At Octoly, we believe in the power of passion. Passion is what drives us as human beings. Passion gives us the inner strength to push ourselves beyond expected limits. It’s what drives creativity, de nes our belief system, makes crowds gather and cheer, and gives birth to society’s great cultural icons - everything from media stars to superstar brands. Thousands of YouTubers reach this level of passion, by reviewing games and featuring publishers on YouTube and their other socials channels.

1. BY
A HOW-TO GUIDE
FOR VIDEO GAMES
ON YOUTUBE

2. DISCOVER
AMPLIFY YOUR
EARNED MEDIA
YOUTUBE
& OTHER
PLATFORMS
CONCLUSION
INTRODUCTION
The power of passion
Navigating a confusing
landscape
The marketing world is
changing
The Octoly marketplace
Why free is better
Monthly share of total
console game views
Owned paid views and
eventual sales: a high
correltion
Twitch
Steam / Value
MLG Tv
Other video publishers
Using as a YouTube Ad
Using as a TV Ad
Finding the right people
DELIVER
YouTube Essential to
the gaming experience
YouTube Metrics
& Growth
How to best address
negative reviews ?
Product reviews timing
Addressing negative
reviews
For love & money
Game publishers move
to help let’s players
YOUTUBE
DEMYSTIFIED
That’s for gamers
What is Youtube
Content
Subscribers
Viewing times
CASES STUDIES
Activision
Microsoft
Ubisoft
Razer
Minecraft
TABLE OF CONTENTS
Cover : Gentside

3. 3
At Octoly, we believe in the power of passion. Passion is what
drives us as human beings. Passion gives us the inner strength to
push ourselves beyond expected limits. It’s what drives creativity,
defines our belief system, makes crowds gather and cheer, and
gives birth to society’s great cultural icons - everything from
media stars to superstar brands. Thousands of YouTubers reach
this level of passion, by reviewing games and featuring publishers
on YouTube and their other socials channels.
INTRODUCTION CASE
STUDIES
YOUTUBE
DEMYSTIFIED
DISCOVER DELIVER AMPLIFY YOUR
EARNED MEDIA
YOUTUBE & OTHER
PLATFORMS
CONCLUSION
INTRODUCTION

4. 4
Navigating
a confusing landscape
The Octoly Marketplace
95%
EARNED MEDIA
(YOUTUBE VIDEOS)
OWNED MEDIA
(PUBLISHER VIDEOS)
5%
We wrote this playbook to help publishers navigate this highly-confusing landscape
where videos by influencers get 95% voice share about games.
We built Octoly marketplace with one goal. We set out to facilitate a more direct
connection between publishers and Creators with a data-driven campaign platform
that is easy for all to use. By using our platform, today brands can reach thousands
of Creators who would love to review their games. By using our platform, today
brands can reach thousands of YouTubers who would love to review their games.
The marketing world is changing
The marketing world is changing. Today’s customers are skeptical about ads and
armed with technology to avoid them. They skip over TV ads with the DVR, block
Internet ads using browser plugins, and often can hardly wait for the five seconds
to skip the pre-roll ads on YouTube. At the same time they go out of their way
to look for games reviews, gameplay demos, and comparisons about the same
games on YouTube.
INTRODUCTION CASE
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CONCLUSION

