State Of Gaming & Influencer Marketing 2025
Download PDFSTATE OF GAMING &
INFLUENCER MARKETING
2025
Contents
●
Methodology
●
State of Gaming
●
Mobile Gaming
●
PC & Console
●
Steam
●
2025 Gaming Trends
●
State of Influencer Marketing
●
YouTube
●
Instagram
●
TikTok
●
Twitch
●
New Streaming Platforms
●
Best 2024 Gaming Campaigns
●
Insights to Build a Campaign
●
Influencer Marketing 2025 Trends &
Challenges
●
Further Reading
AAA AGENCY
This report aims to give an overview of the gaming & influencer marketing landscape throughout 2024 & ponder
what to expect from 2025.
We’ve gathered data from trusted sources naming them on each point. Since we do not process raw data, we’ve
relied on analytics platforms, reports, and relevant articles, such as
Sensor Tower
,
Stream Hatchet
,
Gamalytics
,
Newzoo
,
InvestGame
,
VGI
,
Statista
,
Influencer Marketing Hub
,
HypeAuditor
,
Circana
,
Data40
,
Epyllion
’s Report by
Matthew Ball
.
Part of the paper consists of the rankings, thoughts & conclusions brought by the AAA Team. This is our personal
opinion and does not claim to be the ultimate truth. If it differs from someone else’s vision, we will be happy to
exchange ideas. However, given our experts’ experience, this vision is backed by facts and data.
We would like to take this opportunity & thank the experts who contributed their perspectives on gaming and
influencer marketing to this report. We really appreciate it.
Methodology
AAA AGENCY
STATE OF
GAMING
Gaming Market Dynamics
From 2011 to 2021,
video gaming soared
.
Spending more than doubled compared
to the previous 20 years, with annual
revenues rising by 150%, from $80 billion
to $200 billion.
While some thought growth might slow
after COVID, most expected gaming to keep
expanding quickly —
or even faster
.
Image credit: Epyllion
AAA AGENCY
Gaming Market Dynamics
Instead,
spending dropped
by about 3.5% in
2022 and barely grew in 2023 and 2024,
staying flat over three years and falling short
of revenue forecasts by tens of billions.
Still, some experts remain hopeful.
The Newzoo Report
predicts the gaming
market to grow by 3.1% annually (CAGR)
from 2022 to 2027, reaching $213.3 billion
by 2027.
AAA AGENCY
Image credit: Epyllion
In 2024, mobile gaming made nearly as much as console and PC
gaming put together,
earning a huge $92.6 billion
. Console gaming
brought in $51.9 billion, while PC gaming followed with $43.2 billion.
Data credit: Statista
After a sharp drop in 2021 and 2022, mobile gaming revenue
is recovering
, with a 6% increase in 2024. It’s expected to keep growing
steadily by 6-4% each year through 2029.
Mobile vs. PC & Console
Games market revenue worldwide in 2024
Global mobile games revenue growth 2020 to 2029
‘20
30%
0%
-20%
‘21
‘22
‘23
‘24
‘25
‘26
‘27
‘28
‘29
10%
20%
-10%
6,37%
21
,35%
7
,37%
-10
,58%
1
,34%
6,4%
6,47%
5
,61%
5,24%
4,96
%
(in billion U.S. dollars)
$92.6
$51.9
$43.2
Mobile
49%
28%
23%
PC
Console
Data credit: Statista
AAA AGENCY
Investment
In 2023, worldwide investments in video
game companies
reached $4.48 billion
.
The gaming tech sector led the way. Mobile
gaming followed, attracting around $1.07
billion in investment. Console and PC are
smaller in total figures but showed a similar
pattern: a big spike in 2020 and 2021,
followed by a sharp drop, but still remaining
higher than pre-pandemic levels.
Annual value of investments (in million U.S. dollars worldwide)
Image credit: Statista
AAA AGENCY
Console/PC
Mobile
‘13
‘14
‘15
10000
5000
0
‘16
‘17
‘18
‘19
‘20
‘21
‘22
‘23
‘24 Q1-3
291.7
1255.1
14.6
179
175.9
141.7
555
.8
323
.8
1244
3482
.7
2091
62
7.8
427
.5
1953.8
1150.9
375
.6
3169
.3
946
8326
.9
107
7.8
92
1.9
922
.3
4996
3480
.8
Investment
Image credit: Statista
VC investment in the gaming industry
hit its highest point in 2021.
In the fourth quarter of 2022, global gaming
VC funding reached $3.33 billion, but it
dropped sharply throughout 2022 and 2023.
By the third quarter of 2024, VC funding in
gaming
settled at $517 million
.
AAA AGENCY
Investment
Game studios are finding it harder to raise
funds in early rounds (pre-Series A).
After peaking in 2021, investments have
decreased, and last year the
number of deals
has declined
even further, and the total
funding has stagnated.
AAA AGENCY
Image credit: Investgame
Investment
There’s cautious optimism for later-stage
funding. Compared to 2023, there were 30%
more deals closed, and their value grew by
43%.
However,
InvestGame analysts note
that the
market remains volatile. Corporate VC funds
are still showing steady interest, with a rise
in both joint deals with traditional VC funds
and solo investments in Q3 and Q4 of 2024.
AAA AGENCY
Image credit: Investgame
Regarding M&A activity, Q4 2024 was one
of the most successful quarters in the past
two years, with
28 deals totaling $4.9 billion
.
There were also announcements of $2.1
billion in deals set to close in 2025.
Many successful gaming and tech M&A deals
focused on mobile: Miniclip&Easybrain,
Playtika&SuperPlay, MTG&Plarium.
PC and console gaming have also seen some
profitable M&A deals: Take-Two
Interactive&Gearbox, Jagex&CVC Capital
Partners and Haveli Investments, Saber
Interactive&Beacon Interactive.
Investment
AAA AGENCY
Image credit: Investgame
Top-10 Gaming Studios Fundraisings
Image credit: Investgame
AAA AGENCY
Investment
Despite the challenges, the gaming market
still offers significant funding opportunities
.
However, there’s a steep drop in deal values,
from the top deal at $1.5B to others ranging
from $157M to $30M.
A variety of firms among lead investors
reflect a healthy investment ecosystem.
Investors are showing interest in diverse
gaming segments and emerging
technologies like Web3.
Total players in all markets will grow
.
Asia-Pacific, which
makes up 53% of global players, will see its player base
grow by 4% every year, driven largely by player growth in
Central and Southeast Asia.
Mobile-first regions like the Middle East & Africa (16% of
global players) and Latin America (10%) will grow faster
than other regions. Meanwhile, player growth in North
America and Europe will be slower, at 2.9% and 2.4%
respectively.
Players
AAA AGENCY
Image credit: Newzoo
According to the Newzoo predictions
, the number of players will grow, reaching 3.76 billion by 2027, with annual growth across all
segments ranging from 2% to 4%.
DFC
is even more optimistic, predicting the global gaming population could hit 4 billion by
2027—almost half the world’s population.
65%
Players in U.S.
AAA AGENCY
Data credit: Circana
65%
Play mobile games
Gaming habits in the US
show variation
.
In 2024, 71% of U.S. consumers play video
games, with mobile gaming leading the way
— 65% of the population play on mobile,
unchanged since 2022.
Console gaming also stayed steady, while
PC gaming saw a 4% decline, although over
a third of people still prefer this type of
gaming. Meanwhile, other gaming devices,
like VR, grew by 2% as more people adopted
the technology.
2022
2024
40%
36%
Play PC games
35%
35%
Play console games
11%
13%
Play other games
Players
Image credit: Epyllion
Roblox stands out as one of the leaders,
with 350-400 million monthly active users
—
rivaling the entire AAA ecosystem and
surpassing key competitors. It boasts more
monthly engagement hours than any gaming
console or platform.
Its success is driven by top titles’ impressive
growth, a focus on user-generated content
(UGC), strong R&D investments, and
non-traditional goals like sharing, creating,
and self-expression.
AAA AGENCY
Expert Talks
Dean Takahashi
, Lead Writer for
GamesBeat at VentureBeat
The game industry is waiting for breakout hits, new genres, and new business models to lift growth. We
may see boosts from the Nintendo Switch 2 and Grand Theft Auto VI, but 34,000 layoffs and tons of studio
closures have left a lot of scars that have made studios risk-averse. We can be encouraged by outlier hits like
Helldivers 2 and Palworld, but there are a huge number of studios — with many in emerging countries — that
are competing for a piece of a market that on an aggregate level is growing too slowly. The result will be
winners and losers, like always.
Ali Farha
, Senior Technical Producer
at Star Stable Entertainment AB,
#1 Swedish Gaming Voice on LinkedIn
The gaming industry now competes for attention in an unprecedented way, with social media and streaming
services fragmenting entertainment time. With the flood of new game releases, standing out requires both
sophisticated influencer marketing and exceptional quality. Games that successfully balance these elements
while delivering compelling social features are best positioned to capture and retain player attention in this
crowded landscape.
