Are you looking to turn your mobile game into the next big hit? Traditional ads can easily get lost in the noise, but there’s a powerful cheat code: mobile game influencer marketing.

At House of Marketers, we understand that influencers are like walking, talking game trailers, bringing all the excitement and fun of your game straight to their loyal followers!

Recently, mobile gaming reached new heights with over 90 billion global downloads, underscoring the immense potential of this market. Influencer-driven campaigns for Mobile games can boost game downloads by 30% in just one week, significantly enhancing in-app purchases. Talk about hitting the jackpot!

But wait, there’s more! Games backed by influencers often see exponential growth in their player communities and social media buzz. This article will guide you through examples of mobile game influencer marketing, offering a deep dive into successful campaigns, jaw-dropping data, and real-world examples. Let’s go!

Successful Mobile Game Marketing Campaign Examples 

• Merge Mansion Influencer Marketing Campaign

Merge Mansion is a captivating puzzle game that transports players to a realm full of mystery and intrigue. The plot focuses around a grandmother with a mysterious past, which players discover by mixing artefacts to restore and decorate a stunning mansion.

Source: Metacore 

Merge Mansion shocked their audiences with a captivating narrative and star power. In 2023, star-studded video ads featuring Kathy Bates and Pedro Pascal generated stupendous buzz.

He takes on the role of Tim Rockford. A tough-as-nails detective who is baffled by the suspiciously cynical things going on at the mansion. It appears that even this experienced detective is in over his head!

“Everything points to Grandma,” he says while examining the evidence. “It’s almost like some twisted game.”

Credit: Merge Mansion

However, these ads, combined with a strong social media presence, ensure Merge Mansion’s sustained popularity and commercial success.

Merge Mansion ran a series of three video ads featuring Pedro Pascal.

 

Source: Merge Mansion Youtube

The game’s appeal lies in its rich storytelling and the unfolding mystery behind its characters. As players progress, they unlock new areas of the mansion, revealing more about the grandmother’s enigmatic past. This gradual unravelling of secrets keeps players engaged and eager to discover what happens next.

These ads, combined with a robust social media presence, ensured Merge Mansion’s sustained popularity and commercial success. The campaign included a series of three video ads featuring Pedro Pascal, which further solidified the game’s intriguing storyline and appeal.

The combination of engaging storytelling and influencer marketing significantly boosted user engagement and sales. Active involvement on platforms like Reddit and social media fueled interest, resulting in a thriving community around the game.

Results and Impact

The campaign was a massive success, driving over 50 million downloads. User engagement and retention soared, cementing Merge Mansion’s position in the market and showcasing the power of mobile game influencer marketing.

Also, read our case study about Merge Mansion’s influencer marketing success.

• Clash of Clans

Clash of Clans is another game utilising influencer marketing. This titan of a game continues to captivate millions with its thrilling raids and epic battles. The goal is to forge a legendary empire and crush your rivals. The warriors (players) build their defences, train epic troops, and forge alliances with fellow warlords. Leading their clans to victory in thrilling raids, crushing enemy bases with cunning strategies, and rising to the top of the leaderboards!

Recently, Clash of Clans took the gaming world by storm by collaborating with global football icon Erling Haaland.

The announcement, “Gear up for an action-packed season with Erling Haaland! Team up with the best football attacker and lead your troops to victory!” created a buzz that resonated across social media platforms.

https://www.youtube.com/watch?v=YWQjWdQ6tOA

The “Clash With Haaland” season, which kicked off on May 1st, transformed Haaland into the formidable Barbarian King. His larger-than-life presence in a series of entertaining commercials and viral posts brought a fresh wave of excitement. The campaign introduced new events, challenges, temporary units, and football-themed cosmetics, including the exclusive King Haaland skin. This game-changing partnership saw Haaland transform into the formidable Barbarian King, bringing his larger-than-life presence to a series of side-splitting commercials and viral social media posts.

Source: BBC

Clash of Clans used Haaland’s massive global appeal to tap into new audiences who might have previously overlooked the game. The campaign not only drew the interest of his football fans but also the enthusiasm of current players.

Catch the power packed Clash of Clans commercial with Erling Haaland on YouTube and witness this extraordinary fusion of gaming and football stardom.

https://www.youtube.com/watch?v=qg8MQVH1TYA

Results and Impact

The result? A wave of buzz that not only drew in fresh players but also reminded everyone why Clash of Clans remains an unbeatable force in mobile gaming. With nearly 40 million Instagram followers, his influence is massive. His average reel gets 9.4 million views, and his

• Clash of Clans reel had a 4.35% engagement rate.
• Notably, 11% of his followers are gamers.

• Among Us’ Meteoric Rise Fueled by Streamers

Source: Innersloth

Innersloth‘s social deduction game, Among Us, soared to global success, largely due to the influence of streamers. In this game, players collaborate to complete tasks aboard a spaceship while trying to identify impostors among them. Its mobile-friendly design and the infectious energy of top influencers propelled Among Us to a staggering 2000% increase in daily active users, making it a viral sensation and a staple in online gaming communities.

Among Us rocketed to popularity, all thanks to Félix “xQc” Lengyel and Ben “DrLupo” Lupo, Twitch legend steamers. Hilarious moments and pulse-pounding gameplay kept viewers glued to their screens; they created an unforgettable event. This was influencer marketing at its finest, that proved the power of two things: legendary streamers and captivating mobile games!

But the magic did not end there. Streamers with lesser audiences, perhaps 150,000 subscribers, saw their fortunes alter overnight. Influencers like Lazar, who had roughly 5.4 million followers, gave these budding artists a golden ticket to the spotlight. By incorporating lesser streams into their games, Lazar and others transformed an underappreciated title into a viral success story. The game’s mobile-friendly design made it the perfect choice for impromptu, enjoyable sessions that fit right in with the streams’ dynamic material.

