Best Gaming & eSports Influencer Marketing Campaigns

When gaming powerhouses like NetEase Games and Marvel join forces, you know the result is going to be nothing short of legendary. Toss in top-tier influencers like SQUEEZIE GAMING and GotagaTV, and you've got a campaign that isn't just a game launch — it's a full-scale spectacle.

For the global debut of Marvel Rivals, a heart-pounding PvP shooter, these Twitch creators didn’t just play; they showcased the game's tactical gameplay, mind-blowing graphics, and high-stakes action in epic Twitch streams. It wasn’t just influencer content; it was a battle for supremacy in front of their millions of followers.

This campaign nailed the perfect blend of strategic influencer selection and seamless brand integration, perfectly targeting France’s 18+ male demographic — the ideal audience for FPS and Hero Shooter games. The creators launched exclusive streams and short-form videos to help spread the hype for Marvel Rivals. It was a collaboration that put Marvel Rivals firmly on the map of every hero shooter enjoyed.

Now, let’s zoom out and take a closer look at why gaming and eSports influencer marketing is increasingly becoming the secret weapon behind some of the most electrifying campaigns in the industry.

The Power of Influencers: How Top Campaigns Elevated Gaming and eSports

Influencer marketing has become a game-changer in the world of gaming, where the right collaboration can turn a game into a global sensation. From celebrity-packed campaigns to family-friendly partnerships, these top influencer-driven campaigns show just how strategic, creative, and engaging influencer marketing can be.

Let’s take a closer look at some of the most successful gaming and eSports campaigns and how they harnessed the power of influencers to captivate audiences and drive massive success.

1. Coin Master’s Celebrity Takeover: J.Lo, Kardashians, and the Game That Took Over Instagram

Coin Master has long been one of the top-grossing mobile games, but when they decided to inject some serious star power into their marketing, they took things to another level. Enter: J.Lo, Khloé Kardashian, Cardi B, and a lineup of other A-list celebrities, all recruited to drive the game’s visibility and downloads. The results? Well, let’s just say it wasn’t just a “spin the wheel” success.

The campaign’s strategic genius was in its use of macro influencers with jaw-dropping followings — J.Lo alone commands 192 million Instagram followers. But this wasn’t just about slapping a celebrity’s face on an ad and calling it a day. No, the magic happened in the details. Jennifer Lopez starred in videos that were as humorous as they were relatable, such as one where she’s in a grocery store, fiercely competing at Coin Master while casually dodging shopping carts.

That video alone amassed over a million views within hours. The key here? The campaign made the game feel less like a commercial and more like a fun, shared experience.

Even though the campaign leaned heavily on mega-celebrities, micro-influencers played a crucial role in reaching niche, regional audiences, ensuring that the game’s appeal wasn’t just reserved for the Hollywood elite. But it was J.Lo’s comedic timing and down-to-earth persona that pushed the campaign into viral territory, especially when the ads leaned into the "struggling with the game" angle — a smart move for drawing in casual, non-gamer audiences.

But, as with any campaign involving celebrities, there were some bumps in the road. Critics raised concerns about Coin Master’s slot machine mechanics, which some argued could normalize gambling behavior for younger audiences. Despite this, the sheer virality and engagement (plus J.Lo’s grocery store antics) made the campaign one of the most successful in the mobile gaming space.

By the time the dust settled, Coin Master had cemented itself as one of the highest-grossing mobile games globally, racking up over 200 million downloads.

2. Vainglory 5v5’s Playful Partnership with PewDiePie: The King of YouTube Hits the MOBA Scene

Building on the power of star power in the mobile gaming space, Vainglory turned to a different kind of influencer — PewDiePie. When Vainglory decided to make waves with its 5v5 mode, they knew they needed a big splash — and who better to make that splash than PewDiePie? With over 61 million subscribers at the time, PewDiePie was a gaming industry titan.

If influencers were rock stars, he was the headliner at every festival. But rather than leaning into a traditional ad format, Vainglory’s strategy was as laid-back as one of PewDiePie’s infamous "Let’s Play" videos.

The campaign’s magic lay in its subtlety. PewDiePie wasn’t shoving download links down viewers' throats or bombarding them with technical details. Instead, he simply played the game, letting his followers experience the gameplay in its most authentic form. No hard sell. Just pure, unfiltered PewDiePie humor and gameplay.

