Taipei, Taiwan -CreatorDB is excited to announce its participation in the renowned GamesCom Asia 2023, where it plans to showcase its revolutionary influencer marketing solutions tailored for the gaming industry. This participation underscores CreatorDB’s commitment to innovating and expanding its reach, offering global brands and gamers impactful collaboration opportunities.
The GamesCom Asia event will provide attendees with a firsthand look at CreatorDB’s offerings, honed by an international client service agency. Their services facilitate dynamic collaborations between influencers and brands across the globe, a testament to the company’s continued evolution. Partnerships with notable gaming entities like Zooba and Wargaming highlight their expertise and adaptability.
CreatorDB is on a trajectory of growth and expansion. Beyond GamesCom Asia 2023, the company is slated to join more on-site events in the subsequent months, showcasing its versatile influencer marketing solutions that cater to businesses of every scale and domain.
CreatorDB’s team, a blend of professional expertise and genuine gaming enthusiasts, develops insights and strategies that resonate profoundly within the gaming community. Their approach is marked by authenticity, ensuring strategies that are not only informed but also deeply connected to the gaming ethos.
About CreatorDB
CreatorDB is a leading platform of influencer marketing data, connecting brands and agencies with influencers who align with their values and goals. The company’s innovative platform enables users to search and filter through a database of over 3 million creators globally, making finding the right influencer for any campaign easier than ever. For more information on CreatorDB and its services, visit https://www.creatordb.app/
On May 30, 2023, My.Games the publisher of the popular tower defense game Rush Royale announced to have started a collaboration with boxer and internet personality Jake Paul.
In this partnership, we can see that mobile games and influencers are coming closer and establishing new creative ways to improve user acquisition and profitability in a crowded space.
Why My.Games collaborated with Jake Paul?
My.Games announced a new event for its flagship game Rush Royale: the Champion Rumble. Participating in this two weeks event will allow users to unlock Champion Tokens, the Belt of the Champion Island, and a new champion, Jake Paul. As a famous boxer and worldwide well-known influencer, the new champion is going to bring a fresh skill set to the game and directly connect with Paul’s background.
Along with the announcement, My.Games released as well a new promotional video starring Jake. In the video, we see him in the ring having a tough time with an unnamed opponent but getting saved by the boost of confidence he gets when playing Rush Royale. This creative cleverly taps into Jake Paul’s personal story and fame while highlighting the game as a positive influence.
In a recent interview, Elena Grigoryan, Chief Strategy Officer for My.Games, explained how the collaboration is part of a larger goal of the company to improve its brand marketing and differentiates itself in an oversaturated market.
In the face of an increasingly challenging UA game companies need to find new and innovative ways to attract users, and influencer marketing seems to be the answer many are looking for.
Who is Jake Paul? Why is he famous?
Jake Paul is one of the longer-lasting and prominent influencers. He started his career on the defunct short video platform Vine and later became one of the faces of Disney Channel for his role in the show Bizaardvark.
Why Disney terminated the contract with Jake Paul?
Disney Channel parted ways with the star following a lawsuit sparked by neighbors upset about the continuous disturbances caused by enthusiastic fans. This issue arose after the celebrity shared his Los Angeles home address online.
At this point, YouTube became his main outlet, where he was able to amass over 20 million subscribers. Jake’s channel is known for its pranks, music videos, and Vlogs.
In recent times, Jake has been at the forefront of the phenomenon of YouTube boxers. It started with an amateur bout with fellow YouTuber Deji and moved on to fight retired professional fighters like Anderson Silva and Tommy Fury.
By collaborating with a personality with such a large following and traction, there are several benefits for My.Games:
bring their product in front of many new faces that could have not been reached by other means.
the collaboration hows how much can be done with influencers to craft engaging campaigns: not every campaign needs to be limited to a post of endorsement by an online personality.
Understanding the strengths of an influencer will allow you to create more engaging and relevant campaigns.
Other fighters in games ads
While not everyone needs a fighter in their commercials, this is actually not the first time a similar collaboration happened: back in November 2022 former UFC Bantamweight World Champion and WWE star Ronda Rousey become a legendary champion for Raid: Shadow Legends.
Influencer marketing trend in gaming
Famous gaming brands, including Rush Royale and Raid, have leveraged the star power of Jake Paul and Ronda Rousey in their marketing strategies. Given their background in martial arts, these celebrities were seamlessly integrated as formidable champions within the games, enhancing the gaming experience. But that doesn’t mean that you need to scramble for Tyson’s phone number.
