FirstLook Team
· 8 min read
Creators are how games get discovered now. A single well-fit streamer can move more wishlists than a month of paid ads, and for a lot of studios the fastest way to tap that is to hire a gaming influencer marketing agency that already has the relationships, the process and the measurement in place.
The problem is that “influencer marketing agency” covers everything from a two-person boutique that knows one genre cold to a global network running seven-figure AAA launches. So we pulled together a directory of gaming-specialist agencies from around the world, grouped by region, with a plain-language note on what each one is actually good for. Further down, there is a short guide to choosing between them, and an honest look at when it makes more sense to run creator campaigns yourself.
One caveat before the list: this space consolidates fast. Agencies merge, rebrand and get acquired constantly (Kairos Media became NewGen after merging with two other shops, Audiencly is now Exprexion Creators), so treat this as a starting map and confirm current status before you sign anything.
What a gaming influencer marketing agency actually does 🎯#
At its simplest, a gaming influencer marketing agency connects your game with the right content creators and runs the campaign end to end. In practice that usually means some mix of creator discovery and vetting, casting for genre and audience fit, negotiating and contracting, briefing, key distribution, content scheduling around your beats, and reporting on what it drove.
The category splits three ways, and knowing which you are talking to saves a lot of time:
- Full-service agencies do the strategy and the hands-on execution for you. Best when you have budget and want it off your plate.
- Platforms and marketplaces give you the tooling to find creators and run campaigns yourself, sometimes with optional managed support. Best when you want control and lower cost.
- Talent agencies represent the creators themselves, which is who a brand agency negotiates with on the other side.
Most of the names below lean one way but touch the others.
Here they are, by region.
Gaming influencer marketing agencies in North America 🌎#
North American show floors like PAX East. Photo: Keith McDuffee, Wikimedia Commons (CC BY 2.0).
- Cloutboost (US). A data-driven agency built exclusively for games, founded by industry veterans, with a self-serve portal alongside managed campaigns. Strong on installs and ROAS for mobile and PC titles.
- NeoReach (US). Influencer agency and software with one of the clearest esports and tournament track records, from Call of Duty League activations to Tencent’s PUBG Mobile Star Challenge. A good fit for a league, a season or a global broadcast.
- Viral Nation (Toronto, Canada). A global full-service influencer agency with a serious gaming practice across AAA titles, esports teams and hardware, combining talent casting, content and paid amplification.
- The Outloud Group (Detroit, US). A full-service influencer agency running gaming and esports campaigns since 2008, known for creator relationships and measurement rather than pure reach buys.
- Amra & Elma (New York, US). A founder-led gaming and tech agency that pairs creator campaigns with creative production, from Twitch overlays to trailers.
- Loaded (Los Angeles, US). A talent management and advisory firm on the creator side of the table, strong for studios that want to work with specific high-profile streamers and personalities.
- Gamesight (Seattle, US). A gaming marketing platform whose edge is measurement: creator campaigns tied to cross-channel attribution, so you can trace clicks, wishlists and in-game actions back to specific creators. Also runs creator-led playtesting.
- NOVO (US). A Twitch-first agency with deep esports and creator-management roots, focused on authentic casting and campaign optimization on live platforms.
- Streamforge (Canada). A creator discovery and campaign platform built for fast scouting across regions, languages and audience types.
Gaming influencer marketing agencies in the UK and Europe 🇪🇺#
Europe’s biggest games show, Gamescom in Cologne. Photo: RAWdz Ivan, Wikimedia Commons (CC BY 4.0).
- NewGen (London, Manchester and New York). Formerly Kairos Media, now a dedicated gaming and esports influencer agency and talent business after merging Kairos, Horizon Union and Kyma in 2024. Strong on integrated esports and social campaigns.
- The Goat Agency (London, global). A large influencer agency spanning gaming and entertainment across dozens of markets, built for global launches, celebrity gaming partnerships and high-visibility campaigns. Now part of WPP.
- Socially Powerful (London, global). A global influencer agency with a gaming practice covering strategy, creator activation and paid amplification.
- Heaven Media (UK, global). A video game and tech marketing agency operating for more than 20 years, offering influencer marketing alongside PR, social, events, paid media and esports for endemic and non-endemic brands. Clients include EA, Krafton, Ubisoft and AMD.
