Game promotion · 28 June 2026 · 6 min read
How to promote a mobile game through influencers
To promote a mobile game through influencers, you need to select gaming creators and streamers to fit the genre, launch gameplay integrations and seeding, and run the campaign against KPIs for installs and retention. Gaming influencers on YouTube, Twitch and TikTok deliver a target audience ready to download games, which is why this channel works well for user acquisition for studios and publishers.
Why influencers and streamers
The gaming audience is concentrated around themed creators: viewers trust their taste and often install games on their recommendation. A gameplay clip or stream shows the game "in action" — that converts better than a banner.
It's relevant, targeted traffic: you're attracting actual gamers, not a random audience.
Formats and platforms
YouTube (integrations, reviews, Shorts), Twitch and streaming, TikTok (vertical gameplay clips, trends), Telegram and themed communities. Each genre has its own set of creators and formats.
The "gameplay + a clear offer + link/promo code" combinations with install tracking work well.
How to measure effectiveness
The key metrics are installs, cost per install (CPI), retention and return on ad spend (ROAS). We run the campaign against KPIs, test combinations of creators and formats, and scale the ones that deliver target installs more cheaply.
Frequently asked questions
Is this suitable for a small indie game?
Yes, for indie titles a pool of micro-creators and streamers with a loyal audience is often more effective — it delivers target installs at a reasonable budget.
Which platforms are best for games?
YouTube, Twitch and TikTok — depending on the game's genre and audience. They're often combined.
Do you work against install KPIs?
Yes, we can build the campaign around target installs and retention, tracking the effectiveness of each combination.