MOBILE
GAMING
Image credit: Epyllion
Mobile gaming has driven much of the
industry’s growth,
now making up 55% of
the market
, up from 32%. The iPhone
brought in millions of new players.
However, after 18 years, future growth
depends on population increases and
smartphone use in markets where people
spend less on games (low ARPU).
AAA AGENCY
Mobile Market Dynamics
Mobile game revenue
rose to up 4% over
2024
,
reaching $80.9 billion
. Turkey led with
a 28% increase. Much of the growth was
fueled by emerging markets like Mexico
(21%), India (17%), and Thailand (16%).
Established markets — the US, Europe,
the Middle East and Africa — saw steady
growth, while Japan saw a 7% decline due
to economic and currency challenges.
AAA AGENCY
Image credit: Sensor Tower
Mobile Market Dynamics
Image credit: Sensor Tower
Mobile Market Dynamics
Downloads
declined by 6% in 2024
. While
most markets saw a decline, regions like
Indonesia and Saudi Arabia provided bright
spots of growth.
AAA AGENCY
Despite a sharp decline in 2022,
in 2023 the number of mobile players
resurged back to even slightly higher than
in 2021. After that, it grew more,
reaching
2 billion players in 2024
.
The outlook is highly optimistic, with
a significant increase in mobile gamers
expected over the next five years, reaching
approximately 2.5 billion users by 2029.
Image credit: Statista
(Number of video game users WW from 2019 to 2029)
AAA AGENCY
Mobile Market Dynamics
Image credit: Sensor Tower
Top Mobile Gaming Genres
AAA AGENCY
●
Simulation and Puzzle genres
led global downloads
, each
capturing 20%.
●
Arcade games, despite a big drop,
maintained 19% of all downloads,
reflecting their enduring popularity —
Runner games lead the pack, driven
by the steady popularity of Subway
Surfers.
●
Lifestyle Customization titles gained
traction, showing the growing appeal
of personalization.
●
Shooter and Strategy subgenres led
download growth, driven by hits like
Garena Free Fire and Brawl Stars.
●
Strategy games
led global consumer
spending
with $17.5 billion, making up
21.4% of the total revenue despite only
accounting for 4% of downloads. 4X
Strategy games, particularly Last War:
Survival, were the biggest drivers of this
trend, capturing almost 10% of the
market.
●
RPGs followed closely at $16.8 billion.
Puzzle and Casino games secured third
and fourth places with $12.2 billion an
$11.7 billion, respectively.
●
Action, Simulation, and Shooter games
also saw notable growth, with Action
games leading the way (+46%). This goes
to show the strong earning potential of
competitive and immersive genres.
Top Mobile Gaming Genres
AAA AGENCY
Image credit: Sensor Tower
Data credit:
AppMagic
Despite the crushing popularity of Roblox, in the
mobile realm, it ranked only fourth in revenue last
year. A multiplayer online battle arena Honor of
Kings led the way, followed by an online board
game Monopoly Go!. Royal Match closes the top
three graphically proving the monetization
success of the puzzle titles.
Top Mobile Games
AAA AGENCY
(Top 20 grossing mobile games in 2024 worldwide)
Honor of Kings
$1.9m
(player spending in million U.S. dollars)
MONOPOLY GO!
$1.6m
Royal Match
$1.5m
Roblox
$1.2m
PUBG Mobile
$1.2m
Last War: Survival
$1.1m
Candy Crush Saga
$1m
Whiteout Survival
$0.9m
Dungeon Fighter: Origins
$0.8m
Coin Master
$0.7m
Brawl Stars
$0.7m
Honkai: Star Rail
$0.6m
Pokemon GO!
$0.5m
Genshin Impact
$0.5m
Gardenscapes
$0.5m
Township
$0.4m
Monster Strike
$0.4m
Battle of the Golden Shovel
$0.4m
Growing Mushrooms
$0.4m
Clash of Clans
$0.4m
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data credit:
AppMagic
Top Mobile Games
(Top 20 mobile games by downloads 2024)
AAA AGENCY
Roblox
219m
Block Blast
216m
Subway Surfers
177m
Ludo King
171m
Pizza Ready
171m
Free Fire
146m
Free Fire Max
139m
Offline Games
131m
8 Ball Pool
119m
My Talking Tom 2
115m
1
2
3
4
5
6
7
8
9
10
Royal Match
113m
Candy Crush Saga
111m
Build a Queen
102m
PUBG Mobile
102m
My Talking Tom Friends
95m
Brawl Stars
95m
Wood Nuts & Bolts Puzzle
93m
Wood Screw Puzzle
90m
Race Master 3D: Car Racing
89m
EA Sports FC Mobile
87m
11
12
13
14
15
16
17
18
19
20
Downloads were topped by Roblox, one of
today’s leaders in the gaming landscape,
followed closely by Block Bast, which once again
reflects the popularity of puzzle games among
mobile players. Top-3 is rounded out by the
veteran of mobile gameplay, Subway Surfers.
Data credit:
Sensor Tower
Top Mobile Games
(Top 10 Games by MAU in 2024)
AAA AGENCY
Top-3 according to monthly active users
follows a similar trend, except for Free Fire
on the second place, which highlights another
leader in the mobile industry: battle royales.
Roblox
Free Fire
Subway Surfers
EA Sports FC Mobile
Brawl Stars
Clash of Clans
Clash Royale
Mobile Legends: Bang Bang
PUBG Mobile
Pokemon GO!
1
2
3
4
5
6
7
8
9
10
Expert Talks
Anton Slashev
, Executive Producer |
ex-Playrix | ex-Belka Games |
ex-Founder at Unlock Games
Mariusz Gąsiewski
CEE Mobile
Gaming and Apps Lead, Google
The year 2025 will still not be the year of the “AI revolution” for the gaming industry. It will be a year of hybrid
monetization, IP collaborations, and web/cross-platform experiences.
I predict 2025 will be a year of solid growth, likely around 4-6% year-over-year. There will be an increased
emphasis on improving customer lifetime value (LTV) through enhanced monetization strategies, exploration
of new business models, and increased investment in ROAS-driven user acquisition solutions. This shift is
crucial because download growth is expected to moderate compared to previous years. Recent trends show
Android downloads outpacing iOS, and I expect this to continue, particularly in Tier 1 and Tier 2 markets.
Furthermore, 2025 will see a heightened focus on creative development. Platforms and traffic sources are
increasingly prioritizing strategies that maximize performance through creative excellence. Simultaneously,
advancements in AI will enable faster and more cost-effective creation of high-quality creatives tailored to
specific platforms and traffic sources.
PC &
CONSOLE
Image credit: Epyllion
PC vs. Console
PC gaming is the next big driver of growth
after mobile, now earning the most revenue
from non-mobile content. PC and console
gaming have gained strength, with consumer
spending increasing
by $50 billion since
2011
, solidifying their place in the gaming
market.
AAA AGENCY
Image credit: Epyllion
PC vs. Console
AAA AGENCY
Twenty years ago, PC made up 29% of
non-mobile gaming spend. Since then, PC
gaming revenue
has grown by 20%
, while the
console market has stayed flat since 2021.
As pointed out by
Matthew Ball’s report
, the
PC gaming ecosystem has major advantages
over consoles — and it’s only getting stronger.
Existing
Massive game library:
PCs have a larger selection of games than
all consoles combined, with near-full backward compatibility.
Wider social network:
PC players can connect with more people,
often including console users.
Multitasking capabilities:
Players can switch to YouTube, read
guides, use full Discord, stream with OBS, and even edit videos —
all while gaming.
Flexible pricing & performance:
PCs offer a lower entry price than
consoles while also supporting much higher-end performance.
Competitive edge:
The precision of a keyboard and mouse gives
an advantage in many games.
Early access to games:
PC players can play every early-access title as
soon as it’s available.
Growing
Library expanding rapidly:
More new games are released on PC
each year, further increasing its lead.
Console exclusives now on PC:
PlayStation now brings its exclusives
to PC (even if delayed), and Xbox releases all its titles on both
platforms.
Premium Roblox games are PC-only:
Some top-tier Roblox
experiences are exclusive to PC.
Shifting player habits:
Millions of kids growing up on Roblox are
unlikely to ask for a $500 console just to play AAA games.
Rise of portable PC gaming:
Handheld Windows gaming devices are
becoming more popular, giving players full access to the Steam and
PC game libraries.
PC Advantages as stated by
Matthew Ball in
Epyllion
’s Report
PC & Console Market Dynamics
Overall, console and PC gaming are both
growing,
especially in Asia and other global
markets
. More game developers like Garena,
Game Science, and MiHoYo will rise —
and they’ll start gaining more influence
in Western markets too.
Image credit: Epyllion
AAA AGENCY
●
Add-on content has been the main way mobile games make money,
and now it’s a big part of PC and console gaming too. Revenue from
add-ons (34%) has surpassed sales of full games (31%).
