SAN FRANCISCO, Feb. 7, 2019 /PRNewswire-PRWeb/ -- While Fortnite won the hearts of gamers in 2018, Ubisoft's Tom Clancy's The Division 2 is the most anticipated game of 2019, according to a new report released today from influencer marketing platform Traackr. From the most talked about gaming categories of the year to the food and beverage that fuel gamers, Traackr's State of Influence Gaming report provides insights into the most popular brands among gaming influencers in 2018.
Based on a segment of about 14,000 top influencers in gaming, The Division 2 secured the most mentions (8,235) and video views (26,589,423) in 2018 ahead of its 2019 release date. While The Division 2 received more mentions (39.4 percent) and engagements (16.3 percent) among influential male gamers, Square Enix's Kingdom Hearts 3 - the latest in a series of games set in the world of Disney/Pixar - received more posts (26.8 percent) and engagements (40.9 percent) from female influencers.
"Gamers don't fall for traditional advertising and regularly frequent niche platforms where they have built highly engaged networks, like Twitch," said Pierre-Loïc Assayag, CEO and co-founder of Traackr. "Gaming companies are now looking for ways to stand out by partnering with influencers who stream and play video games or participate in esports events in these unique communities."
The report also highlights the most discussed gaming trends by gender, favorite products and categories:
- Although the most highly discussed gaming trends among male gamers was esports (28.8 percent), followed by Battle Royale games (28.4 percent), Battle Royale received higher engagement rates (74.9 percent) as opposed to esports (3.56 percent). Among female influencers, virtual reality was the most discussed (31.2 percent) and received the most engagements (38.3 percent).
- Traditionally marginalized by a male-dominated category and lack of representation in video games, female gamers have built a sizable and growing influence in the gaming community despite these challenges. While male gamers in this panel have a higher potential reach (10.6 billion versus 1.04 billion), female influencers have a higher engagement rate than male gamers overall (3.46 percent versus 1.81 percent), which indicates that they earn more trust and authenticity with their followers.
- Looking beyond video game trends and manufacturers, popular snack and energy drink companies played an important role in sponsorship opportunities with influential gamers. While Starbucks had the most unique activated influencers (1,857), Red Bull dominated social engagement with the largest number of total mentions (6,957) and video views (more than 118 million) in 2018. When compared by gender, Red Bull was the most popular among male gamers with the largest share of brand mentions and engagements, while female gamers preferred Starbucks.
- The gaming industry has been a gateway for female influencers to discuss other interests and trends outside of games. Female gamers have discussed topics on beauty (66 percent) and fashion (50 percent) and participate in paid collaborations (28 percent) with brands such as Forever 21, Olay and Puma. With high engagement rates and a variety of interests, female gaming influencers are becoming valuable for all brands - not just those selling gaming products.
"As the gaming landscape changes and grows - with the recognition of female gamers and new gaming and esports trends going mainstream - brands in beauty, fashion, auto and tech can make a splash with this highly engaged community by partnering with trusted influencers in their circles," said Assayag.
To view the full report, download here.
About Traackr
Traackr is an influencer marketing platform for global influencer strategies, which enables influencer discovery, vetting, management and measurement influencer programs. The platform gives marketing teams the ability to make strategic influencer marketing decisions with unparalleled access to global data, market performance benchmarks and competitive insights. Traackr powers influencer marketing for beloved global brands, including L'Oreal, The Coca-Cola Company, Microsoft, Samsung, USAA, Merck, Roche and Capital One. Headquartered in San Francisco, Traackr has offices in New York, Boston, London and Paris.
SOURCE Traackr
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