Most mobile game influencer marketing advice stops at "work with micro-influencers" and "be authentic". We wanted to see what the biggest mobile game brands actually do, so we pulled the 50 most recent sponsored posts for each of the most-searched mobile game brands in the US and looked at who posted, how each deal was disclosed, and which posts took off.

Here's why mobile game brands work with creators, the commonalities in their strategy, and a step-by-step way to run your own campaign.

Why mobile game brands use influencer marketing

Creators do a few things for mobile game brands that ads and product pages can't:

• A new season brings players back. Mobile games live on updates, and each one is a reason for lapsed players to open the app again. Monopoly GO's post for its new Pets season, from a creator with 1.6M followers, got 23.2M plays, its most-viewed.
• Phone games fit into everyday moments. People play on the couch, in bed or in the bathroom, and creators can show exactly that. A Block Blast challenge post about a husband "giving his all" in the bathroom, from a creator with 120k followers, got 2.5M plays.
• Collabs pull in fans of other apps. A crossover puts your game in front of people who already love something else. Genshin Impact's Duolingo collab let players earn in-game rewards by finishing a quest in the Duolingo app, and one post about it got 1.7M plays and 234k likes.
• Some games get people moving. A game played outdoors can sell a habit, not just a download. A dad with 34k followers called Pokémon GO "the push that I need to get out the door" and said he brings his kids along.

Top mobile game brands using influencer marketing

These are the most-searched mobile game brands in the US, according to Ahrefs. Deal types show how each post was disclosed (for example, with a paid partnership label or an ambassador hashtag). Creator tiers: micro 10k–50k followers, mid-tier 50k–500k, macro 500k+.

1. Block Blast: a Brazilian hashtag challenge

37 of Block Blast's last 50 sponsored posts carry #desafioBlockBlast, a challenge it ran with Brazilian creators over 11 days in December. Most of those creators don't post about games at all: a barber, a muralist and a motorcycle tuner all joined in. 28 of its creators are based in Brazil and 6 in the US, all 50 posts ran on TikTok, and none use a code.

• Creators: @femadu (6.2M), @cjjbaiano (399k) and @choa_asmr (329k) are among the creators who've posted for Block Blast.
• How posts were disclosed: 50 paid partnership

What to take from it: Let creators fit your game into the format they already make. An ASMR creator with 329k followers mentioned playing Block Blast while showing a week-dried crystal candy, and it got 5.2M plays, Block Blast's most-viewed post.

2. Genshin Impact: cosplayers and launch-day posts

Genshin Impact's last 50 sponsored posts go back to October 2024, and 8 come from one cosplayer, @kamuicosplay, building props like a light-up sword with almost 300 LEDs. Others land on update days: 7 went live on May 20 for version 6.6 and its new character, Nicole. 14 include a code for free in-game items like Primogems, and its creators are spread from the US (6) and the UK (3) to Indonesia (2) and the Philippines (2).

• Creators: @myrtlegail (1.5M), @sarpserter (244k) and @kamuicosplay (1.3M) are among the creators who've posted for Genshin Impact.
• How posts were disclosed: 43 paid partnership, 6 unspecified, 1 gifted

What to take from it: Pay creators to make something, not just to play. @kamuicosplay's finished Mavuika sword got 4.9M plays and 488k likes, Genshin Impact's most-viewed post.

3. Monopoly GO: big creators, a new skit every season

Monopoly GO books big names: its median creator has 2.0M followers, and only one of its 32 creators has fewer than 50k. Posts land in waves around each collab or season, from Marvel's Fantastic Four (7 posts) to The Simpsons (3), and 10 went live on August 27 and 28 as creators tagged each other into a push about choosing GO! friends. 9 of its 32 creators posted more than once, 28 are based in the US, and all 50 posts ran on TikTok.

• Creators: @mmmjoemele (32.6M), @kiirstin.leigh (361k) and @francescamariano (40k) are among the creators who've posted for Monopoly GO.
• How posts were disclosed: 50 paid partnership

What to take from it: Run one storyline across many creators so each post feeds the next. In the August GO! friends push, the only creator with fewer than 50k followers got 8.3M plays, more than 200 times their following.

4. Pokémon GO: creators at GO Fest, from Chicago to Copenhagen

20 of Pokémon GO's last 50 sponsored posts mention GO Fest 2026, from creators at the events in Chicago, Copenhagen and Tokyo to Indian creators promoting its global weekend in July. Another 10 mark Pokémon's 30th anniversary, most using a new camera feature to take a photo with a favorite Pokémon. 8 posts were labeled as gifted, often for free event access, its creators are based in the US (26), the UK (3) and India (2), and none use a code.

