The new marketing trends and stats in the past year, show that advertisers are continuing to move away from standard advertising techniques and toward interactive techniques in order to get their messages seen and heard. Among those interactive techniques, special place holds the popularity growth of influencer marketing.
According to Launchmetrics’ 2017 State of Influencer Marketing Report, 62 percent of the marketing, public relations and communications professionals queried said their companies launched at least one influencer marketing campaign in 2016. Over the past two years, influencer marketing has steadily grown in popularity and has just closed the gap with video advertising.
This is especially true for the gaming industry. Traditional marketing messages can’t get in front of games because gamers no longer watch TV or go to retail, around 40% of gamers use ad-blockers and social media ads become even more and more expensive.
Games understand these statistics and slowly are moving towards effective influencer marketing campaigns that offer fit between brand and influencer, spread among multiple channels, setup campaigns to the right audience and track the success.
In order to help game developers reach more with their influencer marketing campaigns, IQU is continuing to develop ways for game developers to act more in the marketing campaigns. When it comes to influencer marketing we are working towards giving game developers access to 4.5 million influencers using Influencer affinity matching that will match their multiple campaigns types to the right influencer for each campaign.
That way game developers can potentially reach influencers who will share their messages starting from the first point of contact. The gameplay footage will be reviewed by the best match influencers that love the game and shared in communities that are matching target games . Of course, we are best known for giving the best tools for measuring and analytics when it comes to marketing campaigns for games, so tracking performance will be included as well.
Overall we are aiming to bring to game developers the best of the best when it comes to influencer marketing for games by providing the best resources for trusted opinions and recommendations which will share the gameplay content in the most engaging channels on the internet.