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Garena Free Fire’s influencer marketing strategy: YouTube dominance and recent challenges

FREE_FIRE
FREE_FIRE
  • Garena Free Fire’s influencer marketing strategy: YouTube dominance and recent challenges

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Garena Free Fire (also called Free Fire Battlegrounds or just Free Fire), a game that has consistently made waves in the digital world, is currently a top contender on YouTube, ranking fifth among games in terms of mentions. Despite facing a recent decline in mentions, views, and influencer engagement, the game still boasts impressive figures: 23.15B views and mentions by over 7k influencers in the last year. In this article, the Famesters gaming influencer marketing agency delves into the game’s unique position in the online gaming landscape, exploring its fluctuating popularity and the diverse geographical spread of its mentions.

In the article, our experts also highlight the profiles of influencers who champion Free Fire on YouTube, offering insights into their impact on the game’s marketing strategies. Additionally, we touch upon the game’s financial milestones, noting a peak in revenue and downloads in 2020, followed by a downward trend. Want to understand the intricate dynamics of influencer marketing and the enduring appeal of battle royale games like Garena Free Fire? Read further!

VIEWS AND MENTIONS OF GARENA FREE FIRE ON YOUTUBE

Right now, Garena Free Fire is #5 on YouTube by the number of mentions among games. It’s noticeable that the game’s mentions are allocated almost exclusively on YouTube (99%) versus Twitch (1%). While most games tend to leverage the power of live streams on Twitch, Garena Free Fire sticks to YouTube more than average.

However, in the last year, Free Fire Battlegrounds has faced a decrease in mentions (-62%), views (-13%), and the number of influencers mentioning the game on YouTube (-52%) compared to the previous period. Although the battle royale game genre remains one of the most popular on YouTube and Garena Free Fire one of the most played and mentioned, it seems like the game’s influencer marketing budget has decreased – it might be an opportunity for its competitors to step in. Despite all that, here are the impressive numbers. For the last year, Garena Free Fire got:

  • 23.15B views;
  • 288.68k mentions;
  • 7.15k influencers mentioning it.

Here’s the mentions dynamics chart for it to be more visual:

Anyway, on YouTube, any day is the day to watch some of Free Fire Battlegrounds: each day of the year there has been posted at least one new video mentioning it. Actually, on average, there have been 634.78 mentions per day. Tuesday is usually the most “rich” in videos – it gets 16.1%, while Saturday gets the least of it – 11.9%. Seems like Garena Free Fire players are busy on weekends, unlike PUBG Mobile fans, for example. See full report on PUBG’s influencer marketing here.

Were Free Fire is mentioned the most

The geography of the game’s mentions is surprising in the least: the #1 country where the influencers mentioning it is India. And Garena Free Fire is now banned in India! It has been since February, 2022. Well, guess the ban can’t stop gamers and fans from doing what they truly love. This shows Free Fire’s audience strong loyalty and dedication.

And here are top 5 countries that show the most mentions of the game on YouTube:

  1. India – 28%
  2. Brazil – 18%
  3. Indonesia – 9%
  4. Colombia – 4%
  5. Mexico – 4%

WHAT INFLUENCERS GARENA FREE FIRE WORKS WITH

First of all, most of them are gamers, of course. The influencers creating content in the Gaming category are 80% of those who promote Free Fire on YouTube. And top 5 categories look like this:

  1. Gaming – 80%
  2. Entertainment – 6%
  3. People & Blogs – 5%
  4. Science & Technology – 2%
  5. Music – 2%
influencer category

Average influencer chosen for Garena Free Fire promotion on YouTube looks like this:

  • They have 549k subscribers on average – a macro-influencer, that is.

Here’s a guide on the topic:

  • Their videos get 55.2k views on average.
  • Their average engagement rate is 11.9%.

$419 is the average price an influencer charges for their services in the case of Free Fire Battlegrounds, and with this the game’s marketers get CPM (Cost Per Thousand views) at almost $7.6, which is relatively low compared to other games’ CPMs.

EXAMPLES OF GARENA FREE FIRE YOUTUBE ADS

Here’s one of the most popular YouTube Shorts videos on a Mexican channel CharlyBannana (3.08M subscribers). Here, a character, weapon, and some Free Fire features are presented. The video has over 1.6M views, almost 98k likes, and an engagement rate of 6.06%.

 

And this one is a longer one – a video that may be described as classical for such gaming channels as Golemcito Games (11.4M subscribers, Peru). Over 1M views and 30k likes with the engagement rate of 15.28% – quite a good result, also the ER is significantly higher than the average for this channel – 2.92%.