5. 5
What’s in for Gamers ?
While there are contenders for video game viewers, YouTube is still the No. 1
platform for quantifiable campaign results. 95% of gamers turn to online video on
YouTube for entertainment and information in the moments that matter to them.
Earned media viewership far outnumbers owned and paid media for video games
on YouTube by a factor of 19 to 1.
YouTube is where gamers go to celebrate their favorite games and engage with
others. Fans have created more than 9 million videos on YouTube about their
favorite games. YouTube has the scale to run optimized campaigns.
CREATOR-FANS ARE MOTIVATED BY THEIR LOVE of gaming, but incentivized by
earning potential.
SHARE OF VOICE CAN BE INFLUENCED by paid and owned media, but engaged
earned-media creators are the greatest influencers after a game has launched.
Brands are growing on
YouTube. The Top 500
Brands have grown
their average monthly
views by 73% in 2015.
YouTubehasrankedfive
video games in the top
10 brands on YouTube,
based on watch time,
repeat viewership, likes
and shares.
Based on an algorithm that factors
in multiples signals of audience
passion and popularity, such
aswatch time, repeat viewership,
likes ans shares.
Percent doing something else
while watching the concert
Percent of interactions where
other devices was used
Google-IPSOS Mobile Diaries Research, QI 2014.
GoPro
Six Pack Shortcuts
PlayStation
Warner Bros. Pictures
League of Legends
Sony Pictures
Call of Duty
Nintendo
Ubisoft
Rainbow Loom
TOP 500
BRANDS AVERAGE
MONTHLY
VIEWS GROWTH
+73%
in 2015
TOP 10
BRANDS
ON YOUTUBE
18-34 YEAR-OLDS
MULTI-TASK LESS
ON YOUTUBE THAN TV
75% LIVE TV
20%LIVE TV
50% YOUTUBE
7% YOUTUBE
1
2
3
4
5
6
7
8
9
10
INTRODUCTION CASE
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6. 6
CASE STUDIES
INTRODUCTION CASE
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7. 7
“It’s incredibly important for us to deeply engage our
incredibly large Call of Duty community on YouTube,
where we can have a direct relationship with our most
passionate fans and reach our target audience where
they increasingly go to consume content. Whether
it’s revealing a blockbuster live- action trailer, taking
gamers behind the scenes with developers, or
empowering our fans to share their brand expertise
with the community, digital video is central to our
marketing strategy”.
Jonathan Anastas - ACTIVISIONS VICE PRESIDENT OF
DIGITAL MARKETING
“Halo 4 broke both sales and player records in 2012
after its release via the Machinima Prime YouTube
channel and Halo Waypoint of “Halo 4: Forward Unto
Dawn,”a $10 million live-action web series.
I think Forward Unto Dawn helped us with the launch
of Halo 4. But it also was just a thing people liked to
watch. I think it helped growing what IP is capable
of and getting people to understand the stories and
characters. I also think going into the launch of any
game, it’s a nice tie-in; we learned that with Forward
Unto Dawn where you can get people upbeat and
excited about the IP and bring it as part of your overall
launch momentum.”
Phil Spencer - MICROSOFT HEAD OF MICROSOFT STUDIO
“We try to focus our efforts around exposing our
game to as many people as possible who we think
might be interested.
Usually we’re tapping into existing audiences through
something like a YouTube influencer, like Smosh.
They’ll integrate Assassin’s Creed into a music video
that gets 50 million views.
That way, we’re exposing ourselves to an audience
of people who might have an affinity with our brand.”
Tony Key - UBISOFT SENIOR VICE PRESIDENT OF SALES AND
MARKETING
ACTIVISION UBISOFT
MICROSOFT
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8. 8
YouTube can greatly improve the exposure and
adoption of a game, as it did with Minecraft.
Researcher Alex Leavitt, a Ph.D. student at the Annenberg
School of Communication, said that “YouTube helped
make Minecraft “a global phenomenon.” Leavitt said
that “With the help of YouTube, Minecraft went viral,
and the popularity shot up quickly within just a few
months. The visibility of the game increased due to
this network that was connected on YouTube. The
video sharing site was a commentary center and
helped popularize the game by allowing players to
share solutions, walkthroughs, and house tours.”
In August 2010, there were roughly 4,000 videos
about Minecraft on YouTube.
But today our Octoly study finds that there are
350,000 fan-created Minecraft videos from 90,000
individual creators. These videos have a received a
total of 35.3 billion views, the most YouTube views of
any video game. And it’s almost entirely fan-driven
- less than 1% of those views came from Minecraft’s
officially-branded channel.
“Pewdiepie really helped us in terms of getting
traction on a much larger audience. It’s incredible that
YouTube personalities are coming up ... and I think it
can only grow.”
Min-Liang Tan - RAZER CO-FOUNDER, CEO AND CREATIVE
DIRECTOR
These YouTube influencers can drive hardware sales,
too. Each time YouTube gamer Pewdiepie, wears
Razer headphones, the product sells out.
RAZER MINECRAFT
INTRODUCTION CASE
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9. 9
YOUTUBE
DEMYSTIFIED
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10. 10
YOUTUBE IS THE MAIN PLATFORM FOR GAMERS
to celebrate their favorite games and engaging with
others. They often carrying on long after the brands
have concluded their paid campaigns to promote
product sales.
95% OF GAMERS TURN TO ONLINE VIDEO on
YouTube for entertainment and information in the
moments that matter to them.
THE LIFECYCLE OF VIDEO GAME CONTENT on
YouTubebeginswiththegamepublishersandconsole
brands. But then the majority ownership of voice is
passed on to the YouTube community and fanbase,
who amplify brand viewership. On YouTube, unlike
most video ad distribution platforms, brands and fans
are building these audiences together.
That’s for gamers
INTRODUCTION CASE
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WEEKENDS, SUMMERS,
AND PRIME TIME
SHOW AN INCREASE IN
VIEWERSHIP OF VIDEO
GAME CONTENT.
2X SUBSCRIBERS WATCH
GAME CONTENT FOR
TWICE AS LONG AS
NON-SUBSCRIBERS.Fan-creators generate many more views of video
game content than game publishers – 19x more.
YOUTUBE HAS SHOWN NO SIGNS OF SLOWING
DOWNasapaidmediaplatformforvideoadvertising.
Revenues on the platform grew 50% in 2013 to a total
of $5.6 billion for the year.

