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Influencer marketing strategies for play-to-earn applications

Influencer marketing strategies for play-to-earn applications
Influencer marketing strategies for play-to-earn applications
  • Influencer marketing strategies for play-to-earn applications

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Play-to-earn applications have emerged as a groundbreaking innovation, fundamentally altering how consumers interact with gaming platforms. By monetizing gameplay and allowing players to earn real-world value from their in-game achievements, play-to-earn games have carved out a lucrative niche in the gaming industry. As this sector continues to expand, so too does the need for effective marketing strategies to help these platforms stand out and attract a dedicated player base.

This is where influencer marketing comes into play. In an era where traditional advertising techniques often fall on deaf ears, influencer marketing serves as a dynamic and engaging way to capture the attention of potential players. Harnessing the credibility and audience of a popular influencer, businesses can organically promote their play-to-earn applications to a receptive and engaged audience.

Influencer marketing involves partnering with influential personalities who have a strong online following and a significant sway over their audience’s purchasing decisions. These influencers often specialize in specific niches, which makes them ideal partners to promote play-to-earn applications to specific audiences. By collaborating with influencers, you can effectively communicate your unique value propositions, gameplay mechanics, and earning opportunities to an audience already interested in gaming.

However, influencer marketing for play-to-earn applications requires a comprehensive and tailored strategy, one that takes into account the specificities of your target audience, the platforms they frequent, and the types of content they engage with the most.

In this article, the Famesters influencer marketing agency will help delve into the nuances of influencer marketing for play-to-earn applications, providing valuable insights and strategies to optimize your marketing campaigns. Whether you’re a developer looking to promote your latest play-to-earn application, or a marketer aiming to fine-tune your strategy, this article offers a comprehensive guide to leveraging influencer marketing in the play-to-earn gaming sector.

SETTING CLEAR GOALS AND KPIS

Before diving into the world of influencer marketing, it’s crucial to outline your marketing objectives clearly. These objectives, often referred to as Key Performance Indicators (KPIs), provide a benchmark against which the success of your campaign can be measured. Without defined goals and KPIs, it’s easy to lose sight of what you’re hoping to achieve, making it challenging to assess whether your campaign was successful.

When it comes to play-to-earn applications, typical goals might include:

  • Increasing brand awareness and visibility.
  • Attracting new players.
  • Boosting engagement levels.
  • Increasing the number of transactions within the game.
  • Growing your community on social media platforms.

Remember, your KPIs should align with your broader business goals and should be Specific, Measurable, Achievable, Relevant, and Time-bound (SMART).

For instance, instead of a vague goal like “increase brand visibility,” you might aim to “increase the number of unique visitors to our website by 25% over the next quarter.” This gives you a clear target to aim for and a definite timeline in which to achieve it.

Having clear goals and KPIs not only helps in tracking progress and measuring success but also assists in identifying the right influencer for your campaign. If your goal is to attract hardcore gamers who are likely to spend more time and money in-game, partnering with an influencer who specializes in casual or mobile games might not be the best fit. Conversely, if your aim is to reach a broader audience and attract more casual players or even people who are new to such apps, influencers with a more general or entertainment focus might be more appropriate.

In essence, your goals and KPIs should guide your influencer marketing strategy, helping you identify who to partner with, what kind of content to create, and where to distribute it for maximum impact.

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SELECTING THE IDEAL PLATFORMS AND INFLUENCERS

Once your goals and KPIs are clearly defined, the next crucial step is to identify the ideal platforms for your influencer campaign and, by extension, the right influencers to partner with.

Identifying the ideal platforms

When considering platforms, it’s vital to take into account where your target audience spends most of their time. As of 2023, Twitter and YouTube are the most prominent platforms for crypto, NFT, and blockchain gaming communities. Other platforms, such as Instagram, Facebook, and TikTok, while popular for influencer marketing in general, might not yet host a significant proportion of your intended audience. However, these platforms are evolving rapidly, and with Instagram integrating NFTs, the audience demographics could change in the near future.

Choosing the right influencer

With your ideal platform in mind, the next step is identifying the right influencers. There are various types of influencers, ranging from nano and micro-influencers with a small but highly engaged following, to macro and mega influencers with broad reach.

Your choice of influencers depends on multiple factors:

  • Type of influencer. Mega-influencers can help you reach a large audience, but they come with higher collaboration costs. Nano- and micro-influencers may have a smaller reach, but they often have high engagement rates and come at a more affordable cost. And what engagement rate is good? It depends on the platform and the type of influencer. For example, here are YouTube engagement rate benchmarks.
TikTok engagement rate benchmarks
  •  Influencer’s audience. The influencer’s audience should align with your target market. If your game caters to hardcore gamers interested in play-to-earn apps, partnering with influencers in this space would be ideal. However, if your goal is to introduce traditional gaming audiences to play-to-earn applications, influencers with a more general gaming audience may be a better fit.
  • Influencer’s style and content. The way an influencer communicates with their audience should resonate with your brand’s voice and image. Some influencers might be more educational and serious, while others might be more casual and laid-back. Choose one that aligns best with your brand’s identity.
  • Influencer’s content quality. Consider the quality of the influencer’s content, especially their sponsored content. Does it appear thoughtful and genuine, or does it feel forced and generic? The more authentic and engaging the content, the better it will resonate with their audience.

By meticulously considering these factors, you can ensure you choose an influencer whose style, content, and audience best fit your brand, helping maximize the impact of your campaign.

CRAFTING ENGAGING AND RELEVANT CONTENT

Once you’ve selected the right influencers and platforms, the next step is to collaborate with influencers to create content that will resonate with your target audience. Here’s how you can do this.

Collaborative approach

While it’s essential to provide influencers with some guidelines, remember they’re also content creators. Giving them the creative freedom to put their unique spin on your message can lead to more genuine and engaging content. Their audience follows them for their unique style, so it’s crucial to allow their creative expression to shine through while maintaining alignment with your brand message and objectives.

Types of content

Depending on the chosen platform and the influencer’s style, different types of content may be more effective. Here are a few recommendations:

  • Influencer giveaways. These campaigns can boost engagement and visibility. The entry method might require people to like, share, comment, tag, or perform similar actions, resulting in more exposure for your brand. Rewards can be in the form of whitelist spots, free NFT mints, or other perks related to your play-to-earn application.
  • Tweets and retweets. Given the popularity of Twitter among crypto, NFT, and blockchain communities, regular posts, tweets, and retweets about your application can be highly beneficial. Influencers can tweet about key announcements like token drops, new features, and updates.
  • Video content. Video content works exceptionally well, especially for gaming applications. It’s visual, informative, and versatile. Influencers can create explainer videos outlining your game mechanics, tokenomics, play-to-earn model, and more. Live streams are also a great way to attract attention and encourage real-time engagement.

In essence, the content you create in collaboration with influencers or the influencers create for your brand should not only be engaging but also provide value to the audience. It should educate them about your application, highlight its unique features and benefits, and inspire them to become a part of your community.

ASSESSING AND OPTIMIZING YOUR INFLUENCER CAMPAIGNS

The final and critical stage in implementing influencer marketing strategies for play-to-earn applications is measuring the effectiveness of your campaigns and optimizing them for better results. This process can involve the following steps:

Set up tracking measures

Before launching a campaign, ensure you have tracking measures in place. Whether it’s tracking hashtags, using promo codes, or employing social media analytic tools, setting up tracking measures will allow you to capture data accurately. This data can be related to reach, impressions, engagement, conversions, and other KPIs you’ve defined at the beginning.

Analyze campaign results

After the campaign ends, gather all the data and start analyzing it. Did you reach your defined KPIs? Which parts of the campaign were most successful, and why? What type of content had the most engagement? Answers to these questions will provide valuable insights into the effectiveness of your campaign.

