by Game Marketing Genie, on 18-Jan-2019 14:04:55
You’ll undoubtedly have been exposed to gaming influencers 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 spending.
While many still turn their nose up at these self-made celebrities that have made their fame from promoting on social media, game influencer marketing is something you should include in your overall game marketing strategy as it gets results.
Here’s why:
The right audience
Game influencer marketing is a more targeted way 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 engagement.
Consider the audiences of two of the biggest gaming content platforms: YouTube (200 million daily viewers — source: Think with Google) and Twitch (31 million daily viewers — source: Demand Sage).
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
People who follow a gaming influencer know they'll 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 to keep the cash coming in, but once their followers realized, their popularity was over.
Gamers follow influencers because they want to learn about new games and tips about ones they're already playing. It may take 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.
But game influencer marketing only works 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.
Influential content
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 and social media marketing ads are 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 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 with other mobile game advertising strategies.
Vested interest
Many influencers don’t care too much about the brands and products they are collaborating with. Sure, they will want to ensure that a product or service aligns with their brand, but in the end, 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 each week playing in their own time.
Beyond influence
Since targeting the right audience is critical, thinking outside the box with your game influencer marketing is good. Of course, you’ll want to find the right gaming influencer; that's fine. But instead of looking for the right influencer alone, think more about the influencer's demographic of fans.
This is especially important when you have a niche game, like if your target players aren't die-hard gamers and prefer puzzle games. Remember that most people have a game on their phones 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 tricky, and finding the right ones for your mobile game is challenging with the massive number of influencers available. 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 about 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.
