In the lead-up to Gamesforum Barcelona, our Spotlight Series offers early insight into some of the event’s most anticipated sessions.

Next up is Scaling with Creators: Unlocking Influencer Marketing Potential, featuring Marion Balinoff, Influencer Marketing Consultant at Marion Balinoff Consulting, and Dimitris Mavromatis, Growth & Product Marketing Manager at FunPlus.

Ahead of the panel, the speakers offer up real world case studies and challenge how influencer marketing is typically evaluated. The Spotlight report shows that direct attribution often captures as little as 10% of total impact, while influencer-driven traffic delivers 15% higher retention on average and significantly stronger long-term ROI.

At Gamesforum Barcelona 2026, the live session will go deeper into how studios are moving beyond one-off creator campaigns toward structured, scalable programs that drive sustained growth, improve cross-channel performance, and act as long-term stabilisers across the UA mix.