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Octoly Study: YouTube and Video Games

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At Octoly, we believe in the power of passion. Passion is what drives us as human beings. Passion gives us the inner strength to push ourselves beyond expected limits. It’s what drives creativity, de nes our belief system, makes crowds gather and cheer, and gives birth to society’s great cultural icons - everything from media stars to superstar brands. Thousands of YouTubers reach this level of passion, by reviewing games and featuring publishers on YouTube and their other socials channels.

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Octoly Study: YouTube and Video Games

  1. 1. BY A HOW-TO GUIDE FOR VIDEO GAMES ON YOUTUBE
  2. 2. DISCOVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION INTRODUCTION The power of passion Navigating a confusing landscape The marketing world is changing The Octoly marketplace Why free is better Monthly share of total console game views Owned paid views and eventual sales: a high correltion Twitch Steam / Value MLG Tv Other video publishers Using as a YouTube Ad Using as a TV Ad Finding the right people DELIVER YouTube Essential to the gaming experience YouTube Metrics & Growth How to best address negative reviews ? Product reviews timing Addressing negative reviews For love & money Game publishers move to help let’s players YOUTUBE DEMYSTIFIED That’s for gamers What is Youtube Content Subscribers Viewing times CASES STUDIES Activision Microsoft Ubisoft Razer Minecraft TABLE OF CONTENTS  Cover : Gentside
  3. 3. 3 At Octoly, we believe in the power of passion. Passion is what drives us as human beings. Passion gives us the inner strength to push ourselves beyond expected limits. It’s what drives creativity, defines our belief system, makes crowds gather and cheer, and gives birth to society’s great cultural icons - everything from media stars to superstar brands. Thousands of YouTubers reach this level of passion, by reviewing games and featuring publishers on YouTube and their other socials channels. INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION INTRODUCTION
  4. 4. 4 Navigating a confusing landscape The Octoly Marketplace 95% EARNED MEDIA (YOUTUBE VIDEOS) OWNED MEDIA (PUBLISHER VIDEOS) 5% We wrote this playbook to help publishers navigate this highly-confusing landscape where videos by influencers get 95% voice share about games. We built Octoly marketplace with one goal. We set out to facilitate a more direct connection between publishers and Creators with a data-driven campaign platform that is easy for all to use. By using our platform, today brands can reach thousands of Creators who would love to review their games. By using our platform, today brands can reach thousands of YouTubers who would love to review their games. The marketing world is changing The marketing world is changing. Today’s customers are skeptical about ads and armed with technology to avoid them. They skip over TV ads with the DVR, block Internet ads using browser plugins, and often can hardly wait for the five seconds to skip the pre-roll ads on YouTube. At the same time they go out of their way to look for games reviews, gameplay demos, and comparisons about the same games on YouTube. INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  5. 5. 5 What’s in for Gamers ? While there are contenders for video game viewers, YouTube is still the No. 1 platform for quantifiable campaign results. 95% of gamers turn to online video on YouTube for entertainment and information in the moments that matter to them. Earned media viewership far outnumbers owned and paid media for video games on YouTube by a factor of 19 to 1. YouTube is where gamers go to celebrate their favorite games and engage with others. Fans have created more than 9 million videos on YouTube about their favorite games. YouTube has the scale to run optimized campaigns. CREATOR-FANS ARE MOTIVATED BY THEIR LOVE of gaming, but incentivized by earning potential. SHARE OF VOICE CAN BE INFLUENCED by paid and owned media, but engaged earned-media creators are the greatest influencers after a game has launched. Brands are growing on YouTube. The Top 500 Brands have grown their average monthly views by 73% in 2015. YouTubehasrankedfive video games in the top 10 brands on YouTube, based on watch time, repeat viewership, likes and shares. Based on an algorithm that factors in multiples signals of audience passion and popularity, such aswatch time, repeat viewership, likes ans shares. Percent doing something else while watching the concert Percent of interactions where other devices was used Google-IPSOS Mobile Diaries Research, QI 2014. GoPro Six Pack Shortcuts PlayStation Warner Bros. Pictures League of Legends Sony Pictures Call of Duty Nintendo Ubisoft Rainbow Loom TOP 500 BRANDS AVERAGE MONTHLY VIEWS GROWTH +73% in 2015 TOP 10 BRANDS ON YOUTUBE 18-34 YEAR-OLDS MULTI-TASK LESS ON YOUTUBE THAN TV 75% LIVE TV 20%LIVE TV 50% YOUTUBE 7% YOUTUBE 1 2 3 4 5 6 7 8 9 10 INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  6. 