 

GARENA FREE FIRE REVENUE AND DOWNLOADS

2020 was The Year for Free Fire – that year, the game’s revenue got over $2B, and this is its best yearly result so far. After that, the revenue has gradually decreased to $1.2B in 2021 and $500M in 2022. The number of downloads has also decreased from 450M in 2020 to 262.3M in 2023. The 2023 revenue is yet to be counted, but it seems like Free Fire Battlefield is cooling down. The game’s ban in India where it still is the most popular seems to be the major reason for that.

However, it would have been wrong to underestimate and write Garena Free Fire off. In 2023, the game reports to have 187M daily active users – which is an improvement over 2021’s 150M.

See the opportunity you can take with your own game while Free Fire is striving to maintain its place among the most mentioned games on YouTube and the one of the most played battle royale games? Contact the Famesters influencer marketing agency via [email protected] to build a successful strategy for your game’s promotion!

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Julia Shandrokha

Julia Shandrokha

Author, creator, marketer. Makes content that helps you understand things better and see the real value
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Comparative analysis of Fortnite influencer marketing strategies on YouTube and Twitch

Report - Fortnite Save The World
Report - Fortnite Save The World
  • Comparative analysis of Fortnite influencer marketing strategies on YouTube and Twitch

Table of Contents

The battleground of YouTube versus Twitch for game marketing supremacy is as intense as the virtual arenas they broadcast. For Fortnite, a titan in the gaming world, the question of which platform reigns supreme for promotion is more nuanced than mere user statistics. In this article we’re going deeper into the intricate dance of influencer marketing, dissecting the strengths and peculiarities of each platform in the context of promoting Fortnite: Save The World.

Despite the difference in user base size, Twitch emerges as the unexpected frontrunner for Fortnite: Save The World mentions, signaling a vibrant nexus for the game’s community. However, the plot thickens as YouTube, with a smaller relative share of mentions, astonishingly secures the third spot for most mentions of the game on its platform. Let’s dissect these dynamics, offering an analytical peek into the influencer marketing strategies employed, the geographical spread of the game’s mentions, the nuanced portrayal of the typical Fortnite influencer on YouTube, and the surprising engagement statistics on Twitch.

From influencer portraits to mention dynamics and geographical insights, we peel back the layers of marketing strategies that have propelled Fortnite: Save The World into the spotlight on both platforms. We also highlight specific influencers who have made significant contributions to the game’s visibility, juxtaposing the numerical might of YouTube with the qualitative clout of Twitch. Whether you’re a marketer looking to harness the power of influencer marketing or a gaming enthusiast curious about the behind-the-scenes of game promotion, our article promises a comprehensive overview that could ignite the next wave of gaming sensations. Let’s start!

YOUTUBE VS. TWITCH: WHICH IS BETTER FOR FORTNITE PROMOTION?

Both platforms have vast gaming communities, and both have their unique perks that can help you promote a video game. In most cases, YouTube prevails and attracts more money from game producers and developers as it has more users in general: 2.70 billion monthly active users vs. 140 million on Twitch. But with Fortnite: Save The World the story isn’t a typical one: most of the mentions come straight from Twitch, it seems to be the major platform for the game.

Now, mention allocation of Fortnite: Save The World is like this:

mention allocation

And here’s what’s crazy: even with such allocation, Fortnite: Save The World is the 3rd most mentioned game on YouTube so far! So we’ll break down the influencer marketing strategies on both platforms.

FORTNITE: SAVE THE WORLD ON YOUTUBE: VIEWS, MENTIONS, DYNAMICS

As we have mentioned earlier, the game maintains the bronze medal for the overall number of mentions on YouTube. In the last year, all the metrics have noticeably decreased for Fortnite compared to the previous period: for example, the number of views has decreased by 186%. But the game still remains one of the most loved by YouTube gamers: 

  • 5.56k influencers have mentioned it over the year.
  • Fortnite: Save The World got 94.17k mentions on YouTube.
  • 7.69B – this is how many views it got.

With this amount of mentions, it’s even needless to say that there hasn’t been a single day without someone releasing a video with a Fortnite mention. As for weekdays, Tuesday and Wednesday are the ones that collect the most mentions: 16.7%. Friday and Sunday are the “weakest” days as they get only 12.5%.

distribution of mentions by day

Geography of mentions

The USA is the country that seems to love Fortnite: Save The World the most: 24% of mentions come from there. The list of top 5 countries looks like this:

  1. The USA – 24%
  2. Japan – 10%
  3. Brazil – 7%
  4. France – 6%
  5. United Kingdom – 5%

FORTNITE YOUTUBE INFLUENCER PORTRAIT

Of course gamers, gaming influencers are the first choice for the game’s promotion. Most of the mentions on YouTube come from them, but there also are some other categories of influencers that post videos with Fortnite ads:

influencer category

Top 5 categories of content Fortnite marketers choose are:

  1. Gaming – 88%
  2. Entertainment – 5%
  3. People & Blogs – 2%
  4. Music – 1%
  5. Film & Animation – 1%

Let’s take a closer look at an average YouTube influencer that gets to promote Fortnite: Save The World:

  • On average, they have 412k subscribers.
  • Their average number of views is 44k.
  • The average engagement rate is 8.53% – which is good for YouTube. Here are benchmarks for you to consider:
  • The average price per an advertisement is $714.
  • The average CPM (Cost Per Thousand views) results in $16.2.

