PowerPoint-Prsentation

UNDERSTANDING INFLUENCERS TO SCALE YOUR PUBLISHING BUSINESS

WE LIVE IN A RELATIONSHIP ECONOMY

WE NEED TO TRUST THE COMPANY / PERSON WE BUY FROM

INFLUENCERS COMMAND THAT TRUST.WHILE MOST COMPANIES STRUGGLE

ITS A GLOBAL PHENOMENON

92%47%$255 millionis spent on influencer marketing every month.

- Bloomberg 2016

of customers use Adblock technology, traditional digital advertising channels often have limited effectiveness.

- Forbes 2016of consumers trust an influencer more than an advertisement or traditional celebrity endorsement.

- Forbes 2016

SERIOUSLYSpent 90% of the Best Fiends marketing budget on Influencer Marketing

SCOPELYWorked with influencers to get 4 Mio downloads of The Walking Dead: Road to Survival in one week

SPILGAMESShot Trollface Quest Video Memes to the top 20 of the French app charts with a dedicated influencer campaign

WHY IS INFLUENCER MARKETING SO POTENT?

Something to get through to get to desired contentViewers actively seek out contentTRADITIONAL DIGITAL ADVERTISING INFLUENCER MARKETING

MOTIVATIONTIMEPERCEPTIONIntrusion / adRecommendation from friend / role model 0.5 30 seconds3 - 30 minutes

WHO ARE THESE INFLUENCERS?

FOLLOWING

Influencers have large social networksCHARISMATIC ENTERTAINERS

Influencers thrive on engagement and inspiration - personality is more important than subjectTRUSTED

Influencers are looked up to by their peers

WHICH PLATFORMS SHOULD YOU FOCUS ON?

Long form video content is best to expose audience to a game for the very first time

YOUTUBE AND TWITCH

Short form content is great to follow up / drive installs

FACEBOOK, TWITTER, SNAPCHAT, INSTAGRAM ETC.

Understand influencers

HOW TO GET STARTED?Identify the right influencers for your game

OUR INFLUENCER SURVEY15countries7,500Gaming Influencers in our network

542 (=n)Filled out the survey384Answers from influencers with more than 100,000 followers>100k

THIS IS THEIR JOB!

68%Full time job 26Videos per month5.3Hours spent to producea single video34.45Hour work week just creating videos

WHAT ARE YOU COMPETING AGAINST?

19.5Received business inquiries per month2Accepted business inquiries per month

WHAT ARE YOU COMPETING AGAINST?

50Received business inquiries per month2Accepted business inquiries per month>800k

WHAT DECIDES WHICH OFFERS ARE TAKEN?37%In game feature, e.g. voicing a character

61%Extras like trips to events, hardware, goodies etc.69%Price / Payment / Money77%Good relationship with business partner83%Quality of the game86%Whether the game fits channel / audience

WHATS THE PREFERRED PAYMENT MODEL?26%CPI (Payment per app/game install)

64%CPM (Payment per 1,000 video views)88%Fixed price per video

SURVEY LEARNINGS

Make a good game

Make use of untapped potential

Make your offer stand out

Be professional

Pick the right influencers

Find a working payment model

IDENTIFYING THE RIGHT INFLUENCERS FOR YOUR GAME

Type of channel

Game preferences

Engagement rates

Professionalism and reliability

Previous campaign performance

Audience demographics

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

BRACE YOURSELF!

only one slide though ;) The Sales pitch is coming ...

WE CAN HELP YOU!

GameInfluencer Database supports profiling of influencersCreate lookalike audiences based onViewershipEngagement and reachGame preferencesPrevious performanceGuaranteed KPIs

THANK YOU!Some of the great people who already trust us:

Michael AlbertshauserCo-founder / Head of Influencer & Campaign Managementmike@gameinfluencer.com