A dramatic scene of a battlefield with tanks engaging, fighter planes flying overhead, explosions, smoke, and fire across a war-torn landscape.

Make it stand out.

WAR THUNDER ft. Headshot-Media

Overview

Client: Gaijin Entertainment – War Thunder

Platform: YouTube

Service: Influencer Marketing – Video Integrations & Dedicated Videos

Industry: Gaming

Scope: 35+ Activations

Executive Summary

This comprehensive case study illustrates how War Thunder successfully leveraged strategic YouTube influencer partnerships to drive both player acquisition and re-engagement through integrated ads and dedicated video content.

War Thunder is a leading free-to-play (F2P) vehicular combat multiplayer game that has demonstrated sustained growth and a strong market position within the highly competitive live-service game (LSG) sector. Its ongoing success is fueled by a strategic focus on cross-platform accessibility, a unique mix of historical realism and engaging gameplay, and a deeply committed player community. A key pillar of its expansion and retention efforts is a highly sophisticated influencer marketing strategy.

The campaign generated over 20 million views and achieved an impressive average engagement rate of 4.52%, with some videos exceeding 8%—well above the industry average. Certain videos performed up to 200% better than the average of the creators' surrounding 10 videos, highlighting the effectiveness of a well-planned and thoughtfully executed campaign.

Most Recent Activations

Most Recent Activations

Objectives

Primary Goals:

  • Player Acquisition: Drive new user registrations

  • Re-engagement: Reactivate lapsed players who have not engaged in the past 6 months

  • Brand Positioning: Strengthen War Thunder’s position in the combined arms military simulation genre

Secondary Goals:

  • Establish a framework for long-term creator partnerships

  • Expand audience reach by tapping into currently underutilized niches

Audience and Market Context

Primary Audience

  • Military History Enthusiasts (Ages 25–45): Players seeking historically accurate and immersive combat experiences

  • Variety Gamers (Ages 18–35): Users interested in diverse gameplay experiences, with an emphasis on seamless cross-device functionality

  • Strategy Gaming Community (Ages 25–45): Fans of tactical and simulation-based gaming

Industry Landscape

The $4.6 billion gaming influencer marketing industry presents substantial opportunities, with gaming content consistently achieving the highest engagement rates across digital platforms.

War Thunder’s Market Position

War Thunder is a leading title in the free-to-play vehicular combat multiplayer space and holds a unique position in the military simulation market through its combined arms approach—setting it apart from specific vehicle-only competitors.

Key Features:

  • Over 70 million registered players and 250,000+ concurrent users

  • 2,500+ historically accurate vehicles across air, land, and sea

  • Cross-platform functionality on PC, console, and mobile

  • Realistic, physics-based damage modeling

  • Multiple difficulty modes serving both casual and hardcore players

Execution Framework

Part 1: Creator Onboarding

  • Data-driven market research and competitive analysis

  • Creator outreach and negotiation

Part 2: Brand Preparations

  • Provide the brand with all necessary information in a clear and structured format to streamline the booking process

  • Offer additional details and ongoing support as needed

Part 3: Pre-Launch Preparations

  • Finalize deals shortly after brand approval

  • Manage contract signing and assist creators with content briefs

  • Oversee preview content production and establish review cycles

Part 4: Launch Window Execution

  • Ensure timely and coordinated content release

  • Conduct final content reviews and ensure all client requirements are fully met

  • Monitor campaign in real time and implement optimizations where necessary

Part 5: Post-Launch Follow-Up

  • Monitor community feedback and audience sentiment

  • Analyze overall campaign performance

  • Ensure timely and accurate payment execution for all involved parties

Key Metrics AND CONCLUSION

Campaign Performance Highlights

  • Over 35 successful activations

  • More than 20.5 million viewers reached, with an average of 800,000+ views per video across channels of various sizes

  • Over 720,000 likes and 45,000 comments

  • An average engagement rate of 4.52%, with peaks up to 8.5%

  • Like performance averaged 110% compared to the previous and following 5 videos

  • Some videos achieved 200% of the performance of the creator’s 5 previous and 5 subsequent videos

Conclusion

This War Thunder influencer marketing case study illustrates the power of strategic creator partnerships in driving measurable results within the competitive gaming landscape. By capitalizing on War Thunder’s unique combined arms gameplay and authentic military simulation, the campaign successfully differentiated the title from other competitors while fostering sustainable community engagement.

Key Strategic Insights

War Thunder’s success lies in the recognition that military simulation gaming thrives on authenticity. Collaborating with hand selected creators who truly understand and value the game’s complexity consistently delivers strong performance and genuine audience resonance.

Industry Impact

This campaign demonstrates how focusing on the right gaming sub-genres can yield exceptional results through targeted, authentic influencer collaborations. The metrics underline influencer marketing’s potential to enhance both emerging and well-established game titles.

Final Takeaway

The campaign's success underscores the value of leveraging real community connections and deep game understanding over transactional partnerships. For War Thunder, ongoing investment in creators who align with the game’s tactical depth and historical authenticity remains a key driver for long-term success.