6. 6 CASE STUDIES INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  7. 7. 7 “It’s incredibly important for us to deeply engage our incredibly large Call of Duty community on YouTube, where we can have a direct relationship with our most passionate fans and reach our target audience where they increasingly go to consume content. Whether it’s revealing a blockbuster live- action trailer, taking gamers behind the scenes with developers, or empowering our fans to share their brand expertise with the community, digital video is central to our marketing strategy”. Jonathan Anastas - ACTIVISIONS VICE PRESIDENT OF DIGITAL MARKETING “Halo 4 broke both sales and player records in 2012 after its release via the Machinima Prime YouTube channel and Halo Waypoint of “Halo 4: Forward Unto Dawn,”a $10 million live-action web series. I think Forward Unto Dawn helped us with the launch of Halo 4. But it also was just a thing people liked to watch. I think it helped growing what IP is capable of and getting people to understand the stories and characters. I also think going into the launch of any game, it’s a nice tie-in; we learned that with Forward Unto Dawn where you can get people upbeat and excited about the IP and bring it as part of your overall launch momentum.” Phil Spencer - MICROSOFT HEAD OF MICROSOFT STUDIO “We try to focus our efforts around exposing our game to as many people as possible who we think might be interested. Usually we’re tapping into existing audiences through something like a YouTube influencer, like Smosh. They’ll integrate Assassin’s Creed into a music video that gets 50 million views. That way, we’re exposing ourselves to an audience of people who might have an affinity with our brand.” Tony Key - UBISOFT SENIOR VICE PRESIDENT OF SALES AND MARKETING ACTIVISION UBISOFT MICROSOFT INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  8. 8. 8 YouTube can greatly improve the exposure and adoption of a game, as it did with Minecraft. Researcher Alex Leavitt, a Ph.D. student at the Annenberg School of Communication, said that “YouTube helped make Minecraft “a global phenomenon.” Leavitt said that “With the help of YouTube, Minecraft went viral, and the popularity shot up quickly within just a few months. The visibility of the game increased due to this network that was connected on YouTube. The video sharing site was a commentary center and helped popularize the game by allowing players to share solutions, walkthroughs, and house tours.” In August 2010, there were roughly 4,000 videos about Minecraft on YouTube. But today our Octoly study finds that there are 350,000 fan-created Minecraft videos from 90,000 individual creators. These videos have a received a total of 35.3 billion views, the most YouTube views of any video game. And it’s almost entirely fan-driven - less than 1% of those views came from Minecraft’s officially-branded channel. “Pewdiepie really helped us in terms of getting traction on a much larger audience. It’s incredible that YouTube personalities are coming up ... and I think it can only grow.” Min-Liang Tan - RAZER CO-FOUNDER, CEO AND CREATIVE DIRECTOR These YouTube influencers can drive hardware sales, too. Each time YouTube gamer Pewdiepie, wears Razer headphones, the product sells out. RAZER MINECRAFT INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  9. 9. 9 YOUTUBE DEMYSTIFIED INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  10. 10. 10 YOUTUBE IS THE MAIN PLATFORM FOR GAMERS to celebrate their favorite games and engaging with others. They often carrying on long after the brands have concluded their paid campaigns to promote product sales. 95% OF GAMERS TURN TO ONLINE VIDEO on YouTube for entertainment and information in the moments that matter to them. THE LIFECYCLE OF VIDEO GAME CONTENT on YouTubebeginswiththegamepublishersandconsole brands. But then the majority ownership of voice is passed on to the YouTube community and fanbase, who amplify brand viewership. On YouTube, unlike most video ad distribution platforms, brands and fans are building these audiences together. That’s for gamers INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION WEEKENDS, SUMMERS, AND PRIME TIME SHOW AN INCREASE IN VIEWERSHIP OF VIDEO GAME CONTENT. 2X SUBSCRIBERS WATCH GAME CONTENT FOR TWICE AS LONG AS NON-SUBSCRIBERS.Fan-creators generate many more views of video game content than game publishers – 19x more. YOUTUBE HAS SHOWN NO SIGNS OF SLOWING DOWNasapaidmediaplatformforvideoadvertising. Revenues on the platform grew 50% in 2013 to a total of $5.6 billion for the year.
