Gaming Influencer Marketing Agency: Our Expertise

Gaming is no longer a niche. With more than three billion players worldwide, intensely engaged communities on TikTok, Twitch, YouTube and Discord, and a cultural economy now larger than film and music combined, video games set their own rules for the brands that want a voice in the space. As a gaming influencer marketing agency, we have been working with AAA publishers such as Xbox and Call of Duty for more than four years, combining social media management, content production, creator-led campaigns and event activations. This article sets out our reading of the market, the principles that guide our work, and two cases that embody our approach.

Several forces are reshaping how publishers and platforms show up, and forcing a rethink of their programmes.

TikTok is the new top of the funnel.
Long a secondary environment for gaming, TikTok is now the primary discovery territory for players under thirty-five. Repurposed trailers, tips, meta-humour, speedrunning communities and narrative creators build massive audiences, often more qualified than those of traditional endemic media.

Twitch is still the beating heart of communities.
Even when conversation moves to TikTok, it is on Twitch that long-term relationships with players are built, drops are launched, key moments are orchestrated and a publisher earns legitimacy with creators.

The line between brand content and creator content is fading.
The best-performing AAA publishers now mix agency-produced content, creator collaborations, clipping and UGC formats, while keeping a consistent editorial line and a steady rhythm on each platform.

Social media has become a production hub.
Running a leading gaming account is no longer about occasional posts. It means producing dozens of native assets per platform every week, staying on top of cultural signals and being able to react within hours to the key moments of the community.

Breaking through a saturated release calendar
Every week brings its share of launches, updates and seasons. To capture players' attention, a publisher must combine an always-on content grammar, built to last, with activation peaks synchronised with the game's key moments.

Building cultural authority beyond the product
Gaming communities value brands that understand their codes, speak their language and invest in their culture. That authority is earned with the right creators, the right formats and a consistent presence, not with opportunistic takes.

Orchestrating coherent multi-platform programmes
TikTok, Instagram, YouTube, Twitch, Discord: each platform has its own codes, formats and creators. The point is not to be everywhere, but to make these territories speak to each other around a clear editorial platform and a coordinated production line.

Measuring real impact on awareness and acquisition
AAA publishers now expect far more than views. Qualified reach, watch time, completion rate, sentiment, converted communities, pre-orders, platform sales: measurement must be designed as a piloting system, not as end-of-campaign reporting.

We apply to gaming a proprietary five-step method, adapted to the specifics of the sector.

Data first. We start from community analysis, from the creators who truly matter on each platform, from emerging trends and from the cultural signals specific to the game or the franchise at hand.

Ideas rooted in the franchise. The creative concept extends the universe of the brand and its games. It respects community codes, plays with their references and avoids the pitfalls of clumsy non-endemic takes.

Creator ecosystems built, not inherited. We select complementary profiles, mixing hardcore, narrative, entertainment and emerging creators, with particular attention paid to audience authenticity.

Integrated production and amplification. Our teams produce platform-native content, amplify the best performers through paid social and reuse assets via clipping and derivative formats. Every piece of content lives several lives.

KPIs aligned with business objectives. Awareness, engagement, conversion, pre-orders, sales: we deliver clear readings and actionable recommendations, campaign after campaign.

Xbox: four years of social media and influence stewardship
We have been supporting Xbox for more than four years on its entire community-facing voice in France. We created and launched the brand's TikTok account, establishing a native content grammar adapted to the platform's codes and to Xbox's universe. We also run the Instagram and YouTube accounts, ensuring editorial coherence across these territories and a sustained publishing rhythm.
Beyond social media management, we run paid social across platforms and manage the gaming creators who embody the brand within communities. This integrated programme, combining production, media and influence, allows Xbox to capitalise on a unified editorial platform and to activate every launch with the same level of rigour.

Call of Duty: building a leading TikTok account and expanding the voice
We have been supporting Call of Duty for more than four years. We created the franchise's TikTok account, which has since generated several hundred thousand followers and which we run daily through agency-made content and collaborations with carefully selected creators.
Over the past year, our scope has expanded to the social media management of Instagram and YouTube, with a consistent editorial platform logic across every touchpoint. More recently, we also produced a dedicated Twitch live for the franchise, extending the community relationship on the most legitimate territory of video games.

These two cases reflect what we do every day as a gaming influencer marketing agency: establish a lasting voice, orchestrate platforms, activate the right creators and measure impact against business objectives.

An agency that helps publishers and brands speak within the gaming world: creator and streamer selection, platform activation (Twitch, YouTube, TikTok, Discord), content production and events. At Matriochka, we've supported AAA publishers like Xbox and Call of Duty for over four years, from strategy to measurement.

Twitch, YouTube, TikTok and Discord are the pillars, each with its own codes: Twitch for live and community closeness, YouTube for long-form and search, TikTok for virality and discovery, Discord to sustain communities over time. The right mix depends on the game, the audience and the objective.

Gaming communities instantly spot bolted-on advertising. You need genuinely legitimate creators, a native tone and real value (gameplay, humour, culture) rather than a top-down brand message. That's what turns a brand into a cultural reference rather than an intruder.

No, that's a cliché. Gaming brings together more than three billion players and many communities (women, families, LGBT+, players with disabilities…). Our campaigns, like "Gaming for all" for Xbox, build on that diversity to broaden brands' audiences.

Yes. We support AAA publishers (Xbox, Call of Duty) on launches and social media, and also non-endemic brands that want to enter gaming credibly, connecting them to the right creators and codes.

Whether you lead an AAA publisher, a platform, an established franchise or an ambitious launch, we design social media, influence and PR programmes that combine cultural relevance, data rigour and measurable impact.

Let's talk about your next gaming campaign:
elodie.monchicourt@mtrchk.com / charlie.trouillebout@mtrchk.com
mtrchk.com

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