●
Game subscriptions are also on the rise. Subscriptions to individual
games like World of Warcraft and Fortnite Crew contribute 20% of
total software revenue. Another 15% is brought by multi-game
services, such as Microsoft Game — which turned out to be not as
appealing as expected but still accounts for 15% of revenue.
PC & Console Market Dynamics
According to
DFC
, the gaming industry is set for record growth starting in 2025, with PC and console game sales expected to reach
$83 billion by 2028. Big game publishers focus on franchises that
generate revenue through add-ons and subscriptions
, which opens
the door for smaller studios to succeed by selling traditional full games.
AAA AGENCY
Image credit: DFC Intelligence
AAA AGENCY
PC & Console Market Dynamics
In 2023, people spent more on gaming
hardware and accessories than on PC and
console games, and this trend is only
growing. By 2028, hardware sales are
expected to hit $120 billion
, compared to
$83 billion for game software and services.
An average household has multiple game
devices, and even each family member
increasingly has several of their own. More
and more players can access their game
library anytime, anywhere.
Image credit: DFC Intelligence
Data credit:
VGChatz
AAA AGENCY
Top 20 Console Games in Europe in 2024
EA Sports FC 25
(EA)
Call of Duty: Black Ops 6
(Activision Blizzard)
EA Sports FC 24
(EA)
Grand Theft Auto 5
(Rockstar)
Hogwarts Legacy
(Warner Bros)
Helldivers 2
(Sony)
Red Dead Redemption 2
(Rockstar)
The Crew 2
(Ubisoft)
It Takes Two
(EA)
Call of Duty: Modern Warfare 3
(Activision Blizzard)
Elden Ring
(Bandai Namco)
Mario Kart 8: Deluxe
(Nintendo)*
Dragon Ball: Sparking! Zero
Bandai Namco
Tom Clancy’s Rainbow Six: Siege
Ubisoft
Warhammer 40k: Space Marine 2
Focus
Need for Speed: Heat
(EA)
Super Mario Bros Wonder
(Nintendo)*
Super Mario Party Jamboree
(Nintendo)*
Fallout 4
Bethesda
Metro Exodus
Plaion
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Several 2024 releases made it into the list of
best-selling console games in Europe, with EA
Sports FC and Call of Duty: Black Ops 6 taking the
top two spots. Helldivers 2 ranked as the third
best-selling new title, with other notable debuts to
follow, including Dragon Ball: Sparking! Zero at #13
and Warhammer 40,000: Space Marine 2 at #15.
Data credit:
Circana
&
Mat Piscatella for IGN
AAA AGENCY
Top 20 Best-Selling Games in the U.S. in 2024
Call of Duty: Black Ops 6
EA Sports College Football 25
Helldivers 2
Dragon Ball: Sparking! Zero
NBA 2K25
Madden NFL 25
Call of Duty:
Modern Warfare 3
EA Sports FC 25
Elden Ring
EA Sports MVP Bundle
Hogwarts Legacy
Dragon’s Dogma II
WWE 2K24
MLB: The Show 24
Grand Theft Auto 5
Minecraft
Final Fantasy VII: Rebirth
Tekken 8
Marvel’s Spider-Man 2
NBA 2K24
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Call of Duty was the best-selling game franchise
in the U.S. for the 16th year in a row. EA Sports
College Football 25 was the second best-selling
game of 2024, becoming the
best-selling sports
game in U.S. history
. No Nintendo games made it
into the top 20 for 2024, though that may be due
to Nintendo limiting its sales data.
Data credit:
Niche Barrier
Three Mario games took over the
top-5 signalling the swooping
success of the franchise in the
homeland. Dragon Quest III HD-2D
Remake, a classic roleplaying game
reimagined, has managed to come
second despite having been released
in November 2024.
Top 20 Console Games in Japan in 2024
AAA AGENCY
Super Mario Party Jamboree
Sales: 954,261 Total: 954,261
Dragon Quest III HD-2D Remake
Sales: 930,505 Total: 930,505
Mario Kart 8: Deluxe
Sales: 536,019 Total: 6,167,617
Super Mario Bros Wonder
Sales:
419,854 Total: 1,969,255
Momotaro Dentetsu World
Sales: 411,406 Total: 1,207,087
Animal Crossing: New Horizons
Sales: 377,781 Total: 8,022,435
The Legend of Zelda: Echoes of Wisdom
Sales: 372,903 Total: 372,903
Minecraft
Sales: 368,364 Total: 3,762,586
Final Fantasy VII: Rebirth
Sales: 358,353 Total: 358,353
Powerful Pro Baseball 2024-2025
Sales: 341,908 Total: 341,908
Super Smash Bros Ultimate
Sales: 283,744 Total: 5,684,019
Nintendo Switch Sports
Sales: 267,937 Total: 1,514,786
Pokemon Scarlet / Violet
Sales: 244,663 Total: 5,491,026
Dragon Quest III HD-2D Remake (PS5)
Sales: 230,581 Total: 230,581
Paper Mario: The Thousand-Year Door
Sales: 222,524 Total: 222,524
Splatoon 3
Sales: 213,849 Total: 4,404,975
Princess Peach: Showtime!
Sales: 196,839 Total: 196,839
Luigi’s Mansion 2D HD
Sales: 195,327 Total: 195,327
Ring Fit Adventure
Sales: 170,723 Total: 3,678,119
Mario & Luigi: Brothership
Sales: 165,060 Total: 165,060
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Data credit:
Niche Barrier
Top Consoles in Japan in 2024
AAA AGENCY
●
Nintendo Switch dominated the
console market in Japan, with 18 of
the top 20 best-selling games. The
PS5 came next, with two top games
and a third of total sales.
●
Xbox didn’t have any games in the
top 20 but still made up nearly 3% of
sales. The PS4 had little impact, but
Like a Dragon: Infinite Wealth helped
it rank among the top platforms for
best-selling games.
●
Meanwhile, the Nintendo 3DS, once
a huge hit in Japan, has almost
completely lost its popularity after
15 years.
66%
31
%
2,9
%
Data credit:
Nintendo
Top 10 Selling Nintendo Switch Titles in 2024 globally
AAA AGENCY
Mario Kart 8: Deluxe
64.27 million pcs.
Animal Crossing: New Horizons
46.45 million pcs.
Super Smash Bros Ultimate
35.14 million pcs.
The Legend of Zelda: Breath of the Wild
32.29 million pcs.
Super Mario Odyssey
28.50 million pcs.
Pokémon Sword / Shield
26.44 million pcs.
Pokémon Scarlet / Violet
25.69 million pcs.
The Legend of Zelda: Tears of the Kingdom
21.04 million pcs.
Super Mario Party
20.98 million pcs.
New Super Mario Bros. U Deluxe
17.77 million pcs.
1
2
3
4
5
6
7
8
9
10
Mario Kart 8 Deluxe was Nintendo’s best-selling
game last year by a wide margin, showing just
how popular the series still is — and this game
in particular, even eight years after its release.
Animal Crossing: New Horizons came in second,
followed by Super Smash Bros. Ultimate, both
proving the continued success of Nintendo’s
biggest franchises.
Image credit:
Data 40
Top 10 Selling Xbox Games in 2024 globally
Forza Horizon 4, Sea of Thieves, Forza Horizon 5, and Halo: The Master Chief Collection made up the top 4 of the Xbox titles, proving
that community engagement, such as seasonal events and in-game customization is the key to audience’s hearts. Moreover, this once
again proves the popularity of franchises, like Halo and Forza, which remain strong performers after years of release.
AAA AGENCY
Image credit:
Data 40
Top 10 Selling Sony Interactive Games in 2024 globally
Sony Interactive delivered an impressive top 4, dominating by a wide margin. The Last of Us, Horizon Zero Dawn, Marvel’s Spider-Man,
and God of War stand out with their compelling narratives and cultural resonance, offering huge potential for storytelling-driven
marketing. These action-adventure titles are the prime example of how the genre is leading the charge in non-mobile gaming.
AAA AGENCY
Image credit:
StreamHatchet
Top 2023-2024 Game Launches by Hours Watched
Streaming has become a crucial tool for
organic game promotion, and looking at the
hours watched in the first 30 days of
a game’s release offers a clearer picture
of the audience’s interest beyond just Day 1
excitement.
Diablo IV shattered expectations with an
incredible 168M hours watched in its first
30 days, outpacing Palworld by a whopping
75M hours.
AAA AGENCY
STEAM
Overview
Launched over 20 years ago, Steam is now one of the most popular digital PC game platforms. By 2024, it had
sold
over 718 million games
. After growing its user base during the COVID-19 pandemic, Steam is on track with
33
million peak concurrent users in 2023
, up from 27.4 million two years earlier.
Steam’s revenue mainly comes from game sales, generating
$10.8 billion in 2024
, its highest earnings yet.
Over two-thirds come from game sales, while the rest is from in-game purchases.
AAA AGENCY
Image credit:
Gamalytic
Steam Market Dynamics
Before 2012, Steam was mainly a platform
for buying, downloading, and playing PC
games. However, starting in the mid-2010s,
Steam began releasing many more games
each year.