  11. 11. 11 WHILE TWITCH IS COMING ON STRONG as a YouTube competitor and has become the acknowledged leader in livestreaming gameplay, it is still behind YouTube in creators, audience, actionable analytics, and campaign targeting. YOUTUBE IS NOT A BROADCAST MEDIUM. Unlike TV, users can engage directly with both brand- created and fan-created content. THE YOUTUBE PLATFORM enables marketing, engagement, and measurement on both macro and granular levels. PUBLISHERS CAN AND SHOULD reach out to these creators and build content or product relationships with them as they develop - they are conduits to huge audience. What is YouTube GAME PUBLISHERS RECOGNIZE THE POWER of the YouTube community for marketing purposes. A recent potential PR nightmare, the Dec. 2013 ContentID problem, gives evidence as to how much they value that relationship. THERE ARE EIGHT MAIN TYPES OF CONTENT relevant to gamers, three in owned media and five in earned media. The message in each of the content types in owned media can also be amplified in paid media on the YouTube platform through Google’s AdWords for Video (TrueView). INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  12. 12. 12 THERE ARE EIGHT main types of content relevant to gamers, three in owned media and four in earned media. The message in each of the content types in owned media can also be amplified in paid media on the YouTube platform through Google’s AdWords for Video (TrueView). THE EIGHT TYPES OF VIDEO CONTENT CONSUMED BY GAMERSContent OWNED MEDIA (including paid media) OFFICIAL BRAND CHANNELS EARNED MEDIA (including paid media) VIDEOS UPLOADED BY FANS 1 ANNONCEMENT Brand-released content, first look at a game, 1-3 minutes long. 4 GAME POWERED ENTERTAINMENT Community-created content, funny videos & parodies, less than 5 minutes long. 5 TUTORIAL Community-created content, how-to videos, 1-5 minutes long. 6 WALKTHROUGH Community-created content, gameplay footage, 15 minutes or more. 7 REVIEW Third-party review, 4-5 minutes long. 8 MACHINIMA Artistical Video content gaming-relative, 10-15 minutes long 2 GAMEPLAY DEMO Brand-released content, first look at a game mechanics, often debuted at E3, 5-15 minutes long. 3 TRAILER Brand-released content, reminder that the game will soon be on sale, 1-3 minutes long. INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  13. 13. 13 and watch videos longer. Subscribers watch video game content twice as long as non-subscribers, and there’s a very strong correlation between subscribers and views. So it’s very important for brands to build their subscriber base. AN INCREASING NUMBER of overall game-related videoviewscomefromsubscribers.From2011to2012, viewers who were subscribers increased from 1% to 9%, an increase of 900%, indicating that marketers should always encourage viewers to subscribe at the end of each video. Weekends and summers show an increase in viewership. YouTube found that game content was viewed 18% more frequently on weekends, and 17% more during the summer than the rest of the year. Additionally, video game content viewing spikes during the primetime television hours from 6 to 10 p.m., when 32% of the views take place. Subscribers VIEWING TIMES 2x +900% +17% MONTH-OVER-MONTH GROWTH JAN FEV MAR APR MAY JUN JUL AUG SEP OCT NOV DEC +18% DAY-OVER-DAY GROWTH MON TUE WED THU FRI SAT SUN 6:00 PM 7:00 PM 8:00 PM 9:00 PM 7,8% 8,1% 8,4% 7,9% INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  14. 14. 14 DISCOVER INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  15. 15. 