The marketing trends and stats in the past year have shown that advertisers are continuing to move away from standard advertising techniques and towards interactive ones, in order for their messages to be seen and heard. Among said interactive techniques, the fast-growing influencer marketing holds a special place.
According to Launchmetrics’ 2017 State of Influencer Marketing Report, 62 percent of the queried marketing, public relations and communications professionals stated that their companies had 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 do not align well with games for several reasons: Firstly, gamers no longer watch TV or visit retail as often as they used to. Secondly, around 40% of gamers use ad-blockers. Finally, social media ads are only growing more and more, in terms of implementation and expenses.
Game advertisers understand these statistics and are slowly moving towards effective influencer marketing campaigns which: offer a fit between the brand and the influencer; are spread over multiple channels; set up campaigns, targeted at the right audience; and track the ads’ success.
In order to help game developers reach more players with their influencer marketing campaigns, iQU is continuing to develop ways for said developers to be more involved with their marketing campaigns. When it comes to such strategies, we are working towards giving game developers access to 4.5 million influencers through the use of influencer affinity matching, linking each of their multiple types of campaigns to the right influencer for the job.
In this way, game developers can potentially reach influencers who would be willing to share their messages from their initial point of contact. The gameplay footage will be reviewed by the best match influencers who love the game, and shared in communities that align with the target games . Of course, we are widely-known for providing the best tools for campaign measurements and analytics, when it comes to marketing campaigns for games, so performance tracking will naturally be included as well.
Overall, we are aiming to bring to game developers the best of the best, in relation to games influencer marketing. We do this by providing the best resources for trusted opinions and recommendations through which to share gameplay content on the most engaging channels on the Internet.
Interested to learn more about how we can enhance your game campaign’s performance? Then schedule a consultancy by contacting us here!