Game-changers: the power of gaming influencers

Gaming influencers are emerging as the promotional rock stars of the influencer marketing community!

The global pandemic has fueled the growth of the social media influencer fanbase and increased consumer gaming time, paving the way for the rise of the gaming influencer.

YouGov’s 3-part global report series, Game-changers: the power of gaming influencers, is an in-depth exploration of the gaming influencer landscape, the profile and behaviors of gaming influencer audiences, and the value of trust within the influencer sector.

[AVAILABLE NOW] PART 1 sizes the gaming influencer global fanbase across 17 international markets and reveals where gaming influencer followers sit within the global influencer sector as a whole. Download the report.

[AVAILABLE NOW] PART 2 digs into the profile and consumer behavior of the gaming influencer audience and unearths what makes them different from those following other influencer types. Download the report.

[AVAILABLE NOW] PART 3 explores the importance of loyalty, engagement and trust and how brands can benefit from partnering with gaming influencers. Download the report.

Methodology

The insights in this report series are drawn from a recent global Custom survey on the global influencer sector and, specifically, the gaming influencer landscape today, covering 17 global markets and nearly 19,000 respondents. Our survey results were further bolstered by connecting respondent level data to YouGov’s proprietary syndicated data solutions, BrandIndex and Profiles, allowing us to merge our respondents and their answers to the 100,000s consumer attributes that we collect on an ongoing basis for audience segmentation and profiling. The report also draws on data from our Teen Profiles solution.

Our survey was fielded the week of July 21st through the week of July 30th 2021.

The YouGov panel provides a naturally accurate and representative view of the population. Data is adjusted using a mild weighting team using interlocking demographic characteristics—methodology considered advanced in the market research space. For this report series the following population representation was used: