PC game influencer marketing is how most big releases now find their audience: a creator goes live, plays for hours, and their viewers decide whether they want the game. We call it creator marketing, and PC and console games are where Wehype started. We ran our first Twitch campaigns in 2016, and mobile came six years later.
Console works the same way on Twitch and YouTube, with one difference we plan for: the call to action has to point each viewer to the right store for their platform.
How a launch plays out on Twitch
A PC or console release has a few days where everything is decided. Early access, launch day and the first weekend set the tone, and the Twitch category ranking during those days is part of how new players find the game.
For World of Warcraft: The War Within, Blizzard granted early access for the first time. We planned two beats. In early access, creators streamed their first steps into Khaz Algar. At launch, a wider group streamed the new content across the UK, France, Germany and the Nordics. We activated 164 creators, finished 16% over target on total viewer minutes, and the game was the most viewed on Twitch during launch across all focus markets. Read the World of Warcraft story.
For Call of Duty: Black Ops 6, Activision wanted lapsed players and FPS fans back. We activated 72 creators in three phases: launch, the Nuketown update and Season 1. That gave the campaign three peaks instead of one. It delivered 21.84M total viewer minutes, and Black Ops 6 was the most viewed game on Twitch during launch. Here’s the Black Ops 6 case.
Our wider data points the same way. Across our sponsored Twitch streams from 2024 to 2026, games outside mobile drew a median 12% more viewers than we expected when we booked the streamers, and the strongest PC and console releases drew up to 41% more. A new game with hype behind it pulls a creator’s audience up, which is why we time the biggest streams to launch.
Source: Wehype campaign data, completed sponsored Twitch streams from 2024 to 2026, pulled November 4, 2026.
More on how we plan release weeks on our game launch page.
Console game influencer marketing starts with the match
The biggest creator is rarely the best one for your game. We look at what creators play, how long their viewers stay and how they performed in earlier campaigns, then match from there.
For Chernobylite, All in! Games wanted to reach players across Europe and the US for its full launch. We matched creators who play sci fi and RPG games and ran two hour Let’s Play sessions on Twitch, with a branded overlay, a panel banner, a chatbot posting the link and social posts promoting each stream. Ten creators delivered 2.1M viewer minutes and 200K chat engagements. See the Chernobylite story.
When the match is right, creators stay longer than the contract asks. For Assassin’s Creed Mirage, over 60 creators went live across the Nordics and the UK, with an average stream time of 4.2 hours against a contracted 2 hours. A third of them covered the game again in later streams. We also set every channel up for Twitch Drops, so viewers could earn in game rewards while they watched. Read the Assassin’s Creed Mirage case.
For Assassin’s Creed Shadows, a later Ubisoft launch, 61 handpicked streamers in the UK and Nordics beat the viewer minutes target by 39% in the Nordics. Here’s the Assassin’s Creed Shadows story.
Twitch Boost: One window, hundreds of creators
In 2021 we ran the first Twitch Boost. Techland had built Dying 2 Know, a show about Dying Light 2, and wanted the biggest possible audience for the final episode a month before launch. We put 349 creators live on it in the same window, mixing Twitch Boost and Co-Watch on Twitch with Integrated videos on YouTube. Peak concurrent viewers passed 500K, the campaign delivered 34M viewer minutes, and the game hit #1 on Twitch.
Sheri Kryeziu at Techland said we coordinated that many creators “within a single hour window”. After launch, more than 50% of the Twitch creators kept streaming the game on their own. Read how Dying Light 2 reached #1 on Twitch.
Formats we use for PC and console
- Twitch Let’s Play. A creator plays live for a set time with an overlay, panel banner, sponsored stream title and a chatbot that posts your link. This carries most launch weeks.
- Co-Watch. Creators watch a reveal, trailer or show live with their community and react to it.
- YouTube Integrated and Dedicated. A sponsored segment inside a creator’s regular video, or a full video about your game. Both keep getting found long after launch.
- Short form. Clips on TikTok and YouTube Shorts that carry the best moments from streams.
Our Twitch campaigns and YouTube campaigns pages go deeper on each channel.
Reaching the long tail with Twitch Integration
Big launches need big creators, but the long tail of Twitch is where a lot of players watch. Since we became an official Twitch partner, Wehype campaigns appear inside the Twitch Sponsorship Dashboard. Our first live campaign there was EA’s Battlefield 6.
With Twitch Integration, creators see your offer where they already work, read the brief and opt in themselves. You can target by viewership, country and the titles they’ve played, with brand safety checks. There’s nothing for creators to install, and they get paid through our creator platform. That’s how a launch week gets hundreds of small creators on top of the headliners, with no one by one negotiation.
After launch week
The launch is the first beat. Expansions, seasons, DLC and crossovers each need creators back on the game. Our longest PC and console partnership is with Techland on Dying Light 2, where launch turned into years of seasonal events, crossovers and an anniversary. Read the Dying Light 2 long term story, and see how we plan updates on our live ops page.
Creative Assembly has worked with us across several Total War releases too, including Total War: Warhammer III at its PC Game Pass launch. See the Total War story.
What we need to get started
Send us your release date, platforms, markets and goal. We play the game to find its hook, because you can’t market what you don’t play, and we handle the boring stuff: briefings, contracts, logistics and payments. Creators get paid in 3 banking days, which is one reason they say yes when we call.
Publishing on mobile too? See our mobile games page. Launching on Steam with a smaller budget? Start with Steam game creator marketing. Or go back to the gaming influencer marketing overview.
