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How Influencer Marketing Delivers Measurable ROI for Game Funding
To attract funding to a game, brands and investors need proven and working strategies that do more than just create buzz around the game, but provide a transparent and measurable Return on Investment (ROI).
The traditional approach to advertising burns budgets faster, because people are less likely to believe advertising banners, while trust to influencers continues to grow. According to statistics, influencer marketing ROI is 11 times higher than from traditional advertising. Today, influencers impact both reach and number of installations, conversion, stimulation of in-game purchases, and much more. Let's take a closer look at this in the article.
The traditional approach to advertising burns budgets faster, because people are less likely to believe advertising banners, while trust to influencers continues to grow. According to statistics, influencer marketing ROI is 11 times higher than from traditional advertising. Today, influencers impact both reach and number of installations, conversion, stimulation of in-game purchases, and much more. Let's take a closer look at this in the article.
Why This Matters Now
The gaming market is projected to grow 7% CAGR to $733 billion (2030), and the Steam platform continues to increase the number of games, starting from 7 games in 2019, there are now more than 89,000. The gaming space is saturated with new projects, and each of them is trying to hook the audience.
The new reality of the gaming market is also shaped by the shift in the way players find new games and trust them has changed. Modern communities are formed around influencers, not advertising banners. Creators form opinions and stimulate demand, an impact that investors and developers can track through ROI.
The new reality of the gaming market is also shaped by the shift in the way players find new games and trust them has changed. Modern communities are formed around influencers, not advertising banners. Creators form opinions and stimulate demand, an impact that investors and developers can track through ROI.
The Investor’s Perspective
We understand that investors want to put money into profitable ideas, and easily measurable tools.
From an investor's point of view, influencer marketing is one of the least risky investment channels for gaming promotion. ROI from influencer advertising is easy to calculate, based not only on reach, but also on performance metrics like: Conversion, Retention metrics, Stimulating in-game purchases, Community formation
Such transparent and measurable indicators are safe and promising for investors, because influencer advertising is easily measurable and effortlessly adjusted to achieve a positive ROI.
From an investor's point of view, influencer marketing is one of the least risky investment channels for gaming promotion. ROI from influencer advertising is easy to calculate, based not only on reach, but also on performance metrics like: Conversion, Retention metrics, Stimulating in-game purchases, Community formation
Such transparent and measurable indicators are safe and promising for investors, because influencer advertising is easily measurable and effortlessly adjusted to achieve a positive ROI.
ROI Uncertainty: The Proof
Investors and developers in gaming often wonder how to know if advertising increases ROI. There was a lot of uncertainty around this channel, which is now a thing of the past.
According to research, 70% of brands get the highest ROI from creators.
We conducted a study ‘State of Influencer Marketing in Gaming’ that showed the most popular and accurate metrics for measuring ROI in influencer campaign. In this research, you’ll find 50+ metrics that we recommend to track for gaming.
According to research, 70% of brands get the highest ROI from creators.
We conducted a study ‘State of Influencer Marketing in Gaming’ that showed the most popular and accurate metrics for measuring ROI in influencer campaign. In this research, you’ll find 50+ metrics that we recommend to track for gaming.
Subscribe to our researches and news for free
Influencer Marketing in Gaming
Authenticity & Transparency
The level of trust in influencers exceeds 60%. Through streams and video integrations, their content showcases live gameplay with real emotions that feel natural and organic.
Measurable Performance
Influencer marketing ROI is 11 times higher than traditional advertising. The number of clicks on the link, cost per download CPI, user retention, cost per click and much more are easily tracked in campaign performance.
Community-First
People trust people, so gaming influencers gather a community of like-minded people who share their findings and trust each other.
Built-in Audiences
By launching campaign with influencer, brand not only get content creation, but also access to a warm, loyal and interested audience that is easy to warm up to buy.
Solving the Genre Mismatch
Not all creators are suitable for your game genre. The right choice of creator determines 50% of the success of an influencer campaign. Outreach influencers from your game genre otherwise you’ll face low engagement and poor retention rate.
How to identify and outreach the right ones? Use AI tools that provide access to#Nbsp;the database of influencers from around the globe. Our AI analyzes each influencer by 55+ metrics, including our own (Fraud Activity, Channel Quality Score, etc.). This maximizes engagement and boosts ROI of the brand.
How to identify and outreach the right ones? Use AI tools that provide access to#Nbsp;the database of influencers from around the globe. Our AI analyzes each influencer by 55+ metrics, including our own (Fraud Activity, Channel Quality Score, etc.). This maximizes engagement and boosts ROI of the brand.
Compliance Made Simple
Fines and reputational risks in influencer marketing are minimized, since each brand integration with influencer is thoroughly checked by HypeFactory’s managers.