Their vibrant, comedic streams turned the game into a viral sensation almost overnight.

Among Us Twitch Growth (Image Credit: SullyGnome)

With gameplay that’s perfect for mobile devices, Among Us captured the attention of gamers everywhere, thanks to its fun, on-the-go format and the infectious energy of these top influencers.

Results and Impacts

Among Us went from hidden gem to global phenomenon. Collaborating with influencers and streamers led to the game’s success with daily active users skyrocketing by an astonishing 2000%, with 75% of players joining from their phones.

This powerful combination converted Twitch into a launchpad for latent talent, propelling Among Us to new heights. It demonstrates the strength of influencer marketing gaming trends; combined, they’re an unstoppable force!

• Call of Duty: Mobile World Championship with Big Name Streamers (2023)

In 2023, Call of Duty: Mobile had its inaugural World Championship, propelling the game to irresistible heights. To promote the championship, Call of Duty: Mobile’s World Championship collaborated with influencers like DrDisrespect and iFerg to hold watch parties and give unusual content. This technique greatly increased enthusiasm and participation.

The CDL 2024 Championship exploited high-profile teams and garnered sponsorships from prominent businesses including Mountain Dew, PlayStation, and HyperX. Hashtags such as #CDL2024 trended internationally, increasing digital reach. Moreover, The Call of Duty: Mobile World Championship is expanded to 50 nations, with influencer relationships ensuring strong viewership and engagement.

https://www.youtube.com/live/mvwovg3aNPE?app=desktop&si=3Zl495y1cORrswr5

Besides that the streamers not only participated in the tournament but also actively promoted it on their channels, providing commentary, hosting watch parties, and offering exclusive content. This collaboration leveraged the trust and influence these streamers hold with their audiences, driving viewership for the World Championship and increasing interest in the mobile version of Call of Duty.

Source: @DrDisrespect

Results and Impacts

The Call of Duty: Mobile World Championship 2023 hit a peak viewership of 1 million, averaging 500,000 viewers.

 

Source: Statista

Social media also exploded with over 1 million tweets using #CODMobileWC, while DrDisrespect’s watch party alone drew 300,000 viewers.

The CDL 2024 Championship reached

•  1.2 million peak concurrent viewers
• 600,000 average viewers
• Grand finals amassing over 10 million views.
• The hashtag #CDL2024 generated 1.5 million tweets

As a result of the campaign, Call of Duty: Mobile downloads surged by 20% post-2023 championship and 25% during the 2024 event. Whereas, in-game purchases rose by 15%, and new sponsorships were secured due to high engagement. The hashtag #CODMobileWC2024 amassed over 2 million tweets, setting Call of Duty’s market position and paving the way for future growth.

Strategies for Impactful Mobile Game Influencer Campaigns

Collaborating with gaming influencers can dramatically increase reach and engagement through live streams, Q&A sessions, and tutorials. Platforms like YouTube (with over 2 billion monthly users), TikTok (approaching 1 billion users), and Instagram (1.4 billion users) offer enormous exposure potential. The most effective mobile game marketing campaigns go beyond traditional endorsements to create interactive and engaging experiences.

Live Streams

Live streams offer real-time interaction and excitement. Watching a favourite streamer play a game, share tips, and engage with the audience creates an immersive experience. The spontaneity and genuine reactions during live streams make them exciting and relatable, encouraging viewers to download and play the game themselves. For instance, streamers like Ninja have demonstrated how live streaming can build a vibrant, interactive community around a game.

Q&A Sessions 

Q&A sessions foster a personal connection between influencers and their fans. During these sessions, influencers answer questions about their gaming experiences, offering tips and insights. This interaction makes fans feel valued and part of an exclusive community. The personalised engagement encourages fans to download and stay engaged with the game, increasing active players and in-game purchases.

Gameplay Tutorials 

When influencers create engaging gameplay tutorials, they often receive millions of views. Their enthusiastic and humorous commentary turns basic tutorials into entertaining shows. These tutorials provide valuable insights, uncover hidden secrets, and offer pro tips, making viewers feel like they’ve gained exclusive knowledge. Armed with this information, players are more confident and invested, often opting for premium features to enhance their gaming experience.

 

Building Communities 

These influencer campaigns also help build vibrant communities on platforms like Discord, where players can discuss strategies, share fan art, and form friendships. Discord, a popular chat network for gamers, can host tens of thousands of players, creating a thriving community around the game.

House of Marketers Insights

• The success of influencer campaigns often hinges on the authenticity of the influencer’s connection to the game. Influencers who genuinely enjoy and engage with the game can create more compelling content.
• Utilising multiple platforms such as YouTube, Instagram, and TikTok can help reach different segments of the gaming audience.
• Collaborations with well-known personalities, especially those who resonate with the game’s target audience, can significantly boost visibility and engagement.
• Content that is entertaining, informative, and interactive tends to perform well. This includes gameplay tutorials, behind-the-scenes looks, and personal anecdotes.
• Influencer campaigns that encourage community interaction and engagement can lead to sustained interest and a loyal player base.

Influencer marketing is revolutionising mobile game promotion. By collaborating with popular influencers, game developers can drive massive engagement, boost downloads, and build loyal communities. From live streams and Q&A sessions to engaging tutorials, these strategies turn games into viral sensations.

Ready to take your mobile game to the next level? Contact House of Marketers today and let’s create your next big hit! For more insights and to learn how we can help boost your mobile game’s engagement and sales through influencer marketing, contact us.