FORTNITE YOUTUBE ADS EXAMPLES

Here’s one of the YouTube Shorts videos made by Corey Tonge – the channel has 11M subscribers. This video has over 9.3 million views, over 294.8k likes, and an engagement rate of 3.14%. The creator is from Canada, note that he has made 6 such Fortnite videos for the last year. In this one, he compares it with another game, Roblox.

And this one is a longer video from an Australian channel LazarBeam that has 20.9M subscribers. It is kind of a comeback of a gamer who hasn’t been playing Fortnite for a long time and is now turning to it once again. Guess Fortnite really has that effect on people! The video has almost 6M views, over 209k likes, and an engagement rate of 3.73%.

FORTNITE: SAVE THE WORLD ON TWITCH: VIEWS, MENTIONS, DYNAMICS

On Twitch, Fortnite is the number one by mentions: without doubt, the community loves, and also the game’s marketers know how to leverage this power of the streaming social media platform. Despite the fact that for the last year, Fortnite: Save The World has been doing a bit worse than during the previous period in terms of mentions – their number decreased by 31% – the number of views, on the contrary, grew by 30% and almost got to 2B. Here are more numbers for the past year:

  • 136.45k streamers mentioned Fortnite.
  • 2.57M is the number of mentions.
  • 1.99B – the number of views.

And yes, the game gets mentions on Twitch each day, every day without fail. But unlike on YouTube, here Sunday is the day people seem to play Fortnite the most – 16.9% goes to it, while Monday is the “quietest” day with 12.3%.

destribution of mentions by day

FORTNITE TWITCH STREAMER PORTRAIT AND EXAMPLES

Here’s what’s interesting: the average numbers of views (41.1) and subscribers (14.6) per stream are quite low compared to the numbers we are used to seeing on YouTube. But with the number of influencers playing and promoting the game, it makes a significant impact on the gaming community. Also it means regular players that may not be big names or have a large subscriber base love Fortnite – and they are actually those who form the community, the audience.

What’s impressive is the engagement rate – it gets to 44.6%. Also the average price per streamer’s service is quite low – $154. 

And more about the streamers and their audience – here are the top 5 languages spoken by the Twitch influencers playing Fortnite:

  1. English – 49%
  2. Spanish – 18%
  3. German – 7%
  4. Portuguese – 6%
  5. French – 6%

As Twitch deletes past broadcasts after 60 days (at most), here are the top 10 influencers that have streamed Fortnite on Twitch for the past year:

top 10 influencers that have streamed Fortnite on Twitch for the past year

Note that there Twitch’s most adored and most-followed streamers like auronplay, ibai, Rubius, Tfue, juansguarnizo, and pokimane – they all are on Twitch’s top 10 list.

FORTNITE REVENUE AND USERS

Up to now, Fortnite, launched in 2017, has generated over $26M of revenue. Who are the people paying? They are over 500M registered users, mostly male (90%), who play the game 6-10 hours every week. Right now, there are 231M monthly active Fortnite users. As you can see from the report, it became possible to achieve these numbers with the help of influencer marketing on Twitch and YouTube. Feel inspired yet? The Famesters influencer marketing agency can help your game rise just like that! Contact us via [email protected] or use the contact form on our site.

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Julia Shandrokha

Julia Shandrokha

Author, creator, marketer. Makes content that helps you understand things better and see the real value
All Posts
Categories
Blog

PUBG Mobile on YouTube: influencer marketing uncovered

  • PUBG Mobile on YouTube: influencer marketing uncovered

Table of Contents

In the world of mobile gaming, few titles have garnered as much attention and acclaim as PUBG Mobile. Even if you don’t play battle royale games, you have heard of PUBG Mobile. Even if you don’t play mobile games, you have heard of PUBG Mobile. If you are not into gaming at all but use YouTube, you most definitely have heard of the game anyhow. This is due to 2 major factors: 1) gamers love battle royale games and YouTube, 2) PUBG Mobile has a huge, massive presence strategy for influencer marketing in general and YouTube influencer marketing in particular. Beyond the immersive gameplay and intense battle royale showdowns lies a meticulously crafted influencer marketing strategy that has propelled the game to stratospheric levels of popularity.