Managers also handle all legal issues: from concluding a contract with influencers and content compliance to compliance with platform rules and disclosure requirements.
Managers also handle all legal issues: from concluding a contract with influencers and content compliance to compliance with platform rules and disclosure requirements.
Complexity vs. Reality
Influencer marketing is not just about finding an influencer, but also communicating with them, crafting a creative content brief, monitoring the campaign 24/7, and analyzing results for every brand.
However, with a strategic approach, influencers from a multi-tasking channel become a scalable channel with a measurable ROI.
However, with a strategic approach, influencers from a multi-tasking channel become a scalable channel with a measurable ROI.
Michael Kuzminov, CEO at HypeFactory:
We help brands focus on choosing the right influencers, monitor the campaign 24/7 and around the world, speak 15+ languages, and collect analytics on the campaign metrics and ROI with recommendations for the future.
For us, influencers are serious channel for sales, conversions, and investments that brings real performance and high ROI.
We help brands focus on choosing the right influencers, monitor the campaign 24/7 and around the world, speak 15+ languages, and collect analytics on the campaign metrics and ROI with recommendations for the future.
For us, influencers are serious channel for sales, conversions, and investments that brings real performance and high ROI.
Tools & Partners
Behind every success are effective teams and tools.
Influence Talent Managers
Such managers have a handpicked roster of vetted and nurtured roster of exclusive influencers that are quick on new brand briefs and reaching the campaign goal as they’re strategic long term partners.
Learn more about our exclusive roster of creators
AI Tools
HypeAuditor is a modern solution for selecting influencers based on data and analytics. The tool provides data that an influencer may not disclose, and also calculates metrics that platforms cannot calculate.
Influencer Marketing Agency
Manual review of AI results, communication with influencers, control of campaign output, creative ideas. All this is done more efficiently and authentically by our team of professionals from all over the world.
The Funding Round Advantage
For studios that are just preparing for the first round of investment, influencer campaign will bring measurable performance: it will increase awareness, installations, clicks, grow a community of engaged users, and influence the first in-game purchases.
Investors need a signal that the game is promising and commercially viable. In the context of growing competition in the gaming market, this will help to successfully pass the first round of attracting investment.
Investors need a signal that the game is promising and commercially viable. In the context of growing competition in the gaming market, this will help to successfully pass the first round of attracting investment.
Budgeting Guidelines
We recommend every brand starting campaigns with tests to determine the performance of selected creators, test several geos and adjust the content strategy to achieve a high ROI.
For small content creators, we recommend paying attention to medium-sized influencers for maximum audience engagement with minimal investment. For mature games, we select both medium and larger opinion leaders to increase reach and maximize ROI.
For small content creators, we recommend paying attention to medium-sized influencers for maximum audience engagement with minimal investment. For mature games, we select both medium and larger opinion leaders to increase reach and maximize ROI.
Success Stories
Kinetix Emote Technology
Kinetix is AI company that builds Generative AI technology applied to 3D Animation. In OVERDARE, players can generate custom animations by using Kinetix’s AI Emote Creator.
Lineage II
Lineage II is a legendary PC (clien-based) free-to-play MMORPG with a huge open world where players can engage in colossal PvP siege battles.
Logitech
MX Creative Console is a productivity tool that works with virtually any app. Focus on creation with intuitive analog controls on an advanced dialpad and keypad.
Strikerz
"Play for Football" is the call uniting players, creators, and fans at all levels. It celebrates why we play—passion, community, respect, and the thrill of the game.
Final Takeaways
Investments in influencer marketing are easily measurable. The path to high ROI is no longer as thorny as it seems.
Properly selected influencers, a reliable team of experts, an analytical tool and knowledge of the gaming and influencer market create favorable conditions for ROI growth.
Properly selected influencers, a reliable team of experts, an analytical tool and knowledge of the gaming and influencer market create favorable conditions for ROI growth.
If you want to stay ahead of the gaming industry and boost influencer marketing ROI, reach out to us!
We have a global team with 10+ years of experience in launching influencer campaign for gaming.
FAQ
Influencers drive not only reach and engagement, but also performance: downloads, engagement, CTR, retention rate, CPI, etc. They share sincere and unfiltered emotions in their integrations and streams. This sincerity attracts gaming audience to watch the influencer's content, inspires them to test the game on their own experience and#nbspmake an#nbspin-game purchase.
Identify key KPIs that will indicate whether ROI goals are achieved. These may be different for everyone. We have compiled a list of 50+ metrics in our study ‘State of Influencer Marketing in Gaming’.
Twitch, YouTube, Kick, BIGO Live, AfreekaTV, and others. These are top platforms for successful campaigns with content creators. You can reach out to us to learn more about each of them.