The role of influencer marketing in the video game industry
Moisio, Tatu (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202504257636
https://urn.fi/URN:NBN:fi:amk-202504257636
Tiivistelmä
The video game industry, one of the biggest sectors in global entertainment, increasingly relies on influencer marketing as a powerful tool for engaging with consumers.
The thesis aims to better understand how consumers perceive influencer promotions in gaming and what factors influence their responses. The research draws on existing literature and selected brief case studies, including the launch of Valorant by Riot Games and product campaigns by Finalmouse – to examine how influencers contribute to visibility, engagement, and interest. A quantitative survey was conducted to find supporting evidence for the research, which included open-ended questions that filled a qualitative need in the study.
The findings suggest that authenticity, trust, and alignment between influencers and their audiences play a meaningful role in how marketing messages are received. While the results point to the potential of influencer marketing as a promotional tool in the video game industry, they also raise questions about transparency and the blurred lines between entertainment and advertisement.
This research contributes to ongoing discussions about digital marketing in gaming while suggesting further research into influencer marketing within interactive media.
The thesis aims to better understand how consumers perceive influencer promotions in gaming and what factors influence their responses. The research draws on existing literature and selected brief case studies, including the launch of Valorant by Riot Games and product campaigns by Finalmouse – to examine how influencers contribute to visibility, engagement, and interest. A quantitative survey was conducted to find supporting evidence for the research, which included open-ended questions that filled a qualitative need in the study.
The findings suggest that authenticity, trust, and alignment between influencers and their audiences play a meaningful role in how marketing messages are received. While the results point to the potential of influencer marketing as a promotional tool in the video game industry, they also raise questions about transparency and the blurred lines between entertainment and advertisement.
This research contributes to ongoing discussions about digital marketing in gaming while suggesting further research into influencer marketing within interactive media.