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Different types of Twitch streamers and how they can contribute to your influencer marketing campaigns

  • Different types of Twitch streamers and how they can contribute to your influencer marketing campaigns

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Twitch, the largest online platform for video game streaming, has surpassed competitors like Mixer, YouTube, and Facebook. With 15 million daily active users and over 120 million monthly viewers, it has evolved into a comprehensive live-streaming video platform with different types of content creators, who are called streamers on Twitch.

Source: Twitch Demographic & Growth Statistics [2023 Updated]

Originally created in 2011 and acquired by Amazon in 2014, Twitch initially focused on streaming video games. However, it now offers a broad range of content, including sporting events, cookery shows, podcasts, and music broadcasts. This expansion has transformed Twitch into a full-fledged social network with features like direct messaging, channel-specific chatrooms, and Pulse – a feature similar to Facebook’s timeline, where users can post and engage with statuses.

The average Twitch user spends 95 minutes per day on the site, which is highlighting the platform’s significant engagement. Twitch also supports a variety of devices, including iOS and Android apps, gaming consoles, and streaming devices like Roku and Chromecast.

Twitch’s influence extends beyond entertainment, making the platform serve as a significant marketing platform. Brands collaborate with different types of streamers on Twitch to influence targeted audiences, leveraging the platform’s diverse range of content categories. During the pandemic, Twitch’s availability of over 100,000 live streams in various categories and languages made it a popular entertainment and income source for many.

Source: Twitchtracker

The fact that now Twitch caters to various niches beyond gaming, makes it a versatile platform for influencer marketing. This diversity allows brands to find suitable Twitch influencers for promotions.The Famesters experts know how your brand can benefit from Twitch marketing. In this article we’re going to get you acquainted with the most popular types of Twitch streamers – so that you make sure Twitch can greatly contribute to your marketing efforts.

PERSONALITY TYPES OF TWITCH STREAMERS: HOW CONTENT CREATORS ON TWITCH POSITION THEIR PERSONAS?

Who is the most popular Twitch streamer?

 

Ninja is one of Twitch’s top-ranked streamers, maintaining a significant presence with 18.5 million followers. From November 2016 to June 2023, he achieved impressive viewership stats, including over 616,000 peak viewers and a total of 357 million Hours Watched. On average, each of his streams attracts over 10,000 followers, with his most popular content focusing on games like Fortnite Zero Build and Fortnite. These numbers underscore Ninja’s enduring popularity and influence on the Twitch streaming platform.

Ninja

“Just Chatting” streamers: Twitch evolution beyond gaming

“Just Chatting” Twitch streamers represent a growing and popular category on the platform, known for their engaging personalities and community-building focus. These streamers cover a wide array of topics, including cooking, singing, sports, and funny videos, aiming to entertain their audience and foster communities of like-minded individuals. This diversity makes them highly effective in influencer marketing, especially if their content aligns with a brand’s theme.

The “Just Chatting” category stands out for its versatility, allowing streamers to delve into various activities like karaoke sessions, co-working, community building, and more. As of May 2023, this category has become the most popular on Twitch, surpassing even gaming streams. It recorded a remarkable 260 million hours watched and approximately 917,000 peak viewers in May 2023 alone, eclipsing popular games like League of Legends, Valorant, Grand Theft Auto V, and Counter-Strike: Global Offensive. This popularity underscores the significant shift in Twitch’s content dynamics, highlighting the platform’s evolution beyond gaming.

Source: Streams Charts 

IRL (‘in real life’) streamers

IRL streamers on Twitch primarily focus on streaming real-life content rather than video games. They are typically found in the ‘Just Chatting’ category and cover a wide range of activities. This broad category includes various types of streams, such as hosting talk shows or streaming personal activities like shopping trips. This diversity in content allows IRL streamers to attract a wide audience interested in non-gaming, real-life experiences.

Ludwig, a highly popular Twitch streamer, boasts over 1.6 million followers and an average of 20,000 viewers per stream. Known for his entertaining style, Ludwig frequently engages his audience with humor and interactive content. His streams typically feature a variety of activities, including playing chess and watching content from other YouTubers and streamers, especially during his “Just Chatting” streams. This blend of entertainment and interactivity contributes to his substantial viewer engagement and popularity on the platform.

Other types of streamers on Twitch

With the evolution of the platform, more and more different types of Twitch streamers appear. They have their dedicated niche audiences and effectively collaborate with brands.

Creative streamers

Creative streamers on Twitch offer a diverse range of talents beyond the platform’s usual gaming content. These streamers include dig

ital artists, musicians, and other talented individuals who use Twitch to showcase their skills and entertain viewers. For those seeking content different from traditional gaming streams, exploring the world of creative streamers on Twitch can be a refreshing and engaging experience.