15 INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION YouTubers are sometimes paid to endorse games. However, consumers are sometimes skeptical of paid endorsements, even from their most trusted Creators. By giving free products to targeted Creators and allowing them the freedom to do products reviews in any way they like, consumers are able to have access to the opinions of many honest brokers, and weight the evidence themselves on whether they’d like to make a purchase or not. We know that the passion of Creators is boundless, and yet most don’t have access to the brands they love. And if they do have access, most of them have to pay. Why free is better What better way to squash ingenuity? We have built a unique platform to let brands offer free products to creators in an easy and simple way. True creativity requires freedom of access, freedom of information, freedom of expression. We believe in freedom and in raising your own voice. Today, any brand can connect with passionate creators through Octoly. We have built the bridge across which all creators can reach their passion.
  16. 16. 16 INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION Publishers decide who to invite to review the games. This is best done by looking at which games the creators have reviewed in the past. Publishers review which creators they want to invite to post reviews about their games Publishers then select the best group of YouTubers to participate. Now, with the Octoly data-driven solution, publishers can execute this process at scale, and decide which creators are best for the campaign. Finding the right people
  17. 17. 17 DELIVER INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  18. 18. 18 MORE AND MORE, YouTube is where people go to create and reinforce personal relationships with others of similar affinities. YouTube is the most popular video platform for sharing and amplifying experiences. This is reinforced by the fact that the YouTube viewcount, and not the retweet or the Facebook like, has become the de-facto international standard of the popularity of an event or meme. For gamers, YouTube is the main platform for celebrating their favorite games and engaging with others, often carrying on long after the brands have concluded their paid campaigns to promote product sales. The lifecycle of video game content on YouTube begins with the game publishers and console brands, who drive news via announcements, first-look gameplay demos, and launch-timed promotions. But then the majority ownership of voice is passed on to the YouTube community and fanbase, who amplify brand viewership with reviews, walkthroughs, game- powered entertainment (Let’s Plays, parodies and analysis), and tutorials. The YouTube platform has spawned a vast ecosystem of game influencers who shape opinions worldwide. YouTube : Essential to the gaming experience INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  19. 19. 19 YOUTUBE HAS SHOWN NO SIGNS OF SLOWING DOWNasapaidmediaplatformforvideoadvertising. Revenues on the platform grew 50% in 2013 to a total of $5.6 billion for the year. 95% OF GAMERS TURN TO ONLINE VIDEO on YouTube for entertainment and information in the moments that matter to them. VIDEO GAMES ARE THE SECOND LARGEST CATEGORY on YouTube in both views and subscribers (after music). A GAMER, PEWDIEPIE, HAS THE MOST SUBSCRIBED-TO CHANNEL ON YOUTUBE, with 45 millions subscribers and counting. YouTube’s own channel is the second most popular on the platform. The third and fourth most subscribed-to channels, Smosh and HolaSoyGerman, have secondary channels