In the end, LightSpeed & Quantum Studio, a division of Tencent Games responsible for the game’s developments, has spent approximately $82.2 million on YouTube influencer marketing for the last year alone, according to our research. The Famesters experts have analyzed PUBG Mobile’s strategy, publications dynamics, the influencers engaged in the campaign, revenue, and more. Now we are ready to share the insights with you. See how a gaming brand can become one of the most loved and mentioned on YouTube.

BUDGET, VIEWS, AND MENTIONS

As it was stated earlier, the research revealed that PUBG Mobile’s approximate budget got to $82.2 million – quite generous, and where did it get the game? Right now, it’s #6 among all the games mentioned on YouTube. For the last year, it got 28.78k mentions and 1.76B views. The number of ad mentions amounted to 26.49k – it’s 92% of the overall amount.

As you can guess, there was no day without any mentions of PUBG Mobile on YouTube: the calendar is full, here are the last two months for example:

Saturday seems to be the stellar day for the game: Saturday accounts for 15.74% of all weekly mentions. Monday is the most “quiet” day: it only gets 12.65% of weekly mentions. Well, that seems to be logical: Saturdays are traditionally days off for many working people, reserved for fun, games, and YouTube.

Although we are talking mostly about YouTube, PUBG Mobile also has some of its budget allocated to Twitch – 7%, to be more precise:

Geography of mentions

Can you guess what country’s influencers mention PUBG Mobile most frequently? We bet you don’t. If your answer is the US, you are close, but not there: Turkey is the winner here!

Top 5 countries by mentions are:

  1. Turkey
  2. The USA
  3. Pakistan
  4. Vietnam
  5. Indonesia

INFLUENCER PORTRAIT

Who are the people promoting PUBG Mobile on YouTube? What influencers do the game’s marketing experts choose? 

First of all, the main category of YouTube content the game uses is obvious: it’s Gaming, 76% of the influencers promoting the game operate within it.

But that’s not all that is there. The pop 5 categories of influencers working with PUBG Mobile are:

  1. Gaming
  2. Entertainment
  3. People & Blogs
  4. Sports
  5. Film & Animation
influencer category 2

The average influencer that makes videos for PUBG Mobile usually has:

  • 186k views on their videos
  • 1.46M subscribers
  • Engagement rate of 9.12%

The average price for an integrated ad is $2.55k, resulting in an average Cost Per Thousand views (CPM) of $13.7.

CONTENT EXAMPLES

Here’s one of the recent YouTube videos with PUBG Mobile ad integrated in it. 

Zeeyad x channel – a Turkish one – has 1,32M subscribers; the influencer’s videos get 497k views on average, and his average engagement rate is 3.24%. This video performed better than that: it already has over 622k views, and its engagement rate has gotten to 13.01%.

Another example – a recent video from Thailand. The Atompakon channel has over 2M subscribers, and despite being quite a big one with that, the videos get only 80k views on average. Also, the engagement rate is quite low – less than 1%. Collaborating with such channel may be a big risk for a brand, and PUBG Mobile took it. The result isn’t bad at all: the video with the game promotion got over 76k views, and its engagement rate is significantly higher than average – 14.23%. Also note that the channel isn’t even a gaming one, Atompakon is an artist, and this dedicated video shows him drawing for PUBG Mobile.

And this one is of another format – a one-minute YouTube Short one. The Husam Kwaik channel (from the United Arab Emirates) has 3.8M subscribers, its Shorts get 4M views on average. This one dedicated to PUBG Mobile has almost gotten to that point – now it has over 3.7M views and an engagement rate of 4.87%.

So what about money?

Yes, the question is – how does it all affect the game’s revenue? In 2023, monthly global player spending on PUBG Mobile reached $103.96 million. And since PUBG Mobile’s launch in 2018, the overall revenue surpassed the milestone of $10 billion in 2023. It makes the game the second most profitable one by Tencent (right after the #1 Honor of Kings).

Most of the game’s revenue comes from China – 60.3%. But Chinese market is set somewhat apart from the global one. So here are the top 3 countries that have contributed the most to PUBG Mobile’s revenue so far apart from China:

  1. The USA – 10.7%
  2. Japan – 3.7%
  3. South Korea – 1.6%

Inspired by PUBG Mobile’s results? Contact Famesters via email to [email protected] to get your own influencer marketing strategy and skyrocket your game’s success!

TAGS :

Julia Shandrokha

Julia Shandrokha

Author, creator, marketer. Makes content that helps you understand things better and see the real value
All Posts