In 2018, the number of games released was
nearly seven times higher than it had been
just four years earlier. In 2024, there was
a big jump, with the platform releasing over
25% more games than the year before.
AAA AGENCY
Data credit:
Gamalytic
Total Steam revenue 2016 – 2025
AAA AGENCY
Steam Market Dynamics
(in billion U.S. dollars)
‘16
5
0
‘17
‘18
‘19
‘20
‘21
‘22
‘23
‘24
‘25
7,5
10
2,5
7.7
3.8
3.6
4.2
5.9
3.8
5
5
6.1
0.6
After a notable decline following the pandemic,
Steam sales started to bounce back in 2022,
though they still didn’t reach the peak levels of two
years prior. The numbers remained steady
throughout 2023, but 2024 marked
a strong recovery, with sales hitting their
highest-recorded figures.
Steam Market Dynamics
Image credit: Epyllion
AAA AGENCY
Steam’s dominance in the PC gaming market
shows who’s driving the overall growth of
the industry’s segment.
In 2024, the number of monthly active users
in the Asia-Pacific countries
surpassed
Steam’s total user base in 2017
.
Steam Market Dynamics
Image credit: Epyllion
AAA AGENCY
Steam users play an average of just 4 games
a year, with classics over 8 years old claiming
nearly 40% of total playtime
, and its all-time
leader Counter-Strike another 13%.
New releases make up only 15% —
a dip from 2022, but a noticeable increase
from the year before.
The only 2024 release to crack Steam all-time top
games list is Black Myth: Wukong, which secured The
Game Award for Best Action Game and landed at #5.
Aside from that, the chart is dominated by classic
shooters, including longtime favorites like
Counter-Strike 2 and Dota 2, which have been holding
strong for over a decade, each setting records of over
400 hours of average playtime.
Data credit:
Gamalytic
All-Time Top Games in Steam
AAA AGENCY
Copies sold
Revenue
Average playtime
Counter Strike 2
PUBG: Battlegrounds
Dota 2
Apex Legends
Black Myth: Wukong
Destiny 2
Baldur’s Gate 3
Warframe
Elden Ring
Cyberpunk 2077
222.8m
$8b
490h
117.6m
$4.4b
294h
211.5m
$2b
413h
65m
$1.3b
125h
21.9m
$958m
34h
23.7m
$821.4m
160h
14.6m
$733.7m
85h
29.7m
$726.5m
170h
14m
$570.6m
101h
14.5m
$549.4m
67h
Data credit:
Gamalytic
AAA AGENCY
Top Steam Games Released in 2024
Copies sold
Revenue
Average playtime
Black Myth: Wukong
Palworld
Helldivers 2
Warhammer 40k:
Space Marine
Path of Exile 2
The First Descendant
Dragon’s Dogma II
Throne and Liberty
EA Sports FC 25
Call of Duty: Black Ops 6
21.9m
$958m
34h
18.7m
$440.3m
45h
12.1m
$435.8m
52h
2.5m
$133.5b
28h
4.7m
$128.3m
45h
4m
$114.9m
81h
1.9m
$112.6m
31h
3.5m
$101.4m
95h
2.1m
$100.8m
76h
1.4m
$91.7m
N/D
Among the games released in 2024, the award-winning
Black Myth: Wukong naturally led the race, but Palworld
and Helldivers 2 carved out their own success stories —
dominating co-op multiplayer and exploding in
popularity thanks to viral social media hype.
Action is the absolute leader in revenue showing
the universal appeal of fast-paced gameplay
and strong multiplayer elements for the PC
gamers. Adventure and RPGs come next, with
immersive and story-driven titles attracting
massive sales. Yet, revenue in the Action and
Adventure genres is highly concentrated among
top-performing games, while RPGs stand out
with the highest median earnings at $202,
meaning its mid-tier titles perform better than
those in other categories.
Data credit:
Gamalytic
Top Steam Genres by Revenue in 2024
AAA AGENCY
$168.5m
Total revenue
Genre
RPG
$33.3m
Simulation
$145m
Early
Access
$180.9m
Adventure
$41m
Indie
$15.9m
Strategy
$243.5m
Action
$9.2m
Casual
$78.4m
Free to Play
Indie Landscape on Steam
In 2024, indie games
made up 99%
of all releases on the platform. Discovery remains a challenge but Steam
supports indie games through its low-cost open-publishing system Steam Direct, visibility tools like Steam
Discovery Queue, regular sales, seasonal events, and a strong community-driven ecosystem. Despite challenges,
Steam remains the top platform for indie developers to reach a global audience.
AAA AGENCY
Indie games on Steam are thriving. In 2024,
they hit a major milestone by selling 504
million units, surpassing AA and AAA titles
for the first time. Even more impressive,
indie games now generate almost as much
revenue as big-budget titles, marking a
huge breakthrough — their market share
grew by 17% compared to last year and
doubled since 2018.
Image credit:
VGInsights
Steam Indie Games Dynamics
AAA AGENCY
Image credit:
VGInsights
Steam Indie Games Dynamics
Despite a slowdown in the wider industry,
the indie market surged to new heights in
2024, breaking records for the number of
games, units sold, and, most notably,
revenue. Moreover, more indie developers
than ever before are launching
their 2nd and
3rd games
.
AAA AGENCY
●
Generative AI
will greatly help developers speed up project creation, like generating open-world locations or even creating
NPC packs. There are already examples, like No Man’s Sky, where generative AI helped create an entire universe with billions
of planets (
Sean
, we sincerely admire your work!), or AI Dungeon, built entirely on AI. This trend is only set to grow.
●
New gaming devices and hardware advancement
will naturally push the boundaries of the gaming experience. Nvidia’s
latest graphics cards along with AI and DLSS breakthroughs will deliver better performance and even more realistic visuals
by upscaling graphics in real-time. As powerful hardware emerges, gamers will likely upgrade their PCs more often, boosting
sales of gaming components. There are also talks about Steam Deck 2, which could enhance portable gaming, making
high-performance gaming on the go more accessible.
●
Two biggest products, Switch 2 & GTA 6,
are set to reshape the industry, possibly setting new financial standards — GTA 6
might even push game prices to $80-100 at launch — and attracting investment in game development, new tech, and
marketing. They could shift the entire landscape, influencing platform popularity, trending genres, and developers’ priorities.
●
The growth of China and Southeast Asia
will play a bigger role in expanding the gaming industry. Wukong’s success proved
that Chinese developers can create AAA games that rival big Western titles. A South Korean developer Netmarble is currently
working on an action-adventure RPG based on Game of Thrones — Kingsroad. And more games from this region are on the
way.
●
New app stores & Development of the existing platforms
is a possible trend, but one that’s still up for debate. Some
platforms, like Epic, are facing challenges in the competitive race, which could become an issue for the long-term success.
Many big publishers like Ubisoft and EA are returning to Steam, leaving their own stores behind. So, despite efforts to create
alternative platforms, developers might prioritize where they can reach the largest audience, making it harder for new stores
to challenge the status quo in gaming.
Nikita Zavatski
, Business
Development Manager, AAA Agency
Trends Shaping Gaming in 2025
STATE OF
INFLUENCER
MARKETING
Influencer marketing is on a meteoric rise,
set to soar to $32.55 billion by 2025
, driven
by an impressive 35.63% annual growth rate.
Due to cutting-edge AI tools and seamless
integration into social commerce, this
industry isn’t just growing — it’s outpacing
traditional advertising at full speed.
With social media engagement hitting
all-time highs,
influencer marketing is
proving to be the heartbeat of digital
advertising future.
Industry’s Worth
Image credit: Influencer Marketing Hub
AAA AGENCY
Industry’s Worth
AAA AGENCY
Taking a different perspective on the industry’s economy,
Forbes estimated it at around $250 billion
by looking
at creators’ earnings, follower counts, engagement levels, and business ventures. And the growth isn’t slowing
down — it’s expected to nearly double, reaching close to $500 billion by 2027.
The growth in this space is largely fueled by top creators who are transforming from entertainers to
entrepreneurs
. Take MrBeast, who’s turned his fame into a thriving business with everything from clothing
to Feastable candy bars. Dhar Mann co-founded LiveGlam,
a beauty subscription service, while comedian Matt Rife has used his digital popularity to pack physical theaters.
2024 Forbes Top-10 Creators
AAA AGENCY
Image credit:
Forbes
#1
MrBeast
Earnings: $85M,
Total Followers: 503M
#2
Dhar Mann
Earnings: $45M,
Total Followers: 120M
#3
Matt Rife
Earnings: $50M,
Total Followers: 30.4M
#4
Charli D’Amelio
Earnings: $23.50M,
Total Followers: 213.5M
#5
Stokes Twins
Earnings: $20M,
Total Followers: 113.7M
#6
Dixie D’Amelio
Earnings: $14.60M,
Total Followers: 87M
#7
Mark Rober
Earnings: $25M,
Total Followers: 61.9M
#8
Alex Cooper
Earnings: $22M,
Total Followers: 5.7M
#9
Rhett & Link
Earnings: $36M,
Total Followers: 14.3M
#10
Khaby Lame
Earnings: $20M,
Total Followers: 255M
Although 10% fewer brands are planning to
increase budgets for influencer marketing in
2025, nearly half (49.2%) still intend to invest
more.
