I don't know about this. If you
have to use celebs to promote your game, then you've already showcased your product is not being received well by your audience. A lot of companies use celebs/influencers to get more eyes/awareness on it, but don't
have to, otherwise, you're targetting the influencer's audience, not your own, causing dropoff and lacking any longevity in engagement. Example:
I don't think they should solely be looking towards influencers. Their other marketing campaigns for Cyberpunk have worked out beautifully inside their targetted communities, (Hydra V-Tech and Trauma Team for example).