The insights from your analysis will enable you to understand what worked and what didn’t. If the campaign didn’t meet your objectives, it’s crucial to identify where it fell short. Was it the influencer, the content, or perhaps the timing? Conversely, if it was successful, what made it so? Identifying these factors will help inform your future strategies.

Detailed reports help a lot with this. When you can clearly see what exact post or influencers performed the best and the worst, you can use insights and easily adjust your influencer marketing strategy. Platforms like BuzzGuru that have the campaign management tool available create such reports in a click and give you all the valuable information about your campaign.

Also, agencies like Famesters always provide you with detailed and up-to-date data when managing your campaigns.

Optimize future campaigns

Influencer marketing, like any other marketing strategy, requires constant tweaking and optimizing. Apply the insights gained from previous campaigns to optimize your future efforts. This might mean choosing a different influencer, adjusting your content strategy, or even redefining your goals and KPIs.

Remember, influencer marketing is not a one-size-fits-all strategy. It often involves trial and error. If a campaign doesn’t yield the expected results, consider it a learning opportunity rather than a failure. By continuously learning and adapting, you’ll be able to leverage influencer marketing effectively to promote your play-to-earn application.

In the final analysis, influencer marketing for play-to-earn applications isn’t just about getting more users. It’s about creating a loyal community around your brand and providing value to them, which in turn, will help your application thrive in the long run.

IN CONCLUSION

To conclude, influencer marketing is a powerful tool for promoting play-to-earn applications. It’s about building relationships, crafting compelling content, and staying attuned to your audience’s interests. With careful planning, execution, and analysis, you can harness the potential of influencers to take your application to new heights.

Contact the Famesters influencer marketing agency to get experts work on your next successful influencer marketing campaign! We have 6+ years of experience, have worked for play-to-earn apps, and know how to build strategies to promote them in different countries, considering cultural peculiarities. 

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Anastasia Zaichko

Anastasia Zaichko

Anastasia is a creative B2B marketing and sales professional, passionate about helping companies achieve their user acquisition, growth and visibility objectives
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How to make your video game viral using TikTok

How to make your video game viral using TikTok
How to make your video game viral using TikTok
  • How to make your video game viral using TikTok

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Welcome to the era of digital marketing, where platforms like TikTok are revolutionizing the way you connect with consumers and promote your products. TikTok, one of the leading social media applications with over 1 billion active users worldwide, has emerged as an influential marketing platform that’s altering the landscape of promotional strategies. Its blend of short, engaging video content and global reach has not only captured the attention of users but also offered businesses a unique opportunity to make their mark.

TikTok over downlads

In the dynamic world of the gaming industry, where attracting attention and fostering engagement is key, TikTok is fast becoming an essential tool. The platform has a diverse and engaged user base that makes it a fertile ground for game developers and marketers to spread the word about their products, initiate trends, and even make their games go viral. Harnessing the power of TikTok can be the difference between a game that quietly blends into the vast gaming universe, and one that stands out, catches fire, and spreads like wildfire across this digital landscape.

In this article, the TikTok influencer marketing agency  will provide you with a comprehensive guide on leveraging TikTok’s unique characteristics to its full potential. From understanding the nuances of the platform to creating impactful content, participating in trends, and nurturing a thriving community around your game, we’ll delve into actionable strategies to make your video game a viral sensation on TikTok. Whether you’re an indie developer or a big gaming company, these insights will equip you to navigate the TikTok terrain skillfully, garnering attention and engagement that translates into success for your game. So, let’s get started on this exciting journey.

UNDERSTANDING TIKTOK AND ITS ALGORITHM

In order to effectively use TikTok for marketing, it’s essential to understand how its algorithm operates. The TikTok algorithm, often referred to as a “mystery,” is what decides which videos get pushed to users’ “For You” page — the platform’s main feed and its most valuable real estate.

The algorithm’s mechanics

The TikTok algorithm is built on a machine learning model that takes into account numerous factors to recommend content to its users. It evaluates user interactions (such as likes, shares, comments, and the duration for which a video is viewed), video details (details about the video like hashtags, details in the description, and the type of content), and account settings (such as the user’s location, language preference, and device type).

The role of engagement

Engagement is a crucial metric for the TikTok algorithm. If your video receives high engagement (likes, shares, comments, and full video views), the algorithm will recognize it as valuable content and will push it to more users, increasing its visibility. Therefore, creating engaging content is key to reaching a broader audience and potentially going viral on the platform.

Authenticity matters

Unlike traditional advertising platforms, TikTok is driven by authenticity. It is the original and authentic content that resonates most with TikTok users, not overly polished, traditional advertisements. The platform values content that is creative, entertaining, and genuine, reflecting the preferences of its primarily young user base.

Applying this to your video game marketing strategy, it’s crucial to create content that offers real value to the audience, is in line with your game’s identity, and encourages users to engage. This could be behind-the-scenes looks at game development, game trailers that highlight unique aspects of your game, user-generated content, or even collaborating with influencers to create engaging and authentic content around your game.

HARNESSING THE POWER OF TRENDS

TikTok’s unique ecosystem thrives on trends, and effectively leveraging these can significantly boost your video game’s visibility and appeal on the platform. From viral dance challenges to popular sound bites, trends are a powerful catalyst for engagement and virality. Here’s how to harness them for your game promotion.

Why trends matter

TikTok trends typically involve viral dances, popular songs, hashtags, or creative challenges that users replicate or reinterpret in their own unique way. Tapping into these trends provides an opportunity to be part of the ongoing conversation, increase your content’s visibility, and connect with your audience in a fun and engaging way. For a video game, this could be an inventive gameplay challenge, a character dance-off, or even a narrative around a game’s world-building elements that connects with a current trend.

Participating in existing trends

One way to utilize trends is by jumping onto existing ones. Being aware of what’s trending on TikTok, especially among your target audience, allows you to participate in these trends and get your content in front of a wider audience. For instance, if there’s a popular song or sound clip that fits with your game’s narrative, you could create a video that combines gameplay footage with this trend. Or, if there’s a popular challenge or dance, find a creative way to incorporate elements of your game. Remember, it’s important to stay true to your brand’s messaging while also putting a unique spin on the trend to stand out.

Creating your own trend

While leveraging existing trends can be highly effective, there’s also immense potential in creating original trends. Consider creating a unique challenge or hashtag related to your game that encourages user-generated content and viral participation. This could be a gameplay challenge, a creative use of your game’s assets, or a meme that resonates with your audience. A successful trend can exponentially increase your game’s reach and engagement as users participate, share, and put their own spin on your trend.

BECOMING THE POSTER BOY OF YOUR NICHE

Every successful marketing campaign needs a unique selling proposition (USP) that differentiates it from the competition. On TikTok, this means identifying a niche and positioning your game as its leading voice. This section discusses the importance of finding a USP and how to cement your game as a dominant trendsetter within its niche.

The power of a unique selling point

A USP is what sets your game apart from others. It could be the game’s immersive story, unique mechanics, exceptional graphics, or an innovative game-play feature. Identifying and emphasizing your game’s USP in your TikTok content can help distinguish your game from the countless others vying for attention on the platform. It’s this point of differentiation that will make your content memorable and enticing to TikTok users.

Establishing your game as a trendsetter in its niche

The key to becoming a trendsetter on TikTok is creating content that is not only aligned with your USP but is also fresh, engaging, and shareable. You want to create a narrative around your game that is compelling and allows for user participation.

One way to do this is by utilizing the power of user-generated content (UGC). Encourage your followers to create and share their own unique content related to your game, perhaps in the form of gameplay challenges, fan art, or character cosplay. A successful UGC campaign can create a community around your game and help it gain organic traction on TikTok.