Despite economic challenges, influencer
marketing remains a priority for many.
Budgets
AAA AGENCY
Around two-thirds of brands
(63.8%) plan to partner with influencers
, while 26.8% are undecided whether to take this course.
In 2025, brands are being more cautious with their influencer marketing budgets. After peaking at 85.8% in 2024, dedicated budgets
have dipped to 75.6%.
Rising costs and inflation are pushing companies to focus on smaller, more targeted partnerships.
Image credit: Influencer Marketing Hub
AI in Influencer Marketing
In 2025, AI is set to revolutionize influencer
marketing every step of the way — from finding
creators to optimizing campaigns.
With 64% of thought leaders backing its impact,
AI is on track to reshape the landscape.
Experts point out
AI’s ability to track campaign
performance, predict ROI, and match brands with
the perfect influencers.
Above all, AI is prized as
a tool to save time in campaign management
and generate interactive content.
Image credit: Influencer Marketing Hub
AAA AGENCY
Over half of their audience
purchased the promoted
product, attended the popular event, and followed
a sponsor brand endorsed by virtual influencers.
Brands are testing
the
waters
, with the fashion
industry leading the way. Take
Shudu
, the first
digital supermodel working with Cosmopolitan
and Vogue or Lil Miquela, who
partnered with
Bella Hadid
for Calvin Klein.
New digital personalities like
Leya
, an environmental
advocate, and
Kami
, the first influencer with Down
syndrome, are pushing boundaries in the innovation
and inclusivity.
Virtual Influencers
AAA AGENCY
Image credit: Influencer Marketing Hub
AAA AGENCY
Criteria to Evaluate Influencers
Views and sales remain important, but
engagement & clicks, and content type lead
the way.
Brands consider both numbers and overall fit
when choosing influencers, aiming for a
balance between quick wins and long-term,
authentic brand growth.
Most preferred platforms
Top platforms are neck and neck, each working best for different goals.
To maximize success, it’s crucial to analyze metrics
within the broader lens
and adopt multi-channel strategies.
Top Platforms for Influencer Campaigns
In 2024, YouTube and Instagram
brought the highest ROI to the table
. Facebook came second, while outpacing the two
in monthly
active users
. At the same time, YouTube and TikTok have the
most attractive CPM rates
. However, the most preferred channel is
believed to be Instagram, followed by TikTok and, by wide margin, YouTube.
Image credit: Gupta Media
Image credit: Influencer Marketing Hub
AAA AGENCY
YOUTUBE
Overview
YouTube remains a key player in influencer marketing in 2024. It is the second most popular search engine,
and
with 55% of internet users
watching videos before buying, its content is more influential than ever.
YouTube raked in $34 billion in ad revenue this year, strengthening its grip on long-form video and
diverse content.
As the third-most popular platform for influencer campaigns,
75% of marketers see YouTube as essential
for influencing consumer behavior and driving sales.
AAA AGENCY
●
AI-Powered Auto-Dubbing
YouTube now lets creators automatically translate their videos into multiple languages, helping them reach global
audiences and collaborate with international brands more easily.
●
YouTube Hype
To support smaller creators, YouTube launched YouTube Hype that boosts videos from channels with under 500K
subscribers. A leaderboard highlights the most-hyped content, increasing visibility.
●
Shopping in YouTube Shorts
Shorts now include built-in shopping features, allowing influencers to tag products directly in their videos, so that
viewers could make a purchase without leaving the app.
●
Expanded Monetization with YPP
More creators can now earn through ads, memberships, and merchandise thanks to YouTube’s expanded Partner
Program. This makes it easier for new influencers to grow and monetize their content while attracting brand deals.
With these updates,
YouTube is doubling down on creator success, audience reach, and brand partnerships.
New YouTube Features for Influencers
AAA AGENCY
Popular YouTube Content
Video games ranked fourth among the most
popular content on YouTube,
making up 6%
of all videos.
The top three categories —
Music & Dance, Animation, and Movies —
dominate the platform.
While gaming trails behind
entertainment-heavy genres that attract
a broader audience, it still has a strong
presence among the YouTube audience.
Image credit: HypeAuditor
AAA AGENCY
Influencer Tiers on YouTube
Image credit: HypeAuditor
AAA AGENCY
The majority of influencers
fall into the
Nano and Micro categories
, with most
channels boasting between 1,000 and
50,000 subscribers.
While Macro and Mega influencers (500K+
subscribers) are fewer in number, they
remain key with high engagement and
significant influence in the overall content
landscape.
PewDiePie and Markiplier, known for their entertaining
gameplay, lead the engagement rate charts, making them
top picks for advertisers aiming for a strong return on
investment. Jacksepticeye, who is also popular for his
energetic and humorous videos, shows solid engagement
but with a slightly lower rate.
VanossGaming, whose content often features fun
collaborations and gaming moments, provides a more
budget-friendly integration option, allowing brands to
balance good engagement with cost-effectiveness.
Ninja, known for his competitive gaming content and
massive reach, has a lower engagement rate, which could
suggest he appeals to a wider audience rather than a highly
engaged fanbase. This makes him a better option for
brands looking for broad exposure rather than targeted
engagement.
Data for ER, CPM, Estimated Integration
Price is credited to
HypeAuditor
Top Gaming YouTubers: AAA Agency’s Picks
PewDiePie
Markiplier
VanossGaming
Jacksepticeye
Ninja
ER
CPM
Estimated Integration Price
5.57%
$8.55
$22.2K
5.39%
$8.55
$21K
4.14%
$10.99
$8.7K
3.46%
$8.55
$23.7K
3.40%
$18.78
$3.1K
AAA AGENCY
Overview
Instagram is the undisputed leader in influencer marketing. In 2025,
90% of brands plan
to boost their presence
on the platform, thanks to its massive user base and the genuine connections influencers create between brands
and consumers.
The power of Instagram is clear: 87% of users take action after seeing product info, whether it’s following
a brand, visiting a store, or making a purchase.
This makes Instagram a major player in driving consumer
behavior and generating leads.
AAA AGENCY
●
Views Take Center Stage
Instagram now prioritizes “Views” over follower count and likes, focusing more on reach and engagement.
●
Hashtag Following Removed
Influencers can rely more on direct engagement and alternative discovery methods to stay visible.
●
Inactive Profile Cleanup
Influencers can boost engagement and refine ad targeting by keeping their follower base active.
●
DM Filters for Easy Collaboration
New messaging filters help creators sort DMs by follower count, verified accounts, and brand inquiries, making
it easier to manage brand deals.
●
AI-Generated Content
Integrated AI generated content features allow influencers to create more innovative posts.
These updates
offer influencers new tools to boost visibility, engagement, and collaboration opportunities.
AAA AGENCY
New Instagram Features for Influencers
Top Influencer Topics on Instagram
Image credit: HypeAuditor
AAA AGENCY
Romance and entertainment dominate
the
influencer scene on Instagram, capturing the
largest share of content. Shopping & Fashion
holds a strong third place, reflecting the
appeal of style and consumer trends.
Although gaming isn’t listed as
a standalone category, it thrives
within one of Instagram’s most popular
spheres — the entertainment segment.
Just like on YouTube,
nano influencers
dominate Instagram
— but their presence
is even stronger here, making up over
three-quarters of all influencers, a full 6%
higher than on YouTube.
In contrast, high-profile influencers —
celebrities and macro creators — hold a much
smaller share, collectively making up just
0.3%. This could point to Instagram’s role as
a platform where everyday creators thrive,
fostering authenticity and relatability.
Influencer Tiers on Instagram
AAA AGENCY
Image credit: HypeAuditor
TIKTOK
Overview
TikTok’s explosive growth shows no signs of slowing down.
With over 170 million users in the U.S. alone
—
and projections pushing that number past 200 million by 2027 — the platform has cemented itself as the
entertainment powerhouse.
A recent Jungle Scout survey reveals that 68% of adult Gen Z users are open to making purchases on the app,
putting it on par with YouTube and just behind Instagram. With its unmatched influence in entertainment and
advertising, TikTok is now a key battleground for businesses looking to capture attention and drive sales.
AAA AGENCY
●
Surge of TikTok Shop
Since its U.S. debut in late 2023, TikTok Shop has skyrocketed in popularity, pulling in a staggering $100 million in sales on
Black Friday 2024 alone. For brands and influencers that authentic content can now easily translate directly into sales.
●
AI-Powered Video Creation
TikTok’s Symphony Creative Studio is making high-quality content creation easier than ever. This AI-driven tool helps brands
and influencers craft trend-aligned videos effortlessly, removing production barriers.
●
TikTok Minis
TikTok is testing Mini-Apps that offer in-app services like food ordering and ticket booking, opening up new ways for brands
to integrate into daily interactions. By partnering with influencers, businesses can make their products and services a natural
part of users’ TikTok experience.