  • Music streamers

They specialize in entertaining their viewers with musical content. These streamers, who can be found in the Music Category on the platform, encompass a wide range of musical talents, including DJs, singers, pianists, guitarists, and more. Music streaming on Twitch is notably popular for being the most lurked category. This means that viewers frequently play these streams in the background while they are engaged in other activities such as working, studying, or doing household chores, making it a go-to choice for ambient entertainment.

  • Art Twitch streamers 

These Twitch content creators represent a notable category on the platform, focusing on a wide array of artistic content. These streamers engage their audience with live streams showcasing various art forms, including painting, illustration, graphic design, sculpting, knitting, and digital art. Known for their creativity and passion, the most popular streamers in this category have established themselves as experts in their respective artistic fields. This expertise and their audience base make them particularly ideal for promoting brands within the creative industry, offering unique collaboration opportunities for companies in this sector.

Host streamers

Host Twitch streamers, akin to “just chatting” streamers, focus on entertaining their audience through conversation. However, their approach is more structured, resembling a show or a podcast. These streamers engage in organized discussions and share their opinions on topics they are passionate about. With a clear understanding of what captivates their audience, they align well with niche brands that are relevant to their content and interests. This makes them particularly suitable for collaborations with companies seeking to connect with specific audience segments on Twitch.

The bottom line

On Twitch, any type of streamer has the potential to thrive, but Variety streamers might have a higher chance of becoming popular due to their extensive opportunities for collaboration. A prime example of this was seen in 2020 with the game “Among Us,” which enabled variety streamers to collaborate with up to nine other streamers simultaneously. This feature led to significant audience growth for many streamers, some doubling their audience practically overnight. Playing a game that included streaming giants like Ninja, xQc, Disguised Toast, and others, significantly boosted their visibility and popularity on the platform. 

COLLABORATING WITH TWITCH STREAMERS WITHIN INFLUENCER MARKETING CAMPAIGNS

Twitch is an effective platform for influencer marketing, especially for brands targeting gamers. Influencers, or Twitch Partners as they called on the platform, can promote products through their streams, advertising space, and personal endorsements. While gaming brands find obvious value in Twitch, non-gaming companies can also benefit by offering products for streamers to use and discuss. This can be done through product placements, sponsorships, or by offering free products for streamers to use and discuss during their streams. Well-known brands like Coca-Cola and Pizza Hut have successfully used this strategy.

To effectively use Twitch for influencer marketing, brands can sponsor channels with substantial followings, placing logos on the streamer’s page or video set. For instance, gaming gear manufacturers can provide products to influencers, who may list them as preferred equipment if they like them. Brands can also participate in tournament sponsorships for higher visibility.

The key to marketing on Twitch is to entertain first and advertise second. While Twitch users generally don’t favor direct advertising, they are more receptive to product recommendations from their favorite streamers due to the personal connection and trust built with them. Understanding and researching the target audience on Twitch is key to creating engaging content that resonates with people, striking the right balance between sales and entertainment. Videos showcasing products should be interesting, inspirational and informative. Coupling them with giveaways, contests, or discount offers can enhance their appeal.

WRAPPING UP

Twitch hosts a wide array of communities, catering to diverse interests and content preferences. By following their true interests, streamers can establish channels that resonate with like-minded individuals, paving the way for success. Despite its lesser-known status among the average Internet users, Twitch functions as a hidden social network with passionate supporters and highly effective influencers. This unique environment is recognized by various industries, including corporate gaming companies, movie streaming services, and cable networks, who see the value in marketing on Twitch. This recognition underscores the platform’s potential as a powerful tool for reaching engaged, dedicated audiences.

The Famesters influencer marketing agency cannot ignore the influence of Twitch on niche audiences. We have enough expertise to prepare an impactful Twitch influencer marketing campaign for your brand. We’ll start by conducting a thorough market research and competitor analysis – to figure out whether or not Twitch is going to be a cost-effective platform for promoting your brand. If yes, the Famesters professionals will choose the most relevant Twitch streamers – best fitted for your product. Here at Famesters we accompany our clients at each step of their influencer marketing campaigns – from the very start to a successful finish. Contact us via [email protected], and we will help rocket your business on Twitch!

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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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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

Table of Contents

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
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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!

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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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Top 5 mistakes of mobile games in influencer marketing

Mistakes of mobile games in influencer marketing
Mistakes of mobile games in influencer marketing
  • Top 5 mistakes of mobile games in influencer marketing

Table of Contents

Why has influencer marketing carved such a pivotal place in the dynamic landscape of mobile gaming? Influencers, with their personal connections to a vast and highly engaged audience, have proved to be potent allies in the gaming industry’s quest for user acquisition and retention. 