Case studies of successful trend implementation

Consider the example of Fortnite, which became a cultural phenomenon partly through its presence on TikTok. They capitalized on the popular ‘Fortnite Dance Challenge‘, where players and fans would recreate dance moves from the game. This viral trend helped catapult Fortnite into mainstream popularity and established it as a trendsetter in the gaming industry.

Another successful implementation can be seen with the indie game, Among Us. Players took to TikTok to share funny gameplay moments, strategies, and fan theories, helping the game gain massive popularity despite its initial low-profile launch. For now, the game’s hashtag already has over 70 billion views.


 

By identifying your USP, encouraging user participation, and actively promoting shareable content, your game has the potential to become a leading trendsetter within its niche on TikTok. It’s a strategy that not only boosts visibility and engagement but also fosters a sense of community among players.

MAKING YOUR GAME DISCOVERABLE ON TIKTOK

While creating engaging content is essential, ensuring it reaches the right audience is equally important. This is where the power of TikTok’s search features comes into play. This section will discuss the importance of Search Engine Optimization (SEO) on TikTok and provide strategies for enhancing your game’s discoverability.

Why Search Engine Optimization (SEO) on TikTok is important

Although TikTok is not a search engine in the traditional sense, it has search functionalities that users leverage to find content related to their interests. To ensure your game is discovered by potential players, you need to implement effective SEO strategies that align with TikTok’s unique search environment. This involves optimizing your video descriptions, profiles, and hashtags for relevant keywords that potential gamers may use in their search.

Strategies for enhancing discoverability

One critical way to improve your game’s visibility on TikTok is through the strategic use of hashtags. Hashtags serve as categorization tools that guide the TikTok algorithm in understanding the context of your content and displaying it to users interested in similar content.

By using popular gaming hashtags, you increase the chances of your game appearing in trending conversations. Furthermore, creating a unique branded hashtag for your game can encourage user-generated content and make it easier for users to find content related to your game.

Using ‘Search’ to understand potential gamers

The ‘Search’ feature on TikTok is not just a tool for discoverability; it can also be used to understand what potential gamers are interested in. By analyzing trending keywords and topics in the gaming community, you can tailor your content to meet these interests, thereby increasing its appeal and shareability.

For example, if you find that there’s a growing interest in speedrunning challenges on TikTok, you could create a series of videos showcasing speedruns in your game or even host a speedrunning challenge for your followers.

By implementing effective SEO strategies and using TikTok’s search features to its fullest extent, you can ensure that your game is easily discoverable to potential players and is in line with current gaming trends.

WHY YOU NEED TO ENGAGE WITH YOUR AUDIENCE AND HOW TO DO IT CORRECTLY

Fostering engagement with your audience is a crucial element in creating viral content on TikTok. This section will delve into the role of the comments section in fostering engagement, provide advice on responding to user comments and encouraging user-generated content, and illustrate how engagement can lead to virality.

On TikTok, the comments section isn’t merely a space for reactions — it’s a vibrant, interactive space where users can connect with creators and each other. It provides a platform where users can share thoughts, spark discussions, ask questions, and even inspire new content.

For game developers, the comments section can serve as a valuable source of feedback and ideas. Users may share their experiences with the game, suggest features or improvements, or discuss favorite elements. Engaging with these comments not only enhances community spirit but also gives you valuable insights into your players’ minds.

Replying to comments is a powerful way to show your audience that you value their input and are eager to interact with them. It humanizes your brand, fosters a stronger connection with your audience, and can inspire further engagement.

In addition, encouraging user-generated content (UGC) can significantly amplify your reach and engagement. Consider launching challenges or contests associated with your game, inviting users to create their own TikToks featuring your game.

For instance, you might launch a ‘Best Gaming Moment‘ challenge, where users create TikToks showing their most epic or hilarious moments while playing your game. Not only does this provide additional exposure for your game, but it also creates a sense of community among your players as they share and engage with each other’s content.

How engagement can lead to virality

On TikTok, high engagement can significantly enhance the chances of your content going viral. The TikTok algorithm favors content that triggers strong engagement (likes, comments, shares, etc.), interpreting it as a sign of value and relevance. Therefore, fostering an active, engaged community around your game can boost your content’s visibility and enhance its viral potential.

Remember, the ultimate goal isn’t just to achieve a single viral moment, but to build a community of passionate players who will continue to engage with your content and spread the word about your game. Consistent engagement is a critical stepping stone towards sustained viral success on TikTok.

NURTURING YOUR TIKTOK COMMUNITY

Building a robust and engaged community around your game on TikTok isn’t just a beneficial add-on to your marketing strategy — it can be a driving force behind achieving viral success. This section will discuss how a thriving TikTok community can amplify your reach and strategies for effectively connecting with and nurturing your followers.

Community building and viral success

While individual viral moments can give your game momentary exposure, it is the long-term cultivation of an active community that can consistently propel your game to the top of TikTok’s trending lists. An engaged community can generate a continuous stream of user-generated content, provide valuable feedback, and help foster a positive image for your game.

Each time a community member posts about your game or engages with your content, they help to boost its visibility on the platform. The TikTok algorithm favors content that generates strong engagement and can interpret this active community interaction as a sign that your game’s content is valuable and relevant, increasing the chances of your game achieving viral status.

Strategies for connecting with and nurturing your followers

Building a community requires a proactive approach to connecting with your followers. Responding to comments, asking for feedback, and creating content that resonates with your followers are key strategies.

  • Engage regularly. Make it a habit to engage with your followers regularly. This could be through responding to comments, reacting to user-generated content, or even hosting live streams where you interact directly with your followers.
  • Ask for feedback. Asking your followers for feedback on your game not only helps you improve the game itself but also makes your followers feel valued and involved.
  • Create value-adding content. Strive to create content that is not just promotional but also adds value to your followers. This could be through behind-the-scenes peeks, developer interviews, gameplay tips and tricks, or highlighting fan-created content.
  • Celebrate your community. Regularly take the time to celebrate your community. This could be through shout-outs to active followers, featuring user-generated content, or hosting contests and giveaways. Make your followers feel seen and appreciated.
  • Consistency is key. Consistency in posting and interaction helps keep your followers engaged and your game top-of-mind. Develop a regular posting schedule and stick to it to keep your community engaged and growing.

Remember, the goal is not just to build a community, but to nurture it. A nurtured community will feel a stronger connection to your game, be more likely to engage with your content, and more likely to help your game achieve viral success on TikTok.

IN CONCLUSION: GOING VIRAL IS JUST THE BEGINNING

As we’ve explored throughout this guide, harnessing the power of TikTok to make your video game go viral is a multifaceted process. Yet, it’s important to reiterate that going viral is merely the first step in the larger journey of building and maintaining a strong brand on the platform.

Achieving a viral moment can undoubtedly catapult your game into the spotlight and create an influx of new followers. However, sustaining that interest over time requires a continuous effort, an authentic connection with your audience, and the consistent delivery of engaging, value-driven content.

Moreover, a strategic long-term approach is crucial. TikTok trends may come and go, but the value you provide your community, the connections you forge, and the unique position you establish within your niche can leave an enduring impact. The goal isn’t just to trend for a moment but to build a lasting legacy on the platform that continually resonates with your target audience and fosters a loyal fanbase for your game.

Remember, each game, like each TikTok audience, is unique. Experiment, learn, and adapt these strategies to suit your specific needs. With a bit of creativity, an understanding of your audience, and a strategic approach, you can successfully leverage TikTok’s potential to turn your video game into a viral sensation.

It’s time to apply the insights and strategies discussed by the Famesters influencer marketing agency in this article to your own video game marketing efforts on TikTok. Or you can just contact us and delegate the task to our experts with 6+ years of experience in promoting video games — on TikTok, too. We are ready to help your awesome game ignite the gaming community!