Another game that has learned how to introduce real-life personalities in its marketing is Fortnite. Rather than partnering with renowned fighters, the game has collaborated with popular streamers and musicians. This strategic move allows players to adorn their characters with custom skins and accessories, transforming them into their favorite icons.
Just a day after the announcement of Jake Paul’s collaboration with My.Games, Call of Duty’s players were finally able to access skins inspired by two of the most popular streamers: Nickmercs and TimTheTatman. The fans of the two streamers were ecstatic to be finally able to play in the clothes of their idols as you can see from the comments.
So, why influencers for games?
When games using influencers marketing, there are some expected benefits:
have the potential to improve the in-game user experience.
allow Influencer’s fans and followers to feel part of the creator’s journey and experiences.
By connecting to the right influencers and including them, in the marketing process and in the game experience there will be further incentive for the audience to participate.
Conclusion
The video game industry, particularly mobile gaming, has witnessed exponential growth in recent years, leading to intensified competition and shrinking profit margins. Established games can weather this storm due to their vast user base, but emerging games face challenges in visibility amidst limited marketing budgets.
To counter this, some opt for dual monetization strategies, balancing in-game purchases and ad revenues. However, excessive ads can alienate players. Hence, exploring innovative promotion avenues is essential for differentiation and capturing audience attention.
Offering players unique methods to support their favorite creators not only elevates your game’s visibility but also enhances user experience, fulfilling gamers’ desires for exclusivity and engagement.
Survivor.io TikTok marketing campaign has generated one of the most successful mobile game launches of 2022, showing how influencer marketing and user-generated content (UGC) can be the key factor in the success of your mobile game. But was there anything that they missed out on?
Introduction
In recent years, a surge in smartphone use and the ascension of mobile gaming to mainstream entertainment has catapulted the industry’s growth. Millions of global players have fueled a competitive market, prompting developers to explore innovative promotion tactics. One effective strategy has been influencer marketing, utilizing the reach and influence of social media personalities to amplify game visibility and engagement.
Influencers on platforms like TikTok, Instagram, and YouTube have become instrumental in driving game downloads and engagement. Their honest reviews and creative promotion strategies not only enhance a game’s credibility but also foster trust with prospective players.
Recently, Survivor.io has been a perfect example of how influencer marketing and UGC can be a significant driving force behind the success of a mobile game.
Launched in August 2022, Survivor.io is a roguelike game that makes the players face infinite zombie hordes while accumulating points and upgrading their character. For its promotion, Habby, the Singaporean game publisher, heavily relied on TikTok marketing and UGC-like content. And it paid back with Survivor.io generating $15 million in revenue by September and now over $200 million.
To get into this success story, we’ve divided into 3 main parts to explain how Survivor.io has achieved a huge success:
The creatives
To create such a return, Habby had to craft a very skilled marketing strategy where influencers were employed widely and unusually.
The structure of the creatives is the the first piece of this puzzle.
Survivor.io adopted an innovative marketing approach, steering clear of traditional integrations and advertising content. They crafted short videos mirroring the typical content a TikTok user encounters in their feed. These ads boast impressive retention rates, indicating that many viewers likely didn’t discern they were ads until the closing moments.
Their influencer
Secondly, they heavily relied on small content creators. No big names, but people your audience can relate to, people they can identify with, and so can be more easily trusted.
Compared to larger creators, micro-influencers can target particular demographics and retain tight parasocial bonds with their audience, all while being authentic and relatable.
From a marketing perspective, the content is interesting since it promotes the game and starts framing it as a popular and well-established game. Each TikTok begins with the creator telling how they stumbled upon somebody else, a friend, partner, or a random person, playing Survivor.io.
This way, we are brought to think that a wider community is around the game since it is so easy to spot someone playing it.
Staged gameplay (but not too much)
Survivor.io stood out with a unique ad approach. They showcased a player struggling in the game, with a content creator pointing out the mistakes and offering tips to improve.
This method is somewhat common in mobile game ads, where creators pretend to play and make errors to motivate viewers to do better. However, Survivor.io adds a twist. Their ads don’t mimic real gameplay, enhancing the brand’s trustworthiness.
This genuine approach boosted Survivor.io’s popularity, leading to increased downloads and an engaged gaming community. The trend continued as players shared their gaming moments on TikTok, promoting the game even further.
