Lukas Galinski

Lukas Galinski works as Senior Project Manager and ESG Advisor at INSTINCT3, a Berlin-based influencer and creative marketing agency in gaming and esports. In his role, he increasingly sets up and aligns economical, ecological, and social goals in business. Before starting at INSTINCT3 in 2020, Lukas facilitated and managed esports sponsorships at Jung von Matt/Sports in Hamburg. The esports market has also been topic of his master thesis. Lukas holds a bachelor’s degree in Economics of FAU Erlangen-Nuremberg and a M.Sc. in Sport, Business and Law of University Bayreuth.

How Responsible Gaming Influencer Marketing Can Shape The Future

FROG 2023 – Talk

In times of Climate Change, Big Tech or Identity Politics, almost no business decision comes without environmental or social consequences – it is no different in Gaming Influencer Marketing. This practitioner’s keynote investigates how responsibility can be incorporated into decision-making processes within Gaming Influencer Marketing. It considers mega trends such as shifting economic power, climate change and resource scarcity or technological breakthroughs and their corresponding market realities for Gaming Influencer Marketing. By providing deriving questions for influencers and advertising agencies in everyday business as well as recent industry case examples, decision-making processes, dilemmas, and compromises are explored.

The explorations show that mitigating environmental and social costs and externalities solemnly depend on individual decision makers within Gaming Influencer Marketing. In economical terms, both Good and Bad environmental and social decisions can be rewarded by the market (and its communities). By defining individual values for personal brands and creating guidance for employees and influencers, market actors can navigate through uncertainty and aim for informed decisions considering economic, environmental, and social consequences. Therefore, it is recommended to define values, apply frameworks for self-guidance and voice concerns during decision-making processes to lead towards a desirable future for current and next generations.

The exploration is limited to a one-sided view of Gaming Influencer Marketing within one of Germany’s leading Gaming Influencer Marketing agencies.


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