However, the power of influencer marketing can be a double-edged sword. When harnessed effectively, it can generate significant brand awareness, boost downloads, and foster a thriving gaming community. Conversely, certain common mistakes brands make with influencer marketing can impede its success, leading to missed opportunities and, in some cases, detrimental impacts.

Drawing on our comprehensive understanding of the industry’s best practices and potential pitfalls, this article written by the Famesters influencer marketing agency experts aims to shed light on the top five mistakes made in mobile game influencer marketing. It will provide valuable insights for game developers looking to leverage influencers in their marketing campaigns, helping them navigate around these errors to achieve the best possible outcomes. 

By understanding and avoiding these common missteps, you can unlock the true potential of influencer marketing, turning impressions into downloads and installs, and transforming casual players into loyal gaming community members. Buckle up as we delve into the exciting world of marketing in mobile gaming, and learn how to sidestep the pitfalls while aiming for the high score. Here are the top five mistakes of mobile games in influencer marketing.

#1: NEGLECTING TRANSPARENCY AND FAILING TO ESTABLISH CLEAR GOALS

Being upfront with your marketing goals is vital when working with influencers. Influencers build their audiences over time, with immense dedication and commitment, and they value transparency when entering partnerships. Providing clear goals helps them understand the objectives of your marketing campaign and align their content accordingly.

When game developers aren’t transparent about their intentions and expectations, the influencers risk alienating their followers, which could lead to a decrease in their subscriber count, or even tarnish their reputation. Thus, being opaque about your goals can not only harm your relationship with the influencer but can also lead to undesirable results for your marketing campaign.

Moreover, a lack of clear objectives can also cause confusion and inefficiency, making it difficult to track the progress and success of your campaign. Hence, one should always establish and communicate their goals right from the onset of the campaign to ensure a smooth and successful collaboration with the influencer.

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#2: RESTRICTING INFLUENCERS’ CREATIVE FREEDOM

One of the gravest errors that game developers can make is to restrict the creative freedom of influencers. Remember, influencers have garnered their followers due to their unique content style and storytelling techniques. Their followers appreciate and engage with their personal touch, which is why it’s critical to maintain it even during promotional activities.

Rather than dictating every aspect of the promotional content, developers should strive to strike a balance between providing clear guidance and allowing creative freedom. When influencers have the space to incorporate your game into their content organically, it is more likely to resonate with their audience and prompt them to take the desired actions, like downloading and installing your game.

However, this doesn’t mean that influencers should be given complete control without any direction. The key lies in finding the right influencer who aligns with your brand’s vision and style, and then trusting them to deliver your message effectively to their audience.

#3: SELECTING INFLUENCERS WITH MISMATCHING AUDIENCES

Gaming companies often make the mistake of choosing influencers based on their popularity, rather than considering whether their audience of their mobile games. A significant aspect of a successful influencer marketing campaign is understanding who your audience is, which involves creating a clear picture of your “ideal players” — their hobbies, interests, and routines.

The use of ‘user personas’ can be particularly beneficial in comprehending who your game is for. Once you’ve identified your key audiences, the next important step is to evaluate your potential influencer on a few critical parameters such as:

  • The size, quality, and engagement of their follower base.
  • The primary platform (YouTube, Twitch, TikTok, etc.) they use to communicate with their followers.
  • Their content’s resonance with your target demographic.

It is essential to acknowledge that influencer marketing isn’t merely about large numbers. The goal is to find an influencer who genuinely aligns with your brand and can appeal to your target demographic, ensuring a higher return on your marketing investment.

#4: NOT CHECKING THE INFLUENCER’S ENGAGEMENT METRICS THOROUGHLY

It’s a common misconception that an influencer’s follower count or subscriber base is the most important statistic when considering a partnership. However, relying solely on these numbers can lead to costly mistakes. A far more telling metric is the level of engagement the influencer generates amongst their audience.

When scouting for potential influencers, dig deeper into their engagement metrics. Take into account factors such as:

  • The average number of views per publication.
  • The ratio of likes, comments, and shares compared to views.
  • The rate at which impressions of individual publications increase over time.
  • Audience reaction to the influencer’s previous sponsored content.

Taking the time to assess these metrics will provide a much more accurate picture of how influential the content creator is and how receptive their audience might be to your game. After all, a highly engaged audience is more likely to heed an influencer’s recommendations and try out your mobile game.

You can use comprehensive marketing platforms like BuzzGuru to get all the valuable information and check whether the influencer you are about to choose is really worth working with. Like this:

 

MrBeast

 

Among other data, BuzzGuru also shows what games the influencer has already mentioned — this will help you do competitor analysis and see if the influencer has performed well for games like yours with similar target audiences:

 

BuzzGuru also shows what-games theinfluencer has already mentioned

#5: FAILING TO TRACK AND MONITOR CAMPAIGNS

While it may seem like a tedious task, the importance of effectively tracking and monitoring your influencer marketing campaigns cannot be overstated. This is a critical step that game developers often overlook, potentially resulting in missed opportunities to optimize their strategy and maximize ROI.