11. 11
WHILE TWITCH IS COMING ON STRONG as
a YouTube competitor and has become the
acknowledged leader in livestreaming gameplay, it is
still behind YouTube in creators, audience, actionable
analytics, and campaign targeting.
YOUTUBE IS NOT A BROADCAST MEDIUM. Unlike
TV, users can engage directly with both brand-
created and fan-created content.
THE YOUTUBE PLATFORM enables marketing,
engagement, and measurement on both macro and
granular levels.
PUBLISHERS CAN AND SHOULD reach out to these
creators and build content or product relationships
with them as they develop - they are conduits to huge
audience.
What is YouTube
GAME PUBLISHERS RECOGNIZE THE POWER of
the YouTube community for marketing purposes.
A recent potential PR nightmare, the Dec. 2013
ContentID problem, gives evidence as to how much
they value that relationship.
THERE ARE EIGHT MAIN TYPES OF CONTENT
relevant to gamers, three in owned media and five
in earned media. The message in each of the content
types in owned media can also be amplified in paid
media on the YouTube platform through Google’s
AdWords for Video (TrueView).
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12. 12
THERE ARE EIGHT main types of content relevant
to gamers, three in owned media and four in earned
media.
The message in each of the content types in owned
media can also be amplified in paid media on the
YouTube platform through Google’s AdWords for
Video (TrueView).
THE EIGHT TYPES OF VIDEO CONTENT CONSUMED BY GAMERSContent
OWNED MEDIA
(including paid media)
OFFICIAL
BRAND CHANNELS
EARNED MEDIA
(including paid media)
VIDEOS UPLOADED
BY FANS
1
ANNONCEMENT
Brand-released content, first
look at a game, 1-3 minutes
long.
4
GAME POWERED
ENTERTAINMENT
Community-created content,
funny videos & parodies, less
than 5 minutes long.
5
TUTORIAL
Community-created content,
how-to videos, 1-5 minutes
long.
6
WALKTHROUGH
Community-created content,
gameplay footage, 15
minutes or more.
7
REVIEW
Third-party review, 4-5
minutes long.
8
MACHINIMA
Artistical Video content
gaming-relative, 10-15
minutes long
2
GAMEPLAY DEMO
Brand-released content, first
look at a game mechanics,
often debuted at E3, 5-15
minutes long.
3
TRAILER
Brand-released content,
reminder that the game will
soon be on sale, 1-3 minutes
long.
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13. 13
and watch videos
longer. Subscribers watch video game content twice
as long as non-subscribers, and there’s a very strong
correlation between subscribers and views. So it’s
very important for brands to build their subscriber
base.
AN INCREASING NUMBER of overall game-related
videoviewscomefromsubscribers.From2011to2012,
viewers who were subscribers increased from 1% to
9%, an increase of 900%, indicating that marketers
should always encourage viewers to subscribe at the
end of each video.
Weekends and summers show an increase in
viewership. YouTube found that game content was
viewed 18% more frequently on weekends, and 17%
more during the summer than the rest of the year.
Additionally, video game content viewing spikes
during the primetime television hours from 6 to 10
p.m., when 32% of the views take place.
Subscribers VIEWING TIMES
2x
+900%
+17%
MONTH-OVER-MONTH GROWTH
JAN FEV MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
+18%
DAY-OVER-DAY GROWTH
MON TUE WED THU FRI SAT SUN
6:00
PM
7:00
PM
8:00
PM
9:00
PM
7,8%
8,1%
8,4%
7,9%
INTRODUCTION CASE
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14. 14
DISCOVER
INTRODUCTION CASE
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CONCLUSION

