從發行商角度談遊戲發行中的7個核心邏輯

本文原作者:Georg Broxtermann 譯者:遊戲邦ciel chen

近日,獨立遊戲開發者和主要的幾家發行商似乎都把影響者營銷當做了靈丹妙藥,追着那些Youtube\Twitch\Instagram\Snapchat上的網紅不放,希望他們能推廣自己最新發行的遊戲。

每個人都在談論着一個成功大事記:當Felix Kjellberg aka PewDiePie在“Let’s play”直播節目中讓他的4800萬訂閱觀衆去下載他的最新手遊時都發生了什麼?

沒錯,這款遊戲以火箭般的速度登上了App Store的熱門排行榜首。然而每個最佳實踐方案都有着無數次失敗的嘗試:

網紅(影響者)的粉絲或者網紅自己會嘲弄被推廣的遊戲

影響者沒能在遊戲發行時及時上傳視頻或者在最後一刻完全放棄了有關遊戲宣傳的合同。

遊戲在本應成功的宣傳活動後沒有足夠的流量和安裝量。

爲了不在影響者營銷上經歷不好的體驗,你可以看看我們根據經驗列出的以下影響者營銷上需要避免的內容。

mario kart 8(from gamasutra)

mario kart 8(from gamasutra)

1,別光顧着只找最大牌的明星

也許你會覺得你的遊戲品牌有必要讓那些大牌網紅來推薦,你還可能覺得讓那些少數但大牌的網紅來做遊戲推送會比讓很多名氣小的網紅做推送來的省時又划算。

但是,記住:網紅名聲越大,競爭越大,想獲得他們的注意越難。他們很有可能因爲衆多的推送請求變得不耐煩,從而推送代價會被炒高。把目標瞄準那些剛出道的網絡明星吧,因爲他們更好說話也更有可能忠於你的事業。

並且,你在小衆市場的宣傳做得越好,獲得的用戶質量就越高。這種方法的額外好處就是:你沒有雞蛋都放在同一個籃子裏,所以你不會因爲單個影響者的表現失利而全盤皆輸。

2,試試基於績效的償付來保證視頻收視率

大部分超有名氣的影響者在“Let’s Play”或者其他視頻節目中做內置廣告都是收取固定費用的。不過你要是更多地是去接觸那些名聲沒那麼大的影響者或者深入你的小衆市場裏的話,你花出去的錢會更有保障。

其中一種比較讓人接受的模式就是讓影響者按照Youtube視頻每千次觀看來計費,而大部分影響者都不會願意按照安裝量來計費的。

3,認真對待影響者

這些影響者可能不會那麼容易總是按照你習慣的方式回覆你的郵件——但是這並不意味着他們不夠專業。

要時刻記住,這些傢伙們能號令一個相當大的羣體,他們是網絡的明日之星,所以他們希望被認真地對待。

從另一方面來說,你要尋找的是商業夥伴,而不是去跟網絡紅人交朋友。所以在方法和給出的報價要足夠專業,反過來你纔可以有同樣的要求。

還要記住,提供你自己遊戲裏的高級貨幣未必是一種非常有吸引力的支付方式,所以別把這個當做offer。你希望把遊戲展示給這些網紅的觀衆,這是一種有價服務。

要有付出合理代價和非常規附加條件的心理準備:國外遊、酷炫的活動邀請、收藏品、接觸開發的權限、給你遊戲中的角色配音等等。

4,至少放棄某些方面的控制權

影響者的行爲就像記者一樣:你提供信息和進入遊戲的權限,但是你不能控制他們在遊戲中的行爲。當然了,你提供了大概的活動概要和材料,但是要如何賦予遊戲生命力並將它的魅力展現給觀衆終究是影響者的創作自由。

有很多遊戲公司和影響者的雙方合同泄露出來過,這損害了雙方的名譽:影響者的行爲如同PR一般向他們的粉絲做推銷;而遊戲公司的行爲則好像他們對自己的遊戲品質沒有信念。

就讓影響者自由發揮自己的想法是最好的。他們之所以能吸引上百萬的粉絲是有理由的。

5,按照規則辦事

然而我們都在致力於:確保影響者公開贊助方。這不僅是正確的做法,而且是合法的行爲,因爲這樣雙方都可以以付費/收費來製作內容並將其作爲獨立的意見公開發表的名義被起訴。

還要注意,無論是通過影響者的文本覆蓋還是口頭聲明,這種公開的方式只要能在視頻中直接體現出來就可以。

6,確保影響者跟遊戲的匹配程度

一些影響者會專注於某些特定遊戲或特定類型的遊戲。如果一個頻道主要出名的遊戲直播內容是《英雄聯盟》教程或者《Minecraftlove》故事,那最好還是不要在這裏推送你的亞洲類型遊戲了。

試着去找那些可以有信服度地展示你的遊戲和有相似遊戲品味的影響者。

然而,一個頻道里從來沒有你遊戲所屬類型的直播視頻的話不代表這裏是你遊戲推送的禁區。你自己想想:你會只玩一個遊戲嗎?應該不會對吧,那麼其他玩家也是如此。

儘管能推送你遊戲的頻道選擇性很小,但觀衆總有多樣化的遊戲品味。到最後,一切都會化作:“這個主播所表達對新遊戲的興趣是不是可信的?”