- Disrupt (London, UK). An award-winning influencer marketing agency, part of the Tomorrow Group, with a dedicated gaming practice running creator-led launch campaigns, seeding and gifting across Twitch, YouTube and TikTok.
- GameInfluencer (Munich, Germany). A gaming-focused influencer agency with a long history running creator campaigns for publishers of every size.
- Exprexion Creators (Düsseldorf, Germany). Formerly Audiencly, founded in 2018 and working only in games, across launches and ongoing creator programs.
- Famesters (Limassol, Cyprus). A multi-vertical influencer agency with a strong gaming and iGaming footprint and a large creator network across YouTube, Instagram, TikTok and Twitch.
- AWISEE (Sweden, global). An influencer agency that blends creator work with SEO and PR, with real experience in gaming and iGaming.
- Wehype (Uppsala, Sweden). A managed Twitch and creator platform for games, with 35,000-plus creators activated across 90 countries. A strong pick for big launches and recurring live-ops beats.
- Lurkit (Linköping, Sweden). A gaming-native creator platform with 100,000-plus profiles, performance-based Paid Quests, key distribution and a Streamlabs integration. Good for self-serve, results-tied campaigns.
- Keymailer (UK). The best-known creator key distribution service, for getting review and access keys into the hands of a very large creator network.
- inStreamly (Warsaw, Poland). Scaled micro-streamer activations on Twitch through automated overlays, useful for cheap live reach at volume.
- HypeFactory (global). An AI-driven influencer agency active in gaming, leaning on data for creator selection and fraud checks across markets.
Gaming influencer marketing agencies in Asia-Pacific 🌏#
Asia-Pacific’s flagship, the Tokyo Game Show. Photo: Wikimedia Commons (CC BY 2.0).
- Ampverse (Bangkok and Singapore). Southeast Asia’s leading gaming and esports creator company, running influencer campaigns, talent management, branded tournaments and media for brands and publishers, with clients including Tencent titles. The go-to for reaching the region’s fast-growing mobile-first audience.
- Gushcloud International (Singapore, global). A creator management and influencer marketing company covering gaming, entertainment and lifestyle, with offices across Southeast Asia, Korea, Japan and the US. Strong for brand-safe reach at scale and regional campaigns.
How to choose the right agency for your game 🧭#
The biggest mistake studios make is picking on reputation instead of fit. A few filters that matter more than a logo wall:
- Genre and audience match. A creator whose audience is exactly your genre will out-convert a far bigger channel that is a loose fit. Ask any agency to show you the specific creators they would cast for your game, not their headline reach.
- Deal size. Match the agency’s typical budget to yours. Being a small client at a very large shop usually buys you the junior team, so a boutique that treats you as a priority is often the better deal.
- Platform coverage. Twitch, YouTube long-form, TikTok and shorts all behave differently. Make sure the agency is strong where your audience actually watches.
- Measurement. Views are not wishlists. The best partners tie creator activity to clicks, wishlists and in-game actions, so you know what drove results and not just what got posted.
- Who owns the data. When the campaign ends, do the player relationships and the performance data stay with you, or walk out the door with the agency? This one quietly decides whether a campaign is a one-off spike or a lasting asset.
That last point is the one most studios underrate, and it is where the build-versus-buy question really lives.
Or run creator campaigns yourself with creators.gg 🚀#
Creator communities like TwitchCon are the audiences you want to keep, not rent. Photo: Wikimedia Commons (CC BY-SA 4.0).
Hiring an agency is the right move for plenty of studios, especially when you want a launch fully handled. But it is not the only path, and it is not always the one that leaves you stronger afterward.
If you would rather own the relationship, creators.gg gives you the platform to run creator campaigns in-house: discover and vet creators, brief them, distribute keys, and manage the whole program in one place, all connected to your own player data through FirstLook’s creator tools. Because it sits on the same player record as your playtesters and your community, the creators who cover your game do not vanish into an agency spreadsheet when the invoice is paid. They become part of the audience you keep.
It also scales down in a way agency retainers do not. A two-person indie can run a genuine creator campaign without a five-figure minimum, and a larger studio can run creators alongside its playtests and community in one system rather than stitching three tools together. Many agencies even run their campaigns on FirstLook itself, so choosing the platform does not mean choosing against expert help.
The honest answer for most studios is a mix: a platform you own for the ongoing work, and an agency for the moments you want fully handled. Start by getting the foundation in place. Explore creators.gg, or get started free on FirstLook.