15. 15
INTRODUCTION CASE
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CONCLUSION
YouTubers are sometimes paid to endorse games.
However, consumers are sometimes skeptical of
paid endorsements, even from their most trusted
Creators.
By giving free products to targeted Creators and
allowing them the freedom to do products reviews
in any way they like, consumers are able to have
access to the opinions of many honest brokers, and
weight the evidence themselves on whether they’d
like to make a purchase or not.
We know that the passion of Creators is boundless,
and yet most don’t have access to the brands they
love. And if they do have access, most of them have
to pay.
Why free is better
What better way to squash ingenuity?
We have built a unique platform to let brands offer
free products to creators in an easy and simple way.
True creativity requires freedom of access, freedom
of information, freedom of expression. We believe in
freedom and in raising your own voice. Today, any
brand can connect with passionate creators through
Octoly.
We have built the bridge across which all creators
can reach their passion.

16. 16
INTRODUCTION CASE
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CONCLUSION
Publishers decide who to invite
to review the games. This is best done by looking at which games the creators have
reviewed in the past.
Publishers review which creators they want to invite
to post reviews about their games
Publishers then select the best group of YouTubers
to participate. Now, with the Octoly data-driven solution, publishers can execute
this process at scale, and decide which creators are best for the campaign.
Finding the right people

17. 17
DELIVER
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18. 18
MORE AND MORE, YouTube is where people go
to create and reinforce personal relationships with
others of similar affinities. YouTube is the most
popular video platform for sharing and amplifying
experiences. This is reinforced by the fact that
the YouTube viewcount, and not the retweet or the
Facebook like, has become the de-facto international
standard of the popularity of an event or meme.
For gamers, YouTube is the main platform for
celebrating their favorite games and engaging with
others, often carrying on long after the brands have
concluded their paid campaigns to promote product
sales. The lifecycle of video game content on YouTube
begins with the game publishers and console brands,
who drive news via announcements, first-look
gameplay demos, and launch-timed promotions. But
then the majority ownership of voice is passed on to
the YouTube community and fanbase, who amplify
brand viewership with reviews, walkthroughs, game-
powered entertainment (Let’s Plays, parodies and
analysis), and tutorials.
The YouTube platform has spawned a vast ecosystem
of game influencers who shape opinions worldwide.
YouTube :
Essential to the gaming experience
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19. 19
YOUTUBE HAS SHOWN NO SIGNS OF SLOWING
DOWNasapaidmediaplatformforvideoadvertising.
Revenues on the platform grew 50% in 2013 to a total
of $5.6 billion for the year.
95% OF GAMERS TURN TO ONLINE VIDEO on
YouTube for entertainment and information in the
moments that matter to them.
VIDEO GAMES ARE THE SECOND LARGEST
CATEGORY
on YouTube in both views and subscribers (after
music).
A GAMER, PEWDIEPIE, HAS THE MOST
SUBSCRIBED-TO CHANNEL ON YOUTUBE, with
45 millions subscribers and counting. YouTube’s own
channel is the second most popular on the platform.
The third and fourth most subscribed-to channels,
Smosh and HolaSoyGerman, have secondary
channels that are dedicated to their love of video
games. Music superstar Rihanna is fifth.
YouTube video ads compare favorably to other web
video platforms.
YouTube Metrics & Growth
THOSE BETWEEN 18 AND 34 SAY THEY PREFER
YOUTUBE VIDEO ADS TO ITS COMPETITORS BY
FOUR TO ONE.
7,1 MILLIONS
VIEWS
ELRUBIUS AVERAGE VIEWS PER VIDEO
2013
2012
2011
2010
2009
$5,6 BILLON
$3,7 BILLION
$2,0 BILLION
$1,0 BILLION
$450 MILLION
YOUTUBE
ADVERTISING
45 M
16 M
16 M
14 M
13 M
PEWDIEPIE
ELRUBIUSOMG
VANOSSGAMING
VEGETTA77
KSI
YOUTUBE VIDEO ADS COMPARED TO OTHER
VIDEO PLATFORMS
Indexed against YouTube. YouTube was chosen as the
best platform
YouTube Facebook Comedy
Central.com
Hulu ESPN.com
100 24
151921
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20. 20
What is a Let’s Play, and who are Let’s Players?
Let’s Plays (or LPs) are shared playthroughs with
often-humorous game commentary from the player.
With these experiential, community- building videos,
YouTubers amplify the reach of popular games by an
average of 20-fold, carrying the popularity of games
far past their launch date. Let’s Players have built
enormous audiences on YouTube. The top YouTube
channel that of a Let’s Player, Pewdiepie, who 27
million subscribers and counting. The third and fourth
largest channels, Smosh and Hoy Soy German, have
secondary gaming channels.
As YouTube gamer Zack Scott describes the Let’s
Play experience: “Video games aren’t like movies
or TV. Each play-through is a unique audiovisual
experience. When I see a film that someone
else is also watching, I don’t need to see it again.
When I see a game that someone else is playing, I
want to play that game for myself!”
Motivation
Gamers play for love. But they are incentivized
by money and community. Much like professional
football players, actors or musicians, they love what
they do – in this case, playing video games and
sharing them with their community. But if they can,
they’d like to be paid for doing what they love. So
while YouTube gamers would largely keep doing
what they do for little or no share
of the ad revenue, they prefer to have highly
monetized channels. This is true even for channels
that don’t bring in very much revenue.
Because they are incentivized by potential earnings,
YouTube gamers are motivated to build bigger and
bigger communities on the platform.
For Love & Money
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21. 21
Game publishers recognize the power of the YouTube
community for marketing purposes, but a recent
potential PR nightmare gives evidence as to how
much they value that relationship.
In December, YouTube’s release of a new YouTube’s
ContentID algorithm automatically, and incorrectly,
tagged thousands of videos as copyright
infringements. This created an uproar among YouTube
Let’s Players, coming so soon on the heels of the
unfavorable reception to the mandatory YouTube
integration of Google+ indentity-verified commenting.
Game Publishers Move to Help Let’s Players
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YouTube’s monetization system severely penalizes
members with copyright strikes - a few strikes can
permanently close a YouTube account and ban that
user from creating another indefinitely. So gamers’
motivation to avoid copyright problems is strong.
When LPers expressed public outrage at the many
confusing YouTube ContentID copyright flags,
game publishers immediately sprang into action,
communicating publicly that they didn’t make the
copyright claims and offering to help gamers resolve
their YouTube channel problems.

