How to Promote Your Game on Steam with Influencers

by Game Marketing Genie, on 23-Jun-2020 10:42:56

Celebrities are known to endorse products, from handbags to video games. You often see the stars of Hollywood featuring in ads of big brands. This has branched into a different form of marketing, known as influencer marketing. The concept is the same: you hire someone popular to market your products to their audience and generate interest. However, marketers are not stuck with high-budget celebrities all the time. 

You've now got the option of using social media stars with thousands of followers for the job. This strategy is bringing major benefits to many industries, particularly gaming companies who have access to some of the best influencer platforms out there. 

So, since you clicked on this article, you're probably thinking "okay, I've got a Steam game or I'm developing one, how do I promote it with influencers?" Well, settle in, because we're going to cover exactly how to do that.

Why influencer marketing?

Today's younger audience doesn't trust advertisements as much as previous generations did. Among millennials, only 1% are ready to put their faith in ads. Additionally, many people on the internet now use an ad blocker, meaning that they will not see your advertisements. Spending money on ads alone is not cutting the cake anymore. Marketers need something more powerful to market their products and create an impact on their audience. This is exactly where influencer marketing is showing its prowess. The concept has taken the marketing world by storm, as more and more businesses choose to work with influencers.

Influencer marketing is also considered a form of collaboration. You find someone popular who resonates with your target audience. Then you work with them to promote your game, create content, and to increase your sales. One of the major benefits is that it gives you a ready base of your target audience to take advantage of. You can market your products to the audience of the influencer who already trusts their recommendations. As a result, you have more chances of conversions to boost the sale of your game. According to Tomoson, every dollar spent on influencer marketing brings back a return of $6.50. But it doesn't stop there. Not only do you benefit from reaching out to their audience, but the influencer is also able to grow their authority and generate stronger loyalty from their fans.

Influencer marketing also has a number of other benefits:

Get quick exposure: Collaborating with influencers helps you market your game to a large number of ideal audiences. You can generate returns within days and get your game selling. 

Building trust: Customers today don't trust ads or too much self-praise from brands. They trust people they know and believe in. This makes influencer marketing an ideal platform to build trust. More people will be ready to consider your game if someone popular says it's great.

Generating reliability: Honesty is a prerequisite of being an influencer. You can't get thousands or millions of followers by telling lies. As a result, people find opinions of influencers reliable. You should make a good game that people love to play for getting most returns out of influencer marketing.

11-1Figure 1. Source: Influencer Marketing Hub.

Give early access with Steam keys

Steam keys are a great way to approach influencers. You can distribute keys right after you put your game onto Steam, and hand them out to the people you'd like to try it out first. Think of it as a free pass for influencers to try your game. 

Giving out keys is a much better approach than contacting influencers with half-finished builds. They can play the full game before its release date and check out all the features to tell their audience. You can start handing out keys for the alpha, beta, or pre-release version of your game. Steam will give you a key once you upload your game. 

However, you do need to ensure you have a workable version free of bugs or issues. Nobody likes a buggy game, and having too many issues can lead to a bad review from the influencer. So, always test your game properly and make sure it's bug-free before handing out Steam keys.

How do you reach them to give them keys?Pitch on Social Media

Social media is a great place to find influencers in your niche. You will need to start out by researching your target audience and finding the right audience for your game. For this, you can use social media platforms like Reddit, Instagram, or Facebook. Ideally, go for platforms where you think your target audience frequents. After you find your target audience, look for influencers who cater to that audience. 

Check the number of followers and reputation of the influencer before sending your game keys. You will need to put in some effort and approach influencers with the best you’ve got. Tell them why you are passionate about your game and what it offers to gamers. You can attach screenshots, create stories, or make short videos to make a perfect pitch. Reach out to as many influencers as you can to increase the chances of getting more mentions and reviews.

Social media apps on phone

Use Emails or Other Contact Channels

Emails work well to connect with influencers. However, you will first need to get the emails of your chosen influencers. This will require in-depth research and will take up a great deal of time. Once you do that, work on creating an appealing pitch. You should include all the important information about your game without appearing pushy. Include a competitor analysis to show what makes your game stand out from the rest. 

Your pitch should also address why your game is perfect for the influencer's audience and what benefits they get. Don't forget to include a few lines on why the influencer should work with you. Focus on the USP of your game and the opportunities it offers to gamers. Additionally, don't forget to write an attractive subject line for your emails. Once you develop your pitch, save the information on a spreadsheet. This will help you create your own database on influencers and similar products for future reference.

Gmail on computer screen

Aim for Personalization

Don't go cold emailing your chosen influencers with a generic message! The influencers will discard your message and won't bother giving your game a look. Always personalize your messages and address influencers by name in your emails or communications. You will need to make it clear to the influencer how your game matches their audience. Unless the game appeals to the audience, they won't review your game. 

So, work on developing a fitting pitch that aligns with the preferences of the influencer. Include interesting screenshots and videos to make your pitch more appealing. Write a great description of your game that transports the reader into it. Describe the experience of playing the game and how it is unique from your competitors. In the end, include a few lines on how you and your chosen influencer can mutually benefit from the collaboration. Make it all about them!

Three women standing in sunflower field

Don't be discouraged by a lack of response

Any influencer marketing strategy needs patience. Approaching influencers is still like cold calling your customers to generate leads. You need to be patient and wait for a response in their own time. However, don't get discouraged if you find that the influencers don't respond. Just like cold calling, you will also have to deal with refusals or no-replies here. But that doesn't mean you should give up. Instead, work to make your pitches better and really personalize the message to the influencer's interests and preferences. You may need to dig up the profile of your influencer or watch some of their videos to get some inspiration. 

Make a point to wait for 2 - 3-days after you send an email or contact an influencer with your message. If you don't get a reply, improve your message, and try again. You can even approach the influencer on a different channel where they are more likely to be available. Consider approaching as many influencers you can to improve your success rate. Keep your efforts consistent!

We have another post dedicated to building a great strategy for influencer marketing. Read 7 Steps for Creating a Good Influencer Marketing Strategy to learn more. 

Positive message on book cover


Video game influencer marketing is what you need to create hype to sell your game. However, navigating the nuances of influencer marketing may be quite challenging without professional guidance. Game Marketing Genie is your one stop full-service game marketing agency for advice, strategy, coordination, management and long term growth. We have a database of over 100,000 influencers to help connect you with the right talent.

Need more info? Let's chat today about how we can make the most of your marketing opportunities.

Topics:Influencer MarketingGame Influencer MarketingVideo Game Marketing StrategyVideo Game MarketingDigital Marketing StrategyInfluencer Marketing StrategyGame Launch

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