that are dedicated to their love of video games. Music superstar Rihanna is fifth. YouTube video ads compare favorably to other web video platforms. YouTube Metrics & Growth THOSE BETWEEN 18 AND 34 SAY THEY PREFER YOUTUBE VIDEO ADS TO ITS COMPETITORS BY FOUR TO ONE. 7,1 MILLIONS VIEWS ELRUBIUS AVERAGE VIEWS PER VIDEO 2013 2012 2011 2010 2009 $5,6 BILLON $3,7 BILLION $2,0 BILLION $1,0 BILLION $450 MILLION YOUTUBE ADVERTISING 45 M 16 M 16 M 14 M 13 M PEWDIEPIE ELRUBIUSOMG VANOSSGAMING VEGETTA77 KSI YOUTUBE VIDEO ADS COMPARED TO OTHER VIDEO PLATFORMS Indexed against YouTube. YouTube was chosen as the best platform YouTube Facebook Comedy Central.com Hulu ESPN.com 100 24 151921 INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  20. 20. 20 What is a Let’s Play, and who are Let’s Players? Let’s Plays (or LPs) are shared playthroughs with often-humorous game commentary from the player. With these experiential, community- building videos, YouTubers amplify the reach of popular games by an average of 20-fold, carrying the popularity of games far past their launch date. Let’s Players have built enormous audiences on YouTube. The top YouTube channel that of a Let’s Player, Pewdiepie, who 27 million subscribers and counting. The third and fourth largest channels, Smosh and Hoy Soy German, have secondary gaming channels. As YouTube gamer Zack Scott describes the Let’s Play experience: “Video games aren’t like movies or TV. Each play-through is a unique audiovisual experience. When I see a film that someone else is also watching, I don’t need to see it again. When I see a game that someone else is playing, I want to play that game for myself!” Motivation Gamers play for love. But they are incentivized by money and community. Much like professional football players, actors or musicians, they love what they do – in this case, playing video games and sharing them with their community. But if they can, they’d like to be paid for doing what they love. So while YouTube gamers would largely keep doing what they do for little or no share of the ad revenue, they prefer to have highly monetized channels. This is true even for channels that don’t bring in very much revenue. Because they are incentivized by potential earnings, YouTube gamers are motivated to build bigger and bigger communities on the platform. For Love & Money INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  21. 21. 21 Game publishers recognize the power of the YouTube community for marketing purposes, but a recent potential PR nightmare gives evidence as to how much they value that relationship. In December, YouTube’s release of a new YouTube’s ContentID algorithm automatically, and incorrectly, tagged thousands of videos as copyright infringements. This created an uproar among YouTube Let’s Players, coming so soon on the heels of the unfavorable reception to the mandatory YouTube integration of Google+ indentity-verified commenting. Game Publishers Move to Help Let’s Players INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION YouTube’s monetization system severely penalizes members with copyright strikes - a few strikes can permanently close a YouTube account and ban that user from creating another indefinitely. So gamers’ motivation to avoid copyright problems is strong. When LPers expressed public outrage at the many confusing YouTube ContentID copyright flags, game publishers immediately sprang into action, communicating publicly that they didn’t make the copyright claims and offering to help gamers resolve their YouTube channel problems.