22. 22
YouTube is the dominant video player in the user- generated content space due to
its vast scale.
These include networks such as Machinima, Maker Studios (Pewdiepie, TobyGames
and many other channels), Polaris, Fullscreen and Broadband.TV/Viso/TGN, etc.
YOUTUBE VS.
OTHER PLATFORM
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23. 23
GROWTH AND ACQUISITION RUMORS
Twitch is a rapidly-growing player in video game
streaming. Twitch focuses on livestreaming content
YouTube is 19% of all downstream traffic, but Twitch
was somewhere less than 1.3%, as it was left off a list
that included Amazon, Hulu and Facebook. 12
LIVESTREAMING AND COMPETITIVE GAMING
The trend of livestreaming competitive and single-
player games continues to be on the upswing. And
while YouTube has similar livestreaming functionality
and better monetization for creators. 13 Twitch
is currently the place to be for live video game
programming.
Twitch is the new kid on the block to watch, and it’s
helpful to understand how it compares to YouTube
in several areas and competitive gaming, and has
recently gained further attention with recent rumors
that YouTube/Google was going to buy the platform
for $1 billion.
Twitch is the new kid on the block to watch, and
it’s helpful to understand how it compares to
YouTube in several areas.
Twitch
NUMBER OF UNIQUE VISITORS
2013
2012 20 M
45 M
VIEWERSHIP
Twitch reported that it doubled its monthly unique
visitors in 2013 to 45 million, up from 20 million in
2012. 9 This is an exciting rate of growth. Yet in the
same year, Machinima alone was averaging 203
million monthly viewers and 2.4 billion monthly views
while distributing only on the YouTube platform. 10
A RECENT STUDY BY DEEPFIELD found that Twitch
had 1.8% of all peak internet traffic, ranking all Google
properties at 22%. Twitch was said to have more
traffic than Amazon, Hulu and Facebook.However, a
similar study by Sandvine found that YouTube is 19%
of all downstream traffic, but Twitch was somewhere
less than 1.3%, as it was left off a list that included
Amazon, Hulu and Facebook.
LIVESTREAMING AND COMPETITIVE GAMING
The trend of livestreaming competitive and single-
player games continues to be on the upswing. And
while YouTube has similar livestreaming functionality
and better monetization for creators. Twitch is
currently the place to be for live video game
programming.
ANECDOTAL USER COMPARISONS have found that
while YouTube is easier for an individual creator to
create a fan base and earn revenue, Twitch has less
latency and better commenting, creating a better live
experience for gamers and their fans.
COPYRIGHT
Problems with YouTube’s automated ContentID
copyright verification system, particularly in
Dec. 2013, have driven some content creators to
Twitch. Now Twitch have also to adopt more stringent
copyright procedures, especially for music at the
moment.
ANALYTICS
Twitch’s dashboard does provide some basic
viewership analytics, but nothing on the scope or
granularity of the YouTube Analytics
MONETIZATION
The logic behind monetization is simple: Gamers
play because they love the games. But if they can
make some money playing their favorite games, they
will be incentivized to build larger audiences. These
larger communities build around game- play and in
turn benefit game publishers.
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24. 24
THE RECENTLY LAUNCHED MAJOR LEAGUE
GAMING network MLG.TV is positioning itself as
a premium content network with higher CPM. We
have yet to find any public data on its analytics for
marketers, but it continues to be interesting.
“According to MLG’s CEO Sundance Giovanni, we’re
not in any way shape or form trying to create a
mass market streaming platform where anyone can
participate... One of the things you get when there’s
a tremendous amount of volume and activity in the
user-generated content world is downward price
pressure. We can’t have that. We have to have the
opposite of that where there’s some scarcity, some
exclusivity. What you’re getting is top-level content
and top-level monetization against it.
It’s tricky for us because there aren’t thousands of
people that can fit that bill, there aren’t thousands of
people that can qualify from the advertiser standpoint
which is really the determining point for us.”
MANY ONLINE PUBLISHERS employ video ad
serving in some fashion. And some of these can
be very intriguing distribution venues with low
prices. However there is an ongoing question of
accountability and viewer quality.
A RECENT NEW YORK TIMES ARTICLE described
the growth of video verification services as a way
to determine the quality of these campaigns.
The Times did not mention YouTube , the most
prominent video ad network, as a platform where
these verification services were needed. 19
ONE NEW PLATFORM TO WATCH will be Hitbox.tv.
It will likely be a while before we get concrete user
and marketing data on that platform, but this platform
is already a global innovator in gaming and eSports
live streaming.
MLG.tv Other Video Publishers
INTRODUCTION CASE
STUDIES
YOUTUBE
DEMYSTIFIED
DISCOVER DELIVER AMPLIFY YOUR
EARNED MEDIA
YOUTUBE & OTHER
PLATFORMS
CONCLUSION