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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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Why video games need influencer marketing

Why video games need influencer marketing
Why video games need influencer marketing
  • Why video games need influencer marketing

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In today’s interconnected world, the way brands engage with their audiences is rapidly evolving. One area where this is particularly evident is in the gaming industry, which has seen phenomenal growth over the last few years. 

The gaming industry is projected to reach a market size of $384.9 billion in 20231. The industry is expected to grow at a compound annual growth rate (CAGR) of 9.9% from $229.39 billion in 2022 to $252.10 billion in 2023 and is expected to reach $401.32 billion by 2027 at a CAGR of 12.3%, which is impressive. 

Number of active video gamers worldwire 2015 to 2023

The number of gamers worldwide is expected to rise to 3.07 billion in 2023 based on a 5.6% year-on-year growth forecast. So it’s evident why gaming companies are continually seeking innovative ways to reach their ever-expanding audience.

Enter influencer marketing – a game-changer in the marketing world. With influencers in gaming amassing millions of followers and commanding substantial online influence, it’s unsurprising that they are becoming a preferred choice for promoting a variety of gaming products and services. 

You still wonder why video games need influencer marketing? In this article, the Famesters influencer marketing agency that has 6+ years of experience in promoting video games with the help of influencers will help you delve into the whys and hows of influencer marketing in the gaming industry, exploring its growing popularity, its significant benefits, and how gaming brands can effectively harness its potential for their marketing strategies.

THE ROLE OF INFLUENCERS IN THE GAMING INDUSTRY

As the digital world evolves, so too does the field of marketing, particularly within the gaming industry. Central to these advances is the emergent prominence of gaming influencers, who have created a paradigm shift in how gaming products and services are marketed and perceived.

At their core, gaming influencers are individuals who have garnered significant followings on platforms such as Twitch, YouTube, or other social media channels. These influencers, often experienced gamers themselves, share game reviews, tutorials, live streams, and other related content with their dedicated audiences. Their unique blend of expertise, charisma, and relatability makes them trusted figures within the gaming community.

This trust is a crucial element in the gaming industry’s digital marketing strategies. Gaming influencers have amassed large followings, some into the millions, and these followers actively engage with the content shared. This engagement ranges from viewing live streams and recorded playthroughs to following game reviews and recommendations made by the influencers. These influencers often play a diverse range of games, including popular titles such as Fortnite and Apex Legends, catering to a broad swath of gaming interests.

The appeal of gaming influencers comes from their authenticity and proximity to their audiences. Followers value the candid opinions and insights shared by these influencers, fostering a level of trust that typically surpasses that given to traditional advertising.

Given the reach and influence these figures command, it is no wonder that gaming companies have seized the opportunity to collaborate with influencers. These partnerships not only grant businesses access to a wider audience but also offer a more cost-effective marketing solution compared to conventional advertising methods.

Thus, gaming influencers have become essential cogs in the machinery of the gaming industry’s digital marketing strategies. Their ability to authentically engage with audiences while subtly marketing products makes them invaluable assets for businesses looking to expand their reach and influence within the ever-growing gaming community.

THE POWER OF TRUST AND THE INFLUENCE OF GAMERS

Trust plays a pivotal role in the relationship between consumers and brands. In the digital age, the conventional channels of building trust through physical presence and personal experience are complemented and often superseded by online reviews and endorsements, particularly those provided by influencers. This paradigm shift is especially noticeable in the gaming industry, where influencers yield a significant impact on consumers’ decision-making process.

Given the immersive nature of video games and the significant time and monetary investments they often require, gamers are inclined to seek reassurance from trusted sources before making a purchase. Also, users strive for a sense of belonging to a community.

Enter gaming influencers, who have managed to carve out a unique niche within the broader influencer marketing space. These influencers are more than mere marketers; they are fellow gamers, experienced and passionate, with whom their followers identify and whose opinions they trust. Their recommendations carry a weight that often exceeds traditional advertising due to their perceived authenticity.

The trust that gamers place in their favored influencers is a significant force in the gaming industry. The intersection of trust and influence, when strategically harnessed by gaming companies, can significantly enhance product visibility, brand reputation, and ultimately, sales.

THE RETURN ON INVESTMENT FOR INFLUENCER MARKETING IN GAMING

Studies indicate that businesses generate around $6.5 (on average) for every $1 spent on influencer marketing. These figures clearly demonstrate the enormous potential and high yield that influencer marketing presents in the gaming industry. This robust return on investment serves as an impetus for marketers to increasingly incorporate gaming influencers into their broader marketing strategies.

One of the main reasons behind this impressive ROI is the unique nature of the gaming community. Gamers are often deeply engaged with the content they consume and are more likely to trust and follow the advice of influencers they admire. Consequently, when a gaming influencer endorses a product or service, it resonates with their audience, leading to higher conversion rates.

Moreover, the sheer size of the gaming community, with over 3 billion gamers worldwide, presents a massive market for gaming companies to tap into. This audience is only set to grow further. The vast reach that gaming influencers have can help brands access a significant portion of this market, enhancing their visibility and market share.

The substantial ROI coupled with the sheer size and engagement level of the gaming community make influencer marketing a compelling option for marketers within the gaming industry. It not only presents an effective way to engage with consumers but also ensures a profitable return on the marketing expenditure, making it a win-win solution for brands and influencers alike.

HOW GAMING COMPANIES CAN GET THE BENEFITS OF INFLUENCER MARKETING FOR VIDEO GAMES

In the gaming industry, influencer marketing has rapidly become a cornerstone strategy. Gaming companies can employ a variety of techniques to capitalize on the large followings and high levels of engagement that gaming influencers command. Here are a few key strategies:

  • Competitions. Holding competitions with influencers allows gaming companies to not only demonstrate their product but also to capitalize on the competitive nature of the gaming industry. For instance, Electronic Arts held a major competition for their FIFA 19 game, involving popular influencers, which brought in record-breaking engagement and dramatically increased game sales.
  • Reviews. Influencer game reviews are a crucial element of gaming marketing. A well-received review from a trusted influencer can drive sales in a significant way.
  • Live Streaming. This strategy allows real-time interaction between influencers and their audience. It also provides potential gamers an authentic, unedited experience of the game. Electronic Arts’ strategy of having Ninja live-stream their game Apex Legends on Twitch is an excellent example of how effective this can be. The game registered over 10 million users within just three days of streaming.
  • Gameplay. Showcasing gameplay is an effective strategy to provide a sneak peek into the game’s storyline, graphics, and unique features. Gameplay videos by influencers can create anticipation and excitement among potential players, which can subsequently lead to increased sales.
  • Challenges. Creating unique in-game challenges for influencers to undertake during their gameplay can add an element of excitement and novelty. This not only provides entertaining content but also a closer look at the various game features, thus enticing viewers to try the game themselves.

By choosing the right strategy and the right influencer, gaming companies can ensure maximum return on their investment. The results can be transformative, providing enhanced brand visibility, heightened customer engagement, and a considerable increase in game sales.

CASE STUDY: RESPAWN ENTERTAINMENT AND EA’S SUCCESS WITH APEX LEGENDS

 

APEX LEGENDS

In 2019, Electronic Arts (EA) released Apex Legends, a new game in the increasingly competitive battle royale genre, without any advance marketing – a move considered bold and risky in the gaming industry. Instead of the typical pre-release marketing campaigns, EA and the game’s developer, Respawn Entertainment, decided to take a different approach: they enlisted the help of popular professional gamers, including Tyler “Ninja” Blevins, one of the most recognized figures in the gaming world.

EA specifically targeted 13 millions of Fortnite fans (then following Ninja) by partnering with him. Ninja was the most popular game at the time and a direct competitor to Apex Legends. They paid Ninja $1 million to participate in the Apex Partner program and play and stream Apex Legends on its release day. Other top streamers like Michael “Shroud” Grzesiek, Jack “CouRage” Dunlop, and Herschel “Dr. Disrespect” Beahm IV also joined the program, although their payment rates were not specified.

