So, you’ve got an amazing game, a brand-new product, or perhaps even a platform perfect for gamers—but now you need to get the word out through gaming influencers.
But how do you get their attention? How do you slide into their DMs without feeling like a spammy bot or an awkward newbie fumbling for the right words?
If you’re feeling unsure about how to approach gaming influencers for a collaboration, you’re in the right place. In this blog, you’ll understand the “why,” “how,” and “what next” of collaborating with gaming influencers, so you can forge meaningful partnerships without coming off like a n00b.
1. Identify the Right Influencers (With a Purpose)
When you’re on the hunt for influencers, don’t fall into the trap of simply going after follower counts. Think quality over quantity. Here’s a more targeted approach:
- Niche Fit Over Popularity: Look for influencers whose gaming niche aligns with your product. For instance, if you’re selling gaming headsets, find influencers known for streaming FPS or RPG games where sound quality is key.
- Engagement Over Followers: Use tools like Social Blade or HypeAuditor to assess an influencer’s engagement rate, which is more important than raw follower numbers. A 2% to 5% engagement rate is solid.
- Audience Demographics: Are you targeting mobile gamers or PC enthusiasts? Teens or 30-somethings? Get clear on who you’re trying to reach, and choose influencers whose audience matches your target demographic.
Action Step: Start by listing 10 gaming influencers whose content aligns with your product. Use their recent posts to gauge engagement and match your target audience. Then narrow it down to 3-5 who fit best.
2. Craft an Irresistible Value Proposition
Gaming influencers get bombarded with offers, so make yours stand out by offering clear value upfront. Don’t start with “Hey, can you promote my product?” Instead, focus on how your product or collaboration will benefit them. Here’s how to structure your pitch:
- Showcase Your Product’s Benefit to Them: If it’s a gaming accessory, highlight how it’ll make their streams more exciting or improve their gameplay.
- Offer Something Exclusive: Offer early access to a game, a custom-designed product, or unique content ideas they can’t get anywhere else.
- Mention Audience Alignment: Briefly state how their followers would benefit from learning about your product. Be specific and relevant.
Action Step: Draft a 2-3 sentence pitch for each influencer on your shortlist. Keep it personal, clear, and focused on the benefit to them and their audience.
3. Make Your Approach Direct & Professional
Your outreach matters. Gaming influencers are creators with busy schedules, so keep your messages simple, direct, and respectful of their time. Here’s a simple structure to use:
- Personalize the Introduction: Start with a personal note, mentioning a piece of content you liked.
- State the Reason Clearly: “I’m reaching out because I think my [product/service] would be a great fit for your audience.”
- Provide a Clear Next Step: Suggest a quick call, a product trial, or a chance to brainstorm ideas together.
Email/DM Template:
Hey [Influencer’s Name],
I’m [Your Name] from [Your Brand]. I really enjoyed your recent [specific video/post]—[mention a unique element you genuinely liked].
I believe your audience would love [Product/Service], and I’d love to send one your way to see if it’s something you’d be excited to share! If you’re open to a quick chat, let me know what time works for you.
Action Step: Use the template to send personalized messages to your top 3-5 influencers, keeping it short (under 150 words).
4. Propose a Win-Win Collaboration
Tailor each collaboration to fit both your brand and the influencer’s style. Here’s how you can structure collaborations based on your budget and goals:
- Product Seeding (Free Product): Send a free product for the influencer to use, review, or showcase naturally in their content.
- Best For: Testing influencer fit, smaller budgets.
- Sponsored Content (Paid Posts or Streams): Pay the influencer to create dedicated content around your product—a stream, unboxing video, or social post.
- Best For: Launching new products, wider exposure.
- Affiliate Partnerships: Provide the influencer with a unique discount code or affiliate link to share. They earn a commission based on sales driven by their followers.
- Best For: Performance-based campaigns, tracking conversions.
Action Step: Decide which collaboration type works best for each influencer. Prepare a short proposal detailing what you’re offering and the deliverables expected (e.g., 1 stream + 3 Instagram Stories).
5. Negotiate Terms Clearly & Fairly
Once the influencer expresses interest, jump into specifics. Both sides need to understand what’s expected. Make sure you cover:
- Content Deliverables: What type of content (e.g., Instagram Stories, Twitch streams), how many posts, and the timeline.
- Compensation: Be upfront about whether it’s free product, payment, or commission-based.
- Usage Rights: Can you share their content on your social media? Use it for ads? Ensure you have clear terms.
- Key Message Points: Provide guidelines on key messages but leave room for their creative spin—authenticity wins in gaming communities.
Action Step: Draft a brief agreement or contract template to use for each influencer partnership. Tools like HelloSign can make this easy.
6. Track Results & Build Long-Term Relationships
The collaboration doesn’t end when the post goes live—it’s just the beginning. Track the results to see what worked and what didn’t. Did the influencer drive sales? Engagement? Brand awareness? Use tracking links, promo codes, or UTM tags to measure results accurately.
If the collaboration is successful, reach out to the influencer with a “thank you” and suggest future opportunities. Strong, long-term relationships with influencers are more valuable than one-off deals.
Action Step: After each campaign, analyze your KPIs (e.g., views, clicks, sales). Send a follow-up email to the influencer with feedback, thank them for their work, and propose ongoing collaborations if the partnership was successful.
Conclusion:
Approaching gaming influencers might seem tricky, but if you play it right, it’s a surefire way to boost your brand and connect authentically with gamers. Remember—building great influencer relationships isn’t about flashy pitches or mass outreach; it’s about precision, personalization, and real value. Each step you take, from understanding their audience to negotiating terms, builds toward a partnership that can help both your brand and the influencer grow.
The power is in your hands—do your homework, be genuine, and don’t be afraid to reach out.
