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DOMINATING
MARKETING

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Josh Curtis
Evangelist - Latin & North America
josh@chartboost.com | Mídia Social: @joshfcurtis
300,000+ Games
1 Billion MAUs

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1. Why Influencers are the Future
2. Case Study: Ponos - 25M Downloads
3. How to Make Games Influencers Want to Play
4. How to Work with Influencers
5. Case Study: Gênio Quiz - 80M Views
Agenda

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4 Reasons Influencers are the
Future of Mobile Game Marketing

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The value of being featured in an app store is declining;
mobile UA costs are rising
Traditional User Acquisition Channels are Crowded

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90% of avid mobile gamers head to YouTube for gameplay
tips and app discovery at least once a week.
Video has an Engaged and Growing Audience
YouTube has 11x daily video views vs. Facebook, FB growing

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Gameplay videos serve as long-tail advertisements, driving
gamers to play for months or years after they’re created
YouTube is Where Gamers Go Shopping
63% of teens would try a product or brand suggested by a
YouTuber vs. 48% from celebrities
48% say “best advice” from Youtubers vs. 18% for celebrities

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Roostr found that 30% of views come after the end of
a paid influencer campaign.
Paid Campaigns Lead to Organic Coverage
Players seek out this form of “Advertising”, which is much
more impactful than traditional campaigns

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Influencer Marketing by the Numbers
144BILLION
MINUTES
OFGAMINGVIDEO
WATCHEDMONTHLY
25%CONVERSION RATE*
30%VIEWS POST
CAMPAIGN
0.86CORRELATION COEFFICIENT
FOR GAMING YOUTUBE
SUBSCRIBERS & VIEWS
SPORTS
0.86
SHOWS
EDUCATION
COMEDY
PEOPLE&BLOGS
GAMES

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How did Ponos use YouTube to reach 25 million downloads?

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Recognizing authenticity
Identifying the right influencers
Leveraging targeted channels
Fueling organic growth
The Approach:
An Influencer specific campaign

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The results
Total Clicks: 27,121 Total Installs: 10,753 Install Rate: 39.65%
one campaign, 6 weeks, ~$50k usd

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How to:
Make games
influencers want to play

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Influencers can show items to get
people excited about investing in the
game.
In-App Purchase Perks

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Stream-first has become a genre by
itself. Today’s games need to be
designed to be viewed, not only
played.
High Replay Value

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Competitive and Cooperative
Multiplayer Games
These games are made for streaming, offering
unique scenarios to keep viewers coming
back for more.

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User-Generated Content
Make it easy to inspect or view the
content; this lets the viewer feel
special and get a shoutout.

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Established IP / Brand
A strong story allows the influencer to
create a special bond with the
characters and keep the audience
entertained.

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How to:
Work with influencers

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Be selective about who you pitch your
games to. Research a video creator’s
interests before you pitch - it will save
you time and money.
Jud Chapman aka Generikb
Do Your Research

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A short, sharp pitch is more effective than
a lengthy note—especially since they’ll
likely be reading on their phones.
Keep Your Pitch Short
Alex Noon aka Arekkz Gaming

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Capture an influencer’s attention with a
personal touch; standing out means
having a genuine interest in working
with them.
Brittany Roark aka BBPaws Gaming
Be Genuine

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Make your team and all the relevant
information available.
Kyle Carnegie aka Kclovesgaming
Have Open
Communication Channels

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Outerminds made a game specifically for
PewDiePie, who discovered it at a Game Jam
How a Tweet from PewDiePie
Made Indie Studio Outerminds
a Breakout Success
Outerminds team interacted directly with fans

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Gênio Quiz case - Over 80 milion views on YouTube

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Jud Chapman aka Generikb
Genius Quiz 13
Number 2 !
Game Sales for iPhone in Brazil

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Jud Chapman aka Generikb
How I found a Channel
that Fits with My Audience

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Do I need a Great Design?

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Key Takeaways

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Design to Influence
3) User Gen
Content
4) Competitive
& Co-Op
2) High Replay
Value
1) IAP: In-App
Purchases
5) Established IP

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1) Do your research 4) Open communication3) Be genuine2) Pitch brevity
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Partner Successfully

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GO DOMINATE YOUR
MARKETING

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Thank You!
Obrigado!
Josh Curtis
Evangelist - LatAm & US
josh@chartboost.com
Linkedin/FB: joshfcurtis
Cell: +1 909-524-2262

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Roostr Case Study
ROOSTR CREATED
CONTENT APPEARS
AT
THE TOP OF
YOUTUBE SEARCH
RESULTS
Total Clicks 70,776
Total Installs 20,880
Install Rate 29.50%
Roostr Case Study
“The LTV and engagement of players from our partnership
with Roostr is unparalleled Roostr delivers on high quality
content and high quality traffic.”
- NEAL VICKERS, BIG FISH GAMES
Total Clicks: 70,776
Total Installs: 20,880
Install Rate: 29.50%
“The LTV and engagement of players from our
partnership with Rooster is unparalleled. Rooster
delivers on high quality content and high quality traffic.”
- Neal Vickers, Big Fish Games
Roostr created content
appears at the top of
YouTube search results.