Final thoughts
Survivor.io capitalized on a strategic approach by featuring micro-influencers in their ads and leveraging TikTok’s algorithm for optimal reach. However, the potential impact of directly collaborating with content creators and sharing clips on their profiles is worth considering.
A direct partnership might have resulted in a lower initial reach but could facilitate a more organic and targeted content dissemination. It could inspire a wave of user-generated content, promoting organic reach and engagement.
Exploring diverse TikTok marketing strategies and influencer collaborations can be pivotal. While Survivor.io’s campaign gained traction from its influencer content format, there might have been missed opportunities in expanding distribution channels and cultivating long-term benefits associated with influencer partnerships, such as robust community building and valuable feedback loops.
About CreatorDB
If you are considering launching your mobile game and want to reap some of the benefits of influencer marketing, look no further: CreatorDB is here to help you! We can provide you with all the data you need to find and evaluate influencers, markets, campaigns, and competitors. And if you don’t know where to start, our in-house agency specializes in developing and executing influencer marketing campaigns targeting any corner of the world.
Mobile gaming and influencer marketing can combine perfectly to help a game achieve notoriety and engage with its audience. But only a few companies know how to do it right. Our list of ideas will help you smash your UA goals and ensure success.
Why influencer marketing will help your mobile game?
By partnering with the right influencer, mobile game developers and publishers can easily reach their target audience and use their expertise to present them with an engaging and intriguing message to drive user acquisition.
Influencer marketing is perceived as less invasive and more trusted than traditional ads and other marketing channels since the message’s source is someone known for their expertise. Since video games are one of the largest categories of online entertainment and many online personalities are at their core videogame players, any game publisher should consider partnering with relevant content creators for their product promotion.
When partnering with a new influencer, consider their track record of previous sponsorships and get familiar with their content and the inside jokes that run among the community. Being aware of the inner workings of the community will help you craft a campaign that will be felt as organic and not just shoved by a faceless corporation.
Be ready to be poked fun at
nobody likes ads, but we all know they are necessary, and a funny ad is better than one that takes itself too seriously. Give in to the more memeable aspects of your offer and keep it lighthearted.
Use the community response to improve your messaging
watch how the audience talks about you and your offer. They will be your litmus test. Thanks to them, you can identify what resonates with the audience and push on those notes to achieve even better results.
7 ideas for your mobile gaming influencer marketing campaign
1# Integrations
That’s the most straightforward way to do it. You will contact influencers to promote your game for 1 minute in one of their videos. It is a direct approach that relies on having the creator explain your game, show some features, and highlight the strong points.
Integrations can be paired with giving out promotional codes to access a better deal on premium items. Even if it is a very straightforward way to do things, it packs a punch: ever heard of Raid: Shadow Legends? You likely did, and it was because of its ubiquitous integrations.
2# Let’s plays
Combining Let’s Play videos with influencer marketing is an effective way to increase your brand’s reach. Let’s play videos involve a person playing a game and providing commentary.
Instead of just a little scripted intermission about your game, you can contact some influencers and propose they try it in front of their audience.
In this way, they will not only hear about it and see some of the best footage but will have a first-hand experience with the game and can see their favorite influencer playing it.
To achieve the best results, you want to partner with content creators who already create videos around your game genre and have an audience interested in it.
3# Livestreams
Livestreaming is an increasingly popular way for influencers to promote mobile games. It allows them to engage with their audiences actively and increases the game’s exposure to new people.
Live streaming offers viewers an interactive and immersive experience, as they can get an up-close and personal look at the game in action. Influencers can show off the game’s features and gameplay more naturally and intimately than through an ad read.
Furthermore, livestreams can include competitions and giveaways to improve further engagement and user acquisition.
Having content creators play the game helps to create a sense of community and excitement. Also, it can encourage more people to try out the game. Livestreaming is a great way for influencers to build hype for a mobile game and increase its visibility.
4# Tournaments
You can go to tournaments in two ways to promote your game: a contest for influencers and content creators, an invite-only event, or a tournament among a creator audience.
By creating an online tournament and inviting influencers to participate, you can create an exciting and engaging experience that will help to spread awareness of the game. Influencers can be encouraged to live stream their games and share their experiences with their audiences, creating more interest in the game and potentially leading to more downloads.
Additionally, by offering prizes for the tournament, you can incentivize influencers to take part and share their experiences with their followers. This can be a great way to reach a larger audience and get more people to play the game. Having a tournament open to the influencer audience leverages the audience’s desire to interact with the content creator’s participation and would drive downloads and user acquisition.
