Special projects for games: why ad integrations don’t work anymore / Tanya Lavorenko (Zorka.Agency)

WHY REGULAR AD
INTEGRATIONS
ARE LESS EFFECTIVE?
Zorka.Agency x DevGAMM Vilnius 2022
Tanya Lavorenko
Zorka.Agency

CONTENTS
→ Why is the effectiveness of regular influencer placements decreasing?
→ What are special projects?
→ Who needs them and when?
→ Evaluation of special projects effectiveness;
→ Cases.
CONTENTS

Mobile games market growth
Mobile games keep getting more and more popular.
The number of active players will hit 2 billion by 2023.
Mobile gaming market and influencer marketing industry show steady growth.
Influencer marketing budgets growth
Influencer marketing continues to grow, with the industry expected
to be worth $16.4 billionin 2022.
MARKET OVERVIEW
MARKET OVERVIEW

Despite the growing marketing
budgets, regular influencer ads
are getting less effective because:
→ Platforms are overflowed with mainstream
ads that lower the viewers’ interest and attention
span.
→ The space is highly competitive and it’s harder
to find and reach an influencer with more brands
entering the influencer landscape.
Source: Socialbakers
MARKET OVERVIEW
BUT IT'S NOT THAT SIMPLE

SPECIAL PROJECTS
WITH INFLUENCERS
Take influencer marketing to the next
level and go beyond boring integrations!
INFLUENCER-MARKETING 2.0

We have asked our team and partners to help us understand what makes
special projects differentfromotherinfluencer marketingcampaigns:
Guesswhat?Thereis no wronganswer!
WHAT IS A SPECIAL PROJECT?

Special projects are unique to each brand as they require a special
approach to their target audience, i.e. something that will certainly
resonate with them. But there some ideas for you to consider:
GAMIFICATION EDUCATIONAL
AUTHENTIC CHARITABLE
TYPES OF SPECIAL PROJECTS

Apple Events, Mobile World Congress,
the Olympic Games, etc.
Christmas, International Women's
Day, World Blood Donor Day, etc.
Any newsworthy occasion
that can go viral
New iPhone model release,
KFC’s special offer, etc.
Make breaking news yourself :)
Game launchor adding
new geos, announcing
new features
Popular online & offline events Holidays
Newsbreaks (situational
marketing)
News and updates from big
brands (cross-promotion)
Whenever you want!
CONNECT WITH YOUR
AUDIENCE AT THE RIGHT TIME

HOW TO MEASURE
EFFECTIVE

EFFECTIVE
HOW TO DEFINE THE GOAL
OF A SPECIAL PROJECT

Special projects are focused
on generating a WOW-effect,
which builds brand awareness
and brand loyalty.
Get the audience spread the word
about the project and brand.
EFFECTIVE
THERE IS NO NEED TO CHOOSE
ONLY ONE GOAL
Well, an increase in sales is clearly
something to expect as a result.

BENEFITS
BENEFITS

→ Additional reach thanks to UGC.
→ Community growth and social media coverage.
→ Find a way to reach your fans and win their hearts.
BENEFITS
HERE'S SOME MORE...

BENEFITS

MEET THE
BENEFITS

The goal was to raise awareness about the game
among the target audience of gamers, cosplayers
and pop culture lovers. It featured a video of a cosplayer
creating a real-life costume of a legendary Barbarian
champion Valkyrie.
The backstage footage and creation process
were posted by Kamui Cosplay across various
platforms, including Facebook, Instagram,
YouTube, Twitter and TikTok.
SPECIALS
Cosplay project with
a game character from
Raid: Shadow Legends

Finished costume
SPECIALS

WWFxFornite created the first eco-friendly challenge
on Fortnite: the #NoBuildChallenge. The rule is simple:
players must proceed through the game without
exploiting any natural resources even though their
opponents can still use them.
The challenge has WWF’s message: if we don’t change
the rules, we won’t survive. And without natural
resources, it’s hard to stay alive.
Over one week and without any media investment,
the #NoBuildChallenge generated 1.5 millions
views on YouTube.
SPECIALS
Create a challenge
in social media

Arena of Valor made a collaboration with
well-known Turkish mega-influencers
(over 1M subscribers) and held tournaments
with the participation of bloggers
(these videos on the Arena of Valor Turkey
YT channel gained an average of 1.5-2M
views).
SPECIALS
Make collaborations
between influencers

DIY-style video
An influencer made an exact copy of a game
character while natively describing the product.
SPECIALS
Making a game character

For this campaign were chosen only those bloggers,
who were able to create a creative, custom high quality
dedicated video, covering both The Lord of the Rings
franchise and The Lord of the Rings game.
Among all the creatives TheBoxOfficeArtist –
drawn LOTR characters, Sean’s Crafts created huge
Fell Beast head, Davidlap reproduced sounds from
the movie using basic items while Deerstalker Pictures –
acted out a scene from the film, bringing their own
unique elements and ending to the story.
4,5M views
SPECIALS
The Lord of the Rings:
Rise to War by Netease

SPECIALS
Game becomes
a themed quest room
PUBG Mobile — a popular mobile game —
collaborated with the Claustrophobia quest
room chain. Popular bloggers were supposed
to escape a room which was decorated in the
style of the game.