This approach wasn’t just refreshing; it felt like a genuine endorsement, rather than a commercial in disguise. Fans saw PewDiePie struggle through the game’s intense moments, laugh at his own mistakes, and react in real-time. It was participatory marketing at its finest — the viewers weren’t just watching; they were involved.

This genuine connection is why the campaign exploded with over 2.2 million views and a 3.75% engagement rate. PewDiePie’s fans, mostly gamers aged 19-34, instantly connected with the content, and word-of-mouth spread faster than an overpowered character in a MOBA. Unlike traditional, overt marketing campaigns, this one focused on the community aspect of gaming, allowing fans to draw their own conclusions.

While there were some murmurs in the gaming community about whether Vainglory could compete with heavyweights like League of Legends or Dota 2, PewDiePie’s authentic and engaging gameplay video had already done its job.

The campaign delivered immense exposure, piqued interest in Vainglory’s new 5v5 mode, and cemented PewDiePie’s status as the unofficial gaming ambassador.

3. Brawl Stars’ Pre-Launch Masterclass: How to Build Hype Before the First Tap

As Vainglory's collaboration with PewDiePie set the tone for authentic, gamer-driven marketing, Brawl Stars showed how to build anticipation long before the launch day. When it comes to launching a mobile game, few campaigns have generated the kind of pre-launch buzz that Brawl Stars did.

Supercell’s strategy was simple yet highly effective: harness the power of influencers who already loved their games. With heavyweights like Orange Juice Gaming, MOLT, and Powerbang Gaming on board, the campaign kicked off with the kind of authenticity that fans crave — no forced celebrity endorsements, just real gamers talking about a game they were genuinely excited about.

The core of the campaign was live streaming. Influencers played Brawl Stars before its official release, giving fans a first-hand look at the mechanics and gameplay. And while the live streams were engaging in themselves, the pre-launch teaser campaign was where the real magic happened. The mysterious image shared on social media under the hashtag #DontKillBrawlStars sent fans into a frenzy, generating speculation, memes, and plenty of user-generated content.

It was like the game had already launched — without actually launching. If the teaser didn’t build excitement, the influencers’ streams did, with one video hitting over 2.7 million views, creating an organic viral effect before the game even saw the App Store.

The campaign was further amplified by community-driven elements like pre-registration calls to action and live Q&A sessions. And the results were staggering. Within just 8 hours of announcing the release date, Brawl Stars racked up over 5 million pre-registration sign-ups.

Not only did the game become the number-one iPhone app in 32 countries, but it also pulled in $10 million in revenue during its launch week. The exponential social media growth was equally impressive, with YouTube followers up by 194% and Instagram following by 188%.

The only "controversy"? A few whispers about the teaser image hinting at the game’s cancellation — but Supercell skillfully turned that skepticism into anticipation.

4. Infinity Ops’ Pre-Launch Boom: How Azur Games Used Influencers to Ignite FPS Fever

From Brawl Stars’ hype-building playbook, we see another masterclass in pre-launch strategy. When Azur Games set out to launch Infinity Ops, their pre-launch campaign didn’t just create a ripple — it made a full-blown splash in the crowded mobile gaming market. Rather than relying on generic influencer hype, Azur zeroed in on creators who were already immersed in the mobile FPS world. This smart choice ensured that the buzz around Infinity Ops wasn’t just loud; it was laser-targeted.

The campaign’s secret weapon? A diverse mix of macro and micro influencers, including standout creator NoahsNoah, whose promotional video alone racked up 1.8 million views. But it wasn’t just NoahsNoah’s star power that pushed the campaign forward. His relatable, entertaining style helped communicate the game's futuristic multiplayer features and pre-registration perks in a way that felt natural and genuine, not like a paid ad.

The game’s promise of exclusive in-game bonuses, like 400 gold, created a sense of urgency that urged viewers to act fast, and act fast they did — within just 22 days, the campaign saw over 1.3 million pre-registrations.

While the focus was largely on macro influencers, Azur Games didn’t forget about the power of niche marketing. They also tapped smaller influencers to reach localized audiences, giving the campaign a wider, yet more intimate, reach. It wasn’t just about the numbers — it was about building trust with gaming communities that knew their content wasn’t just another commercial. The result? A massive 28% of the total pre-registrations came directly from influencer efforts.

