Influencer Marketing
Ongoing coverage on Influencer Marketing.
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Wardogs devs are "d*** heads," according to Wardogs devs feeling sorry for prioritizing streamers in the…
Wardogs developer Bulkhead has apologized for prioritizing streamers in game queues during its early access launch, admitting they were "dick heads." Despite the controversy and long queue times for regular players, the game maintains a "Very Positive" rating on Steam, with CEO Joe Brammer defending the decision as a smart move for entertainment value.
ANANTA confirms its release date for January 2027
NetEase and Naked Rain have confirmed the release date for their free-to-play urban open-world RPG, ANANTA, as January 15th, 2027. The game will be available on PlayStation 5, PC, and mobile platforms. A new trailer showcased Lingyun City and blended urban exploration with martial arts combat, stealth missions, and a premise centered on becoming an internet influencer.
FirstLook launches creator-first platform Creators.gg with launch partners IO Interactive and Brain Jar Games
FirstLook has launched Creators.gg, a new platform designed to connect game studios with content creators of all sizes, rewarding performance over follower count. The platform offers creators early access to playtests and unreleased content, with launch partners including IO Interactive and Brain Jar Games. CEO Eden Chen stated the goal is to build rewarding relationships and ensure fair compensation for creators' engagement.
Hitscan is a new tool for connecting publishers with creators that are "driving the most impact and viewership"
Marketing agency Open World has launched Hitscan, a new tool designed to help game publishers identify and connect with content creators who are driving significant impact and viewership for their games. Building on NoScope's analytics, Hitscan provides insights into creator performance, relationship history, and audience fit, aiming to streamline creator discovery and campaign management for publishers of all sizes. Companies like Devolver Digital and Skybound are already utilizing the platform to monitor back catalogue coverage and identify key influencers.
Creator-distributed discount codes drive massive uptake of game storefronts, according to new Tebex data
New data from Tebex reveals that creator-distributed discount codes significantly boost game storefronts, with over 80% of players using these codes being new to the platform. While these codes increase average basket value, their impact is heavily concentrated among a small percentage of top-tier creators, who drive the vast majority of gross merchandise value.
How this $20,000 Lego Star Wars collection ignited a dramatic internet meltdown involving everything from the Mormon…
A significant controversy has erupted within the Lego community surrounding a dispute over a $200,000 Lego Star Wars collection. The issue involves allegations of theft and mismanagement by a Bricks and Minifigs store, a subsequent investigation by YouTuber Ben Schneider, and legal battles involving the store, the collection's owner, and law enforcement, with rumors of ties to the Mormon church adding another layer of complexity.
Having Abandoned the Sidemen, KSI Becomes a GOALS Character
YouTuber KSI has joined the free-to-play football game GOALS as an "Original" character following his departure from the Sidemen group. The game is available on PlayStation 5 and features visually authentic characters that evolve over time. KSI's inclusion in GOALS comes as he expresses a desire to become the UK's equivalent of MrBeast.
'You can really tell how long a game has been in development' — 007 First Light features a cameo of an internet star who went viral years ago
IO Interactive has confirmed that internet celebrity Khaby Lame will make a cameo appearance in the upcoming game 007 First Light. The studio scanned the TikTok star, who went viral for his reaction videos, to create his in-game character. The game is set to launch on May 27, 2026, for PlayStation 5, Xbox Series X/S, and PC, with a Nintendo Switch version delayed to summer.
XSOLLA BRINGS CREATOR STRATEGY AND GAME COMMERCE EXPERTISE TO TORONTO’S LEADING INDUSTRY EVENTS
Global video game commerce company Xsolla announced its participation in XP Game Summit Toronto and Xsolla Connect Toronto, focusing on creator strategy and game commerce. The company will showcase its Web Shop solution for direct-to-consumer storefronts, global payment infrastructure, and IP licensing services. Xsolla will also host a panel on influencer marketing and building creator pipelines.
MrBeast’s Gaming Content Gets Brutal 1/10 Rating in Viral Tweet
A viral tweet rating "MrBeast Gaming" and "MrBeast 2" a 1/10 has sparked widespread discussion about Jimmy Donaldson's foray into gaming content. The harsh assessment suggests a disconnect between influencer appeal and the expectations of the gaming community, highlighting the challenges of authenticity and quality in the creator economy.
Google’s Veo AI Could Transform How Gaming Companies Market Their Games
Google has launched Veo AI within Google Ads, a tool that allows advertisers to transform still images into video content. This technology could significantly impact game marketing by enabling developers, especially indies, to create promotional videos more affordably. The tool integrates with Google Ads and YouTube campaigns, potentially democratizing video marketing in the gaming industry.
Diva Agency Launches New Creator And Community Division Dedicated To Fan Engagement, Creator Partnerships And Community Building
Diva Agency has launched a new Creator and Community engagement division to focus on fan engagement and influencer marketing for its entertainment clients. The new team, led by Charlotte Willis, aims to build authentic connections between brands and their audiences across online niches. This expansion follows a significant growth year for Diva's PR and Comms business.
StableRonaldo Calls Out Fortnite Over Skin Distribution Drama
Popular Fortnite content creator StableRonaldo has publicly criticized Epic Games regarding the distribution process for custom in-game skins. The controversy arose when another creator, Tung Tung Tung Sahur, received a skin before StableRonaldo, sparking debate about Epic's criteria for creator partnerships and recognition within the game's ecosystem.
