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2 weeks ago, the Summer Game Fest (SGF) and its over 15 showcases, from industry giants like Sony and Xbox to indies like the Wholesome Direct, dominated online gaming conversations. (We're still buzzing about the Persona 4 Revival and Resident Evil 9, to name a few highlights!)
What particularly captured our attention, however, was the presence of influencer endorsement woven throughout these various showcases. Take the Wholesome Direct, for instance, which was presented by an array of "cozy" content creators spanning TikTok, Twitch, YouTube, and beyond.
This underscores a real shift in how games are marketed. And while Geoff Keighley, the driving force behind SGF, hasn't been without his critics, much of the widespread popularity of SGF—and its sister event, The Game Awards (TGA)—can be directly attributed to his singular vision and undeniable influence, solidifying his status as one of gaming's foremost faces, indeed, its biggest influencer.
Let's rewind a few years and understand the rise of SGF, TGA, and the mass of other digital showcases.
This seismic shift occurred post-pandemic when more and more publishers and studios opted out of the traditional, costly E3 show floor model. Instead, they pioneered their own highly successful digital showcases, much like the Nintendo Direct presentations. As a result, digital showcases have unequivocally become the new meta in gaming marketing. Geoff Keighley swiftly recognized this trend. He effectively filled the void left by E3 with his online events, TGA and SGF, which rapidly became indispensable cornerstones of the gaming industry's annual event calendar.
In a truly significant way, this transition has democratized games marketing, making news on new releases far more accessible to a broader, global audience. Unlike a physical expo, where access and visibility are tightly controlled and often exclusive, digital environments allow for unprecedented, decentralized amplification.
A single official broadcast can be re-broadcast and commented upon by thousands of individual streamers, each reaching their own established, loyal audience. This expansive network, driven by individual personalities, means that influencers are no longer just a marketing channel; they are a fundamental component of online gaming events.
In this digital-first environment, influencers have become the most effective way to reach fragmented, digital native audiences.
Whatever your personal opinion of Geoff Keighley (and this year's SGF, like others, certainly garnered its share of critique), his personal brand is inseparably linked to the success and public perception of both SGF and The Game Awards. He functions as the face of the celebration, leveraging his credibility and industry network to attract both major publishers and indie studios alike.
In doing so, he has cemented his reputation as a master marketer for games. His influence exemplifies how a traditional media figure can become a mega-influencer by curating and centralizing industry announcements, serving as a highly influential conduit for news.
SGF's marketing heavily relies on live broadcasting via YouTube and Twitch, enabling co-streaming options that allow content creators to provide personalized commentary.
This significantly contributed to the 2024 event reaching over 1.6 million concurrent viewers at its peak, and SGF 2025 continued this impressive trend, achieving 3 million peak concurrent viewers and 6.5 million hours watched. This widespread availability ensures that fans can tune in from their preferred platform, often alongside their favorite streamer.
But the impact isn't limited to the AAA blockbusters. Even smaller, niche indie showcases like the Wholesome Direct tremendously benefit from the dedicated communities and passionate fans rallied behind the influencers and personalities who moderate and present this event.
Founded in 2019, Wholesome Games organically grew to nearly 500,000 followers, fostering authentic audience connections. Wholesome Direct's success proves that in a saturated market, a values-driven niche can achieve significant impact without massive budgets.
Its 'cozy' aesthetic and community focus build a loyal audience that naturally engages and trusts in the curated showcase to present new and exciting titles in the wholesome niche.
The Wholesome Direct isn't just about good vibes; it has a tangible and measurable impact on game visibility and developer success. Participating game makers have consistently reported "huge spikes in their Steam wishlists" directly attributable to being featured in the Direct. Examples like Spilled!, which has since amassed over 39,000 Steam wishlists after its Wholesome Direct feature, powerfully illustrate this direct, quantifiable impact.
Wholesome Games Presents further leverages its community for marketing and influencer relations. For indie developers, these showcases offer a vital, curated market pathway, providing critical exposure and qualified audience reach that traditional events often lack. This illustrates how targeted influencer strategies are more effective for niche products than mass marketing.
The value of influencers extends far beyond mere viewership numbers. They are absolutely crucial for creating communities around their personalities and gaming preferences, which is vital for sustained engagement and cultivating long-term brand loyalty.
The true return on investment of influencer marketing in gaming is multifaceted and goes far beyond simple view counts. Influencers do far more than merely generate views for your game or create buzz around an announcement; they actively build brand loyalty, connect you intimately with their communities, and amplify your reach above and beyond traditional channels.
Achieving this requires strategic influencer selection and genuine alignment between the game, the influencer's personal brand, and their audience. Traditional ROI metrics often miss influencer marketing's holistic value. Its true power lies in its ability to generate organic amplification, foster deep community engagement, and spark that crucial "initial human interest" that then seamlessly feeds into other marketing funnels (like Steam's algorithm).
It’s clear that influencers are fundamental to the power and popularity of current gaming showcases. From Geoff Keighley's pivotal role in SGF to co-streamers amplifying its reach and niche curators like Wholesome Direct boosting indie visibility, the gaming industry's marketing has evolved from centralized events to a decentralized, personality-driven model.