The campaign wasn’t without a few raised eyebrows — some skeptics questioned whether Infinity Ops could hold its ground in a saturated FPS market. However, the influencer-led strategy worked wonders, especially with high-quality, engaging video content showcasing the game’s mechanics and features.

When launch day arrived, Infinity Ops saw a 32.5% conversion-to-install rate from pre-registrations and over 3 million sessions.

5. Tagging Along with Ryan: How WildWorks Hit a Home Run with Kid-Influencer Marketing

Taking the influencer game to a whole new audience, WildWorks introduced an entirely different kind of collaboration with Ryan Kaji, the pint-sized powerhouse behind Ryan’s World. When your brand’s biggest asset is a child influencer with 38 million subscribers (and counting), you’re not just aiming for a hit; you’re gunning for a grand slam.

Enter Tag with Ryan — a family-friendly mobile game that tapped into Ryan’s massive fanbase and made game downloads feel like a natural extension of Ryan’s channel.

But this wasn’t just about slapping Ryan’s face on a game cover and calling it a day. No, WildWorks crafted a marketing experience that matched the energy of the Ryan’s World brand. Ryan’s parents helped promote the game through playful, relatable content, blending seamlessly with the channel’s light-hearted tone. They also cleverly used exclusive game content and merchandise to deepen the connection with Ryan’s audience.

Think limited-edition in-game skins and Ryan-themed physical toys. It was like a two-for-one deal — Ryan’s fans didn’t just get to download a game, they got a whole ecosystem of exclusive Ryan swag.

With the campaign’s massive reach and kid-friendly appeal, the game surged in popularity, quickly amassing millions of downloads and earning rave reviews from both parents and kids alike. Sure, it may have seemed like just another kids’ game on the surface, but with Ryan’s World behind it, Tag with Ryan turned into a juggernaut.

6. FGTeeV’s Family-Fueled Fun: How BarBarQ Became a Household Name

When it comes to influencers, there are few who can match the energy of FGTeeV — the family gaming YouTube channel that’s amassed over 20 million subscribers. But what happens when this gaming juggernaut shifts gears into the world of mobile gaming? You get BarBarQ, a game that became a household name, thanks to the power of family-driven content and sheer influencer star power.

What made the campaign stand out wasn’t just FGTeeV’s over-the-top personalities (though, let’s be real, that helped a lot). It was how they made the game feel like an extension of their everyday, chaotic family fun. BarBarQ wasn’t just an app; it became a part of the FGTeeV experience.

The campaign cleverly integrated the game into the family’s larger YouTube content, allowing their audience to see FGTeeV members play the game, fail hilariously, and enjoy it together in a way that felt deeply authentic. It wasn’t about perfect gameplay; it was about the joy of playing together and having a laugh along the way.

FGTeeV’s audience, primarily made up of kids and their parents, immediately resonated with the family-friendly tone and the easy-to-pick-up nature of BarBarQ. The game’s concept — a fun, chaotic battle where you control a wild animal in an arena — fit perfectly with FGTeeV’s over-the-top, high-energy style.

Watching the FGTeeV crew take on the game’s crazy challenges created the kind of relatable, engaging content that draws in viewers like magnets. And while it wasn’t a high-concept, drama-filled saga, it didn’t need to be. It was pure family fun.

The campaign’s genius wasn’t just about creating a viral moment but embedding the game into FGTeeV’s world in a way that felt like a natural fit. They used humor, collaboration, and the kind of behind-the-scenes moments that allowed their young fans to feel like they were part of the family. The result? BarBarQ skyrocketed to the top of the charts and became a staple in mobile gaming for kids.

The Future of Influencer Marketing in Gaming & eSports

In the fast-paced world of gaming and eSports, influencer marketing has proven to be more than just a trend — it’s a proven strategy for success. Whether through celebrity endorsements, organic content, or community-driven hype, these campaigns have shown that the right influencer partnership can take a game from zero to viral in no time.

As the gaming industry continues to evolve, one thing is clear: influencer marketing will remain a powerful tool for creating buzz, building loyalty, and driving downloads. The key is finding the perfect mix of authenticity, creativity, and audience connection.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.