These partnered players, who usually stream for 10 to 12 hours every day and have millions of followers, shared their experiences with Apex Legends on social media using the hashtag #ApexPartner. This strategy was successful in generating significant interest in the game: while only about 80,000 people watched the Twitch stream announcing Apex Legends, 12 hours later more than 400,000 people were watching the Apex partners play.

Before the game’s release, the pro players were invited to demo the game and provide feedback, which allowed them to share tips and information with their followers when they streamed the game on release day. More than 1 million players tried Apex Legends on its release day, and within the first month, more than 50 million players had tried it, thanks in part to the #ApexPartner program.

Although EA only paid the partners to play and stream the game until the second day of the rollout, many of them, including Shroud and Dr. Disrespect, continued to play the game on their own. The #ApexPartner hashtag remains popular among fans and semi-professional Apex Legends players hoping to find sponsors.

While Apex Legends has seen success, it still has a way to go before it can claim the title of top battle royale, a position currently held by Fortnite with its more than 200 million registered players. However, the case of Apex Legends illustrates the power of influencer marketing in the gaming industry, showcasing how effective it can be when properly executed.

Looking for more examples and case studies? Here they are:

WRAPPING UP

The gaming industry is increasingly recognizing the value of influencer marketing. The trust influencers build with their followers, their ability to engage with audiences on a personal level, and the substantial return on investment they can provide are all critical factors that are pushing this strategy to the forefront of modern marketing.

In a rapidly changing and competitive landscape, employing influencer marketing is becoming a crucial strategy for gaming brands. It presents a unique and effective way to increase brand visibility, engagement, and ultimately, sales – so it’s clear why video games need influencer marketing.

However, the process of finding genuine influencers that have the audience you target can be a complex task. Contact the Famesters influencer marketing agency for help! We offer crucial insights to help gaming brands connect with the right influencers and can manage your campaigns from start to finish, from preliminary research to detailed reporting. We are here to help you get all the benefits of influencer marketing for video games.

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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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Tips for brands to work with game streamers effectively

Tips for brands to work with game streamers effectively
Tips for brands to work with game streamers effectively
  • Tips for brands to work with game streamers effectively

Table of Contents

The gaming industry has seen an unprecedented rise in popularity, with streaming platforms becoming a cornerstone of the gaming culture. According to Statista, the total gaming industry revenue is going to exceed $380 billion in 2023 and will continue to grow up to $520 billion in 2027.

 

the total gaming industry revenue is going to exceed $380 billion in 2023

 

Platforms like Twitch, YouTube, and Facebook Gaming have become arenas where gamers showcase their skills and share their gaming experiences with audiences worldwide. These platforms have evolved into more than just entertainment channels; they are now powerful marketing tools that brands can leverage to reach a wider audience. The live, interactive nature of these platforms allows brands to connect with audiences in real time, creating a more engaging and personal experience. 

Game streamers are gaming influencers who play games and share their adventures with a live audience online. These influencers have a massive following and can sway their viewers’ buying decisions. Thus, collaborating with them can offer brands a unique opportunity to engage with a new and dedicated customer base.

Working with game streamers is not just about advertising; it’s about creating meaningful content that resonates with the gaming community. Brands need to understand the gaming culture, the streaming landscape, and the specific audience they are trying to reach. The Famesters Twitch influencer agency has gathered practical tips and strategies on how brands work with game streamers — read more to learn about them.

UNDERSTANDING THE STREAMING LANDSCAPE

Before diving into strategies for collaborating with game streamers, it’s essential to gain a solid understanding of the streaming landscape. Each streaming platform has its own unique features, user base, and content variety. Let’s explore the main players in the field.

MAJOR STREAMING PLATFORMS

Twitch. Owned by Amazon, Twitch is the leading live streaming platform primarily for gamers. It allows users to broadcast their gameplay and interact with their viewers in real-time. Twitch is known for its strong sense of community and unique features, such as the ability to “raid” another streamer’s channel, sending viewers from one stream to another at the end of a broadcast.

YouTube Gaming. YouTube’s gaming platform offers both live streaming and video-on-demand services for gamers. It’s a strong competitor to Twitch, with a vast global reach and a more diverse range of content.

Facebook Gaming. Facebook’s entry into the gaming streaming market integrates the live streaming feature within the social media network. It offers a different user experience by leveraging the pre-existing Facebook community.

VARIETY OF STREAMING CONTENT

Game streaming is not a monolith. It encompasses a variety of content types, appealing to different viewer interests:

  • Playthroughs. These are streams where the gamer plays through a game, typically focusing on the main storyline. Playthroughs can range from relaxed, casual gaming to intense, high-level gameplay.
  • Esports tournaments. Esports streams involve professional gamers competing in organized tournaments. These streams often attract large audiences who watch to support their favorite teams and players.
  • Variety streams. Some streamers play a range of games, providing a mix of gameplay styles and content.

GAMING STREAMS STATISTICS

Gaming remains a dominant form of content on streaming platforms. For instance, on Twitch, gaming streams are the most popular (74%) of all streams in the US, according to Statista. 

on Twitch, gaming streams are the most popular 74% of all streams in the US

Similarly, gaming is one of the most-watched categories on YouTube: more than half of the top YouTube influencers (counting worldwide) either are enthusiastic gamers themselves or at least they make some YouTube Gaming videos.

IDENTIFYING THE RIGHT AUDIENCE FOR YOUR LIVE STREAMS

One of the most critical steps in any successful marketing strategy is to identify and understand your target audience. This is especially true when considering a collaboration with a game streamer, as different streamers attract different types of viewers (who can become your customers).

Understanding your target audience can help guide your decisions about which streamer to partner with, what type of content to create, and how to measure the success of your campaign. A deeper understanding of your audience’s interests, gaming preferences, and online habits can also help you craft more engaging and relevant marketing messages.

Consider the following:

  • Demographic information. Start with the basics such as age, location, and occupation.
  • Psychographic information. Explore interests, hobbies, values, and lifestyle.
  • Behavioral traits. Identify online habits, preferred social media platforms, and gaming preferences.
  • Pain points and goals. Understand what challenges they face and what they aim to achieve, particularly in relation to gaming.
  • Gaming preferences. Identify what types of games they enjoy, how often they play, and how they engage with gaming content online.

Once you’ve developed a clear understanding of your target audience, the next step is to identify the right streamer to collaborate with. How brands work with game streamers actually depends on what types of them are selected. Each streamer has their own unique audience and style, so it’s crucial to choose a partner whose audience aligns with your target market.

Consider the streamer’s content style, the games they play, and the demographics of their viewers. Do they match your customer persona? If the answer is yes, then you have a higher chance of successfully reaching and engaging your target audience through this collaboration.

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TIPS FOR COLLABORATING WITH GAMING INFLUENCERS

With their dedicated follower base and their ability to shape the opinions and behaviors of their audience, influencers are valuable partners for brands looking to expand their reach and establish credibility within the gaming community.

Influencers act as a bridge between your brand and potential consumers. They have the ability to deliver your brand message to their followers in an authentic and engaging manner. By leveraging their influence and reputation, you can tap into a new pool of potential customers who are more likely to trust and engage with a brand endorsed by an influencer they admire and respect.

Choosing the right influencer is a critical step in ensuring the success of your campaign. Here are some key factors to consider:

  • Subscriber count. An influencer’s subscriber count is a straightforward metric to gauge their reach. However, it shouldn’t be the sole determinant. A smaller but more engaged audience can often provide more value than a larger but less engaged one.
  • Content. Evaluate the influencer’s content to ensure it aligns with your brand values and message. Their content’s tone, style, and subject matter should resonate with your target audience.
  • Public image, The influencer’s public persona and reputation can significantly impact your brand. Ensure they maintain a positive image and are known for ethical and responsible behavior.
  • Audience interaction. An influencer who actively engages with their audience can often foster a stronger sense of community, leading to higher engagement rates for your campaign.

