Gaming Industry Insights with AMG & A2Z

The latest episode of the Fateless Podcast brought some exciting discussions about influencer marketing, content creation, and the evolving gaming industry. Hosted by Brad, the episode featured special guests Tim “Ash” from AMG, Ben from A2Z Influencers, and fellow Fateless team member Dirk. Together, they explored their experiences, the challenges of marketing games, and what lies ahead for Godforge, the much-anticipated upcoming game from Fateless Game Studio.

Tim “Ash” from AMG and Ben from A2Z are no strangers to the gaming world. Tim, a former Supercell content creator, shared his journey from making Clash of Clans and Clash Royale videos to launching AMG, a top-tier influencer marketing and talent management agency. With 63 employees and a roster of well-known gaming creators like HellHades and Chosen, AMG has become a major player in the space.

Ben, on the other hand, started in influencer marketing at Plarium, where he played a key role in shaping Raid: Shadow Legends’ marketing strategy. He later founded A2Z Influencers, an agency dedicated to managing gaming content creators and running large-scale marketing campaigns. His expertise in both agency and brand-side marketing provided invaluable insights into the ever-changing gaming landscape.

A key theme of the conversation revolved around the difficulty of balancing influencer marketing with organic content creator support. Both Tim and Ben emphasized that while influencer campaigns can be highly measurable, long-term success often comes from fostering a passionate content creator community.

Ben highlighted how companies like Marvel Snap have successfully integrated brand-sponsored tournaments, where a company-sponsored prize pool attracts organic content creation. The group discussed the challenges of measuring ROI (return on investment) for such events and why many gaming companies hesitate to fully commit to influencer-driven tournaments.

Tim also noted the importance of trust in the gaming industry. He explained how, in many cases, both content creators and companies approach deals with a level of skepticism due to bad actors in the space. AMG and A2Z work hard to build trust by consistently delivering results and maintaining strong relationships between creators and brands.

Brad led the discussion into what gaming companies could do better, especially in terms of building relationships with their creator communities. The consensus was clear: many developers invest heavily in influencer marketing but neglect ongoing support for organic content creators. Tim pointed out that games like Raid: Shadow Legends have a solid creator program but lack live events or high-production tournaments.

Dirk, representing the Fateless team, brought up Godforge’s plan to host community-driven events, including a potential launch tournament featuring content creators. He emphasized that a vibrant esports scene, built organically rather than forced, could be a great way to engage players in the long run. This aligns with Tim’s experience in competitive gaming, where games that support their competitive communities—rather than artificially inflating esports scenes—tend to sustain player interest longer.

Another major topic was the role of live events in gaming. Both Tim and Ben agreed that while these events can be costly, they generate immense value by building strong relationships between developers and content creators. Tim shared his experiences with Supercell, which regularly flew out creators to Finland for hands-on events, fostering lasting brand loyalty and generating tons of organic content.

Brad and Dirk both expressed interest in incorporating similar strategies for Godforge. They believe that Fateless Game Studio’s willingness to invest in its community will pay off in the long run, differentiating it from competitors who rely purely on paid promotions.

To wrap up the podcast, Brad posed a fun question to the guests: which mythological or legendary figure would they love to see in Godforge? Tim leaned towards gothic and dark fantasy influences, citing Castlevania and Dracula as inspirations for potential game content. Ben, on the other hand, joked about wanting Batman, even though DC’s IP licensing would be a challenge.

While Godforge won’t feature modern superhero IPs, the team is excited to pull from real-world mythology, including Egyptian, Aztec, and other ancient legends. This unique approach allows them creative freedom while maintaining the historical depth that fans of the genre love.

The episode wrapped up with some final insights from Tim and Ben on the future of gaming influencer marketing. Both agreed that while paid influencer campaigns will always have a place, fostering a passionate creator community is the key to a game’s long-term success. With Godforge already building an engaged audience months before launch, it’s clear that Fateless Game Studio is on the right track.

The conversation left listeners excited about the future, not only for Godforge, but for the evolving role of content creators in gaming. As more studios recognize the power of organic creator-driven communities, we can expect to see even more innovation in how games are marketed and supported post-launch.