Top Gaming Influencers UK: The Creators Dominating Screens in 2025

What Makes a Top Gaming Influencer? 

Successful gaming influencers UK brands are clamouring to partner with aren’t defined by their follower counts, but by the depth and quality of involvement in their scene. Some are so successful they become a niche unto themselves.

The gaming community is incredibly diverse. It’s a space filled with interlinked hotspots of engagement, all powered by passionate, organic communities forming around certain games or genres.  

Whether they’re FPS esports legends or cozy game community builders, gaming influencers need to be personable, they need to be knowledgeable, and they need to be exceptional content creators. 

Effective gaming influencing in 2025 is a multi-platform affair. That means live and long-form content on Twitch and YouTube, shorts on TikTok, personal and lifestyle content on Instagram. Each platform has its strengths and content biases, and the best of the best know how to link them together into a high damage ecosystem. Join us as we discover the top gaming influencers UK brands are partnering with in 2025.

Audience sizes and engagement rates are means to an end – without conversions, your brand marketing ain’t going nowhere. Top gaming influencers in the UK understand this and are masters of creating content that not only stands out, but leads audiences to the ‘buy’ button in a natural, helpful and enjoyable manner.

Here’s a rundown of some of the best to do it in the UK gaming sector in 2025….

Why Gaming Influencers Are Your Brand’s Secret Weapon 

Gaming is more than just a product category: it’s a lifestyle, a hobby, and a passion. If audiences are Player 1, then influencers are their Player 2. Influencers aren’t just giving product recommendations and entertaining – they’re literally playing alongside their followers.

As a result, gaming audiences are heavily invested in influencers and what they have to say. Furthermore, relevant brand integrations – in gaming, technology, entertainment, food and drink, and sports in particular – don’t feel like ads, but pairings that are naturally aligned to audiences’ interests.

Ultimately, all this adds up to incredible ROI that makes your CFO smile. With gaming, you don’t have to fight uphill to get users to notice and engage with your brand. Consumers are already excited, informed, and eager to have the best in relevant gaming products and experiences.

How to Actually Work with Gaming Influencers in the UK 

The playbook: types of gaming collaborations 

Gaming offers a far more diverse range of collaboration options than some other verticals. In addition to the classics, like:

• Product reviews and unboxing
• Exclusive discount codes or giveaways

Gaming influencers can be leveraged for niche-specific opportunities like:

• Sponsored live streams and gameplay videos
• Early access or beta testing content
• Custom in-game content or character skins
• Hosting influencer-led tournaments or events

Picking your platform (it’s not just about where your audience is) 

Platform choice is more about content type than audience size, and content type should be shaped by the intended actions you’re looking to encourage from your audience. 

Longer form content (e.g. YouTube) is great for deep dives into products or games, while short-form content (e.g. TikTok) can be effective for introducing products to audiences in a low-key way, while breadcrumbing further research. Instagram’s personal and aesthetic focus can suit ‘real life’ collaborations like sending influencers to gaming events, and promotion of home-based products like gaming setups.

Measuring what actually matters

While they’re always what you see first, follower count and content reach are really just a distraction. 

Engagement measures the real response you’re getting to your brand and branded content, while conversions tell you how much revenue-generating impact you’re really creating.

If you can clock high rates of engagement or conversion per unit of spend, you’ll be driving incredible ROI no matter what scale you’re working at. When you put the ROI goggles on, we’re finding it’s increasingly typical for micro and niche influencers to pack the biggest punch.

As marketers, we’re constantly told we need to “move at the speed of social“. But how do you go deeper to “move with the mood shift“? and what are the anticipated 2025 TikTok Trends? Download our report to find out!

Don’t Be That Brand: Gaming Influencer Mistakes to Avoid 

Obsessing over follower counts will see you with a ton of expensive partnerships, but there’s no guarantee that you’ll get the results you’re looking for.

Killing creativity with rigid briefs will mean that the personality, talent and engaged audience you went to so much effort to procure is nowhere to be found.

Treating all platforms the same will put you at high risk of clashing with the prevailing culture of each social app, risking perfectly good content not getting the results it deserves.

Writing briefs that nobody reads leads to content that doesn’t meet your objectives. Understand your creators before you start and bring them into the brief creation process.

The one-and-done approach is tempting in its simplicity, but in the fast-moving world of gaming influencing, you’ll quickly get lost in the scroll if you don’t sustain. Establish longer and themed partnerships to stay relevant and stick in your audience’s minds.

Why The Goat Agency Gets Gaming Influencer Marketing

The Goat Agency lives and breathes gaming, with tons of XP in bringing successful brand marketing into the space – from discussing the latest gaming market developments on our podcast to deploying game-changing influencer campaigns for the likes of World of Warcraft.

Whether you’re looking for a personal tutorial or need to summon help for a marketing boss battle, we’re the ultimate support class. Chat to us to discover how we can leverage influencers in your marketing strategy.

Frequently Asked Questions

Q: Who is the most popular gaming influencer?
Globally, that tends to be PewDiePie — with 100 M+ YouTube subscribers, he’s a titan of gaming content.

Q: Who is the most popular influencer in the UK?
When it comes to sheer audience reach among UK creators, Ali-A ranks very high – he’s one of the UK’s biggest gaming-content YouTubers.

Q: Who is the #1 gamer in the world?
That’s tricky – “#1” depends on how you measure it: by subscribers, Twitch following, industry influence or engagement. PewDiePie often comes up when you consider overall reach and influence.

Q: How popular is gaming in the UK?
Extremely popular – the UK games market was valued at £7.05 billion in 2022. Also, many Brits play games online: as of late 2024, a majority of 16–24-year-olds in the UK have played games online.

Q: Who’s actually the biggest gaming influencer in the UK?
It depends on your metric – by subscribers, Ali-A is a giant; but there’s also W2S (also known as Wroetoshaw) and other household-names who pull serious audiences.

Q: How much does this actually cost?
Rates vary widely depending on audience size, platform and engagement. Big-name gaming influencers UK generally command significantly higher fees – and expect costs to scale with reach. (The “top-tier influencer / brand” model is how many gaming campaigns succeed.)

Q: Which platform should I be on?
If you want reach + discoverability: YouTube and Twitch remain central for gaming content. If you lean short-form, fast, social: short clips on TikTok / Shorts tend to be growing strongly for gaming.

Q: How do I even contact these people?
Most creators are reachable directly — via the contact/ business email on their YouTube, Instagram or other social-platform profiles. Many creators still work independently without agencies.

Q: Are gaming influencers UK really different from US creators?
Yes – often in tone, audience and cultural references. UK creators may resonate more with British viewers; and collaborating with them gives brands access to UK-specific audiences. At the same time, many underlying dynamics (gaming content, influencer-driven marketing, community building) are very similar worldwide.