The Importance of App Influencer Marketing for Mobile Games
by Game Marketing Genie, on 18-Jan-2019 14:04:55
You’ll undoubtedly have been exposed to game influencer marketing on different social media channels. Brands worldwide are turning to influencers to promote their products or services to their followers and moving away from or reducing their traditional marketing, and mobile game advertising spend.
While many may turn their nose up at these self-made celebrities that have made their fame from promoting other brands on a social media platform, game influencer marketing is something you should include in your overall game marketing strategy.
The right audience
Game influencer marketing is one of the more targeted ways to get your app right in front of your desired audience. You can promote it through targeted Facebook or Instagram ads, but it can sometimes be a hit or miss depending on a user’s online behavior and how engaged they are.
According to Clout Boost, 90 percent of gamers get gaming advice weekly, and 64 percent will download a game after seeing it on YouTube. Collaborating with a streamer on Twitch is a guaranteed way to get your game in front of the right audience, thanks to the some 140 million monthly active users (source: EarthWeb).
Want to learn how to choose the right influencer? Check out our blog on Atisfyreach which discusses How To Choose The Best Influencer For Your Business.
Trust and promotion
The fans who follow a gaming influencer know they will promote different games on their channels. And, they trust that they will only encourage games worthy of a second look. Too many influencers have learned the hard way and promoted any old game just to keep the cash coming in, but once their followers cottoned, it was curtains for the influencers.
Gamers follow influencers because they want to know about new games and learn tips and tricks about games they are already playing. It may take them some time to find the right mobile gaming influencers to follow and build that trust, but it's hard to break once that relationship is there.
Because of this, game influencer marketing is vital, but only if you find the right influencer for the genre of your game and your target demographic. Finding the right influencer can be like finding a needle in a haystack, but you’ll reap the benefits once you do.
While some influencers in other industries will create some of their content, gaming influencers rely heavily on game developers approaching them to collaborate. Without new games to promote and talk about, an influencer’s channel becomes boring and not worth anyone’s time. This means good things for you, especially since an influencer wants to be the first to promote the next big thing.
Bang for your buck
Even though content marketing and social media ads can be relatively inexpensive compared to traditional marketing tactics, gaming influencer marketing ensures you get more bang for your buck. Your influencer will charge a fee for working with you; this could range from a few hundred dollars to a few thousand, depending on how established the influencer is and how many followers they have. You’ll likely find your ROI is more significant than you could have hoped with other mobile game advertising strategies.
A good chunk of influencers out there don’t really care too much about the brands and products they are collaborating with. Sure, they will want to ensure that a product or service is in line with their brand, but at the end of the day, money is money. Gaming influencers, on the other hand, are in it because they love gaming. Of course, the money side of things puts the icing on the cake, but at least you know that they get excited about new releases and spend hours upon hours each week playing in their own time.
Since targeting the right audience is critical when marketing your game, often, it is good to think outside the box with your game influencer marketing. Of course, you’ll want to find the right gaming influencer; there is nothing wrong with this. Instead of looking for the right influencer, think more about the demographic of fans an influencer has.
This is especially important when you have a niche game, and your target audience is not die-hard gamers and prefers things like word games or puzzle games. Remember that most people have a game on their phone to occupy their time while waiting or commuting. You probably wouldn’t be able to catch these people through regular gaming influencers, but you can look to other lifestyle influencers with your target audience as their following.
Fulfill your quest with the right mobile game marketing agency
Mobile game marketing strategies are what you need to succeed! Take control of your new game and make its marketing matter with the help of our insider tips in Mobile Game Marketing: Your Complete Guide to Success.
Sphere of influence
Promoting your game can be scary! At Game Marketing Genie, we understand how hard it is to find the right channel and voice to influence your target market. Our video game marketing agency has many inquiries when it comes to influencers - so we know the industry well!
This is why our team of specialists has developed Atisfyreach, an influencer marketing platform driven by data, AI, and machine learning that matches you with the right influencers at the best prices every time.