These updates
provide influencers and brands with tools to tap into creativity and monetize their efforts.
AAA AGENCY
New TikTok Features for Influencers
Image credit: HypeAuditor
Influencer Tiers by ER on TikTok
Although influencer engagement rates on
TikTok have dipped slightly compared to
2023, they’re still among the highest across
all social platforms. Nano-influencers lead
the way with an impressive 10%+
engagement rate, however, mid-tier creators
and celebrities are not far behind, with over
7% each.
TikTok is designed for effortless content
creation and interaction, encouraging users
to not just scroll but actively engage —
liking, following, and posting frequently.
AAA AGENCY
Top-10 TikTok Gaming Influencers
Devin Caherly
Xzit_Thamer
Ely Bell’s
Chica
Andrik
Kingston
Followers
ER
10.2m
7.3%
8.4m
4.19%
7.2m
11.38%
7m
6.88%
6.6m
7.12%
LSToast
Austin
Sypherpk
Dwiki CJ
GAMINGbible
Followers
ER
6.5m
4.89%
6.4m
2.96%
3.7m
7.3%
3.3m
2.44%
3.2m
5.93%
Data credit: HypeAuditor
From battle royales to esports and VR experiences, TikTok’s top gaming influencers span a variety of genres, with top formats being stream highlights and gaming memes. Some carve out
their niche in specific games, thriving on titles like Fortnite, Garena Free Fire, and GTA. While most of their content is in English, the Spanish-speaking gaming community is also making
waves, proving that great gameplay transcends language barriers.
AAA AGENCY
TWITCH
Twitch Dynamics
In 2023, Twitch racked up an impressive 18.9
billion hours watched, with 2024 following
closely behind at 18.5 billion.
Viewership peaked in early 2024, took
a summer dip, and rebounded toward the
year’s end. Despite these ups and downs,
Twitch maintained a staggering
daily watch
time of 55–60 million hours
.
Image credit: StreamElements
AAA AGENCY
Top Games on Twitch
While the top 10 games of the year have
shuffled around – for example, Call of Duty:
Warzone swapping places with Apex
Legends twice – the list of games has
remained consistent.
Top genres are
battle royales, MOBAs,
tactical first-person shooters, sandbox
survival games and MMORPGs.
Image credit: StreamElements
AAA AGENCY
Shroud, with 11.1M followers, is a veteran of the gaming
scene, known for his high-level gameplay in shooters.
One of the most well-known female streamers on Twitch
Pokimane commands a significant presence on the
platform, likely attracting a wide range of viewers with
her diverse content, from gaming to talk shows.
Sodapoppin has been a consistent figure on Twitch,
pulling in solid viewership and hours watched. He mixes
gaming with variety streaming, which helps maintain his
broad appeal.
Nickmercs, known for his expertise in games like
Fortnite and Call of Duty is one of the leaders in his
niche of competitive gaming.
Data for Peak Viewers and Hours Watched
is credited to
TwitchTracker
Top Twitch Gaming Streamers: AAA Agency’s Picks
KaiCenat
Shroud
Pokimane
Sodapoppin
Nickmercs
Followers
Peak viewers
Hours watched
16m
142 177
1 950 209
11,1m
22 725
978 229
9.3m
11 954
70 306
8.9m
69 866
829 557
6,7m
8 209
175 391
AAA AGENCY
His biggest draw is “Mafiathons”, named in honour of
Kai’s subscribers, who he dubs the Kai Mafia.
His Mafiathon 2 streamed throughout the whole
November featured game streams, including a special
Mafiathon edition of Getting Over It, celebrity
appearances – Kevin Hart and Snoop Dogg among them —
an AI robot that interacted with Cenat and viewers, and
many more. As a result, it has pulled in
monumental
viewership
: 82.8M hours watched in a month, with a peak
viewership of 623K concurrent viewers.
Image credit:
StreamHatchet
Top Twitch Gaming Streamers: Kai Cenat
The undisputed streaming leadership of 2024 goes to Kai Cenat, who racked up
185M hours watched last year
— that’s an over 40%
rise from 2023.A big part of his success comes from marathon streams, where he keeps the content flowing non-stop. For example,
his Elden Ring marathons last summer gained millions of hours watched and
pushed the game far up the charts
.
AAA AGENCY
NEW
STREAMING
PLATFORMS
In just two years since its launch,
Kick has surged to new heights as an
alternative streaming platform, marking an
incredible year of growth. In 2024, the
platform nearly tripled its viewership,
soaring
by 176%
to reach 1.7 billion hours watched.
Kick Dynamics
Image credit: StreamHatchet
AAA AGENCY
Top Kick Streamers
Image credit: StreamHatchet
AAA AGENCY
Kick’s star streamers like WestCOL, Adin
Ross, and N3on each pulled in
over 50 million
hours watched
. Adin Ross even made
headlines by inviting U.S. president-elect
Donald Trump to join him live on stream.
However, it was WestCOL who stole the
show, attracting a record-breaking 1.4
million concurrent viewers with his Stream
Fighters 3 boxing event in Colombia.
In early 2024, Twitch shut down its operations in Korea due to sky-high network fees that are 10
times more expensive than in most countries. Two months later,
an alternative platform Chzzk
burst onto the scene
, soaring
to a staggering 84 million hours watched
by November. The
platform quickly became a hub for popular games like League of Legends, Minecraft, and the MMO
Lost Ark.
In response to Twitch’s exit from Korea and the rise of Chzzk,
AfreecaTV was rebranded as
SOOP
, aiming to empower creators and make content more accessible to global audiences.
SOOP introduced a content support center, similar to YouTube’s LA Space, and rolled out a
real-time translation service.
While not exactly a debut,
BIGO LIVE saw massive growth in Southeast Asia and Latin America
,
and by 2024, it established itself among top live-streaming platforms globally. In July 2024, the
platform
hit an impressive 28.8 million hours watched
, surpassing both Steam (23.7 million) and
Facebook Live (22 million), becoming the 7th most popular live-streaming platform worldwide by
Q3 2024.
2024 Breakthroughs
AAA AGENCY
BEST 2024
GAMING
CAMPAIGNS
Warhammer 40,000: Space Marine
The promotion
was incredibly powerful
and
included vast offline efforts. Focus Entertainment
set up several life-sized statues around the world,
organizing
contests around them
.
They also launched
a U.S. and Canada tour
for
Space Marine fans to try out the game. Influencers
played their role here,
live-streaming the events
,
bringing viewers along for the ride.
Clive Standen
, who played Captain Titus, became
a key ambassador, promoting the game on his and
the publisher’s social media, speaking at offline
events, and hosting
the Titus Talks show
.
A standout influencer initiative was the
Twitch Drop
campaign
, where over 30 influencers of all sizes offered
exclusive rewards for the hours watched.
Moreover, Warhammer’s official Twitch channel
hosted a
pre-launch stream
where they interacted with viewers and
played the game, much like typical gaming influencers do.
AAA AGENCY
Space Marine 2 broke records, attracting
over 2 million players on its first day
and becoming the best-selling Warhammer game.
I
nfluencer partnerships
helped amplify the game’s reach,
with creators turning the game’s mythological elements into
compelling stories. A year pre-release
xQc
unveiled a mysterious
Wukong package during a livestream, generating widespread
media coverage and boosting the game’s international presence.
Black Myth Wukong
Over the four years, the team has been unveiling the game’s mechanics and story on social media through trailers,
such as the 13-minute gameplay teaser, targeted ads and behind-the-scenes glimpses.
AAA AGENCY
Over 10 major companies, including
NVIDIA
,
Lenovo
, and
Luckin
Coffee
, came onboard, helping the game reach diverse markets.
A particularly clever move was
collaborating with Xuanzang Temple
,
a key inspiration for the game’s setting. This partnership bridged the gap
between the game and real-world culture, with promotional events at the
temple driving both tourism and pre-orders, further elevating the game’s
visibility and fan excitement.
Ahead of launch,
they’ve announced two Beta weekends
,
encouraging pre-orders for early access, exclusive skins,
and bragging rights. This not only generated buzz but also
allowed them to collect feedback and fix bugs on the go.
Call of Duty: Black Ops 6
Activision is pouring blockbuster-level marketing into the game. They came up with
graphic trailers
expanding on rich character
storylines, rolled out a series of
funny ads
, created
an email newsletter
,
scored influencer collabs
in different world regions,
provided
exclusive gaming bundles
, and even introduced
a third-party audio tool
to offer enhanced in-game hearing to increase
the directional accuracy of sounds played in the world.
The game’s collaborations blended real-world brands with the virtual
world to offer exclusive collectibles and bring in more audiences,
with so many brands coming on board:
Monster Energy
,
Dolly Noire
,
Herman Miller
,
Corsair
, and even
Triumph Motorcycles
.