For further incentives, participation in the tournament can lead to special rewards like skins or in-game objects related to the content creators involved.
5# Custom content
Custom in-game items can be very effective in the context of a mobile game promotion within an influencer marketing campaign. They can serve as an incentive for influencers to promote your game and a reward for their followers.
For example, you could offer custom in-game items as prizes in influencer giveaways or contests. You could also create special influencer-only items that can be unlocked with a code or a unique link the influencer shares. This could develop a sense of exclusivity and encourage more people to follow the influencers associated with your game.
Additionally, it could encourage influencers to create more content around your game, as their followers will be more likely to engage with content that features exclusive in-game items. Relating things to the content creator community and their inside joke is a step up in your influencer marketing game since it shows that you know about the community and care enough to make something especially tailored to them.
6# Challenges
Utilizing custom in-game challenges can be an effective way to promote your game. To start, you’ll want to reach out to influencers relevant to your game.
You can then work with the influencers to develop custom in-game challenges their followers can attempt to complete.
Collaborating with creators from the challenge’s ideation phase will help you make the challenges as relevant as possible to the influencer community.
This challenge could involve performing a specific action, defeating a hidden boss, or creating a unique item. Once the challenge is in place, the influencer can then promote it to their followers, providing a link to your game so that they can participate.
By creating engaging and unique challenges, you can ensure that your game will stand out and generate interest in the community. For extra exposure, this kind of campaign can go together with an encouragement to post about the challenge once accomplished on social media.
7# Pre-registration campaign
Pre-registration campaigns for mobile games aim to generate interest and expectations around an upcoming game release. They incentivize potential players to get involved with the game before its release, usually by offering exclusive in-game items or other rewards.
This strategy is particularly beneficial for games with prominent multiplayer features, as having a community involved from the start is essential to the game’s success.
Pre-registration campaigns and influencer marketing connect in that influencers can promote pre-registration campaigns to their followers, generating buzz and excitement around the game’s release.
By leveraging influencer marketing, mobile game developers can expand their campaigns’ reach, tapping into communities interested in similar topics.
Conclusion
Mobile gaming and influencer marketing can blend together to help you improve your user acquisition and retention. Now that you know some of the most used ways to implement it, don’t be shy and play around with it.
You can mix ideas and add your flair to them, creating something unique. But if you want a tool to fulfill all your influencer marketing needs, don’t hesitate to check us out.
At CreatorDB, we provide the ultimate tool for influencer marketing: from creator discovery to campaign tracking and competitor analysis, everything you need at once and, in a way, is more convenient to be integrated with your workflow. On top of that, we have an end-to-end agency service that can take care of your whole campaign from inception to completion.
It’s very common to see pre-registration campaigns for mobile games nowadays. Mostly, they generate hype in gamer communities to drive interest and expectations about the game.
Mobile games benefit from pre-registration as a way to generate early interest in the launch, establish a community, and incentivize participation and interactions with other marketing initiatives. Particularly in the case of games with prominent multiplayer features a community involved right off the bat is going to be a huge help to the success of the project.
Influencer marketing uses influencers in relevant communities to promote products or services less invasively than other marketing channels. Because influencer marketing relies on people who are organically followed for their content and have built their reputation in a field, it can target particular niches and allow them to access these audiences and engage with them.
Combining a pre-registration campaign with influencers’ involvement will provide the best of both worlds and reach success as soon as the game launches. But in order to do it right, you need to consider a few things beforehand.
In the following paragraphs, we will illustrate step-by-step tactics on how to ace the game.
Define the right audience
A successful marketing campaign starts with precise audience targeting. Both pre-registration and influencer marketing campaigns are rooted in catering to specific audience needs and preferences.
In the gaming world, understanding the motivations of different player communities is key. European gamers, for example, are often motivated by discounts, while APAC players value exclusive in-game items. Such insights are essential in crafting campaigns that resonate and engage effectively.
Once the audience is identified and understood, finding the right influencers becomes the next step. Platforms like CreatorDB are instrumental, offering a streamlined process to connect with influencers who align with your audience’s characteristics and campaign goals.
What are the key factors to define the right audience for your game?
1. Game Genre and Style:
Type: Whether it’s a strategy, RPG, puzzle, sports, or another genre, different styles appeal to different audiences.
Graphics Style: Realistic, cartoonish, or abstract visuals can attract varied age groups and preferences.
2. Player Demographics:
Age: Games should be appropriate for the age group they’re targeting, considering content, complexity, and themes.
