Over the past months, I’ve been building SocialPro, a talent management and influencer marketing agency focused on gaming, esports and iGaming.
Working with brands across Europe and LATAM, I’ve started to notice some clear patterns in how influencer marketing actually performs — and how most brands are still getting it wrong.
Here are a few key things I’ve learned from real campaigns:
1. Smaller creators are massively undervalued
In several campaigns we’ve managed, creators with 500–2k average viewers consistently delivered better conversion rates than larger streamers.
Why?
Because their audiences are more niche, more engaged, and trust their recommendations more.
Big creators bring reach.
Smaller creators bring results.
2. One-off campaigns are usually a waste of budget
Many brands still approach influencer marketing like paid ads:
- one campaign
- one push
- one result
But in gaming, trust builds over time.
We’ve seen much better performance when creators integrate a brand across multiple streams instead of a single mention.
3. Most brands are tracking the wrong metrics
Impressions and views look good on paper.
But they rarely reflect real performance.
The campaigns that actually work are the ones focused on:
- retention
- engagement
- repeat exposure
Not just raw numbers.
Right now, we’re working mainly across Europe and LATAM, helping brands connect with high-performing creators in niches like CS2 and Valorant.
The biggest shift we’re seeing is simple:
👉 Influencer marketing in gaming is moving from visibility → to performance.
And most brands are still stuck in the old model.
If you're working in this space, I’d be curious:
What’s working for you right now?
You can check more about what we do at: https://www.socialpro.es
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