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Top Russian YouTube Gaming Influencers

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Walkthroughs remain the most popular theme among top Russian-language YouTube channels. It is let's players who lead in the channel engagement rating by the number of participants.

As far back as in December, it seemed that let's players began giving ground and would yield the palm to challengers—only 9 let's players stayed in Top 20 by engagement in late 2020. However, as soon as in March 2021, gaming channels began recovering ground again, with 11 authors out of Top 20 YouTubers.

At that, in March 2021 the summary engagement of gaming channels in Top 20 increased by 40%, as compared to December 2020. More than 31 million likes and comments were left by users under videos of Russian-speaking let's players.

Top 20 YouTube Gaming Channels by Followers

A permanent leader of the YouTube Russian-language channel rating in the PC Games category is still Marmok (by the number of followers). However, his channel takes only the 14th place by engagement. This is easy to explain: he uploads much fewer videos per month than authors of other channels. Just 2 or 3 videos appear on the Marmok's channel monthly, which, however, get millions of views, hundreds of thousands of likes, and dozens of thousands of comments. There are overviews of GS:GO, GTA 5, Minecraft and other games in his arsenal.

The second place by the number of followers and the 10th one by engagement is taken by Pozzi. He uploads 3-5 videos on his channel weekly, which get 1-2 million views in average. His latest videos are mostly devoted to Minecraft, Brawl Stars, and Roblox. Out of the first Top 20, EdisonPts made the greatest leap during the last half-year, having added 3 million followers and risen from the 6th place to the 3rd one by their number. He uploads videos daily, and they all get from 1 to 4 million views, hundreds of thousands of likes, and dozens of thousands of comments, which allowed for the channel's second place in Top 50 of the Russian-language YouTube by engagement and for the leadership among gaming channels. All channel videos are devoted to Minecraft.

#

Channel

Followers

1

Marmok

15.6M

2

Pozzi

10.7M

3

EdisonPts

10.6M

4

Kuplinov Play

10.4M

5

FROST

9.1M

6

Aid [VyacheslavOO]

8.9M

7

TheBrainDit

8.4M

8

Compot

7.8M

9

Coffi Channel

7.8M

10

MrLololoshka (Roman Filchenkov)

7.7M

11

EugenBro (Rus)

7.6M

12

windy31

6.7M

13

HomeAnimations - (Cartoons about Tanks)

6.5M

14

ShadowPriestok - Evgeniy Chernyavskiy

6.1M

15

Scorty

5.8M

16

Yarik Kent

5.7M

17

Holdik

5.5M

18

Funny Family Games tv

5.4M

19

EugenBro

5.4M

20

AuRuM TV

5.1M

Source: whatstat.ru

Top YouTube Channels by Engagement

The engagement rating is one of the most representative ones for experts in terms of selection of influencers for marketing integrations, especially when we talk about a long-term cooperation.

The rating has been made by Brand Analytics, taking into account Russian-language authors and groups that uploaded at least one public video over the course of a month. The ratings are based on engagement, or a rate of viewers' reactions to the author's videos. The engagement is calculated as the sum of comments and likes to all published videos on the author's channel within a month.

FixEye, just like EdisonPts, makes videos about the Minecraft game. Even though the channel has far fewer followers than leaders from the first Top 20 rating (just 4.77 million), his videos daily get 1-2 million views in average, hundreds of thousands of likes, and thousands of comments, which allowed for the channel's second place among gaming channels and the third place among all Russian-language YouTube channels by engagement.

Special mention in this rating, in our opinion, should be made of Bulkin and Joe Speen. Bulkin keeps his three-million audience of followers happy, uploading 2-3 videos daily. His videos get 100-200 thousands of views each, and viewers like them dozens of thousands of times and write thousands of comments. Apart from his producing capacity, we'd like to note his expressiveness and addiction to cars, races, and drift. So, if you develop games related to racing, keep this YouTuber in mind.

The channel of Joe Speen takes the 145th place among gaming channels by the number of followers (less than 1.5 million), but it is in Top 10 of the best channels by engagement, taking the 9th place. There are videos about Cyberpunk 2077, GTA 5 Online, Valheim, and Crossout in his arsenal. In spite of a relatively small number of followers and the fact that he uploads 6 videos a week, every video of him gets 300-500 thousands of views in average, dozens of thousands of likes, and thousands of comments, which proves once again that, above all, one should look at the number of engagements per video and not at the number of channel followers.

# by engagement*

Channel

Engagement

1 (3)

EdisonPts

7,767,351

2 (21)

FixEye

5,476,732

3 (11)

EugenBro (Rus)

2,757,393

4 (9)

Coffi Channel

2,172,046

5 (40)

Bulkin

2,122,642

6 (12)

windy31

2,102,239

7 (4)

Kuplinov Play

2,053,278

8 (17)

Holdik

1,958,791

9 (145)

Joe Speen

1,838,067

10 (2)

Pozzi

1,799,544

11 (14)

ShadowPriestok - Evgeniy Chernyavskiy

1,729,106

12 (10)

MrLololoshka (Roman Filchenkov)

1,655,233

13 (26)

Robzi

1,473,337

14 (1)

Marmok

1,119,937

15 (20)

AuRuM TV

919,771

16 (8)

Compot

800,865

Source: Brand Analytics, Rating of Authors and Groups, YouTube, March 2021

*Place in the rating of YouTube gaming channels by engagement. The channel's place by the number of followers in the PC Games category, according to whatstat.ru, is enclosed in brackets.

Choosing YouTubers in the Right Way

  • Make a list of gaming channels: these can be million-plus channels or microinfluencers—everything depends on your budget and expectations.
  • Evaluate relevance of every channel's audience and the game's target audience. The best thing is to choose let's players who make videos of games of the same genre that the game to be promoted.
  • Evaluate audience dynamics. For this, you can use Socialblade.
  • Evaluate audience engagement. For this, it will be enough to estimate data about videos from every channel for the last several months.
  • Compare styles of a YouTuber and the game brand. This will have to be done 'by hand'. More precisely, for this you will have to watch videos of every blogger and to understand how correctly one or another influencer will manage to represent your game to their audience.
  • Ad presentation. This is another substantive factor that lets you understand optimal advertising integrations that can be done with one or another YouTuber.

In general, the choice of a YouTuber who will be able to properly present a game to a wide audience is no easy feat and takes a lot of time and work resources of developers and publishers. Experts from the RMAA Games marketing agency will always help you choose YouTube gaming channels and implement successful advertising integrations with them.

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About the Author

Head of Digital, editor-in-chief of the RMAA Agency Blog

Author Yulia Vasilyeva
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