• Creators: @ashishchanchlani (17.7M), @thetimtracker (314k) and @stephosaurawr (52k) are among the creators who've posted for Pokémon GO.
• How posts were disclosed: 41 paid partnership, 8 gifted, 1 unspecified

What to take from it: Show who your game brings together. A creator with 52k followers filmed a kid out-catching them on shiny Pokémon at GO Fest Chicago, and it got 321k plays, the most of any post filmed at a GO Fest event.

5. Vita Mahjong: one month, four countries, small creators

All of Vita Mahjong's last 50 sponsored posts went live between April 14 and May 16, and 48 carry a country hashtag: #VitaMahjongonBeat in Indonesia (14 posts), #stayvitamahjong in the Philippines (15), #SayVitaMahjong in Brazil (12) and #Focusvitamahjong in Mexico (7). Most captions just tag the game on top of the creator's usual videos, from pranks to cooking to a night swim. 20 of its 36 creators with a follower count have under 50k followers, and its creators are based in Indonesia (13), the Philippines (9), Mexico (4) and Brazil (3).

• Creators: @idulbukanidoel (3.5M), @papamerfamilyvlog (146k) and @lucianafragozopalacios (14k) are among the creators who've posted for Vita Mahjong.
• How posts were disclosed: 50 paid partnership

What to take from it: Spread the budget across many small creators. A creator with 14k followers got 1.6M plays and 388k likes, Vita Mahjong's most-liked post, while its biggest creator, with 3.5M followers, got 77k plays.

What the top mobile game brands have in common

Looking across all 250 posts, four patterns stand out:

• TikTok carries three of the five. Block Blast, Monopoly GO and Vita Mahjong ran all 150 of their posts on TikTok. Genshin Impact and Pokémon GO ran all of theirs on Instagram.
• Smaller creators get more out of their audience. Across 200 posts with visible likes, creators under 50k followers got a median of 1.4% of their followers liking the post. For creators above 50k, it was 0.9%.
• Nobody signs ambassadors. None of the 250 posts were labeled as ambassador posts, and 234 were disclosed as paid partnerships.
• Creator size depends on the game. Monopoly GO's median creator has 2.0M followers. Vita Mahjong's has 35k.

How to run a mobile game influencer marketing campaign

Here's how to run a campaign step by step, using what the top mobile game brands do at each stage.

1. Pick one goal and one metric

Decide what the campaign is for before you pick a single creator, because the goal changes who you book, how you pay them and what you ask them to post. The top mobile game brands' posts show both goals at work. Genshin Impact's download-and-redeem-this-code posts and Pokémon GO's download-and-play posts are built to drive installs. Monopoly GO's Fantastic Four skits and Pokémon GO's 30th anniversary photos are built for reach.

• Sales: track revenue per creator with a unique link and code.
• Awareness: track views, saves and reach per post.
• Installs: give each creator a tracked app store link and count installs per creator, plus how many of those players are still playing a week later.

Pick one metric per campaign so you can compare creators fairly afterwards.

2. Find and vet creators who fit your brand

Follower count is the last thing to filter on. A Pokémon GO player with 2k followers posted catching a perfect-stat Mewtwo at GO Fest Copenhagen and got 10k plays, nearly six times their following, because their followers are players who know how rare that catch is. Across all five brands, creators under 50k followers got about one and a half times the likes relative to their audience.

Our survey found niche micro-creators are outperforming mega-influencers: nearly 60% of marketers said niche influencers performed better in 2025 than in 2024.

• Write down who plays your game (commuters killing time, families who play together, competitive players chasing a rank) and look for creators living that life.
• Search Modash's database of 380M+ creators and filter by audience demographics (age, gender, location), bio keywords, engagement rate and fake-follower checks.
• Or describe that creator in plain language, like "creators who film comedy skits about family game nights", and Modash's AI creator search surfaces matching creators on the platform you're searching.

• Check who else they've posted for. @myrtlegail posted for both Genshin Impact and Mobile Legends: Bang Bang. Modash shows which brands a creator has already posted sponsored content for.

You can also find mobile game influencers for free, for example by searching the hashtags your buyers follow.

3. Choose the deal type

Mobile game brands pay per post. Block Blast, Monopoly GO and Vita Mahjong disclosed all 50 of their last 50 posts as paid partnerships. Pokémon GO is the exception, with 8 labeled as gifted.

• Gifting works for event access and merch, like the free GO Fest access Pokémon GO gave creators.
• Paid posts suit launch days, like a new season, a new character or a collab.
• Affiliate works for season passes and paid add-ons, tracked through a creator's own link.
• Ambassador deals suit creators who already play every day. None of the top mobile game brands use it, so it's an open lane.

Commission-only is getting harder to sell, though. Over 23% of marketers in our survey said creators would take performance pay only if a flat fee came with it. If you run tiers, the average commission tiers in our affiliate research were 10%, 14% and 19%, and brands with more than one tier had more active affiliates.

