dash - josh curtis - dominating influencer marketing for mobile games - chartboost
TRANSCRIPT
DOMINATING
MARKETING
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Josh CurtisEvangelist - Latin & North [email protected] | Mídia Social: @joshfcurtis
300,000+ Games 1 Billion MAUs
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1. Why Influencers are the Future
2. Case Study: Ponos - 25M Downloads
3. How to Make Games Influencers Want to Play
4. How to Work with Influencers
5. Case Study: Gênio Quiz - 80M Views
Agenda
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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
YouTube has 11x daily video views vs. Facebook, FB growing
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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
63% of teens would try a product or brand suggested by a YouTuber vs. 48% from celebrities
48% say “best advice” from Youtubers vs. 18% for celebrities
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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
Players seek out this form of “Advertising”, which is much more impactful than traditional campaigns
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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 authenticity Identifying the right influencers Leveraging targeted channels Fueling organic growth
The Approach: An Influencer specific campaign
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The results
Total Clicks: 27,121 Total Installs: 10,753 Install Rate: 39.65%
one campaign, 6 weeks, ~$50k usd
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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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User-Generated Content
Make it easy to inspect or view the content; this lets the viewer feel special and get a shoutout.
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Established IP / Brand
A strong story allows the influencer to create a special bond with the characters and keep the audience entertained.
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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
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Outerminds made a game specifically for PewDiePie, who discovered it at a Game Jam
How a Tweet from PewDiePie Made Indie Studio Outerminds a Breakout Success
Outerminds team interacted directly with fans
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Gênio Quiz case - Over 80 milion views on YouTube
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Jud Chapman aka Generikb
Genius Quiz 13
Number 2 ! Game Sales for iPhone in Brazil
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Jud Chapman aka Generikb
How I found a Channel that Fits with My Audience
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Do I need a Great Design?
Key Takeaways
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Design to Influence
3) User Gen Content
4) Competitive & Co-Op
2) High Replay Value
1) IAP: In-App Purchases
5) Established IP
1) Do your research 4) Open communication3) Be genuine2) Pitch brevity
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Partner Successfully
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GO DOMINATE YOUR
MARKETING
Thank You! Obrigado!
Josh Curtis Evangelist - LatAm & US
[email protected] Linkedin/FB: joshfcurtis Cell: +1 909-524-2262
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Roostr Case StudyROOSTR CREATED CONTENT APPEARS ATTHE TOP OF YOUTUBE SEARCH RESULTS
Total Clicks 70,776Total Installs 20,880
Install Rate 29.50%
Roostr Case Study
“The LTV and engagement of players from our partnership with Roostr is unparalleled Roostr delivers on high quality content and high quality traffic.”
- NEAL VICKERS, BIG FISH GAMES
Total Clicks: 70,776 Total Installs: 20,880Install Rate: 29.50%
“The LTV and engagement of players from our partnership with Rooster is unparalleled. Rooster delivers on high quality content and high quality traffic.”
- Neal Vickers, Big Fish Games
Roostr created content appears at the top of YouTube search results.