  22. 22. 22 YouTube is the dominant video player in the user- generated content space due to its vast scale. These include networks such as Machinima, Maker Studios (Pewdiepie, TobyGames and many other channels), Polaris, Fullscreen and Broadband.TV/Viso/TGN, etc. YOUTUBE VS. OTHER PLATFORM INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  23. 23. 23 GROWTH AND ACQUISITION RUMORS Twitch is a rapidly-growing player in video game streaming. Twitch focuses on livestreaming content YouTube is 19% of all downstream traffic, but Twitch was somewhere less than 1.3%, as it was left off a list that included Amazon, Hulu and Facebook. 12 LIVESTREAMING AND COMPETITIVE GAMING The trend of livestreaming competitive and single- player games continues to be on the upswing. And while YouTube has similar livestreaming functionality and better monetization for creators. 13 Twitch is currently the place to be for live video game programming. Twitch is the new kid on the block to watch, and it’s helpful to understand how it compares to YouTube in several areas and competitive gaming, and has recently gained further attention with recent rumors that YouTube/Google was going to buy the platform for $1 billion. Twitch is the new kid on the block to watch, and it’s helpful to understand how it compares to YouTube in several areas. Twitch NUMBER OF UNIQUE VISITORS 2013 2012 20 M 45 M VIEWERSHIP Twitch reported that it doubled its monthly unique visitors in 2013 to 45 million, up from 20 million in 2012. 9 This is an exciting rate of growth. Yet in the same year, Machinima alone was averaging 203 million monthly viewers and 2.4 billion monthly views while distributing only on the YouTube platform. 10 A RECENT STUDY BY DEEPFIELD found that Twitch had 1.8% of all peak internet traffic, ranking all Google properties at 22%. Twitch was said to have more traffic than Amazon, Hulu and Facebook.However, a similar study by Sandvine found that YouTube is 19% of all downstream traffic, but Twitch was somewhere less than 1.3%, as it was left off a list that included Amazon, Hulu and Facebook. LIVESTREAMING AND COMPETITIVE GAMING The trend of livestreaming competitive and single- player games continues to be on the upswing. And while YouTube has similar livestreaming functionality and better monetization for creators. Twitch is currently the place to be for live video game programming. ANECDOTAL USER COMPARISONS have found that while YouTube is easier for an individual creator to create a fan base and earn revenue, Twitch has less latency and better commenting, creating a better live experience for gamers and their fans. COPYRIGHT Problems with YouTube’s automated ContentID copyright verification system, particularly in Dec. 2013, have driven some content creators to Twitch. Now Twitch have also to adopt more stringent copyright procedures, especially for music at the moment. ANALYTICS Twitch’s dashboard does provide some basic viewership analytics, but nothing on the scope or granularity of the YouTube Analytics MONETIZATION The logic behind monetization is simple: Gamers play because they love the games. But if they can make some money playing their favorite games, they will be incentivized to build larger audiences. These larger communities build around game- play and in turn benefit game publishers. INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  24. 24. 24 THE RECENTLY LAUNCHED MAJOR LEAGUE GAMING network MLG.TV is positioning itself as a premium content network with higher CPM. We have yet to find any public data on its analytics for marketers, but it continues to be interesting. “According to MLG’s CEO Sundance Giovanni, we’re not in any way shape or form trying to create a mass market streaming platform where anyone can participate... One of the things you get when there’s a tremendous amount of volume and activity in the user-generated content world is downward price pressure. We can’t have that. We have to have the opposite of that where there’s some scarcity, some exclusivity. What you’re getting is top-level content and top-level monetization against it. It’s tricky for us because there aren’t thousands of people that can fit that bill, there aren’t thousands of people that can qualify from the advertiser standpoint which is really the determining point for us.” MANY ONLINE PUBLISHERS employ video ad serving in some fashion. And some of these can be very intriguing distribution venues with low prices. However there is an ongoing question of accountability and viewer quality. A RECENT NEW YORK TIMES ARTICLE described the growth of video verification services as a way to determine the quality of these campaigns. The Times did not mention YouTube , the most prominent video ad network, as a platform where these verification services were needed. 19 ONE NEW PLATFORM TO WATCH will be Hitbox.tv. It will likely be a while before we get concrete user and marketing data on that platform, but this platform is already a global innovator in gaming and eSports live streaming. MLG.tv Other Video Publishers INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  25. 25. 25 One key difference between a paid sponsorship and a game review is that the publisher holds no rights to the reviews. However there are legitimate ways of amplifying the message of those great videos once they are complete. INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION AMPLIFY YOUR EARNED MEDIA
