How many of you would call yourselves a gamer? Well, if you play Wordle, you’re a gamer. If you got sucked into Angry Birds, Candy Crush, or Trivia Crack … gamers all. 

I have 3-4 games I have on my phone to pass time waiting at a doctor’s office, or to watch while I sit with my family watching a show I’m either not into or can listen to rather than watch. That makes me a gamer.

The demographics and statistics on gamers are actually quite surprising. According to Statistia, 38% of gamers are 18-34 years old, but 35% are 35-64. The female segment has always been far higher than one might expect. Statistia says 45% of gamers are female. Our guest today has data that says the majority of gamers are women.

But gaming as an avenue for influence marketing seems a bit of an enigma. My perception of that is a someone on Twitch playing Halo wearing my brand’s logo on their T-shirt. But millions of people watch video gamers play games just like mainstream consumers watch sports, go to concerts and more.

Irina Shames says people just appreciate the artistry at play with gamers. And those huge audiences present opportunities for brands. 

Irina is the executive vice-president of revenue and strategy for 3BlackDot, a digital entertainment studio that connects brands to audience-driven creators. So a version of influencer marketing. She joined me to chat about the somewhat mysterious world … at least to me … of gamers as influencers.

There’s a lot of great insights in this discussion, folks. The gaming world relies heavily on the concept of community, with influential gamers having their own and a very genuine relationship with them. Brands coming to the table with them need to be community focused, which is not the standard operating procedure for most brands. 

And here are links to the Creator Camp my pal T. Adeola is leading in Dayton, Ohio:

This episode is sponsored by Tagger, the complete influencer marketing solution. It has recently released a new product feature called Signals, which provides creator listening for its customers. Tagger president and founder Pete Kennedy joins Jason Falls to explain more about Signals.

Tagger - Influencer Marketing Software

To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today.

The Winfluence theme music is “One More Look” featuring Jacquire King and Stephan Sharp by The K Club found on Facebook Sound Collection.


Winfluence - Reframing Influencer Marketing to Ignite Your Brand

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Winfluence – Reframing Influencer Marketing to Ignite Your Brand is available now in paperback, Kindle/eBook and audio book formats. Get it in the medium of your choice on Amazon or get a special discount on the paperback version of the book by clicking the button below, buying on the Entrepreneur Press bookstore and using the discount code FALLS20. That earns you 20% off the retail price. Read and learn why we’ve been backed into a corner to think influencer marketing means Instagram and YouTube and how reframing it to be “influence” marketing makes us smarter marketers.

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