Gaming’s Immersive Future: Insights from gamescom ‘23

If you are a gaming brand struggling to turn creator hype into lasting engagement, gamescom '23 made one thing clear: influencer marketing is no longer a bolt-on tactic but the backbone of gaming's immersive future. Below we unpack the trends from the show floor and how our influencer marketing services and paid social campaigns translate them into results you can see in our case studies.

Gaming Trends

In a comprehensive exploration of gaming trends, speakers delved into the industry’s transformative landscape. Tanya spearheaded the conversation, drawing attention to the increasing overlap between gaming and other diverse sectors. With the boundaries becoming more ambiguous, it’s evident that gaming has evolved beyond just being a leisure activity; it’s now a way of life. Kenn reinforced this idea, emphasizing that modern gaming is not merely about playing. It encompasses experiences, connections, and a blend with other media forms. Vova further emphasized this by discussing the merge of entertainment, tech, and daily life in the gaming sphere.

Additionally, the gaming arena is witnessing participation from unconventional brands. With major players like Netflix and even industries such as insurance venturing into this space, it underscores the expansive allure and potential of the gaming world.

Influencer Marketing Trends

It’s evident that the role of influencers is becoming more intricate and deeply embedded in the marketing matrix. Gamescom was a testament to the growing importance of these digital personalities. It’s not just about tapping into their audience for a brief moment but fostering a lasting relationship that offers value to both parties. It’s about creating a genuine bond between the brand, the influencer, and their audience. The authenticity and real connection are what makes the marketing strategy effective.

When companies shift from transactional relationships to more meaningful partnerships with influencers, they unlock a deeper level of engagement. And as you rightly pointed out, it’s not always about chasing the big numbers. Sometimes, the nano-influencers, with their close-knit communities, can have a bigger impact in driving genuine interest and engagement. Turning that authentic content into scaled reach is exactly where UGC creative production earns its keep.

To see how these immersive trends played out on the show floor, watch our recap from gamescom '23.

Gamescom has proven that the integration of influencers is not a mere afterthought. Their prominence in the gaming community is hard to ignore, and brands are increasingly realizing the power of these relationships. The challenge for brands now is to move beyond the surface-level engagements and dive deep into nurturing these relationships for long-term success.

Frequently asked questions

What were the biggest takeaways from gamescom '23?

Gaming has expanded beyond a leisure activity into a way of life, unconventional brands like Netflix and insurance firms are entering the space, and influencer marketing has become a core, deeply embedded part of the marketing matrix rather than an afterthought.

Why is influencer marketing so important for gaming brands?

Influencers carry trust and genuine connection with tight-knit gaming communities. Long-term, authentic creator partnerships drive deeper engagement and real interest than one-off transactional placements.

Do nano-influencers work better than big creators for games?

Often yes. Nano-influencers with close-knit communities can drive more genuine interest and engagement than chasing the largest follower counts, because trust converts better than reach alone.

For a deeper insight into the topics we’ve covered, check out our latest episode on the Digital Marketing Digest Podcast. Ready to turn these gamescom insights into a campaign? Explore our influencer marketing capabilities.