Influencer Marketing for games can mean more than uploading a simple Let´s Play on YouTube. While these classic examples can still work wonders, different games demand different approaches. This talk will highlight the various opportunities for game publishers to integrate their game with influencer marketing to drive successful results for their brand such as eSports tournaments, non-gaming channels, in-game integrations, and live activations.

1. THINKING OUTSIDE THE BOX
UNCONVENTIONAL APPROACHES TO
INFLUENCER MARKETING

2. INFLUENCER MARKETING
IS A GLOBAL PHENOMENON
92% 47% $255 million
is spent on influencer
marketing every month.
- Bloomberg 2016
of customers use Adblock
technology, therefore traditional
digital advertising channels often
have limited effectiveness.
- Forbes 2016
of consumers trust an
influencer more than an
advertisement or traditional
celebrity endorsement.
- Forbes 2016

3. SO WHAT ARE YOUR OPTIONS?

4. EntertainmentCosplay
Gaming
Cooking Comedy
Music
Prank WeaponsFamily
Fashion
Beauty
Fitness
Tech Lifestyle Movies

5. THE OBVIOUS APPROACH:
LET’S PLAYS
Gaming
+
Influencers play the game as the main feature of their
video (series), showing various aspects of the game.
⇨

6. FOR SOME GAMES, IT WORKS!
Engaging Game
Mechanics
Great graphicsAge and
Gender
Exciting
synchronous
multiplayer

7. IT EVEN WORKS FOR MOBILE GAMES
We did a “traditional” Let’s Play campaign with 14
Influencers in Poland for Tencent’s new MOBA:
Arena of Valor
Effective CPI: ~0.50€

8. EntertainmentCosplay
Gaming
Cooking Comedy
Music
Prank WeaponsFamily
Fashion
Beauty
Fitness
Tech Lifestyle Movies
EntertainmentComedy
Prank WeaponsFamily
Fitness
Tech Lifestyle Movies

9. OPPORTUNITIES
OUTSIDE OF LET’S PLAYS
“E-sports”
Tournaments
User Acquisition
Videos
Non-Gaming
Channels
Licensing
Influencers
into Games

10. NON-GAMING CHANNELS
PDK Films does a “real-life” Let’s Play for Zombie
Gunship Survival
Garnering over 3 Million views

11. Various channels integrated ”Pet Paradise Bubble
Shooter” into their typical family vlogs, cooking videos,
etc.
Resulted in a 700% Organic Uplift
NON-GAMING CHANNELS

12. ONLINE “ESPORTS” TOURNAMENTS
Four top German channels competed against each other in a
Live Streaming Tournament playing “Tiny Armies”
Effective CPI: 1.66€

13. OFFLINE ESPORTS TOURNAMENTS
Tencent hosted an Arena of Valor tournament live at
Gamescom 2017, with several big MOBA
influencers arranging teams from the audience.
>20,000 viewers on Twitch and a huge live audience

14. LICENSING INFLUENCERS INTO GAMES
Space Ape brings in over 20 YouTube Influencers to
Fastlane: Road to Revenge
Overall Reach: 55 Million
Day 1 Retention: 56%

15. PewDiePie launches his own mobile game
Total reach: 83 Million
LICENSING INFLUENCERS INTO GAMES

16. Space Ape’s UA Video for Fastlane: Road to Revenge
Great extension of an organic video!
USER ACQUISITION VIDEOS

17. IDENTIFYING THE RIGHT APPROACH
FOR YOUR GAME
Previous campaign
performance
Target
Market
Budget
Campaign
Goals

18. HELP!!!
HOW COULD I EVER KNOW ALL THIS?!

19. BRACE YOURSELF!
… only one slide though ;)
THE SALES PITCH IS COMING ...

20. WE CAN HELP YOU!
GameInfluencer Database supports
profiling of currently 6 Million influencers
Create lookalike audiences based on
• Viewership
• Engagement and reach
• Game preferences
• Previous performance
Guaranteed KPIs

21. THANK YOU!
Some of the great people who already trust us:
Macy Mills
Head of Business Development
macy@gameinfluencer.com