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Video Game Influencer Marketing Case Study with Schell Games
When it comes to Twitch top gaming streamers, most people think of men. That’s probably because nearly eight in 10 Twitch visitors were male.
Despite this large disparity, women still show up and claim their place on the platform.
This tenacity makes female Twitch streamers ideal partners for brands looking to promote their products or services to viewers. Just as they go the extra mile to stand out as minority players, they’ll strive to help your brand stand out to their audiences.
While most Twitch users are male, women are quickly flocking to the platform to share their love for gaming, too.
And while men make up the majority of people playing console and computer games, women have the lead in the mobile space.
In fact, a February 2022 survey revealed that more women reported playing video games daily than men.
In a field long dominated by men, women are making a name for themselves. Gaming streamers like pokimane and Valkyrae are some of the leading Twitch content creators, and many women are looking to change the platform for the better by advocating for stronger community guidelines and content moderation.
This community is also growing fast. In 2017, women made up only 18.5% of users, but now they’re taking up more real estate at 35%.
Even though female participation on Twitch is growing, the gaming community can still be hostile toward women.
Female streamers are frequently the target of “hate raids,” events where a large slew of hateful and inappropriate comments flood a creator’s comments on their stream. Additionally, many women report experiencing harassment on Twitch.
However, women are still brave enough to log on and do what they love, despite the haters. And when brands partner with female streamers, they’re showing support for this small but mighty sector of the gaming community.
Unlike pre-recorded content, live streams facilitate active conversations through community chats. Being able to connect with the streamer and fellow viewers instantaneously keeps users engaged.
And while brands can run ads on these streams, content-creator partnerships have some clear benefits. For example, many users run ad blockers that can work around the system and block out paid content. On the other hand, the audience will be paying attention when an influencer drops info about a product or service in the middle of their stream.
Unlike TikTok, where the default is a 3-minute-or-less video, a live stream on Twitch can last anywhere from minutes to hours. In fact, it’s not uncommon for a stream to be between 3 to 6 hours long. When combined with the streamer’s ability to respond in real-time to comments, these factors allow for users to feel much more connected to a content creator.
This high level of trust can benefit brands looking to partner with a streamer, as their audience will be more likely to take their recommendations to heart. In fact, a recent survey revealed that 34% of respondents would like to discover new brands and products through a live stream.
Word of advice: Be sure the streamer you partner with is a true fan of your brand. After hours and hours of watching their favorite gaming streamers, viewers will easily be able to tell when someone’s response to a product or brand is less than genuine.
Aim Lab, a first-person shooting game training tool, partners with content creators like LuLuLuvely to promote their product. By focusing on gaming streamers known for their virtual shooting skills, Aim Lab can reach viewers hoping to become just like their favorite gamers.
Red Bull Gaming partners with gaming streamers, including AnneMunition, to reach the esports community in a variety of ways, including product placement in the middle of a stream and utilizing influencers as spokespeople at events like PAX East.
In order to promote their new Animal Crossing collaboration, Colourpop developed their own Animal Crossing island that players could visit and partnered with the Queens Gaming Collective to stream an island takeover. To encourage as many attendees as possible, they also promised to give one lucky viewer a Nintendo Switch.
Bri, better known by her handle Storymodebae, has been on Twitch since January 2018. She treats the platform as her full-time job, and she’s passionate about representing Black women in gaming and bringing that representation to social platforms.
In an interview with The Verge, she said, “I decided that I wanted to start streaming because I would look for Let’s Plays and things like that, but I didn’t see a whole lot of people that looked like me. I saw Black men on YouTube. But as far as Black women, it’s like you have to type in “Black girl gamers” or these specific keywords so you could kind of find your tribe and find your people.”
You can also find Bri on YouTube, Twitter, Instagram, and Discord.
Miku is a Twitch Partner known for primarily playing League of Legends. When she’s not gaming, she stays busy as a computer science student in Austin, Texas.
You can also catch up with Miku on Twitter, YouTube, and Instagram.
Ashley is a Canadian Twitch Ambassador, voice actor, and artist who creates all of her Twitch channel’s emotes.