Investing in a robust tracking system allows you to monitor the performance of your campaigns in real-time across all channels. But what exactly should you be monitoring? Here are some examples:

  • User behavior. By understanding what newly acquired users are doing in your mobile game, you can optimize the campaign, resolve any user issues promptly, and enhance features that users find most valuable.
  • Message effectiveness. You can identify which messages, tones, or styles resonate most with your audience, allowing you to tweak your approach for better engagement.
  • Influencer performance. Keep track of whether the influencers are meeting the goals you’ve set. This will be useful for future negotiations and for deciding whether to continue collaborations.

Remember, the goal of tracking isn’t just to collect data; it’s to gain insights that will help you improve your overall strategy. When properly implemented, this can significantly improve the efficiency and success of your campaigns.

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WRAPPING UP

Influencer marketing holds immense potential for mobile game developers seeking to broaden their reach and increase their user base. But like any marketing strategy, it’s not without its pitfalls. By avoiding these common mistakes, you can harness the full power of influencer marketing and realize significant growth in your game’s user engagement and downloads.

Avoid the mistakes of mobile games in influencer marketing and remember to:

  • define clear goals;
  • respect the creative freedom of your chosen influencers;
  • meticulously select influencers whose audience matches yours;
  • deeply analyze your influencers’ engagement metrics;
  • consistently track and monitor your campaigns. 

By doing these, you set your campaign on a path to success, translating into tangible results for your mobile game.

In the ever-changing landscape of digital marketing, remaining adaptable, and continuously learning is key. Always be on the lookout for new opportunities and ways to optimize your strategies. In the end, a well-executed influencer marketing campaign can be a game-changer for your mobile game’s success. Contact the Famesters influencer marketing agency to get a successful influencer marketing campaign planned and executed for you by the experts with 6+ years of experience!

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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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Famesters helps ChillBase acquire users from Tier-1 countries

ChillBase Influencer Marketing Case Studie
  • Famesters helps ChillBase acquire users from Tier-1 countries

ChillBase is an international game developing company with a team passionate about adventurous games. Like OneState – it’s ChillBase’s role play mobile game, a realistic real life simulator that suggests players to experience a virtual life of a character in a GTA-like universe. Gamers can choose who to be, how to build their in-game careers, and what adventures to go on. Open world allows them to communicate and even throw parties with other gamers online. OneState is the game the Famesters agency is helping ChillBase to promote with the help of powerful social media influencers.

Challenges

ChillBase Influencer Marketing Case Studie

Famesters met ChillBase when the game developer selected Spinky for their influencer marketing campaign – and Spinky is our exclusive influencer. 

This is where we began with the base: OneState needed to win the hearts of gamers from the USA and the UK.

The main metric to measure the success of the campaign was the number of installs of the game: the more – the better, the more new players there would be in the OneState’s open world.

Looking ahead, we have to say that later we faced a new challenge: spreading the word about OneState among German gamers and attracting more German users.

Solution

We chose YouTube as the platform to promote the game on, as YouTube has a large and strong gaming community, as our research and experience show.

OneState is a MMORPG with the atmosphere of classic GTA games. So we made a selection of YouTube channels dedicated to games that are interesting to the gamers who love this genre and setting.

Other criteria for selecting YouTube channels were audiences from the UK and the USA. Also, we needed the videos on the channels to get 15K-150K views on average. It’s a range of micro- and macro-influencers: they are not pricey, it lets us allocate the budget wisely; and their gaming advice is highly trusted by their viewers – this is what OneState really needed.

Famesters prepared a selection of 70 gaming YouTube influencers who the game can benefit from. Together with ChillBase, we narrowed the selection down to 15 most relevant content creators. 

ChillBase offered the creators a fairly detailed brief that included a large number of assets and ready-made formulations. However, in agreement with ChillBase, we asked the creators to add channel-specific features to the content and feel free to be creative, as it is vital for influencers to sound authentic to their audiences – it’s the key to being trusted. Thanks to this, all integrations assembled from the same assets turned out to be original.

Since 12.2022, we have been running the influencer marketing campaign for the US and the UK markets, using classic ad integrations. 

As time went by, we also started testing the format of videos completely dedicated to the OneState game.

In March, 2023, Famesters and ChillBase started conquering Germany’s gaming community.

Results

ChillBase Influencer Marketing Case Studie

In January, 2023, OneState reached the milestone of 2 000 000 downloads worldwide.

Testimonial

ChillBase Influencer Marketing Case Studie

 

 

Inspired by the results Chillbase achieved with Famesters? Learn more about our expertise in influencer marketing for mobile games or get in touch with our team!

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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