Dominating Influencer Marketing (White Nights Conference Prague 2017) The official conference website — http://wnconf.com

1. DOMINATING
MARKETING

2. 2
Dmitry Gubanenkov
Business Development Manager
dmitry@chartboost.com

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Why Influencers are the Future
of Mobile Game Marketing
YouTube has 11x daily video views vs. Facebook
with 90% of gamers watching once a week
Traditional acquisition channels are crowded
Gamers go to YouTube to shop for their next
game
Paid campaigns lead to serious organic growth

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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

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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

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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

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Influencer Marketing by the Numbers
144BILLION
MINUTES
OFGAMINGVIDEO
WATCHEDMONTHLY
25%CONVERSION RATE*
30%VIEWS POST
CAMPAIGN
0.86CORRELATION COEFFICIENT
FOR GAMING YOUTUBE
SUBSCRIBERS & VIEWS
SPORTS
0.86
SHOWS
EDUCATION
COMEDY
PEOPLE&BLOGS
GAMES

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How did Ponos use YouTube to reach 25 million downloads?

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Recognizing identity
Identifying the right influencers
Fueling organic growth
Leveraging targeted channels
The Approach:
An Influencer specific campaign

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The results
Total Clicks: 27,121 Total Installs: 10,753 Install Rate: 39.65%
1 campaign, dollars ~$50k

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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 Games
These games are made for streaming, offering
unique scenarios to keep viewers coming
back for more.

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Established IP
A strong story allows the influencer to
create a special bond with the
characters and keep the audience
entertained.

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User-Generated Content
The player feels invested and it makes
a live broadcast even more fun to
watch.

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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

24. Key Takeaways

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Design to Influence
4) Established IP3) Competitive and Co-op2) High replay value1) In-app purchases

26. 4) Do your research3) Open communications2) Be genuine1) Pitch shortly
26
Partner Successfully

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GO DOMINATE YOUR
MARKETING

28. Thank You!
Dmitry Gubanenkov
Business Development Manager
dmitry@chartboost.com