, relevant, and trusted in a creator-first ecosystem.
Short on time?
Here’s a table of contents for quick access:
- TikTok reigns for quick hits, YouTube wins for depth
- Twitch drives deep community engagement
- Instagram plays backup—with limits
- Measurement is shifting toward performance, not vanity
- What marketers should know
TikTok reigns for quick hits, YouTube wins for depth
TikTok remains the undisputed king of instant discovery—especially for mobile games targeting Gen Z. The platform thrives on short-form gameplay teasers, meme-able content, and trending audio.
Even nano-influencers are outperforming mega-creators, thanks to TikTok’s content-first algorithm and the high engagement rates (often 8%+) they command.
However, the platform’s short shelf life and visual brevity pose challenges for story-heavy or strategy games that require more than 30 seconds to shine. That’s where YouTube takes over.
YouTube offers evergreen, searchable content that supports long-term discovery—from detailed game reviews and lore explainers to walkthroughs that continue to pull views months after launch. While more resource-intensive to produce, the content builds high-intent engagement and trust, particularly for indie and AAA console titles.
Twitch drives deep community engagement
For PC and console campaigns demanding sustained attention, Twitch remains the stronghold. The platform’s long-form, live format supports richer storytelling and deeper community interaction, especially for RPG, esports, and strategy game audiences.
Marketers can leverage Twitch for:
- Launch day hype via pre-release streams
- Developer Q&As
- In-stream giveaways and AI-powered chat bots
Yet, Twitch isn’t a perfect fit for mobile titles unless the game has a multiplayer or competitive angle. The high production cost of streams and lack of native link tracking complicate install attribution, so success is often measured via sentiment and long-term engagement rather than last-click metrics.
Instagram plays backup with limits
Instagram, particularly Reels, plays a complementary role—especially for visually aesthetic mobile or lifestyle games. Think match-3 games or sandbox sims.
The platform offers decent reach and eye-candy appeal, but its engagement tends to be more passive, and conversion to installs lags behind TikTok and YouTube. Hardcore or lore-heavy titles may struggle to find traction here.
Measurement is shifting toward performance, not vanity
Traditional metrics like views and likes no longer cut it. According to the report, marketers in 2025 are more focused on player-driven KPIs, such as:
- Downloads or installs
- Engagement rate
- Click-through rate
- Retention rate
- Cost per install (CPI)
This signals a broader industry shift toward value-based marketing, where long-term player retention matters more than a viral moment.
What marketers should know
Here’s how to pivot in response to the creator-led gaming discovery landscape:
1. Double down on nano and micro-influencers
These creators punch well above their weight in engagement—especially on TikTok and YouTube. Tap into niche fandoms and emerging voices rather than blowing your budget on top-tier influencers.
2. Tailor platform strategy to game genre
- Mobile titles → TikTok + Reels
- Console & PC games → YouTube + Twitch
- Narrative or lore-heavy games → YouTube for deep dives, Twitch for launch streams
3. Rethink attribution models
With Twitch and YouTube less direct in install tracking, consider sentiment, session time, and retention as core metrics—not just click-throughs.
4. Localize content for APAC growth
The APAC region accounted for 48% of global organic installs in 2023, with top-performing countries including Singapore, Indonesia, and Japan. Adventure and simulation games led in ad revenue, and players in Southeast Asia posted the longest session times, pointing to massive engagement upside .
As influencers overtake traditional ads in game discovery, brands must evolve or risk falling behind. Success in this landscape hinges on understanding where your audience lives, what content resonates, and how to measure real impact—not vanity metrics.
Smart marketers will embrace creators not just as promoters, but as partners in player engagement.
