dash - josh curtis - dominating influencer marketing for mobile games - chartboost

DOMINATING

MARKETING

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Josh CurtisEvangelist - Latin & North Americajosh@chartboost.com | Mídia Social: @joshfcurtis

300,000+ Games 1 Billion MAUs

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1. Why Influencers are the Future

2. Case Study: Ponos - 25M Downloads

3. How to Make Games Influencers Want to Play

4. How to Work with Influencers

5. Case Study: Gênio Quiz - 80M Views

Agenda

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4 Reasons Influencers are the Future of Mobile Game Marketing

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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

YouTube has 11x daily video views vs. Facebook, FB growing

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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

63% of teens would try a product or brand suggested by a YouTuber vs. 48% from celebrities

48% say “best advice” from Youtubers vs. 18% for celebrities

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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

Players seek out this form of “Advertising”, which is much more impactful than traditional campaigns

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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 Leveraging targeted channels Fueling organic growth

The Approach: An Influencer specific campaign

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The results

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

one campaign, 6 weeks, ~$50k usd

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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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User-Generated Content

Make it easy to inspect or view the content; this lets the viewer feel special and get a shoutout.

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Established IP / Brand

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

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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

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Outerminds made a game specifically for PewDiePie, who discovered it at a Game Jam

How a Tweet from PewDiePie Made Indie Studio Outerminds a Breakout Success

Outerminds team interacted directly with fans

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Gênio Quiz case - Over 80 milion views on YouTube

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Jud Chapman aka Generikb

Genius Quiz 13

Number 2 ! Game Sales for iPhone in Brazil

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Jud Chapman aka Generikb

How I found a Channel that Fits with My Audience

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Do I need a Great Design?

Key Takeaways

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Design to Influence

3) User Gen Content

4) Competitive & Co-Op

2) High Replay Value

1) IAP: In-App Purchases

5) Established IP

1) Do your research 4) Open communication3) Be genuine2) Pitch brevity

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Partner Successfully

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GO DOMINATE YOUR

MARKETING

Thank You! Obrigado!

Josh Curtis Evangelist - LatAm & US

josh@chartboost.com Linkedin/FB: joshfcurtis Cell: +1 909-524-2262

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Roostr Case StudyROOSTR CREATED CONTENT APPEARS ATTHE TOP OF YOUTUBE SEARCH RESULTS

Total Clicks 70,776Total Installs 20,880

Install Rate 29.50%

Roostr Case Study

“The LTV and engagement of players from our partnership with Roostr is unparalleled Roostr delivers on high quality content and high quality traffic.”

- NEAL VICKERS, BIG FISH GAMES

Total Clicks: 70,776 Total Installs: 20,880Install Rate: 29.50%

“The LTV and engagement of players from our partnership with Rooster is unparalleled. Rooster delivers on high quality content and high quality traffic.”

- Neal Vickers, Big Fish Games

Roostr created content appears at the top of YouTube search results.