Do video game influencers provide value for money for marketers?
Influencer marketing is not a new concept in the video gaming world with many brands using it to promote their products. But how likely are consumers to take notice of influencer-promoted video gaming content?
According to a new YouGov survey conducted across 18 international markets, more than a third of global consumers (35%) are likely to take notice of video game endorsements by social media influencers ‘a lot’ or ‘a little’. However, 57% say they are ‘not at all influenced’. This makes influencer-promoted video game endorsements one of the least noticeable contents ahead of only financial and investment products (34%), tickets for sports events (31%), and gambling (21%). Consumer opinion varies across markets.
Asian consumers are more likely to take notice of video-game ads endorsed by social media influencers in comparison to Europeans. In the UAE (64%), India (64%), Indonesia (65%), and China (61%) three in five consumers are likely to take notice of video game endorsements by influencers ‘a lot’ or ‘a little’ - the highest among 18 markets. However, in Singapore (32%) the grip of influencers falls, and the number drop by half.
Coming to Europe, Spanish (30%), French (29%), Italians (29%), Polish (28%) are more likely to take notice of influencer-promoted video game ads than German (23%), Swedish (22%) and Danes (15%). There’s a lot of variety in the data in the North American region. In Mexico more than half (51%) say they are likely to take notice of video game ads by influencers but in Canada only a quarter are likely to do the same.
Britain and the US consumers are the most likely to say that they take no notice of influencer-promoted video game endorsements, with nearly seven in 10 saying they are ‘not at all influenced’. Diving into American consumers by age, two in five consumers between 18 to 34 years (43-44%) are likely to take notice of video game endorsements promoted by social media influencers ‘a lot’ or ‘a little’ but nearly the same say they are ‘not at all influenced’ (35-40%).
In Britain the openness to video game influencers falls with age. Nearly half of those aged between 18 to 24 are likely to take notice of video game endorsements promoted by social media influencers but the number falls nearly to a third and then to a fifth between 25-34 and 35-44.
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Methodology
YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18 and over in 18 markets with sample sizes varying between 513 and 2015 for each market. All surveys were conducted online in August 2022. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov RealTime Omnibus.