25. 25
One key difference between a paid sponsorship and a game review
is that the publisher holds no rights to the reviews. However there
are legitimate ways of amplifying the message of those great videos
once they are complete.
INTRODUCTION CASE
STUDIES
YOUTUBE
DEMYSTIFIED
DISCOVER DELIVER AMPLIFY YOUR
EARNED MEDIA
YOUTUBE & OTHER
PLATFORMS
CONCLUSION
AMPLIFY YOUR
EARNED MEDIA

26. 26
MONTHLY
SHARE OF
TOTAL
CONSOLE
GAME VIEWS
L -1
Months
L -4
Months
L -5+
Months
L +2
Months
L +3
Months
LAUNCHL -3
Months
L +1
Months
L -2
Months
18%
6%
4% 5%
28%
23%
8%
5%
4%
BRAND-RELATED VIEWS
COMMUNITY-RELATED VIEWS
Google gas found a very high correlation of YouTube
views during the pre-laucnh eruid to the first four
months after the game release, indicating that
brands could use video data to better measure the
buzz of their products and « optimize their marketing
strategies accordingly. »
INTRODUCTION CASE
STUDIES
YOUTUBE
DEMYSTIFIED
DISCOVER DELIVER AMPLIFY YOUR
EARNED MEDIA
YOUTUBE & OTHER
PLATFORMS
CONCLUSION
NUMBER OF VIEWS GENERATED
19x
1x

