Gaming influencer marketing means paying creators to play, stream or make videos about your game for their audience. Wehype has run it for publishers and developers since 2016, putting the right game in front of the right creator at the right moment in that game’s life. We call it creator marketing, because the people who move games are creators: streamers, YouTubers and clip makers who play for hours with their community watching.
We’re a team of Hypers in Uppsala, Stockholm and Seoul, and we play the games we work on. You can’t market what you don’t play.
What gaming influencer marketing means at Wehype
A gaming creator campaign pays creators to play, stream or make videos about your game for their audience. Done well, it doesn’t feel like an ad. Viewers see someone they trust find the fun in your game, live, and they go try it.
The hard part is the match. A creator with 2 million followers who has never touched a strategy game will not sell your strategy game. A creator with 3,000 viewers who plays every grand strategy release on day one might. We look at what creators actually play, how long their viewers stay and which games they come back to, then pick from there.
Agency, platform, or both
Some teams want a gaming influencer marketing agency that takes the brief and runs everything. Others want a platform so their own team can run creator programs at scale. Wehype is both, and most of our partners use a mix.
The team turns your brief into a campaign plan, plays the game to find its hook and briefs every creator. The platform matches creators with our own data, handles contracts and payments, checks every delivery and reports results live. Creators get paid in 3 banking days, which is one reason they say yes when we call.
Read more about the platform side on our Wehype platform page, or compare it with others in our list of top gaming influencer marketing platforms.
How a campaign runs
- Strategize. We turn your brief into a plan: goal, markets, creator mix, formats and budget split. Launch, update or evergreen, the plan follows your beat.
- Match. Our matching looks past follower counts at what creators play, where their viewers are and how they performed in earlier campaigns.
- Execute. We handle the boring stuff: briefings, contracts, negotiations, logistics and payments. We don’t spray and pray. Concepts get tested small before we scale the winner.
- Measure. You see live data while the campaign runs and get a report after, with the numbers that matter for your goal. Read how we think about gaming influencer marketing ROI.
Influencer marketing for game publishers
Publishers come to us with launch windows, several markets at once and a calendar full of seasons and updates. For Call of Duty: Black Ops 6, Activision worked with us on 72 creators across the UK, France and Germany, and the game was the most viewed on Twitch during launch. For World of Warcraft: The War Within, the campaign helped take the game to #1 on Twitch.
What publishers get from us is scale without losing the match: hundreds of creators across regions, each one picked for the game, plus one team that owns the whole plan.
Influencer marketing for game developers
Smaller studios need every creator to count. The good news is that the creators who move indie and AA games are often not the biggest ones. Micro creators with loyal, niche audiences drive wishlists, demo plays and reviews at a price that fits.
Since we became an official Twitch partner, Wehype campaigns show up inside the Twitch Sponsorship Dashboard. Creators see your offer where they already work and opt in themselves, so a small team can reach hundreds of creators without hundreds of emails. More on that in Steam game influencer marketing and micro creator campaigns.
Where creators fit in your game’s life
We sort our work into three jobs: Attract, Engage and Generate.
- Attract. Bring new players in. That’s game launches, Twitch campaigns, YouTube campaigns, TikTok campaigns and new markets for PC and console or mobile games.
- Engage. Keep creators and players around after launch. That’s live ops and Community Rewards, where viewers earn in game rewards when their creator hits a streaming milestone.
- Generate. Turn creator love into revenue. That’s creator programs with Creator Codes, our Support-A-Creator program, where creators earn when their community spends in your game.
What our campaign data shows
We went through every completed sponsored stream and video we ran in recent years and compared each one with what we expected when we booked the creator. These findings shape how we plan every campaign:
- Sponsored streams don’t lose viewers. The median sponsored Twitch stream drew 9% more viewers than we expected, and only 5% fell below half. More in our Twitch guide.
- Small creators talk back, big ones bring reach. Streamers with 25 to 99 viewers got 318% more chat messages per viewer hour than streamers with 2,000+. Those biggest channels were 5.5% of the streamers we booked and delivered 40.1% of the viewer minutes.
- The format changes the job on YouTube. Integrations got 311% more views per subscriber than dedicated videos, while dedicated videos got 206% more clicks per thousand views. See our YouTube guide.
- Short form pays out fast. YouTube Shorts had 92% of their 30 day views after a week, and in a typical short form campaign the best post brought 29% of all views.
- Some creators stay. In 2026 campaigns we followed for 30 days after the paid streams ended, 18% of sponsored streamers came back to the game without being paid.
Source: Wehype campaign data. Twitch: completed sponsored streams from 2024 to 2026. YouTube: completed sponsored videos from 2023 to 2026. Short form: posts in our short form tracker. Pulled November 4, 2026.
What 2025 looked like
In 2025 we worked with 2,700+ unique creators, who delivered 8,600,000+ hours of sponsored watch time, and handed out 23,000+ community rewards. The numbers keep moving because something new keeps shipping, and in 2026 our first campaign live inside Twitch was EA’s Battlefield 6.
Want to see the work behind the numbers? Our gaming influencer marketing case studies cover launches, live ops and creator programs from Supercell, Ubisoft, Activision, Techland and more.