She loves sharing her humor with viewers, telling Game Rant, “The games I like to stream and are drawn to the most as of late are games that I think I can bounce humor off of a lot. I also like playing a lot of horror games. I think that’s almost when I have the most fun because I think me being scared is really funny. I think some of the stuff I yell out, just random new, unique cusses that aren’t really cusses, but it’s just coming out of my mouth because I’m scared is always really funny.”
Find more of Ashley’s content on YouTube, Twitter, and Instagram.
Troi isn’t just killing it on Twitch as an ambassador. She’s also a member of the 2022 YouTube Black Creator Class and has worked with some pretty cool brands, like Snapchat, Trolli, AT&T, and more.
Catch up with Troi on TikTok, Instagram, Twitter, and YouTube.
Brooke is a streamer for 100 Thieves, a gaming content house in Los Angeles. She showcases games like VALORANT and Apex Legends, and she openly discusses her mental health struggles after experiencing significant harassment online.
See more of Brooke’s content on Instagram, Twitter, YouTube, and TikTok.
ZombieCleo is a popular Minecraft creator known for her wicked building skills and hilarious in-game storytelling. She has a casual, down-to-earth vibe, which makes watching her streams feel like you’re just hanging out with a friend who happens to be really good at Minecraft.
You can also follow ZombieCleo on YouTube.
In addition to being a Twitch Partner, Saige Ryan is a member of the Pixel Circus and Smosh Games. Calling herself your “Spooky Friend,” she regularly streams herself playing video games and Dungeons & Dragons.
Learn more about Saige on Instagram, Twitter, and Discord.
One_Shot_Gurl, aka Julie, is a streaming powerhouse. She goes by the motto, “Be Kind, Be You,” which she totally lives by, making her community a really positive and welcoming space. Plus, she’s known for her “One Shot” signature catchphrase and her infectious energy that keeps her viewers hooked.
Jayla is a full-time streamer, Twitch Partner, and content creator for Complexity, a professional gaming organization.
In 2021, she partnered with a few other prominent female streamers, including BrookeAB, AvaGG, and Jaden Lebel, for a panel discussion about women in gaming hosted by JBL Quantum and 1,000 Dreams Fund. While there, they discussed representation in gaming, safety tips for gaming streamers, and how to care for your mental health while in the public eye.
Find more of Jayla’s content on Twitter, YouTube, and Instagram.
Jae is a full-time streamer and Twitch Partner in Kansas playing primarily horror games. She’s also a cosplayer, and she’s partnered with brands like G FUEL.
You can also find Jae on TikTok, Instagram, Twitter, YouTube, and Discord.
While a lot of attention is on the gaming streamers with huge followings, nano and micro streamers on Twitch are also a great opportunity for brands looking to reach more niche communities.
Here are some female streamers making a name for themselves as we speak.
Catarina, better known by her handle shugiishugii, focuses mostly on League of Legends. She recently celebrated earning a promotion to Diamond in League, and she’s a member of Team PMA.
You can also find Catarina on Instagram, Twitter, YouTube, TikTok, and Discord.
Paisley, better known as Paislily, is a Twitch partner located in British Columbia, Canada. She plays a wide variety of games, from Red Dead Redemption to Minecraft, and she’s partnered with ADVANCED.gg to promote their FOCUS energy supplement.
See more of Paisley’s content on Instagram, Twitter, YouTube, and Discord.
Streaming from Melbourne, Australia, martha is a content creator for The Chiefs Esports and focuses her time on Valorant and League of Legends. When she’s not streaming, she’s sharing pictures of her two ragdoll cats.
Learn more about martha on Instagram, YouTube, TikTok, Twitter, and Discord.
Allie is a horror streamer from Canada, and she hosts her chat in French and English since she’s fluent in both. Beyond gaming, Allie enjoys creating Resident Evil cosplays and posting them on her Instagram.
Follow Allie on Twitter, Instagram, YouTube, and Discord.
In a world where everyone’s attention is divided, partnering with Twitch creators can be key to reaching people in an engaging way. And by working with female content creators on the platform, your brand is showing its support for a community that hasn’t had it easy, which can build goodwill with their followers.
Learn more about influencer marketing: Influencer Marketing 101
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