The Ultimate Guide to Partnering with Influencers for Game Publishers and Developers

Navigating the complex world of influencer partnerships can be overwhelming for game publishers and developers, but a well-structured collaboration can be a game-changer, transforming a modest launch into a widespread phenomenon in gaming culture. With tightening budgets, strategic influencer partnerships are more crucial than ever, especially when launching a new game. While every campaign is unique, there are key concepts that developers and publishers should consider when planning activations in 2024 and beyond. Having collaborated with thousands of creators across top platforms like TikTok, Twitch, and YouTube, Gamesight has gained valuable insights into the world of influencer marketing. Here are five key strategies learned from over a decade of experience in the field, supporting some of the most successful game releases in recent history. Firstly, it's essential to qualify your game and determine if it's ready for influencer partnerships. This involves assessing factors such as upcoming releases, launch dates, DLCs, and how to incentivize engagement. Consider what influencers you can afford and what deliverables you can achieve with your budget. Your influencer marketing budget should align with your overall objectives, whether focused on performance-driven results like clicks and conversions or awareness-focused goals like views and engagement. Common goals and KPIs can guide budgeting decisions, such as cost per view, genre takeover, earned engagement, website visits, pre-orders, or purchases. Calculating these costs can be nuanced, but a starting point is to multiply a streamer's average viewership by two, keeping in mind that popular streamers may command five-figure sums. Industry standards for calculating payments include 'cost per viewer hour' (CPVH) for Twitch streams and 'cost per view' (CPV) for YouTube or short-form content. General measures for these costs include $1.50-3 CPVH on Twitch, $0.05-0.15 CPV on YouTube/VODs, and $0.02-0.15 CPV on short-form platforms like TikTok, IG Reels, or YT Shorts. The number of deliverables from an influencer should be factored into the budget, as each deliverable incurs its own cost. The decision on the number of deliverables depends on the game, KPIs, available content, and lead time for outreach. For instance, if the goal is to be among the top five games on Twitch, having simple deliverables makes it easier to align more creators to go live at the same time. Creators are more likely to participate in campaigns that are straightforward, offer creative freedom, and make the process feel less like an advertisement and more like regular content. Before reaching out to creators, brands should set KPIs, gather data on potential collaborators, and consider questions like budget allocation for views/clicks, content alignment with the brand, and the performance of sponsored content. These initial steps are crucial for determining reasonable rates and preparing for negotiations, helping to educate creators and build better relationships. If both parties cannot agree on a rate that meets KPI goals and provides a reasonable return on investment, it's acceptable to walk away, as most creators understand the business aspect and the varying objectives of different brands. Creators and agencies are aware that budgets are finite, and sometimes it's necessary to work with what's available. Success can be positioned by giving the best offer, understanding what informs 'premium' rates, such as platform restrictions, risk to the creator's brand, new vs. established IP, requirement rigidity, tight timelines, and usage rights. Knowing when to move on is also crucial. When sponsoring content creators, it's vital to understand what works and what doesn't. Audiences are less likely to engage positively with content they recognize as sponsored. To avoid being perceived as a sellout, it's essential to allow creators to produce content that aligns with their style and meets their audience's expectations. Researching potential talent and understanding their expectations during sponsored segments is key. The best sponsored content aligns with a creator's regular style, and it's essential to demonstrate the fun aspect of the game rather than simply telling the audience. Contracting creators and outlining goals in a brief beforehand ensures everyone is on the same page. Empowering creators with creative freedom while ensuring they hit major talking points is crucial. Specific requests can include requiring a panel image with a tracking link in the stream description, using the same hashtags across social posts, or giving creators tactical calls to action that drive home the desired message. Transparency and flexibility are vital; leaving creators with a positive experience pays off in the long run. Being realistic and generous with time, adaptable to issues like technology or game delays, and following through on investments in the community and top performers lays the foundation for long-term partnerships. Effective influencer partnerships are about forging authentic, mutually beneficial relationships rather than just transactions. By being strategic, adaptable, and respectful, these collaborations can amplify a game's reach and brand sentiment within the gaming community. Collaborating with agencies can be advantageous when managing influencer relations in-house isn't feasible, but keeping these best practices in mind is key to designing an effective promotional campaign that delivers results and fosters long-lasting business relationships for future titles.