“1000$ and… it’s gone”
That pretty much sums up my first try at driving pre-release sales for my game on steam as an indie developer back in 2015.
I used facebook ads as my main acquisition channel because I thought it was the most “data-driven” solution and spent the rest in a PR software… and it was not worth it.
I’ve learnt from my mistakes and today I’m helping some of the most successful indie game studios and publishers to nail their user acquisition strategy.
This is the first chapter of The noob guide to game marketing. The goal of this guide is to give you actionnable tips as an indie game developer / publisher to sell more game.
The video game market is expected to be worth 90 billion $ by 2020. That’s a growth of 15% compared to the previous year.
This fast-growing market has also seen competitors that are much more numerous and spend significant amounts of money on user acquisition.
The market is becoming so competitive that creating a high-quality game is not enough to stand out… This is where influencer marketing play at stake.
The return on investment of influencer marketing campaigns in the video game industry 💵 ❤️ 🎮
The return on investment of the average influencer marketing campaigns is about $ 9 for every $ 1 invested. However, it is in the field of gaming where it is the highest : $ 11 ROI for $ 1 invested.
This is partly due to the fact that gaming influencers are less in demand than beauty / lifestyle influencers for example. Also, one the key factor to that impressive return on investment is that thanks to dematerialized gifts it is possible to spend 0$ and get micro-influencers to review your game (Ex: by mass-emailing steam keys to youtube influencer for example…).
The most effective social networks to promote your game
Choosing the optimal social network depends a lot on your target. Here is a list of the most used social networks for gaming in the world.
Twitch, Youtube, Douyu, Huya, Mixer being the main platforms.
Micro or Macros influencers ? 🤔
When creating an influencer marketing campaign one of the first things to choose is the type of influencers you would like to target. Depending on that you’ll have to adapt your speech when reaching out.
A micro-influence campaign aims to collaborate with a large number of emerging talents to give maximum visibility to the game for a minimal cost. It has the advantage of being cheaper in terms of influencer budget because a majority of micro-influencers willingly agree to create sponsored content in exchange for a gift or even licenses of the game for them and their friends. However, reaching out to many micro-influencers takes a lot of time and you may encounter scammers. In any case, be ready to mass-send some access keys 🔑.
A macro-influence campaign aims to create a “buzz” effect around the game by choosing a few major influencer (> 500K subscribers). These campaigns are generally more expensive but have the advantage of being able to also have a strong influence on other smaller streamers who will then naturally follow the stream and also make a video of your game.
How to reward a gaming influencer?
One of the key factors of success to your campaign is going to be related to the reward send to the influencer.
One the one hand, a too high reward could be unfavorable to your return on investment but on the other hand and proposing a low reward to a big influencer could cause non-response or even offend the influencer and create bad buzz😤.
Here is a list of possible and cumulative rewards depending on the size of the influencer:
- Early access steam key /free license of the game
- Goodies or gift (T-shirt, gamer hardware …)
- Remuneration linked to the number of purchases of the game
- Fixed remuneration
No matter what you choose you must always have a data-driven approach and negotiate with the influencer. Always estimate the number of views and purchases potentially generated. The ideal is to have data on the community of the influencers (center of interest, games played, gender, age, location etc …) and to have this information matched with your marketing target.
Creating an influencer marketing strategy is now a must to promote the launch of your video game or even increase your number of users in a cost-efficient way.
However, executing and implementing an effective influence strategy require you to find the right influencer profiles that communicate with an audience close to your marketing target.
With Revolt Gaming you can find great Youtube and Twitch influencers and invite them to try your game in a few clicks. Find great gamers that stream games that you audience already love and optimize all your partnerships.
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