AAA AGENCY
They
partnered with MSI
for a limited-time promotion around
the Vessel of Hatred expansion. For a short period, from
November 1 to December 31, 2024, MSI product purchases
unlocked both the Diablo IV base game and the Vessel of
Hatred expansion, offering a powerful bundle for fans.
The promotion also enjoyed a
strong social media presence
,
keeping players engaged with updates, patches, sneak peeks,
and more.
Diablo 4: Vessel of Hatred
As part of the expansion, Blizzard ensured exclusive content for Vessel of Hatred owners,
with promises of additional in-game
rewards
beyond Season 6. The team aimed to avoid the feeling of the expansion being a one-off, making sure its value
stretched well beyond.
AAA AGENCY
The Vessel of Hatred expansion also brought unique, handcrafted
collectibles and gifts to enhance the experience, such as
the exclusive
package from the Nahantu Tourist Board
.
Its marketing strategy thrived on TikTok, where the game’s
mix of monster-catching and survival mechanics made for
highly shareable content. Both
the official account
and
early-access creators flooded the platform with fast-paced
gameplay clips, showcasing Pals and battle mechanics.
Streamers played a crucial role in the game’s explosive debut.
Popular Twitch and YouTube personalities shared
exclusive
early-access gameplay,
fueling hype.
While there were no
pre-launch collabs, Palworld
is now keeping momentum
with partnerships, including
a crossover with
the indie
favorite Terraria.
They keep the excitement
going with seasonal events,
releasing holiday-themed
skins and special in-game
items for celebrations like
Halloween
,
Lunar New Year
,
and more.
Palworld
Palworld’s Early Access launch in January 2024 was an instant success, selling
over five million copies in just three days.
AAA AGENCY
Promotion ramped up with
early-access reviews
and
streams
before launch,
building anticipation. After release, the game saw a massive surge in attention,
amassing nearly 16 million hours
watched in its first week, with a peak
concurrent viewership of 404K across platforms.
The remake stirred controversy among longtime fans, particularly over James
and Maria’s redesigns: many felt James looked too old and expressive, while
Maria lacked the enigmatic allure of the original. While unintended, this
backlash fueled
heated discussions on social media
, amplifying the game’s
visibility even further.
Silent Hill 2 Remake
To engage the Silent Hill community, Konami teamed up with Takeoff
to create
exclusive influencer kits
that included in-game puzzle coin
replicas, a steel case box, digital content codes, and Pyramid
Head-themed merchandise.
Select influencers also received a Red Pyramid Thing (RPT) t-shirt,
a town map cleaning cloth, and a set of coasters —
a sign of developer’s appreciation for the fanbase and key voices
driving the conversation.
AAA AGENCY
Civilization 7 has geared up for the
“Civ World Summit”
,
bringing fans together with exclusive content and a live
stream. Influencers play a vital role here, both as hosts —
a popular Civ YouTuber PotatoMcWhiskey — and as players
competing in a thrilling free-for-all.
Fans can get in on the action by purchasing tickets to attend
the live studio event, while online viewers can watch the event
live and earn a special
Twitch Drop reward
by tuning into the
Firaxis Games channel or partnered streams.
Civilization VII
AAA AGENCY
The promotion also featured community updates, with the
development team sharing insights through
developer diaries
.
Another key promotional move is the game’s narrator taking
on an ambassador role. Fans of the Civilization series know the
narrator is central to the experience, offering wisdom about
humanity throughout the game. Over the years, notable actors
have voiced this iconic role, and for Civilization VII,
it’s none other
than Gwendoline Christie
.
In celebration of Marvel Studios’ Deadpool & Wolverine, Xbox teamed
up with Deadpool for a
custom Xbox Wireless Controller
. Featuring
Deadpool’s signature red-and-black suit, it also has a detachable
replica of his backside that added both playfulness and practicality.
“The appropriately named “Cheeky Controller” channels Deadpool’s
buns of steel in its firm (yet surprisingly comfortable) grip.”
To hype things up, fans had the chance to win this limited-edition
controller and other custom Xbox gear
through a global sweepstakes
,
with
influencer buzz
boosting the excitement.
Deadpool & Xbox
AAA AGENCY
Moreover, on the movie’s premier day, the first 1,000 buyers
of an Xbox Elite Wireless Controller Series 2 – Core from the
Microsoft Store got an exclusive Deadpool controller holder.
Gamers could also win a custom Deadpool-themed Xbox Series
X, complete with foam katanas and two controllers. While
Twitch livestream
from the Deadpool & Wolverine premiere
offered even more prizes to viewers.
BUILDING
A CAMPAIGN:
INSIGHTS FROM
AAA AGENCY
Product updates, such as in-game features, sales, trends, and
seasonal events are a great fit for short-term campaigns.
The type of influencer can vary — nano influencers work best for
maximum audience engagement, while macro influencers are ideal
for broadening awareness.
It’s important to keep in mind that even for short-term campaigns,
planning ahead is key. Influencer slots can fill up in as little as a
month, and to work big-name influencers, you might need to reach
out six months in advance.
Brand awareness over time, sustained loyalty, organic
customer growth and community development require
a long-term campaign that should be based on the client’s
marketing strategy.
Say the client is launching a new MMORPG in the US, with
beta testing and release dates, and KPIs for reach, installs,
and purchases.
An agency has to build a marketing plan based on the competitors
and audience analysis. It’s crucial to understand the audience’s
expectations, and develop relevant communication guides
as part of this.
Moreover, it’s advisable to calculate the influencer funnel in
accordance with the client’s KPIs, and choose the right platform
and influencer tier for each step of the funnel.
Short-term vs. Long-term campaigns
1.
Strategic team begins by
analyzing competitor behavior
over the last year in the market, reviewing their release plans, and audience
patterns: who’s playing, who’s buying, and who’s followed. At the same time, they assess
audience sentiment toward competing
titles
— what they liked, disliked, and what they expect from developers, as well as what community issues need addressing.
2.
Based on competitor analysis and the client’s marketing plan,
a one-year promotion strategy for the game is built
. At AAA Agency,
we often employ an innovation-integration strategy tailored to the product. For gaming, the soft launch phase typically involves beta
tests, targeting an engaged community to play the pre-release version and provide valuable feedback, along with positive reviews.
3.
The influencer funnel is structured to align with the client’s KPIs
, focusing on three stages: Awareness, Consideration,
and Conversion. For each stage, the appropriate platform and influencer profile are selected.
4.
It’s key to
create a compelling “hook”
that drives players to take action andl to
select influencers who resonate with the target
audience
, especially given the highly demanding gaming community. Each genre and title requires a unique influencer strategy
to effectively reach the right crowd.
5.
Clear communication guidelines are developed,
incorporating key CTAs and addressing the audience’s pain points without losing
the influencer’s authenticity.
6.
When the influencer funnel is kicked off,
stats are collected after each iteration to analyze which tactics performed best.
Steps for Long-term Campaign
AAA AGENCY
●
Start your influencer campaign 3-6 months before the release
, since the influencer funnel typically starts to show
results after 2 months.
●
Share with the agency all the details
about the consumer’s pain points, developer insights, and even thoughts of your
office cleaner about the workspace (just kidding) — the more the agency knows, the more accurate the influencer
strategy will be.
●
Don’t expect influencers to deliver immediate traffic.
Your audience may come slower, but these will be your people —
brand advocates who will provide feedback, retention, and word-of-mouth marketing as a bonus.
●
Experiment with approaches
. Don’t be afraid to broaden the influencer profile and consider other audiences. Just like the
same toy might be just as appealing to dog lovers and art creators, your MMORPG can be of interest to all sorts of audiences.
Maybe it’s time to tap into a new demographic — what if 50-year-old fishing enthusiasts are now interested?
AAA AGENCY
Tips for Brands from AAA Agency
●
Keep the brief flexible
: outline dos and don’ts, but don’t write the script for the influencer — they’re not a teleprompter.
Audiences can spot when something feels off, and it’ll backfire. Give as much creative freedom as possible.
●
Remember that there’s no universal platform solution for a specific genre
. True, mobile games shine on YouTube and TikTok,
PC games thrive on YouTube and Twitch, and console games do well on YouTube, Steam, and Discord. But the key really lies in the
player profile. As an agency we work with YouTube, Twitch, TikTok, Instagram, and Kick, and we always analyze the audience’s
demographics and behavioral habits before making the choice.
●
Watch the ER metrics to avoid failed influencer partnerships.
If an influencer has a huge follower count but a low engagement
rate, it means their audience is either inactive or just not paying attention to their content. If you don’t have access to these tools
and want to check the stats, take a look at the comments and request story view statistics from the agency. A good conversion
rate for story views is usually 7-10% of the influencer’s total followers.
AAA AGENCY
Tips for Brands from AAA Agency
INFLUENCER
MARKETING
TRENDS &
CHALLENGES
IN 2025
●
Marketplace influencers
Marketplaces grows into media empires. In China, social commerce makes up over 35% of all online sales, combining entertainment with shopping
through live streams and influencer posts. Douyin, Taobao Live, and Kuaishou have turned streaming into a major sales channel, especially among young
people. Taobao even has a separate livestreaming section where users can buy products while watching the streams. Chinese social commerce is marked
by connection between content and shopping, with platform algorithms recommending products tailored to viewers’ preferences. Now, this trend is
expanding beyond China.
