This document discusses how to effectively use influencer marketing to scale a publishing business. It notes that influencers command trust from viewers who seek out their content recommendations. The document then provides statistics on influencer marketing spending and effectiveness. It profiles successful influencer campaigns and analyzes survey results from over 500 gaming influencers. The key findings are that influencers prioritize game quality, payment, and perks in deciding partnerships. The document advocates using a database to identify the right influencers based on metrics like viewership, engagement, game preferences, and past performance. It pitches helping clients create lookalike audiences and guarantee key performance indicators.

1. UNDERSTANDING INFLUENCERS
TO SCALE YOUR PUBLISHING BUSINESS

2. WE LIVE IN A
RELATIONSHIP ECONOMY

3. WE NEED TO TRUST THE
COMPANY / PERSON WE BUY FROM

4. INFLUENCERS COMMAND
THAT TRUST.
WHILE MOST COMPANIES
STRUGGLE …

5. IT’S A GLOBAL PHENOMENON
92% 47% $255 million
is spent on influencer
marketing every month.
- Bloomberg 2016
of customers use Adblock
technology, traditional digital
advertising channels often have
limited effectiveness.
- Forbes 2016
of consumers trust an
influencer more than an
advertisement or traditional
celebrity endorsement.
- Forbes 2016

6. SERIOUSLY
Spent 90% of the “Best Fiends” marketing budget
on Influencer Marketing

7. SCOPELY
Worked with influencers to get 4 Mio downloads of
“The Walking Dead: Road to Survival” in one week

8. SPILGAMES
Shot “Trollface Quest Video Memes” to the top 20 of the French app
charts with a dedicated influencer campaign

9. WHY IS INFLUENCER MARKETING SO POTENT?

10. Something to get through to
get to desired content
Viewers actively seek out content
TRADITIONAL DIGITAL ADVERTISING INFLUENCER MARKETING
MOTIVATION
TIME
PERCEPTION
Intrusion / ad Recommendation from friend / role model
0.5 – 30 seconds 3 - 30 minutes

11. WHO ARE THESE “INFLUENCERS”?
FOLLOWING
Influencers have large social
networks
CHARISMATIC ENTERTAINERS
Influencers thrive on engagement
and inspiration - personality is
more important than subject
TRUSTED
Influencers are looked up to
by their peers

12. WHICH PLATFORMS SHOULD YOU FOCUS ON?
Long form video content is best
to expose audience to a game
for the very first time
YOUTUBE AND TWITCH
Short form content is great to
follow up / drive installs
FACEBOOK, TWITTER,
SNAPCHAT, INSTAGRAM ETC.

13. Understand influencers
HOW TO GET STARTED?
Identify the right influencers for your game

14. OUR INFLUENCER SURVEY
15
countries
7,500
Gaming Influencers
in our network
542 (=n)
Filled out the survey
384
Answers from
influencers with more
than 100,000 followers
>100k

15. THIS IS THEIR JOB!
68%
Full time job
26
Videos per month
5.3
Hours spent to produce
a single video
34.45
Hour work week just
creating videos

16. WHAT ARE YOU COMPETING AGAINST?
19.5Received business inquiries
per month 2Accepted business inquiries
per month

17. WHAT ARE YOU COMPETING AGAINST?
50Received business inquiries
per month 2Accepted business inquiries
per month
>800k

18. WHAT DECIDES WHICH OFFERS ARE TAKEN?
37%
In game feature,
e.g. voicing a
character
61%
Extras like trips to events,
hardware, goodies etc.
69%
Price / Payment /
Money
77%
Good relationship with
business partner
83%
Quality of the game
86%
Whether the game
fits channel /
audience

19. WHAT’S THE PREFERRED PAYMENT MODEL?
26%
CPI (Payment per
app/game install)
64%
CPM (Payment per 1,000
video views)
88%
Fixed price per video

20. SURVEY LEARNINGS
Make a good
game
Make use of
untapped
potential
Make your offer
stand out
Be professional Pick the right
influencers
Find a working
payment model

21. IDENTIFYING THE RIGHT INFLUENCERS
FOR YOUR GAME
Type of
channel
Game
preferences
Engagement
rates
Professionalism
and reliability
Previous campaign
performance
Audience
demographics

22. HELP!!!
HOW COULD I EVER KNOW ALL THIS?!

23. BRACE YOURSELF!
… only one slide though ;)
The Sales pitch is coming ...

24. WE CAN HELP YOU!
GameInfluencer Database supports
profiling of influencers
Create lookalike audiences based on
• Viewership
• Engagement and reach
• Game preferences
• Previous performance
Guaranteed KPIs

25. THANK YOU!
Some of the great people who already trust us:
Michael Albertshauser
Co-founder / Head of Influencer &
Campaign Management
mike@gameinfluencer.com