dmitry gubanenkov, chartboost
TRANSCRIPT
DOMINATING
MARKETING
3
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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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
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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 identity 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, 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 shortly
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Partner Successfully
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GO DOMINATE YOUR
MARKETING
Thank You!
Dmitry Gubanenkov Business Development Manager