dominating influencer marketing

DOMINATING

MARKETING

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Johan LofstromGeneral Manager, EMEA & Indiajohan@chartboost.com | @eurohan

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4 Reasons Influencers are the Future ofMobile Game Marketing

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Why Influencers are the Future of Mobile Game Marketing

YouTube has 11x daily video views vs. Facebook with 90% of gamers watching once a week

Traditional acquisition channels are crowded

Gamers go to YouTube to shop for their next game

Paid campaigns lead to serious organic growth

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The value of being featured in an app store is declining; mobile UA costs are rising

Traditional User Acquisition Channels are Crowded

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90% of avid mobile gamers head to YouTube for gameplay tips and app discovery at least once a week.

Video has an Engaged and Growing Audience

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Gameplay videos serve as long-tail advertisements, driving gamers to play for months or years after they’re created.

YouTube is Where Gamers Go Shopping

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Roostr found that 30% of views come after the end of a paid influencer campaign.

Paid Campaigns Lead to Organic Coverage

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Influencer Marketing by the Numbers

144 BILLIONMINUTES

OF GAMING VIDEOWATCHED MONTHLY

25%CONVERSION RATE*

30%VIEWS POST CAMPAIGN

0.86CORRELATION COEFFICIENTFOR GAMING YOUTUBE SUBSCRIBERS & VIEWS

SPO

RTS

0.86

SHO

WS

EDU

CAT

ION

CO

MED

Y

PEO

PLE

& B

LOG

S

GA

MES

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How did Ponos use YouTube to reach 25 million downloads?

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Recognizing authenticity Identifying the right influencers Fueling organic growth

Leveraging targeted channels

The Approach: An Influencer specific campaign

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The results

Total Clicks: 27,121 Total Installs: 10,753 Install Rate: 39.65%

1 campaign, 6 weeks dollars, ~$50k

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How to: Make games influencers want to play

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Influencers can show items to get people excited about investing in the game.

In-App Purchase Perks

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Stream-first has become a genre by itself. Today’s games need to be designed to be viewed, not only played.

High Replay Value

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Competitive and Cooperative Multiplayer GamesThese games are made for streaming, offering unique scenarios to keep viewers coming back for more.

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Established IP

A strong story allows the influencer to create a special bond with the characters and keep the audience entertained.

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User-Generated Content

The player feels invested and it makes a live broadcast even more fun to watch.

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How to: Work with influencers

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Be selective about who you pitch your games to. Research a video creator’s interests before you pitch - it will save you time and money.

Jud Chapman aka Generikb

Do Your Research

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A short, sharp pitch is more effective than a lengthy note—especially since they’ll likely be reading on their phones.

Keep Your Pitch Short

Alex Noon aka Arekkz Gaming

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Capture an influencer’s attention with a personal touch; standing out means having a genuine interest in working with them.

Brittany Roark aka BBPaws Gaming

Be Genuine

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Make your team and all the relevant information available.

Kyle Carnegie aka Kclovesgaming

Have Open Communication Channels

Key Takeaways

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Design to Influence

4) Established IP3) Competitive and Co-op2) High replay value1) In-app purchases

4) Do your research3) Open communications2) Be genuine1) Pitch brevity

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Partner Successfully

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GO DOMINATE YOUR

MARKETING

Thank You!

Johan Lofstrom General Manager, EMEA & India

johan@chartboost.com Twitter: eurohan