Tools like influencer marketing platforms such as BuzzGuru can help you identify influencers based on various criteria such as follower count, audience demographics, and engagement rates.

After identifying potential influencers, reaching out to them can be another hurdle. Personalized outreach is often more effective than generic messages. Highlight what you admire about their content, explain why you believe a collaboration would be beneficial, and provide clear details about what the partnership would entail.

Remember, collaboration should be beneficial for both parties. Be open to negotiation and respect the influencer’s creative autonomy. After all, they know their audience best. In the next section, we will discuss how to effectively collaborate with gaming media to further expand your reach.

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ADVERTISING ON STREAMING PLATFORMS

Beyond collaborations with streamers, another effective way to reach the gaming audience is through direct advertising on streaming platforms. Each major platform offers unique advertising opportunities that can help increase your brand’s visibility and attract potential customers.

  • Twitch. Twitch offers several advertising options, such as mid-roll ads during streams, video ads on the homepage, and sponsored segments in popular streams.
  • YouTube Gaming. YouTube’s ad formats include pre-roll and mid-roll video ads, display ads, and overlay ads.
  • Facebook Gaming. Facebook Gaming ads are integrated into Facebook’s larger ad network, offering options such as in-stream video ads and display ads.

Given that viewers come to these platforms primarily for entertainment, it’s crucial that your ads reflect this. Ads that entertain and engage are less likely to be perceived as intrusive and can lead to higher engagement rates.

Creating an ad that feels like a natural part of the viewing experience can be a challenging yet rewarding task. Consider incorporating elements of gaming culture, humor, and relevant references to resonate with the gaming community.

PLANNING A SUCCESSFUL STREAM

The potential benefits of live streaming for your brand are vast, but to fully reap them, meticulous planning and execution are necessary. From carefully strategizing your stream’s structure to actively engaging with viewers and creating exciting moments, each aspect plays a vital role in the success of your live stream.

Planning a stream entails more than just deciding when to go live. Consider the following elements for a well-structured and engaging stream:

  • Intro. A captivating introduction sets the tone for your stream and hooks viewers from the get-go.
  • Call to action. Explicitly asking viewers to subscribe, share, or check out your product can significantly boost your conversions.
  • Outro. End on a high note, summarizing key points and giving viewers a clear next step.
  • Goals and purpose. Define what you want to achieve with the stream – be it brand awareness, product promotion, or audience engagement – and tailor your content accordingly.

Remember, streaming is not just about showcasing your brand; it’s about creating an enjoyable and engaging experience for your viewers. Engagement is the lifeblood of live streaming. It builds a community around your brand and fosters a more personal connection with your audience.

LEVERAGE THE POWER OF GAME STREAMERS FOR YOUR MARKETING SUCCESS

Working with game streamers has become an integral part of effective marketing strategies in the gaming industry. The popularity of streaming platforms offers brands a unique opportunity to connect with their target audience, enhance brand visibility, and drive customer engagement and conversions.

Remember to stay focused on your target audience, engage with influencers authentically, and create entertaining and non-intrusive ads. Additionally, plan your streams carefully, interact with viewers, run contests, and embrace the potential for viral moments to maximize the impact of your streaming marketing efforts.

As you implement these strategies, continuously evaluate performance metrics and adjust your approach to stay ahead of the competition. The dynamic world of game streaming offers immense opportunities for brands willing to adapt and innovate.

So, armed with these insights, venture forth and harness the power of game streamers to captivate your audience, boost brand awareness, and drive remarkable business growth in the thrilling realm of video game marketing.

To get help from influencer marketing professionals with 6+ years of experience in promoting games through streams, contact the Famesters influencer marketing agency. We are ready to assist you as consultants or take the entire campaign management on us.

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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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How to work with macro-influencers to promote your video game

How to work with macro-influencers to promote game
How to work with macro-influencers to promote game
  • How to work with macro-influencers to promote your video game

Table of Contents

Gaming industry is highly dynamic, competition here is intense and new games are released almost daily, so standing out can be quite a challenge. One strategy that has proven to be effective in overcoming this hurdle is influencer marketing. With the rise of streaming platforms and social media, influencers have become major players in the gaming world, commanding large, engaged audiences that can turn a game from a hidden gem to a popular favorite almost overnight.

Influencer marketing is an increasingly popular strategy in game promotion due to the unique blend of reach, authenticity, and engagement that influencers offer. In this sphere, macro-influencers play a significant role. With a follower count typically between 100,000 and 1 million, macro-influencers offer an extensive reach without losing the personal connection with their audience that characterizes influencer marketing.

 

For reference influencers

 

Read more on the topic:

While working with macro-influencers may seem intimidating due to their extensive reach and influence, it offers a host of potential benefits, from enhancing brand awareness and credibility to driving game installs and fostering a loyal player base. But to reap these benefits, a strategic, informed approach is necessary.

In this article, the experts from the Famesters influencer marketing agency for Games delve into the specifics of how you can effectively work with macro-influencers to promote your video game effectively, attract more users, and get the highest ROI. Let’s get started.

WHO MACRO-INFLUENCERS ARE AND WHAT IMPACT THEY HAVE ON THE GAMING COMMUNITY

Macro-influencers are digital personalities with a substantial following, typically from 100k to 1 million on social media. They’re not as famous as the mega-influencers who are almost  like celebrities, but they’ve built their loyal fan base by consistently engaging with their audience. They’re like the reliable friends (the ones from the group of popular kids) you can always count on for outstanding content and genuine connections.

These influencers come from a variety of backgrounds: some may be industry professionals, others are enthusiasts, and many are content creators who’ve earned the loyalty of their audience by delivering engaging, relevant, and high-quality content. A key characteristic of macro-influencers is their ability to connect with their followers on a more personal level compared to mega-influencers. They foster trust and a sense of community, often directly interacting with their followers through comments, direct messages, and live streams. Although they may not do it as much as micro- or nano-influencers.

A distinct feature of macro-influencers within the gaming industry is their niche specialization. While their follower count might be less than that of a mega-influencer, their audiences are often more engaged. These influencers could be experts in a specific genre of games (like RPGs, MOBAs, or FPSs), focus on a single game or franchise, or cater to a specific type of gamer.

In the gaming community, macro-influencers play a pivotal role as tastemakers and trendsetters. Given their sizable audiences, these influencers have a broad reach and can significantly impact trends within their particular niches. When they start playing a new game, their followers take notice, and it’s not uncommon to see spikes in game downloads following a macro-influencer’s endorsement.

Their reach isn’t their only strength, though. Macro-influencers have the power to form and shape opinions about a game. Their followers trust their views and often base their purchasing decisions on the influencer’s recommendations. Positive reviews or gameplay streams can help increase a game’s visibility, drive installs, and improve its standing in app stores.

Moreover, macro-influencers often foster vibrant, dedicated communities of gamers. Their social media channels and streaming platforms become gathering places for like-minded individuals to discuss, critique, and enjoy video games. This sense of community, driven by a shared passion for gaming, can be a powerful tool for game developers seeking to introduce their game to engaged and potential players.

However, working with macro-influencers requires a strategic approach, as their impact can be a double-edged sword. A poorly received promotional effort can lead to negative buzz just as quickly as a successful one can generate positive attention. Hence, it’s critical to carefully select, approach, and collaborate with macro-influencers when promoting your video game.

HOW TO IDENTIFY THE RIGHT MACRO-INFLUENCERS FOR YOUR VIDEO GAME

Find influencers that align with your game’s genre, themes, and target audience

Before jumping into the influencer search, it’s crucial to have a clear understanding of your game’s genre, themes, and target audience. You should identify the type of players you want to attract and engage, and what themes or gameplay features would resonate with them the most. Also, it’s important to identify your competitors: it will help you tap into the audiences they attract and find the influencers they work with.

