The use of video bloggers in the marketing strategy of companies in the video game market

the article is devoted to a comprehensive analysis and systematization of the practices of using video bloggers and online broadcasts in the marketing strategies of companies in the video game market. Based on a theoretical-analytical synthesis of data, the key types of gaming companies are identified and classified according to the intensity and goals of using streamer marketing, cooperation formats (corporate events, sponsored integration, organic mention), levels of professionalism in their organization, and the evolution of advertising tools. It is proven that collaboration with streamers has transformed from a tactical tool into an integral component of the marketing mix, the effectiveness of which is determined by the strategic alignment between the chosen formats, production standards, and specific marketing KPIs. Using the cases of "Assassin's Creed Shadows," "Cyberpunk 2077," and "Diablo IV," the features of modern high-budget campaigns based on the strategic selection of influencers, long-term partnership, and the creation of multi-component content are revealed.

video game marketing, streamer marketing, influencer marketing, gaming industry, live streaming, video bloggers, marketing strategies, digital marketing, media communications, game promotion