It’s official: 2020 is the year the sport went mainstream, thanks in part to the coronavirus pandemic, which forced sudden closings, delays and cancellations in other areas of entertainment. And with a growing audience, brands are prone to activations with gaming influencers – but which ones are actually successful?

This is the first in our exclusive series leveraging the influencer marketing platform CreatorIQ’s new Share of Influence report, which highlights the global gaming brands that are grabbing attention and gaining or losing influence every month. CreatorIQ processes tens of millions of creators and billions of posts to produce Share of Influence (SOI) reports that take into account the volume of creator activity, the reality of creator audiences, and content performance (views, likes, comments, approvals) . for every competitive brand. These three measures make SOI a meaningful representation of the marketing presence and impact of a brand.

Today we introduce the gaming brands that received a notable SOI in September. That month, the industry generated 100,000 sponsored posts from 22,000 authors with 330 brands that sponsor content.

Important highlights in September

  • 3.27% – Average Engagement Rate on Instagram for Sponsored Content in the Games category in September
  • 352,000 – average estimated mail reach
  • PUBG Corporation was the number 1 influencer (SOI) at 13.75% with an estimated media value of $ 24.5 million from its influencer campaigns
  • League of Legends had the most dedicated sponsored post in the video game industry
    • 273,900 likes
    • 5,000 comments
    • 2.2 million estimated reach

How brands stack up

In addition to topping the list for SOI (13.75%) in September, PUBG Corporation had the highest engagement rate of the month among the top five brands (1.80%) and dominated the estimated media value ($ 24.5 million). USD). And while PlayStation was number 2 for SOI in September, the engagement rate was the lowest of the top five brands at 0.45%.

And while they didn’t make the top 15, Crystal Dynamics, Sega, and Battlestate Games were three other notable brands as of September, all of which saw SOI increases of 80% or more.

Nano-influencers had the best average engagement rate

The size of the influencer can play a key role in the average engagement rate. While this doesn’t seem intuitive, creators with smaller audiences often get better engagement rates than larger celebrities, partly because their followers are more passionate and less broadly spread across niches.

While the games industry had the highest average engagement rate of nano-influencers (1,000-10,000) at 9% in September, mega-influencers (1 million or more followers) had the second-highest rate at 5.24%. This suggests that even the greatest gaming celebrities can consistently grab their audience’s attention and keep fans engaged and engaged. Micro influencers (10,000-100,000 followers) took third place with an average of 3.21%, followed by medium-sized influencers (100,000-1 million followers) with 1.72%.

Methodology: The influence share takes into account the volume of creator activity, the reality of the creator audience and the performance of content (views, likes, comments, approvals) for each competing brand. These three measures make SOI a meaningful representation of the marketing presence and impact of a brand. SOI uses data from the central CreatorIQ platform, which processes tens of millions of creators and billions of posts. Every verified creator on Instagram and every creator with 50,000+ followers is included, along with millions of smaller creators on multiple social platforms.

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