27. 27
1) HYGIENE CONTENT: What is your audience
actively searching for regarding your brand or
industry? What can serve as your 365-day-relevant,
always- on, PULL content programming? E.g. product
tutorials, how-to content, customer service, etc.
2) HUB CONTENT: The content you develop on
a regular basis to give a fresh perspective on your
target’s passion points. (E.g. verticalized content
about a game.) This is often staggered throughout
the year.
3) HERO CONTENT: What content do you want to
PUSH to a big, broad audience? What would
be your Super Bowl moment? A brand may have only
a few hero moments in a year, such as product launch
events or industry tent-poles.
INTRODUCTION CASE
STUDIES
YOUTUBE
DEMYSTIFIED
DISCOVER DELIVER AMPLIFY YOUR
EARNED MEDIA
YOUTUBE & OTHER
PLATFORMS
CONCLUSION
CHALLENGES & SOLUTIONS
Game publishers are fantastic when it comes to
creating “hero” content, with great videos building
up to launch.
But when it comes to hub or hygiene videos, most
publishers do not have high engagement. Building
an audience, however, is a year-round effort, and
requires year-round content and engagement. Since
subscribers view videos on a factor of 9 to 1, the
goal of a game publisher on YouTube should be to
build up its subscribers, its free audience. Then when
the launch comes around, the TrueView ad buys
can be amplified by communicating with the fans it
already knows. YouTube is a community, and building
community is an all-year-round process.
YOUTUBE
RECOMMENDS
CONTENT
PLANNING
YouTube’s Playbook for Brands recommends that
brands categorize their videos into one of three
types: hygiene, hub or hero content.

28. 28
Eighty-two percent of console game sales occur in
the first four months after launch, so game marketers
must sell as many unites as possible in a small
window of time.
Before launch, console game marketers release
announce videos, gameplay videos, other trailers,
and launch videos. Sixty percent of these views
happen before launch Of those pre-launch views,
90% come from brand-released videos, so game
publishers play an essential role in driving views
before release.
Google has found a very (.99) high orrelation of
YouTube views during the pre-launch period to the first
four months after the game release, indicating that
brands could use video data to better measure the
buzz of their products and “optimize their marketing
strategies accordingly”.
INTRODUCTION CASE
STUDIES
YOUTUBE
DEMYSTIFIED
DISCOVER DELIVER AMPLIFY YOUR
EARNED MEDIA
YOUTUBE & OTHER
PLATFORMS
CONCLUSION
OWNED PAID
VIEWS &
EVENTUAL
SALES: A HIGH
CORRELATION
PERCENT OF TOTAL PRE-LAUNCH VIEWS
VIEWS & SALES CORRELATION
Months
before
Launch
L -4
Months
L -5+
Months
L -3
Months
L -2
Months
33%
0,94 0,94 0,95 0,97 0,99
42%
57%
55%
100%

29. 29
Compared to previous generations, millennials
simply are not watching TV. Instead, they are
spending increasing amounts of time online, both
on desktop and mobile. For the gaming industry,
YouTube is essential, because gamers spend a
lot of time on the platform seeking out demos
and gameplay videos. But they’re not interested
in finding this information from the publishers
themselves.
But for publishers, engaging with Gamers at scale
has to this point been extremely time consuming.
To find the right YouTubers with loyal publishers that
are youtube games crushing it on youtube game
reviews demystified audiences of all sizes and
interests, it takes great data and a proven selection
process.
CONCLUSION
Octoly makes this possible by offering a single
solution. The Octoly platform empowers publishers
to find and engage with the right YouTubers who
are interested in talking about their games. Then,
publishers can create turn-key campaigns and
send products to these YouTubers, receiving keys in
return.
At Octoly we stand ready to help you master your
YouTube influencer campaigns. Contact us about
how you can start a grass-roots movement on
YouTube today !
INTRODUCTION CASE
STUDIES
YOUTUBE
DEMYSTIFIED
DISCOVER DELIVER AMPLIFY YOUR
EARNED MEDIA
YOUTUBE & OTHER
PLATFORMS
CONCLUSION

30. 30
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