Once you have a solid grasp on these aspects, you can start seeking influencers who align with your game. Look for macro-influencers who specialize in your game’s genre and have an audience that fits your target demographic. For example, if you’ve developed a fast-paced battle royale game, it makes sense to partner with influencers who frequently stream or review games from this genre. Their audiences are more likely to be interested in your game and are therefore more likely to convert into players.

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EVALUATE AN INFLUENCER’S REACH, ENGAGEMENT RATE, AND CONTENT QUALITY

While the number of followers is an important metric, it’s not the only one you should be focusing on when choosing a macro-influencer to partner with.

Engagement rate is another key indicator of an influencer’s effectiveness. This metric shows the level of interaction between the influencer and their audience, including likes, shares, comments, and views. High engagement rates often signal that the influencer’s audience is not only sizable, but active and interested in their content.

Content quality is also essential. Browse through the influencer’s previous posts or videos to assess their production quality, creativity, and professionalism. Influencers who produce high-quality content are more likely to retain audience attention and generate a positive response.

Remember, each social media platform has different engagement standards and norms: for gaming brands, these typically are YouTube, Twitch, TikTok, etc. Make sure to familiarize yourself with these nuances as you evaluate potential influencers. 

MAKE SURE THE INFLUENCER’S CONNECTION WITH THEIR AUDIENCE IS AUTHENTIC

Authenticity is the key to effective influencer marketing. Audiences follow and trust influencers because they believe in their sincerity and honesty. When selecting a macro-influencer, make sure they’ve earned their audience’s trust and maintain a genuine connection with their followers.

Assess this by looking at the tone of their content, their interaction with followers, and audience feedback. Do they respond to comments and messages from their followers? Do they appear genuine in their recommendations, or do they come across as overly promotional? An influencer who values authenticity will likely provide a more reliable and effective promotion for your video game.

Read more on the topic: 

HOW TO BUILD A SUCCESSFUL PARTNERSHIP WITH A GAMING INFLUENCER

Once you’ve identified the right macro-influencer, it’s time to establish a partnership framework that clearly outlines your goals, objectives, and rewards for the influencer. Clearly defining your expectations and the influence r’s role can set the groundwork for a successful collaboration.

Goals are your broad, overarching outcomes that you hope to achieve through the partnership, such as increasing brand awareness or boosting game installs. Objectives are the specific, measurable steps you will take to achieve these goals, such as achieving a certain number of downloads or views on the influencer’s content about your game.

Rewards for the influencer should be mutually agreed upon and proportionate to the effort they put into promoting your game. They can vary from monetary compensation to exclusive access to your game or other special benefits.

Also, don’t forget that in the world of game development, analytics plays a crucial role in monitoring progress and evaluating success. Therefore, it makes sense to incorporate game analytics in setting up partnership milestones.

You can use your game’s analytics system to track the impact of the influencer’s promotional efforts. For example, you can track how many new players are coming from the influencer’s content, how long these players are staying in the game, and whether they’re making any in-game purchases.

By setting up clear and trackable milestones, you can ensure that both you and the influencer can monitor the progress and effectiveness of the collaboration. This transparency can contribute to a healthy and successful partnership.

Now about the compensation for your selected content creator. Influencers are professionals who put a lot of time and effort into their work, and they should be compensated fairly. However, compensation doesn’t have to be limited to monetary payments. There are several creative ways to reward influencers, especially when it comes to promoting video games.

In addition to a standard fee, consider offering in-game benefits like exclusive features, premium services, or hard currency (gems, coins, etc.). You could even create an exclusive in-game character or skin featuring the influencer’s likeness or logo.

Remember, the influencer’s reward should reflect their effort, engagement, and the value they bring to your game’s promotion. By offering a well-balanced and enticing compensation package, you can maintain a fruitful and long-lasting partnership with the macro-influencer, thereby ensuring a successful campaign for your video game.

HOW TO MEASURE AND ANALYZE THE IMPACT OF INFLUENCER MARKETING

WHY IT IS IMPORTANT TO TRACK METRICS AND KPIS IN INFLUENCER MARKETING

Influencer marketing, like any marketing strategy in the gaming industry, requires diligent tracking of metrics and Key Performance Indicators (KPIs). These metrics enable you to assess the campaign’s effectiveness and make informed decisions for enhancing future partnerships with influencers.

Several critical metrics for influencer marketing in the gaming sector include the influencer’s reach (number of followers), engagement (likes, shares, comments on the influencer’s game-related content), click-through rate (percentage of viewers who clicked on the game’s link shared by the influencer), and game installs (number of game downloads that originated from the influencer’s campaign).

TOOLS AND ANALYTICS TO MEASURE THE INFLUENCER’S PERFORMANCE AND CAMPAIGN EFFECTIVENESS

Tools like Google Analytics or mobile game analytics solutions can provide insight into the volume of traffic the influencer is driving towards your game, the duration these users are playing your game, and their in-game actions. You can also use complex influencer marketing platforms like BuzzGuru that give you all the data concerning your influencer marketing campaign, including the information about each selected influencer’s performance.

On the influencer’s side, social media platforms offer analytics tools that can yield insights into the performance of game-related posts, engagement rates, and audience demographics.

To efficiently track the influencer campaign’s performance, it’s essential to use UTM parameters or dedicated promo codes. These mechanisms allow you to specifically trace the users that came from each influencer’s campaign and differentiate them from your other traffic sources. BuzzGuru also has a special tool for creating and tracking unique links for influencer marketing purposes.

UNDERSTANDING THE DATA

In analyzing the data from your influencer marketing campaign, several elements need to be considered.

  • User acquisition. Keep track of the number of new users brought in by the influencer’s campaign. This gives you a clear picture of the influencer’s effectiveness at driving new player interest and downloads for your game.
  • In-game purchases. Monitor the spending behavior of the users acquired through the influencer’s campaign. Are these users more likely to make in-game purchases? This information can give you valuable insight into the value of these users and the return on investment of your influencer campaign.
  • Ad engagement. Analyze how the new users engage with in-game advertisements. Are they watching video ads? Are they clicking on the ads? This data will help you understand their behavior and potential for ad-based revenue.
  • Churn rate. Keep an eye on how long these users stay with your game. High churn rates (users leaving the game soon after installing) may indicate that the influencer’s audience may not be the best fit for your game, guiding you to refine your influencer selection for future campaigns.

ADJUST YOUR MARKETING STRATEGY BASED ON ANALYTICS

MAKE CHANGES TO THE STRATEGY BASED ON PERFORMANCE

Data analytics from your influencer marketing campaigns aren’t just for static observation; they’re a potent tool to make proactive changes and refine your strategies. If certain aspects of the campaign, such as the type of content, posting times, or even the influencer’s style, aren’t resonating well with the audience, adjustments should be made promptly. This approach ensures that the campaign remains agile and responsive to user behaviors and trends.

USE THE DATA TO RENEGOTIATE OR PLAN FUTURE CAMPAIGNS

The wealth of data gathered from your campaign is instrumental when it comes to negotiating future partnerships. Performance data can serve as a robust reference point when discussing terms with influencers. For instance, if a particular influencer’s YouTube video resulted in high user acquisition rates and in-game purchases, you may choose to invest more in future collaborations with that influencer. On the other hand, underperforming partnerships can be reevaluated or discontinued to optimize your marketing budget and strategy.

CONCLUSION: LEVERAGE MACRO-INFLUENCERS FOR YOUR VIDEO GAME’S SUCCESS

Navigating the world of macro-influencers can be complex, but the potential benefits for your video game’s exposure and success are significant. Through careful selection, strategic partnerships, authentic content, and data-driven adjustments, you can effectively employ influencer marketing to reach a broader audience and drive engagement. Stay patient, dedicated, and be prepared to adapt—your journey with macro-influencers could take your game to new heights of success.