Gender: While many games are universal, some are tailored to attract a specific gender.
Location: Cultural preferences, languages, and regional trends can influence game popularity.
3. Player Psychographics:
Interests: Hobbies, activities, and interests can guide the game’s theme and features.
Values: Aligning the game’s message with players’ values can create a strong connection.
4. Gameplay Complexity:
Skill Level: Catering to beginners, intermediate players, or experts.
Learning Curve: The ease of learning should match the audience’s patience and interest levels.
5. Monetization Strategy:
Purchasing Power: The audience’s ability to make in-game purchases.
Ad Tolerance: Understanding the threshold for ad tolerance can influence the monetization approach.
6. Technology Accessibility:
Device Usage: The types of devices your audience uses, such as smartphones, PCs, or consoles.
Internet Accessibility: The quality and speed of the internet can impact online multiplayer games.
7. Community and Social Engagement:
Social Integration: The role of social features and community engagement in the gaming experience.
Content Creation: The potential for user-generated content and sharing.
8. Competitor Analysis:
Market Trends: Understanding what similar games are doing and their audience.
Gaps and Opportunities: Identifying unmet needs or oversaturated markets.
How to use influencers for boosting pre-registrations?
Setting clear goals is a prerequisite in tailoring your marketing campaign to the target audience. In game pre-registration campaigns, setting a user quota is a common practice. The choice of influencers, ranging from big names with millions of followers to smaller content creators, plays a pivotal role.
Influencer Size: Pros and Cons
Big Influencers:
Pros: Larger reach, widespread visibility.
Cons: Often lower engagement rates, broader demographics, more expensive.
When aiming to penetrate specific groups or demographics, the niche focus of small creators can be invaluable. You can delve deeper into the world of micro-influencers here.
Crafting the Message
The choice of influencers should align with your campaign goals and target audience. Messaging strategy in influencer marketing hinges on a delicate balance. While unity in messaging amplifies brand recognition and campaign coherence, flexibility is key.
Tips for Effective Messaging:
Adaptability: Allow influencers creative liberty to tailor messages that resonate with their specific audiences.
Consistency: Maintain core messaging elements for brand consistency across all content pieces.
Alignment: Ensure the influencer’s style aligns with the game’s branding and content.
The synergy of a well-defined audience, clear goals, the right influencers, and a flexible yet consistent messaging strategy can significantly amplify the impact of a marketing campaign.
How to launch a pre-registration campaign
In general, a pre-registration campaign should be started 1 to 2 months before the launch of the game to be able to maintain the hype and excitement around the project. For example, Google Play allows games to be searchable in the app store and in pre-registration for up to 90 days, even if many large studios seem to be given extensions.
Since the pre-registration campaign is a prolonged effort, it is important to be able to have a sustained push when it comes to marketing. Activating many relevant small content creators during the campaign is perfect to keep the target audience engaged with the game and in the loop of the launch.
Generate buzz through influencers to improve pre-registration
Pre-registration campaigns are provento lead to higher daily installs and improved day-one to day-seven retention.
By promoting pre-registration through relevant influencers, it’s possible to mobilize and engage with online communities. Doing so the marketing message would be amplified and have a great chance to gain traction.
In order to better attract interest and registrations is helpful to offer exclusive content or discounts for the ones that participate in the pre-registration. This approach can be taken a step further by including content tailored around the influencers’ likings or signature traits.
Including and encouraging user-generated content in your campaign is another good approach to extend the buzz around the campaign and boost audience involvement and community-building efforts.
Sharing early access or game demos with the influencers is another crucial way to generate hype around your game and drive in pre-registering users.
Showing off parts of your game can give your audience a sense of what will be and create excitement and anticipation.
Conclusion
In conclusion, a pre-registration marketing campaign can be an excellent tool for mobile game launch since it enhances the game’s visibility and works towards establishing a community around the game even before it has been found.
They can be boosted by collaborating with influencers, which is especially important since they can work towards mobilizing online communities and groups to participate in your game or marketing campaign actively.
That’s why we at CreatorDB offer a series of services that can accommodate your needs: our proprietary software will help you identify the right influencers in no time. But if you are looking for a more hands-off approach, our agency team can deliver end-to-end influencer marketing campaigns across the globe.
They flaunt expertise in 10 of the most spoken languages in the world and are used to individuate contact and manage content creators for our clients. Contact us to learn more about what influencer marketing can do for you.
