Pixly is a Full-Service Influencer Marketing Agency for the Gaming Industry

At Pixly, we're deeply immersed in the gaming world, sharing a passion that spans across various genres on PC, console, and mobile platforms. We understand the competitive gaming market and recognize the unique potential of influencer marketing.

It's not just about standing out - it's about connecting with audiences in meaningful ways. Influencer marketing is a powerful tool to elevate your game alongside traditional marketing channels.

We’ve spent years learning and optimizing influencer marketing programs for publishers of all shapes and sizes, continually increasing the effectiveness of our campaigns. Thanks to our extensive database, experience, and sophisticated matchmaking tools, we can identify and activate creators that align perfectly with your game, ensuring scalable and more predictable campaign outcomes. Our approach is designed to overcome the inconsistency and uncertainty commonly encountered in influencer marketing.

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Setting Clear Goals for Influencer Marketing Campaigns

In gaming organizations, influencer marketing often overlaps with user acquisition, public relations, community management, and other departments, which can make it challenging to maintain a focused strategy. The solution to vague objectives is straightforward: set clear, precise goals. Typically, influencer marketing goals fall into three areas:

• Awareness: Track the views on your sponsored videos or streams. Compare these to the channel's average views to gauge if your content resonates with the audience. It's normal for views to be lower if your game isn't the main focus of the channel, so initial popularity should not be a major concern.
• Installs: If your aim is to increase game downloads, tailor your goals accordingly. Estimate a campaign's impact by considering the channel's average viewership and engagement over the past month. Larger channels often have lower engagement rates, while smaller, niche channels typically have a more engaged audience.
• Community Building: For goals centered on community engagement, focus on both viewership and interaction. The aim is to not just attract views but also to create content that encourages viewer interaction with your game. Be clear about your call-to-action - are you directing viewers to join your Discord, join your pre registration, or something else? Additionally, monitor the number of organic videos about your game and their viewership.

How Influencers Can Help Promote Your Game

Leveraging influencers can be a game-changer for promoting your game, tapping into their dedicated audiences on platforms like YouTube and Twitch. Here's how they can elevate your game's marketing strategy:

Pre-Launch Promotions

• Generate hype and buzz through sponsored content.
• Guide potential players to pre-registration, tracking engagement to identify the most effective influencers.

Game Launches

• First-time game playthroughs introduce your game to dedicated audiences.
• Detailed explanations of game mechanics and features.
• Drive launch excitement, encouraging audiences to download and play with them.

Post-Launch Campaigns

• Boost the game's popularity or spotlight new updates, features, or game modes, keeping your audience engaged and interested.
• Focus on high-performance influencer partnerships, optimizing for return on ad spend (ROAS).

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[TAG]HOW WE WORK[TAG]

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01

Identify

We find the most fitting influencers for your brand using our insights-based matchmaking tools, historical performance metrics and comprehensive creator relationships.

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02

Approve

You evaluate and select the influencers that best align with your campaign vision.

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03

Create

Influencers create engaging sponsored content guided by the campaign brief, delivering a tailored fit for your brand.

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Review

We share each sponsorship draft for your approval, handling edit requests and guaranteeing full FTC compliance.

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05

Publish

We coordinate publish dates, ensuring that influencers post their sponsored content as instructed, complete with tracking links for measurement.

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Monitor

With Pixly's analytics tools, you can monitor real-time campaign performance and optimize toward top performers.

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Different Types of Influencer Marketing Sponsorships for Games

YouTube

• <span class="text-color-gold">Dedicated Gameplay:</span> In-depth gameplay where the entire video focuses on your game. Typically lasting 10 to 20 minutes, the influencer dives deep into gameplay, highlighting key features and providing strong calls-to-action, encouraging viewers to download through link in the video description.
• <span class="text-color-gold">Integration:</span> A promotional segment for your game that is woven into the influencer's regular content. These segments are shorter, usually around 60 to 90 seconds, but still pack a punch showcasing the game's features and compelling calls-to-action placed at the start and end of the segment.

Twitch

• <span class="text-color-gold">Dedicated Livestreams:</span> Streamers devote an entire stream, typically 2-4 hours, exclusively to your game. This includes using custom overlays, banner images, and a chatbot, all designed to engage viewers with clickable calls-to-action.‍
• <span class="text-color-gold">Extended Sponsorships:</span> For long-term impact, streamers incorporate promotions for your game into their regular streams, about once or twice a week during high-viewer periods. These segments last 2-5 minutes and include tailored overlays, banners, and a chatbot, with clickable calls-to-action.

TikTok & Instagram

• <span class="text-color-gold">Instagram In-Feed Posts:</span> Influencers create engaging posts, be it images or videos, showcasing their excitement and information about your game. These posts include a compelling description, promo codes, and hashtags, with a call-to-action directing fans to a link in their bio.‍
• <span class="text-color-gold">Instagram Stories:</span> Engage audiences with one to three frames of image or video content, available for one day. These stories generate buzz about your game, encouraging fans to download your game via a linked sticker.
• <span class="text-color-gold">Tiktok / Instagram Reels:</span> Short, impactful videos featuring your game, complete with promotional captions, codes, hashtags, and a call-to-action, all aimed at driving fans to explore more through a bio link.

Tracking and Measurement

We understand the importance of measuring success and we’re adept at monitoring every click, install, and purchase. By generating unique tracking links for each influencer, video, and stream, you gain precise insights into your campaign's performance. We go beyond vanity metrics like subscribers, likes and views, focusing on metrics that matter like return on ad spend (ROAS). We align our data with standard game marketing metrics like downloads and revenue through third-party integrations. This process enables us to continually refine our campaigns. Using advanced analytics tools, we measure the performance of each campaign, ensuring that your investment is driving tangible results.

Effective tracking and measurement are pivotal in understanding the true impact of influencer marketing campaigns. It's not just about tracking direct clicks and downloads; it's about delving deeper into the data. At Pixly we employ sophisticated tracking strategies to capture a comprehensive view of campaign performance. This includes not only immediate conversions but also long-term engagement and brand impact. Understanding the 'untracked majority' - those influenced by a campaign but not immediately converted is crucial. This approach provides a more holistic view of an influencer's impact, helping optimize our strategies for greater success.

At Pixly, we understand the nuances of the ever-changing influencer marketing scene, especially in the gaming industry. We're here to make sure each campaign runs smoothly and aligns with your marketing goals. Why not take a look at our case studies? You'll discover why game publishers like Epic Games, Wooga, Gameloft, and MiHoYo turn to Pixly time and time again.