Want more evidence influencer marketing works just right for video games? Read our case study on promoting Konami’s fresh hack-and-slash game Getsu Fūma Den: Undying Moon.

To get some advice or help from influencer marketing experts with 6+ years of experience in promoting games, contact the Famesters influencer marketing agency. We can become your dedicated consultants or simply manage the entire campaign for your game 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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Categories
Blog

How to choose the best influencers for your game

how to choose the best influencers for your game
how to choose the best influencers for your game
  • How to choose the best influencers for your game

Table of Contents

For marketers and brand owners, it’s essential to know how to choose the right influencers for your gaming brand – it’s a key to the modern audience that is heavily present on social media and trusts their favorite content creators more than any traditional ad source.

Influencer marketing offers unique opportunities that allow you to reach new audiences, increase awareness around your products and services, engage with gamers on a deeper level, and boost sales. 

But without properly selecting your influencers, these strategies won’t be as successful as they could be. It is important for game brand owners to find the best influencers for their game by researching how well the candidate’s audience aligns with their game’s target demographic, evaluating engagement, and maintaining realistic expectations about promotions and ROI. When chosen carefully, influencers can successfully drive game downloads, increase game visibility and viewership on various platforms, and foster relationships between game developers and end users.

Additionally, having an honest discussion about expectations upfront will ensure that both parties benefit from any partnership formed moving forward. But how exactly do you discover relevant influencers to promote your game? And what are the important things that should influence your decisions? Read further to learn more about that and get some insights into the influencer marketing industry for gaming brands.

AN OVERVIEW OF INFLUENCER MARKETING AND ITS BENEFITS 

Influencer marketing is a form of digital marketing in which content creators partner with brands in order to create engaging campaigns that generate attention and drive sales. This type of marketing offers the ability to showcase products (including games) or services in an authentic way and access a larger audience than would be available through traditional advertising. 

While influencers’ posts can range from sponsored posts, product reviews, giveaways, challenges, stories, and more, these are all designed to raise awareness about the brand and encourage purchases. In the case of video games, influencer-generated content is often presented in forms of YouTube and TikTok videos, YouTube and Twitch live streams, and such, but they don’t limit to these formats only. Content posted by gaming influencers not only reaches customers directly but also creates trust between the customer and the brand since influencers have earned themselves followers based on their reputation for being impartial.

One of the advantages of influencer marketing is that it can be a cost-effective way to reach a large audience. Influencers often have a loyal following that trusts their recommendations, so partnering with an influencer can help a brand increase its credibility and reputation. Additionally, influencer marketing can help brands get user-generated content, which can be shared across multiple social media platforms.

Remember: to re-use influencer-generated content, a brand has to have a corresponding clause in the contract, agreed and signed by both parties.

HOW GAMES BENEFIT FROM INFLUENCER MARKETING 

Influencer marketing offers gaming brands a unique opportunity to tap into the networks of established opinion leaders in their industry, enabling them to spread the word about the game to a highly engaged and interested audience. Platforms such as YouTube, Twitch, and Twitter allow gaming companies to access an even larger captive audience and establish relationships with leading influencers in their field. 

Leveraging these influencer relationships has been found to be cost efficient compared to traditional advertising methods, while also resulting in significantly greater reach. In addition, multiple researches have also shown that when consumers are exposed to influencer marketing content, it increases brand awareness and leads to more conversions. As a result, businesses can truly maximize their marketing efforts by partnering with social media stars and engaging with gaming influencers who already have large followings and the trust of the gaming community.

Compared to other channels

Finally, a successful influencer marketing campaign can result in significant ROI. The report shows that influencer marketing ROI can be 11 times higher than that of other marketing channels. it offers the potential to reach relevant people who will be more likely to install your game or make in-game purchases.

To get the best out of influencer marketing, gaming brands need to carefully choose influencers who specialize in gaming and whose followers match up with the target audience. If done right, influencer marketing can be a great way to reach more people and spread awareness about a game.

WHAT YOU NEED TO CONSIDER WHEN SELECTING INFLUENCERS FOR YOUR GAME PROMOTION

Selecting influencers for your game promotion can be tricky – you want to ensure your influencers are the right fit and will get the most out of your marketing campaign. When selecting influencers, it’s key that they have a deep understanding of the game, as well as their own expertise in the gaming industry. 

Ensure that the influencer’s posts match the voice and tone of your brand so it looks authentic. 

Moreover, consider the influencer’s following – is their audience segment ideal for what you are trying to achieve? 

Also, it’s important to look beyond simple metrics like follower count and average views when selecting influencers; it’s also worth considering things like age group and diversity (of genre or platform). 

Finally, carefully look into influencers’ prior work with other campaigns to guarantee that their style meshes well with your goals for this one. 

With these steps in mind, you can find influencers that suit both your gaming brand and your marketing strategy.

TIPS ON ENGAGING INFLUENCERS AND ESTABLISHING LASTING RELATIONSHIPS 

As influencer marketing continues to grow, it is important for gaming brand owners to understand how to effectively engage influencers and establish lasting relationships. 

Firstly, look for influencers that are relevant to your game and audience. For example, if you are marketing a shooter game, search on YouTube or Twitch for content creators that specialize in shooter games. 

Also, assess the influencer’s engagement rate – the higher their engagement rate the more effective they might be as an influencer. 

Furthermore, always provide influencers with one-on-one attention. Direct contact helps to build trust with them and create mutually beneficial long term relationships that can lead to sustained revenue streams in the future. 

Pro-tip: find the influencers that are already interested in your game, even play it and create content about it and engage them. Such passionate influencers are more trusted as they create truly genuine and authentic content. Win their attention and make them your game’s ambassadors.

All of these steps help in creating successful partnerships with influencers that ultimately result in increased sales and better overall ROI.

EXAMPLES OF SUCCESSFUL INFLUENCER MARKETING CAMPAIGNS FOR GAMES

When it comes to game launches and updates, influencer marketing can be an invaluable asset for game brand owners. By leveraging the success and reach of popular game streamers and game-related influencers, companies can increase their visibility and game consciousness among gamers in a big way. 

Successful case studies demonstrate how agencies experienced with gaming influencer marketing campaigns have achieved measurable positive impacts on game reception, via a tailored strategy. 

For example, Famesters recently ran a series of influencer campaigns for Konami’s game “Getsu Fūma Den: Undying Moon”, reaching the click-through rate of 4.04% on YouTube and almost 26% on Twitch. All this resulted in an increase of game downloads, leading to strong gains in both game user base and game revenue. It’s easy to see why so many game brands rely on influencers as part of their wider digital marketing strategies.

Here’s another example that may interest you: the Yager case. Together with Yager, Famesters have been working on promoting its game “The Cycle: Frontier ” for 2 years. Our engaged influencers uploaded 200+ videos containing promotional content on YouTube and got over 23 million views. Read the case study to learn more about the challenges we faced and the results we achieved.

LET’S SUMMARIZE

In summary, the most vital factor in successful influencer marketing for your gaming brand is collaborating effectively with the right content creators. When finding and engaging influencers, you need to make sure they have the right audience size and demographics as well as an authentic passion for your game. You should also consider setting up a relationship agreement before launching a campaign with them. 

Furthermore, even though it can be somewhat challenging in the beginning stages to coordinate campaigns with multiple influencers, working with an agency like Famesters can make this task simpler. This is because Famesters’ experts are proactive in selecting suitable content creators, monitoring each of their performance metrics and also provide data reports and support from A-Z. If you’re ready to take your gaming promotion to the next step by partnering with influencers and amplify the success of your brand, contact Famesters agency.

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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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