In the ever-evolving landscape of gaming, influencer marketing has become one of the most effective ways to engage audiences and drive brand success. Nikita Zavatski, Business Development Manager at AAA Agency, shares his insights on how brands can navigate this space—balancing creativity with strategy, leveraging AI, and avoiding common pitfalls when working with influencers.
From the rise of TikTok to the increasing role of automation and analytics, Nikita dives into the trends shaping the industry. He also highlights the importance of selecting the right content creators, embracing innovation, and building long-term relationships to maximize impact. Whether you’re a brand entering gaming for the first time or looking to refine your strategy, this conversation is packed with valuable takeaways.
What inspired you to specialize in influencer marketing, and how did gaming become a key part of your focus?
Above all, an opportunity to turn good into great. Today, influencers are among the most powerful options for attracting and retaining an audience — and certainly the most creative. No rigid rules, no limits, and full freedom that welcomes the most daring ideas. As for gaming, when your passion becomes part of your professional life, your expertise and dedication multiply by ten, and you genuinely enjoy every project.
You’ve worked on campaigns across platforms like YouTube, Twitch, and TikTok. Which platform do you think offers the most potential right now, and why?
TikTok stands out with its rapid growth and unique experimental features that aren’t available elsewhere. Though it’s now clear that the new and proposed restrictions may slow its growth somewhat, it still holds the greatest potential among social platforms.
What do you think is the most common mistake brands make when starting influencer campaigns, and how do you help them avoid it?
It mostly boils down to closed-mindedness and conservatism. Rigid thinking, essentially. Many companies insist on a strict structure for presenting information, which, in 99% of cases, harms the ads’ performance and conversion rates.
Are there any new tools or trends in influencer marketing, like AI or advanced analytics, that you’re excited about?
Oh, absolutely! AI has been utterly revolutionary. We’re already using it in our work — it greatly speeds up visualization, and overall, it makes up an incredibly powerful creative tool.
That said, the market is constantly evolving, and I’m sure we’ll be hearing about even more exciting technologies soon.
When you collaborate with brands, how do you identify the right influencers to fit their goals and audience?
It’s all about expertise — there’s no substitute for it.
Experience, insight, and the ability to truly put yourself in the audience’s shoes are essential — without these, your campaign will never succeed. Each project and product needs its unique content creator who can deliver the right message to the right audience at the right moment.
Where do you see influencer marketing in gaming heading in the next few years? What’s going to change the game?
First, I see the widespread adoption of new technologies and increased automation, especially in analytics. I also believe the trend toward more native, engaging, and creative content will continue to grow. Then, automation will help blur the lines between platforms even more. Why limit yourself to one platform when you can be everywhere?
Finally, in terms of gaming specifically, I think each new release will become increasingly interactive. Pre-release giveaways like game bonuses, unique emotes, and skins are huge for engaging the audience and making them feel like they’re part of each launch.
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