Alan Walker recorded several tracks for PUBG Mobile.
They were promoted in a large-scale marketing
campaign featuring creative influencers who made
their cover versions and integrated game footage
into the videos.
SPECIALS
Collaboration
with a Norwegian
DJ Alan Walker

Fortnite’s collaboration with
a famous rapper Travis Scott.
SPECIALS
Influencer avatars
at virtual game concerts

A collaboration between Plarium and D,
a popular YouTube influencer. Saito — a champion
based on the influencer's appearance — was added
to the game. Then the blogger was sent a real costume
which he could wear in promotional videos.
SPECIALS
Influencer's champion
in the game

SPECIALS
The goal of the advertising campaign
was to help amateur players
(СoD: Warzone и Apex Legends)
improve their skills by getting
instructions from professional
trainers available on the platform.
Warzone PRO players

SPECIALS
Collaboration with a famous
rapper Morgenshtern
The artist released music track
and video about War Thunder.

PLATFORM: YouTube
FORMAT: show / special project on the official YT channel
MESSAGE: Farm and party with friends and family
INFLUENCERS: mega influencers.
CATEGORIES: cooking / gaming / lifestyle
YouTubeshow:
→ «Hay Day Kitchen» – a cooking show with in-game recipes, the special episode featured a cooking blogger with 4M+ followers.
→ «Hay Day: Meet the YouTubers» – a series of short interviews with bloggers who mainly stream or create Hay Day content.
→ «Hay Day: Meet the Farmer» – talk-show with «Hay Day» players, where they sharehow the game has changed their life.
Watch
Watch
SPECIALS
HAY DAY made their own YT-show,
occasionally w/ other influencer guests

Louis Vuitton launched a mobile game
Louis: The Game celebrating the founder’s
200th birthday. The game features 30 hidden
NFTs created by a digital artist Beeple.
Beeple is one of the most famous digital artists.
At the beginning of 2021 he sold his NFT
at an auction for $69.3 million.
SPECIALS
Louis Vuitton mobile
game with 30 hidden
Beeple NFTs

ADDITIONAL INFLUENCER
MARKETING TOOLS
MARKETING TOOLS

Decreases CPI
Increases CR
Along with the download links to App Store and Google
Play, a blogger places a progress bar in the description
box which displays the number of downloads in real-time.
SPECIALS
Progress Bar

Streamers can attach an animated widget
that represents player levels, game progress
or any other in-game event.
Watch
SPECIALS
Twitch Widgets

The pandemic has changed the lives of millions
of people. No wonder it also generated new trends of Influencer
Marketing. Among them is the increase in the number of viewers
who watch YouTube content on their TVs and game consoles.
At the moment, varying by the channel category, these users
comprise 15 to 30% of the audience.
A special tracking URL, besides the one in the description box,
is transformed into a QR-code. This way the viewer,
who is interested in the product while watching TV, doesn't
need to look for the game in AppStore or Google Play manually.
SPECIALS
QR Codes

Guide the customer on their journey through
the sales funnel with the help of chatbots
in messengers, and collect insights about
gamer interests.
Along with encouraging followers to download the
game from the app stores, influencers invited their
audience to sign up to a chatbot to find out which
in-game character will suit their player’s style best.
Example
SPECIALS
Automated
Sales Funnels

Augmented reality filter which bloggers
can use in their stories to entertain and
create viral effect among the community.
SPECIALS
AR MASKS

As TikTok has become the new hub for gamers
and creators, gaming brands are increasingly
leveraging the platform to reach and engage
with their core audiences. Solutions such
as Branded Hashtag Challenge and Branded
Effects are engaging ways to enhance
the creation experience for TikTok users.
PUBG Mobile
Vietnam
SPECIALS

BE CREATIVE
BE DIFFERENT
Tanya Lavorenko
t.lavorenko@zorka.agency

Special projects for games: why ad integrations don’t work anymore / Tanya Lavorenko (Zorka.Agency)

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