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How to win at mobile game marketing with YouTube

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How to win at mobile game marketing with YouTube

started with the Candy Crush craze. Since then, things just got sweeter and sweeter for the mobile gaming industry. Elizabeth Del Valle, YouTube’s global head of marketing for gaming, and Tom Simon, Google’s head of gaming, APAC partnerships, share three strategies to drive home the value of reach and engagement on YouTube to keep audiences invested in mobile games. Amidst the recent global pandemic, consumers are turning to mobile games more than ever before to be entertained and to form new social communities to learn, discuss, meet with friends, and celebrate the games and characters they love.  Email List of Business Opportunity Seekers  In fact, weekly mobile game downloads grew 20% year on year, breaking records of 1.2 billion downloads worldwide.1 This outlook remains positive for mobile games. 9 billion, respectively.3 Much of this growth is fueled by mobile-first markets, such as Southeast Asia and India. Mobile gaming also has the lowest barrier to entry, making games accessible to billions of people around the world who simply own a smartphone or tablet.4 We expect mobile game consumption to continue booming in the next few years as technology improves and more countries transition to a 5G network, helping people play and watch games through high-bandwidth and low-latency mobile connections. And as consumption grows, watching games content continues to be as important as playing. In fact, last year, more than 35 million channels uploaded a gaming video on YouTube.5 Aditya Sawant from Mumbai is one of India’s most popular streamers, with a YouTube channel called Dynamo Gaming. According to Aditya, “When a game is easy to play and accessible to all, the players like to watch the game that they are already playing with friends.” The popularity of mobile games in Asia-Pacific is reflected in the content people watch on YouTube — so much so that three out of the top five most-watched games are mobile games: Gardena Free Fire, Mobile Legends: Bang Bang, and Player Unknown’s Battlegrounds (PUBG) Mobile.6 As more people turn to YouTube to entertain themselves via let’s play videos and live mobile sports events, we want to share with marketers a few lessons that drive home the value of reach and engagement on YouTube.

Inspired by mobile game developers who are already rethinking their approach to video, here are three strategies to apply to your marketing mix to keep mobile game players invested in your games. Influence through influencers to drive interest and app downloads Collaborating with influencers, including YouTube creators, has become the bedrock of game marketing, and for good reason. Some of these influencers have millions of subscribers and video views, so the content they post on YouTube can make a real difference in shaping trends for new games and can effectively amass and engage fans. From let’s play videos and tutorials to competitive live streams and mobile sports, content creators play an ever-increasing role in helping marketers captivate huge audiences to generate awareness for game reveals or content updates. Yet, many marketers still question the upside of working with content creators over traditional media, particularly to drive app installs. A recent study, “Making Influencer Engagement Work” by Francesco Corvette from Google Play (in partnership with James Day and gaming company Jager), sought to measure the full impact of having YouTube creators at the heart of the mobile game marketing mix, based on Google Play and YouTube data. The results were astounding. Looking at data from seven YouTube creator campaigns for the game Old School Runes cape, the researchers found that Google Play store attributed downloads were 357% higher than what Jager measured via tracking links.

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7 In addition, 50% of the installs attributed to video happened in the first 30 minutes after watching the content, which demonstrates the profound impact of influencer campaigns, not seen with other marketing touch-points. We often see marketers facing difficulties in selecting creators, maximizing impact, and measuring ROI from influencer campaigns.  Hong Kong lead  Programs like YouTube Brand Connect help brands collaborate in meaningful ways with YouTube creators to boost awareness for their brands and to expand their reach by connecting with passionate online audiences. 2. Create buzz and excitement to deepen relationships with fans For developers focused on creating game services with longevity, there is a continued desire to innovate and expand to new content formats, beyond video on demand, to keep players invested in games. Developer Supercell has turned to YouTube Premieres to help fans virtually gather, connect in real time, and enjoy new game updates together — just like the opening night of a new movie. Supercell’s keen use of Premieres has worked superbly well for the company, particularly for hyping up its fan base and announcing exciting game updates. The team behind Brawl Stars recently organized a community event, “Brawl Stars: Brawl Talk – Summer of Monsters!,” which attracted over 750,000 peak concurrent viewers and is the most-watched gaming-related YouTube Premieres video to date.9

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