4. Brief the content formats that work in mobile game

The captions from the top mobile game brands point to three formats that carry most of their creator content:

• Skits. Monopoly GO's creators act out sibling rivalries, date nights and Friendsgiving dinners around the game. Write the game into a joke your players will recognize.
• Builds and fan art. Genshin Impact's creators build props, animate fan stories and cook a Finnish salmon soup from the game. Give creators something to make, not just a game to play.
• Score challenges. Block Blast's creators dare followers to beat a score, like 100 million points or their own birthday. Give followers a target to beat in the comments.

Whatever the format, give creators the update or event date, the app store link and any in-game code players need, and ask them to show the game on screen.

5. Launch with tracked links and time-limited codes

Codes in mobile games unlock rewards, not discounts. Genshin Impact's creators shared codes for free Primogems, and the other four brands used no codes at all.

Codes also leak. In our affiliate marketing research, 47.6% of marketers said they struggle with code poaching, where a creator's code ends up on coupon sites.

• Give every creator a tracked link for everyday posts, and add a code only for launches and sales.
• Put an end date in the caption so followers know the offer won't last.
• If creators use "comment for the link", make sure the link they send by DM is their tracked link.

In Modash, each creator gets a tracked link and a code tied to your Shopify data, so sales from DMs, bios and stories all count toward the right person. Commission is calculated on net revenue after refunds and returns.

6. Rebook your best creators

The top mobile game brands rarely rebook: only 26 of their 195 creators posted more than once. That's a missed chance in a category that ships updates every few weeks, where a creator who already plays has something new to show each time. Monopoly GO is the exception.

Most marketers want to do more of this. In our influencer marketing trends survey, over 60% said they plan to invest more in long-term partnerships, but only 54% actually ran more of them last year.

• Start new creators on a single post, then offer a longer deal to the ones who hit your metric from step 1.
• Use revenue per creator, not likes, to decide who gets rebooked. Modash's campaign dashboard shows revenue, orders and ROAS for each creator.
• Give rebooked creators something new each time, like a new season, a new character or a collab, so their posts don't repeat.

Where mobile game creator programs go wrong

The top brands avoid a few mistakes that trip up smaller programs:

• Sending players to the wrong store. A post that links only to the App Store loses every viewer on Android, and the other way round. Give creators one link that opens the right store on each device.
• Offering commission-only deals to established creators. In our survey, 63% of marketers said influencers were open to becoming affiliates in 2024. In 2025 that fell to 26%. When you reach out to established creators, offer a flat fee plus commission rather than commission alone.
• Running the affiliate program on autopilot. In our affiliate research, marketers who were "very involved" with their affiliates had 71.5% of them active. "Very hands-off" marketers had 10%. Affiliates post when you give them a reason to, so check in every month with something new to share. For mobile game, that could be a new season, a collab, or a live event to join.
• Sending affiliates old product. 93% of marketers gift products to affiliates, but almost 30% don't refresh them when something new launches. Give your affiliates early access to every new season or update before it goes live.
• Calling it free without mentioning in-app purchases. Most mobile games are free to download and make money from in-app purchases, and a post that only says "free" can feel like a bait and switch. Ask creators to say it's free to play with optional in-app purchases, and check captions before they go live.

FAQ

How much does mobile game influencer marketing cost?

It depends on platform, following and engagement. Micro-influencers often work for free product plus a fee in the low hundreds per post, or an affiliate commission. Larger creators charge more. Many brands start with gifting plus commission to test fit before committing to flat fees. To estimate what a specific creator is likely to charge, drop their handle into our free Instagram influencer pricing calculator.

Which platform is best for mobile game influencer marketing?

TikTok and Instagram split mobile game creator work: three of the five most-searched mobile game brands ran every sponsored post we analyzed on TikTok, and the other two ran theirs on Instagram. TikTok is worth testing first: in our survey, marketers rated TikTok videos the highest-performing deliverable (53.2%).

Which mobile game brands use influencer marketing?

Block Blast, Genshin Impact, Monopoly GO, Pokémon GO and Vita Mahjong are the most-searched mobile game brands in the US, and all of them run active creator programs. See the breakdown above for who each one works with.

Should mobile game brands work with micro or macro influencers?

It depends on your goal. A launch chasing awareness leans bigger, a conversion play leans smaller and more trusted. In the mobile game posts we analyzed, creators under 50k followers got about one and a half times the likes relative to their audience size, so most brands should build their base with micro-influencers (10k–50k followers) and add bigger names for launches.

How do I measure mobile game influencer marketing?

Track sales per creator with unique links and codes, then compare revenue against what you paid (fees, product and commission). Our engagement rate calculator and fake follower checker help you vet creators before you spend, and our guide to influencer marketing ROI covers the full calculation.

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