●
Nano influencers
If you’re aiming for high engagement rates (ER) and click-through rates (CTR), nano and micro influencers are your best bet. Nano influencers, in
particular, can offer ERs ranging from 3 to 6%, which is a great result, along with a higher CTR compared to celebrities and macro influencers. However,
if you’re launching a new product, it’s better to take a more comprehensive approach. By working with a mix of nano, micro, middle, and macro
influencers, you can balance reach, awareness, and engagement.
“Earned media value is a new word in campaign metrics, which shows off all potential interactions with content in
budget earned by brand. It counts the number of social interactions on content, including social media shares, likes,
and comments. The metric helps marketers calculate business impact of the campaign and predict ROI”.
AAA Agency’s Vision on 2025 Trends
Kira Chesalina
, Creative Director,
AAA Agency
●
New integration formats
One crucial challenge is to come up with new integration formats that capture the audience’s attention and prevent them from
skipping the content in times when people’s attention is so fleeting, and audience demands meaningful yet entertaining
information flow. One of the ways is to focus more on interactive and creative content. By blending storytelling with the product
and using immersive formats like AR filters or gamified experiences, the integration may feel more like a standout experience
than a commercial.
●
Make influence great again: from traffic quantity to influence quality campaigns
Some brands may seek impressive numbers, but true success lies in meaningful connections and genuine engagement.
To overcome these challenges, brands should shift their perception and focus on partnerships with influencers who create
authentic, value-driven content that resonates with their audience, ultimately ensuring higher quality conversions. Metrics
should prioritize engagement, sentiment, and conversions, ensuring that campaigns lead to lasting brand loyalty and meaningful
results, rather than just a surge of clicks.
AAA Agency’s Vision on 2025 Challenges
AAA AGENCY
Expert Talks
Hussam Hammo
, Founder & CEO
of Tamatem Games
As we look ahead to 2025, influencer marketing in gaming is set to evolve in exciting and dynamic ways.
As gaming ecosystems expand, influencers will shift towards creating interactive experiences rather than just
promotional content.
Expect live-streaming events, influencer-led tournaments, and exclusive content drops to dominate strategies.
AI and data analytics will reshape influencer marketing in 2025. Brands will leverage AI to identify the perfect fit
between influencers and audiences, optimizing campaigns for maximum impact.
In-game influencer collaborations will grow significantly. We’ll see more influencers lending their voices, avatars,
or even personal brands to games, creating immersive connections with their followers.
Sustainability and social responsibility will become major focus areas. Gamers increasingly care about the causes
influencers and brands support, so aligning with purpose-driven influencers will enhance credibility and appeal.
Expert Talks
Anastasia Zaiceva
, CCO at ZiMAD
In 2025, influencer marketing trends and challenges continue to evolve. Many companies assess the
effectiveness of this channel by focusing on high CPIs and comparing it to traditional UA campaigns.
However, this is a flawed approach: influencer marketing is not just a user acquisition channel but
a tool for building long-term brand engagement.
Key benefits for brands:
○
Increased trust and loyalty — audiences perceive influencer recommendations
as more authentic.
○
Brand image enhancement — well-chosen collaborations strengthen the brand’s
values and style.
○
UGC creation — engaging the audience in creating content around the product.
○
Long-term impact — unlike UA, influencer campaigns have a lasting effect due to
the brand’s ongoing presence in content.
○
Successful campaigns are those that not only drive traffic but also enhance brand
recognition and emotional connection.
Expert Talks
Daria Povarova
, UGC Team Lead,
AdQuantum
Joost van Dreunen
, CEO at ALDORA
Influencer marketing in 2025 will emphasize authenticity, niche communities, and the integration of AI
technologies like virtual influencers. Brands will need to navigate challenges such as combating influencer fraud,
including fake followers and inauthentic engagement, while also addressing the rising demand for diversity and
inclusive representation. As consumers grow more discerning about sponsored content, transparency and
balancing ROI will be critical. Additionally, keeping pace with rapidly evolving platforms and trends will require
brands to remain agile and adaptive.
Following a flurry of layoffs in the games industry that also included many established games journalists and
reviewers, influencers have emerged as a critical layer between game publishers and audiences. In a marketplace
cluttered with content and rising marketing costs, consumers will come to rely on authentic, knowledgeable
voices to help find their next favorite game.
Expert Talks
Luiza Girardello
, Influencer
Marketing Manager &
Content Creator
○
The Power of Community
In my opinion, micro-influencers will dominate the influencer marketing landscape. Their engaged and niche
audiences offer authenticity, higher engagement rates, and the ability to build strong brand connections
through trusted relationships. Endorsing their events and offering networking opportunities – both for brands
and for influencers themselves – will also play a key role in fostering these communities, offering the chance
to create even deeper, in-person connections with respective audiences.
○
All About Short-Videos
Short-form video content continues to lead the way on platforms like Instagram Reels and YouTube Shorts.
The TikTok ban in the U.S. has shifted audiences to alternative platforms, amplifying the importance of
adapting content strategies for diverse ecosystems and ensuring agile actions to the constant platform
changes. Both for brands and content creators the key is to not rely in one single focus platform for posting
content and fostering the followers base.
○
Possible Red Flag of AI Content
AI technology is for sure already revolutionizing influencer marketing by enabling faster content creation and
personalized strategies. However, over-reliance on AI may risk creating a distance between influencers and
their communities, leading to less authentic interactions, lower engagement rates and a “cold” approach that
may alienate audiences.
FURTHER
READING
●
Matthew Ball’s State of Video Gaming in 2025 report for Epyllion
●
Video Game Industry in 2025 by DFC Intelligence
●
Global Gaming Deals Report 2024 by InvestGame
●
Game Industry Predictions for 2025 by VentureBeat
●
DappRadar Games Report: 2024 Overview
●
Gaming Report 2024 by Bain&Co
●
State of Mobile in 2025 by Sensor Tower
●
Predictions for Mobile Games in 2025 by Deconstructor of Fun
●
Mobile Non-Gaming Apps 2022-2024 by Mariusz Gąsiewski
●
2024 Game Genre Trends on Live Streaming by StreamHatchet
●
Popular Mobile Games on Live Streaming by StreamHatchet
●
Most Subscribed Streamers Channels by StreamHatchet
●
KaiCenat Breaking Records by StreamHatchet
●
Best 2024 Video Games by Polygon
●
Play Pendulum Essay by SuperJoost
●
Gaming Blog by Wiktoria Wójcik
●
Video Game Market Highlights by Mat Piscatella
●
How Influencer Marketing Boosted Space Marine 2 by Kira Chesalina for HackerNoon
●
Elden Ring Shadow of the Erdtree Marketing Case Study
by Kira Chesalina for HackerNoon
Gaming
AAA AGENCY
●
Influencer Marketing Benchmark Report 2025 by Influencer Marketing Hub
●
State of Influencer Marketing 2025 by HypeAuditor
●
The 2025 Marketing Benchmark Report by Similarweb
●
Creator and Influencer Trends by AdAge
●
2025 Marketing Predictions by Forbes
●
Brand Dynamics by AdAge
●
2025 Influencer Predictions by AdWeek
●
Top 2024 Creators by Forbes
●
How to Use Transmedia Storytelling in Influencer Marketing by Kira Chesalina for BetterMarketing
●
How to Choose the Most Effective SMM Platform for Your Campaign by Kira Chesalina for Clutch
●
When to Hire a Freelance Influencer Marketing Manager vs. Influencer Marketing Agency
by Kira Chesalina for Clutch
●
Measuring Sentiment in Influencer Marketing by Kira Chesalina for Clutch
●
How To Scale Your Marketing Agency Revenue: Insights from AAA Agency by Kira Chesalina for Simplified
●
Social Media Benchmarks Report 2025
Influencer Marketing
AAA AGENCY
ABOUT
AAA AGENCY
Overview
AAA Agency is an international agency focused on influencer campaigns and creative projects for brands.
Our mission is to shift brands from default advertising to storytelling, the only way to resonate with the audience
in today’s cluttered market.
We match brands with perfect influencers to create compelling stories and thumb-stopping integrations. We’ve
worked with both startups and giants like Ubisoft, Wargaming, NCSoft, Lilith Games, Long Tale Games, delivering
100+ successful campaigns, and we know how to help brands truly influence their audiences.
Because it is no
longer about just selling — it’s about making an impact.
AAA AGENCY
From authentic influencer campaigns to cross-platform special projects, we’re with you every step of the way,
crafting unique solutions and and making sure no questions are left unanswered.
Reach out to us at
sales@aaagncy.com
to get started and
follow our blog
for more insights!
© 2025
AAA AGENCY ALL RIGHTS RESERVED
Your ambitions are our adventure.
Let’s chart a course together.
