What budget should you set aside for a gaming influencer campaign?

"We have 500,000 euros. What can we do with it?"

That's often how a conversation begins with a brand that wants to get into gaming influencer marketing. And it's a good way to start, because the budget is a real, concrete factor that sets the stage for everything else.

But the real question is: What do you want to achieve? Brand awareness, conversions, a game launch, user acquisition, or a presence in a specific community? Your goals determine your strategy, and your strategy determines how your budget will be allocated.

At The Node, we don’t offer one-size-fits-all solutions. We start with your budget and goals, and build a custom campaign that maximizes every euro you invest. In this article, we’ll give you the key insights you need to understand what goes into the cost of a gaming campaign and what you can expect based on your budget.

What Goes Into the Cost of a Gaming Influencer Campaign

To set your budget correctly, you first need to know what you’re paying for. Here’s a breakdown of what typically makes up the budget for an influencer marketing campaign, in gaming as in other industries.

The Creators

This is the main position, and usually the most important one. The cost of a content creator can vary depending on several factors:

• Their size: average CCV on Twitch, number of subscribers on YouTube or TikTok
• The nature of integration: brief mention, in-depth coverage, dedicated content
• The duration and frequency of activation
• How well they align with your brand or game: A creator with deep roots in your universe may cost more, but will drive better conversion rates

The main categories:

• Nano and micro-creators (fewer than 1,000 CCVs or 50K subscribers): a few hundred euros per activation. Ideal for highly targeted campaigns or for maximizing the number of votes on a limited budget
• Mid-tier creators (1,000 to 10,000 CCV or 50K to 500K subscribers): from €500 to several thousand euros, depending on the platform and format. Often the best value in terms of quality, engagement, and cost
• Top-tier and Tier 1 (10,000+ CCVs or 500K+ subscribers): from several thousand to several tens of thousands of euros. Highly effective for brand awareness and credibility, but the conversion rate is often lower than that of mid-tier influencers

Creative Production

This may be the most underrated role, yet it’s one of the most distinctive. Overlays, panels, splash screens, activation visuals, stingers—everything that visually enhances a campaign comes with a production cost.

At The Node, we offer an integrated creative production service, whereas many agencies limit themselves to managing creative talent. This isn’t a requirement—it all depends on your goals and the nature of your project. But if your campaign would benefit from a visual identity, we can handle this aspect from start to finish, ensuring that every activation looks great and leaves a lasting impression rather than going unnoticed.

Agency Support

Strategy, creative team selection, negotiations, campaign monitoring, and final reporting: The Node handles all of this from start to finish. You provide your budget and objectives— we take care of the rest.

What does a campaign look like based on your budget?

There's no one-size-fits-all answer; in reality, it all depends on your goals. But here are the general guidelines based on budget levels.

Tight budget (less than 10,000€)

With a limited budget, the priority is precision. We’re not looking for volume; we’re looking for creators who are perfectly aligned with your brand and your target audience, on the platform that’s most relevant to your goal. This is the ideal approach for an initial test campaign: to validate the alignment between your brand and the gaming world, measure initial conversion metrics, and learn before investing more.

Mid-range budget (€10,000 to €50,000)

At this level, we can develop a multiplatform strategy, diversify creator profiles, and roll out a comprehensive creative campaign. A hybrid Twitch and YouTube campaign lasting 2 to 3 weeks, featuring about 15 creators, branded assets, and a giveaway to boost engagement—that’s the kind of campaign we build within this budget range.

Large budget (€50,000 or more)

Here, we’re thinking of a large-scale launch campaign: a broad roster, a mix of Tier 1 and mid-tier creators to maximize both reach and conversion simultaneously, creative production, and real-time reporting on all activated creators.

This is the type of campaign we ran for Scopely during the launch of Marvel Strike Force: 46 creators engaged over 3 weeks, a hybrid YouTube and Twitch campaign, nearly 2 million views, and a 25% conversion rate.

What the budget does not specify

The platform. Just because you have a large budget doesn't mean you have to be on every platform, nor does a limited budget mean you can't stream on Twitch. It's your goal that determines which platform you choose, not the size of your budget.

The number of creators. Ten creators who are perfectly aligned perform better than fifty randomly selected creators. The quality of the cast always takes precedence over quantity.

The bottom line: A large budget doesn't guarantee a successful campaign. It's the effectiveness of the strategy—the right creator, on the right platform, with the right message—that will make the difference.

How The Node Works With Your Budget

At The Node, the process always starts the same way: you share your budget and goals with us. From there, we develop a customized recommendation: which platform, which creator profiles, which activation strategy, and which creative production.

Our proprietary platform allows us to identify creators early on whose audience profile precisely matches your target audience, and to tailor the roster to fit your budget. Every euro is allocated where it has the greatest impact.

And at the end of the campaign, you’ll receive a comprehensive report that helps you understand what worked, why, and how to tailor your next investment.

FAQ

Is there a minimum budget for a gaming influencer campaign?
There’sno absolute threshold, but below €5,000, it becomes difficult to produce a well-structured campaign with original assets, a carefully selected cast, and thorough follow-up. With €5,000 to €10,000, you can build an initial targeted and measurable campaign.

Is it more expensive to run a campaign on Twitch than on YouTube?
‍ATwitch integration (live, long-form, with an overlay) generally costs more than a mention onYouTube or TikTok. But the exposure is also different: longer, more immersive, with real-time engagement. Cost should always be weighed against the quality of the exposure, not just the volume.

Is it better to work with a few big creators or many small ones?
‍Itdepends on your goal. For brand awareness, a few top-tier creators can have a strong impact. For conversions, mid-tier and micro-creators often outperform others thanks to their close connection with their community. Combining the two is often the most effective strategy when the budget allows.

How can I tell if a campaign used my budget effectively?
‍Bycomparing the cost per result for each activated creator: cost per install, cost per click, and cost per promo code redeemed. This is what The Node’s reporting provides at the end of the campaign, so you can tailor your next investment even more effectively.

Should we set aside a separate budget for asset production?
‍Creative production(overlays, activation visuals, panels) is included in The Node’s support package. It is not a separate item to be negotiated: it’s included in the campaign.

Conclusion

A budget is a starting point, not a constraint. Whatever your budget may be, the key is to develop a strategy that aligns with your goals—the right creators, on the right platforms, with the right messages.

That's exactly what The Node does for every campaign: start with what you want to achieve, and allocate every euro where it creates the most value.

Do you have a budget and goals? Let's talk about it.

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