  26. 26. 26 MONTHLY SHARE OF TOTAL CONSOLE GAME VIEWS L -1 Months L -4 Months L -5+ Months L +2 Months L +3 Months LAUNCHL -3 Months L +1 Months L -2 Months 18% 6% 4% 5% 28% 23% 8% 5% 4% BRAND-RELATED VIEWS COMMUNITY-RELATED VIEWS Google gas found a very high correlation of YouTube views during the pre-laucnh eruid to the first four months after the game release, indicating that brands could use video data to better measure the buzz of their products and « optimize their marketing strategies accordingly. » INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION NUMBER OF VIEWS GENERATED 19x 1x
  27. 27. 27 1) HYGIENE CONTENT: What is your audience actively searching for regarding your brand or industry? What can serve as your 365-day-relevant, always- on, PULL content programming? E.g. product tutorials, how-to content, customer service, etc. 2) HUB CONTENT: The content you develop on a regular basis to give a fresh perspective on your target’s passion points. (E.g. verticalized content about a game.) This is often staggered throughout the year. 3) HERO CONTENT: What content do you want to PUSH to a big, broad audience? What would be your Super Bowl moment? A brand may have only a few hero moments in a year, such as product launch events or industry tent-poles. INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION CHALLENGES & SOLUTIONS Game publishers are fantastic when it comes to creating “hero” content, with great videos building up to launch. But when it comes to hub or hygiene videos, most publishers do not have high engagement. Building an audience, however, is a year-round effort, and requires year-round content and engagement. Since subscribers view videos on a factor of 9 to 1, the goal of a game publisher on YouTube should be to build up its subscribers, its free audience. Then when the launch comes around, the TrueView ad buys can be amplified by communicating with the fans it already knows. YouTube is a community, and building community is an all-year-round process. YOUTUBE RECOMMENDS CONTENT PLANNING YouTube’s Playbook for Brands recommends that brands categorize their videos into one of three types: hygiene, hub or hero content.
  28. 28. 28 Eighty-two percent of console game sales occur in the first four months after launch, so game marketers must sell as many unites as possible in a small window of time. Before launch, console game marketers release announce videos, gameplay videos, other trailers, and launch videos. Sixty percent of these views happen before launch Of those pre-launch views, 90% come from brand-released videos, so game publishers play an essential role in driving views before release. Google has found a very (.99) high orrelation of YouTube views during the pre-launch period to the first four months after the game release, indicating that brands could use video data to better measure the buzz of their products and “optimize their marketing strategies accordingly”. INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION OWNED PAID VIEWS & EVENTUAL SALES: A HIGH CORRELATION PERCENT OF TOTAL PRE-LAUNCH VIEWS VIEWS & SALES CORRELATION Months before Launch L -4 Months L -5+ Months L -3 Months L -2 Months 33% 0,94 0,94 0,95 0,97 0,99 42% 57% 55% 100%
  29. 29. 29 Compared to previous generations, millennials simply are not watching TV. Instead, they are spending increasing amounts of time online, both on desktop and mobile. For the gaming industry, YouTube is essential, because gamers spend a lot of time on the platform seeking out demos and gameplay videos. But they’re not interested in finding this information from the publishers themselves. But for publishers, engaging with Gamers at scale has to this point been extremely time consuming. To find the right YouTubers with loyal publishers that are youtube games crushing it on youtube game reviews demystified audiences of all sizes and interests, it takes great data and a proven selection process. CONCLUSION Octoly makes this possible by offering a single solution. The Octoly platform empowers publishers to find and engage with the right YouTubers who are interested in talking about their games. Then, publishers can create turn-key campaigns and send products to these YouTubers, receiving keys in return. At Octoly we stand ready to help you master your YouTube influencer campaigns. Contact us about how you can start a grass-roots movement on YouTube today ! INTRODUCTION CASE STUDIES YOUTUBE DEMYSTIFIED DISCOVER DELIVER AMPLIFY YOUR EARNED MEDIA YOUTUBE & OTHER PLATFORMS CONCLUSION
  30. 30. 30 OCTOLY 104 rue d’Aboukir 75002 PARIS +33 (0)1 76 34 00 48 success@octoly.com OCTOLY, INC. 244 Fifth Avenue, Suite D61 New York N.Y. 10001 +1 (646) 844 9398 CONTACT US

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