1 Million Years of Audience Watch Time | James Beaven

1. James.Beaven@Keymailer.co | +44 7595 004 004

2. Background
Casual Connect 2019

3. • End-to-end influencer PR and marketing
platform
• Connecting influencers to games
publishers and their agents
• Aiding discovery for games
• Securely distributing game keys
• Tracking the results
What is Keymailer?
Casual Connect 2019

4. ●Influencer connect
●Channel stats turned into profile
●Express interest in games
●Checked by Publisher
●Send keys
●Collect video content
●Analyse viewer stats
How does Keymailer work?
Casual Connect 2019

5. Keymailer launched in 2015 expecting
lifetime 10,000 signups
That was achieved in the first week.
Today 680,000 content creators have
signed up with their channels.
300-1000 continue to sign up every day
New media, new tools
Launch Tracker
Compliance
Clipping Service
Contact
Details
Anti
Fraud
Deal
Broker
Sales
Tracker
Viewing
Stats
OFFERS
BUYERS
MARKETERS
CHANNELS
PLATFORMS
VIDEOS
Casual Connect 2019

6. “You know you’re on to
something good when you
break your own analytics
tools” Bruce Grove, Polystream
Casual Connect 2019

7. Since Keymailer launched…
● 0ver 5000 game companies offer
● almost one million games per year
to
● 680,000 member channels in
● each of the World’s 195 countries
● with audiences up to 32 million
● We tracked and analysed their
6,765,817 videos, and
● 1,805,283livestreams
● with an aggregate audience of
1.51 billion viewers who
● spent 68 millenia watching videos
in Dec ’18 alone (68,051years)
Casual Connect 2019
Working with influencers is a numbers game
In a word: Scale
The Problem we solve?

8. Sample Size
Casual Connect 2019

9. Today we’ll be looking
at the top 5% of
Keymailer users Over 1 billion
viewers on
YouTube, Twitch
and Mixer
25% of all Steam launches in
2018 used Keymailer
Casual Connect 2019

10. Top 5% country split
Keymailer Users by Country
15000
10000
5000
0
US PLFR HUES SERUGB MXIT CZBR BETRDE PTAUCA ARNL
Casual Connect 2019

11. Top 5% age range
Keymailer Users by Age
6000
4000
2000
0
1 year
13 years
14 years
15 years
16 years
17 years
18 years
19 years
20 years
21 years
22 years
23 years
24 years
25 years
26 years
27 years
28 years
29 years
30 years
31 years
Casual Connect 2019

12. You are 3x more likely to be a content creator if you’re called Daniel,
than if your name is Ryan. Fact.
Keymailer Users by Name
10000
5000
0
@$#£
Daniel
Juan
David
Alex
Gabriel
Jose
Lucas
Luis
Carlos
John
Michael
Kevin
Pedro
Diego
James
Sebastian
Nicolas
Victor
Ryan
Casual Connect 2019

13. 1 million years of watch time
and what did we learn?
Casual Connect 2019

14. 1. HOUSEKEEPING
Casual Connect 2019

15. Register your game on giantbomb.com
Images must be 600x800 pxls
Register your game on player.me
Set up your game on Wikipedia
And confirm the tags you want people to use
Set up for Video platforms
Purple Box of Doom
Games without correctly
set up pack shots see
40% lower content
coverage ROI than those
that do have pack shots
Casual Connect 2019

16. 2. TIMING
Casual Connect 2019

17. Community sites, third party resources,
retailers, use the store APIs
Text fields don’t always parse or bunch
games up out of sight
Biggest mistake?
Setting a release date on the day of launch
Set release dates early
Casual Connect 2019
Coming soon!
TBC
End of the month
When it’s damn well finished
Winter
Xmas
̴̒͛̓̅͂
͚̖̱͚̙̯͇
. ̶ ̲̪̳̦̮͍̘̿͗̍
̴̒͛̓̅͂
͚̖̱͚̙̯͇̱
̶̞͇͙̜̱͕̌͘
͕. days until the epidemic
Q2 2019

18. Number of requests
8000
6000
4000
2000
0
-3 weeks -2 weeks -1 weeks Launch
Casual Connect 2019
Based on 25% of all Steam launches in 2018

19. Based on 25% of all Steam launches in 2018
Requests by audience
400m
300m
200m
100m
0
-3 weeks -2 weeks -1 weeks Launch
Casual Connect 2019

20. 3. MEASURING RELEVANCE
Casual Connect 2019

21. Didn’t work.
Keymailer v1.0 ranking
Casual Connect 2019

22. Subs are a component of ranking,
but they don’t tell the whole story
What about VOD vs Livestreams?
Channel relevance delivers higher
returns for your games
Looking closer
Casual Connect 2019

23. To solve this problem, we’ve been developing a scoring system that works for games.
Keymailer v2.0 ranking
Casual Connect 2019
Subs
Watch time
Audience
Interactions
Weighted around
watch time.
Measured at 7, 35
and 90 days
SWAI

24. 4. ROI
Casual Connect 2019

25. Back to the numbers game
If you see the demand, FEED IT!!
The median number of keys per campaign is
332 and roughly doubling year on year as
publishers scale their campaigns
How many keys?
Casual Connect 2019
In 2018
1 million keys
were sent for
review using
Keymailer

26. In 2015, our tests showed typical ROI was 11%
Today the industry average is 25-30%
PR Agencies and dedicated social/content teams can
achieve over 60% ROI
Almost all content creators will test the games they
receive for ‘channel fit’
Keys to content ROI
Casual Connect 2019

27. AND FINALLY
Casual Connect 2019

28. Affiliate Links
2
3
1
Affiliate Program 2
Affiliate Program 3
Affiliate Program 1
Affiliate Program 1
Affiliate Program 2 Affiliate Program 3
4
Casual Connect 2019

29. Enterprise features and tools
• Capture and filter inbound leads (VR Verified)
• Real-time Influencer due diligence
• Secure game key distribution and tracking
• Livestream and VOD coverage monitoring
• Campaign success analysis and reporting
• Optimised for regional teams and their PR Agencies
• Team-based collaboration, no duplication
GDPR compliant
Servers operated within
the EU and fully subject
to GDPR requirements
Member of ICO.org.uk
(Registration: ZA285900)
Casual Connect 2019

30. What to find out more?
Email us for a demo or trial
James.Beaven@Keymailer.co
Casual Connect 2019