7,要有做這件事的決心和態度

影響者營銷不太適合作爲“實驗性嘗試”來做。因爲你要面對的對象是人,而不是網絡廣告平臺。

一旦這樣的宣傳開始,即使你對結果沒有百分百的滿意,你也沒辦法半路叫停了。並且這樣的宣傳方式也會比去Facebook的Power Editor建立一個廣告宣傳活動來的費時得多。

所以如果想辦好一場影響者宣傳活動,就要做好投入大量時間和精力的準備,或者你可以跟一個能幫你處理好這些事情的人一起工作。

本文由遊戲邦編譯,轉載請註明來源,或者諮詢微信zhengjintiao

Influencer marketing seems to be the cure these days with indie devs and major publishers chasing after YouTube personalities, Twitch streamers, Instagrammers and Snapchat celebrities to promote their latest game.

Everybody is talking about the big success stories: what happens when Felix Kjellberg aka PewDiePie does a Let’s Play of his latest mobile game and ask his 48 million YouTube subscribers to download the game?

The game skyrockets to the top of the App Store of course. But for every best practice case there are uncountable failed attempts:

Stories of a streamer’s audience or the streamer himself mocking the promoted game

Influencers not delivering a video in time for a game’s release or backing down from their contract altogether at the very last moment

The lack of (relevant) traffic or installs after a supposedly successful campaign.

In order to not have a bad (first) experience with influencer marketing, have a look at this list of things we’ve learned to avoid when spending money on influencer marketing:

1. Don’t just go for the biggest stars

It may seem desirable to attach your brand only to the big names, and you might feel it’s time-saving and thus worthwhile to only work with few big influencers instead of dozens of smaller ones.

Aim for upcoming stars as they are easier to reach out to and probably are more loyal to your cause.

But remember: The bigger the star, the harder the competition for his or her attention. They will most likely be a lot more jaded and more expensive. Aim for upcoming stars as they are easier to reach out to and probably are more loyal to your cause.

Also, the better you hit a niche the better the resulting user quality will be. An additional upside to this approach is that if you do not put all eggs in one basket, it won’t hurt your campaign if a single influencer underperforms.

2. Try to pay performance-based and get video views guaranteed

Most influencer superstars work on a fixed price basis for Let’s Plays and other types of integrated advertising. But the more you approach smaller ones or go into your niche, you get guarantees for your money.

One of the more accepted models by influencers are payments on a CPM-basis for Youtube video views, and most influencers are no fans of getting paid on a CPI basis.

3. Take influencers seriously

They may not always answer your emails as readily and in a manner you might be used to – but that doesn’t mean they aren’t professionals.

Always keep in mind, these guys and gals command huge followings, they are the new stars on the web and they want to be treated accordingly.

On the other side, you are looking for a business partner and not to befriend an internet star. Be professional in your approach and your offer and you can demand the same in return.

Influencers act like journalists: You provide information and access to your game but you can’t control what they do with it.

Also keep in mind that premium currency in your game is not a very sexy payment method, so don’t offer it. You want to get in front of their audience, that’s a service with a price.

Be prepared to pay a fair price and offer non-standard extras: Trips to foreign countries, cool events, collector’s stuff, access to development, voicing a character in your game etc.

4. Give up control – at least some

Influencers act like journalists: You provide information and access to your game but you can’t control what they do with it. Of course, you provide proper briefings and materials, but it is the influencer’s creative freedom bringing it to life and making it appealing to their audience.

There are a number of contracts between games companies and influencers that leaked to the public and tarnished the reputations of both sides: Influencers acting like PR and selling out to their fans; companies acting like they had no faith in their game’s quality.

Let the influencers do what they think is best. There’s a reason why they command a million of fans and don’t.

5. Play by the rules

While we’re at it: Make sure the influencer discloses the sponsorship. It’s not only the proper thing to do, it’s the lawful thing to do as both sides can be prosecuted for giving/taking money to produce content and presenting it as independent opinion.

Also note that the disclosure has to be placed directly within the video, either as text overlay or verbally stated by the influencer.

 

Consumer protection agencies such as the US Federal Trade Commission (FTC) stated it is not enough to disclose the video’s sponsored status under YouTube’s “Show More” section as the disclaimer would not be visible on videos watched through Twitter, Facebook, or other social media sources.

6. Make sure it’s a match

Some influencers are very focused on a specific game or genre. If a channel is known for great League Of Legends tutorials or Minecraft love stories, it is probably not the best pick for your Asia grinder.

Influencer campaigns are not well suited for “trial runs”. You are dealing with humans, not online advertising platforms.

Try to find someone who can convincingly showcase your game and who has a fitting taste.

However, if a channel has never played something within your game’s genre that doesn’t have to be a red flag. Think about yourself: Do you only play one game? Probably not and so do most gamers.

While the channel might be very narrow, the audience will have more diverse taste. In the end it all comes down to: “Is the channel owner believable when he expresses interest in a new game?”.

7. Only do it if you mean it

Influencer campaigns are not well suited for “trial runs”. You are dealing with humans, not online advertising platforms.

If you start a campaign it cannot be paused, halted or canceled halfway through because you’re not 100% satisfied with the results. It’s also a lot more time consuming than to set up an ad campaign in Facebook’s Power Editor.

Be prepared to invest quite a lot of time and effort to set up an influencer campaign properly, or alternatively work with someone who can handle it for you.(source:pocketgamer.biz