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You're at odds with influencers over your game's marketing strategy. How do you find common ground?

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Navigating the complex relationship between game developers and influencers can be a tricky affair, especially when it comes to marketing strategy. You've created a game, poured your heart and soul into it, and now it's time to show it to the world. However, you find yourself at odds with the influencers who are essential in creating buzz and driving sales. The key to success lies in finding common ground, understanding each other's perspectives, and crafting a collaborative approach that benefits both parties. Let's explore how you can bridge the gap and turn potential conflict into a powerful partnership.

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1 Understand Views

In any disagreement, the first step is to understand where the other party is coming from. When influencers push back against your marketing strategy, take the time to listen to their concerns. Perhaps they're worried about authenticity or their audience's reception. By acknowledging their expertise in content creation and audience engagement, you show respect for their profession. This foundation of mutual respect is crucial for finding a middle ground that aligns with both your marketing goals and their creative freedom.

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Ben Sarraille ?? GDC

Co-founder @ Makeshift | Manager for the top Roblox, Fortnite, & Minecraft devs
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Not every content creator needs to like your game. But if you can't find any that do, you're doing something wrong. Content is the gateway. Increasingly, people are finding titles not because of marketing campaigns or reviews, but YouTube, Twitch, and TikTok. So design with creators in mind, and throughout the process, find ways that make them naturally want to play. That way when you launch, you don't need to pay them to try it: your work will be payment enough.

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Urooj I.

Growth & Partnerships Manager at Playdew I IGDA Pakistan I Women in Games Ambassador I Partnerships & Business development l Games Marketing | Digital strategist I Insights analyst I ASO expert | PR | PPC Specialist
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Understand their content style, audience demographics, and the types of games or products they typically promote. This background knowledge allows you to approach discussions with a deeper understanding of their perspective. Recognize that influencers have built their following through understanding and catering to their audience's preferences. They often have valuable insights into what content resonates best with their viewers or followers.

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2 Set Objectives

Clearly defining what you want to achieve with your marketing campaign is essential. Share these objectives with influencers, so they understand the 'why' behind your strategy. This transparency can foster trust and open the door to collaborative solutions. For example, if your goal is to reach a wider audience, an influencer might suggest a more tailored approach that resonates with their followers while still serving your objectives.

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Urooj I.

Growth & Partnerships Manager at Playdew I IGDA Pakistan I Women in Games Ambassador I Partnerships & Business development l Games Marketing | Digital strategist I Insights analyst I ASO expert | PR | PPC Specialist
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Explore common objectives between your game's marketing goals and the influencer's content strategy. Are you both aiming to reach a specific demographic, promote engaging gameplay mechanics, or highlight unique features of the game? Finding these shared goals forms the basis for collaboration

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3 Offer Flexibility

Flexibility is key when working with influencers. While you have a vision for your game's marketing, allowing influencers some creative leeway can lead to more authentic content that resonates with their audience. Discuss the non-negotiables but be open to their ideas. This not only shows that you value their input but also can lead to innovative marketing tactics that you might not have considered.

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4 Build Partnerships

Long-term partnerships with influencers can be more beneficial than one-off promotions. When influencers feel like partners rather than contractors, they're more invested in the game's success. Establishing these relationships requires time and effort, but it pays off in loyalty and enthusiasm, which can be contagious among their followers.

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Urooj I.

Growth & Partnerships Manager at Playdew I IGDA Pakistan I Women in Games Ambassador I Partnerships & Business development l Games Marketing | Digital strategist I Insights analyst I ASO expert | PR | PPC Specialist
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Consider what motivates the influencer beyond financial compensation. Some influencers prioritize maintaining authenticity with their audience, others value creative freedom in content creation, and some may seek long-term partnerships that align with their personal brand. Understanding these motivations helps in proposing mutually beneficial strategies.

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5 Measure Success

Agree on how you'll measure the success of the marketing efforts. Whether it's through game sales, social media engagement, or website traffic, having shared metrics helps keep everyone on the same page. It also allows for adjustments to be made in real-time, ensuring that the marketing strategy remains effective and beneficial for both sides.

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6 Communicate Often

Regular communication can prevent misunderstandings and ensure that both parties are aligned throughout the campaign. Schedule check-ins to discuss progress and address any concerns. This ongoing dialogue is essential for maintaining a healthy relationship with influencers and ensuring that your marketing strategy adapts to any changes in the gaming landscape or audience preferences.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're at odds with influencers over your game's marketing strategy. How do you find common ground?

1

2

3

4

5

6

7

1 Understand Views

2 Set Objectives

3 Offer Flexibility

4 Build Partnerships

5 Measure Success

6 Communicate Often

7 Here’s what else to consider

Gaming Industry

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You're at odds with influencers over your game's marketing strategy. How do you find common ground?

1

2

3

4

5

6

7

1 Understand Views

2 Set Objectives

3 Offer Flexibility

4 Build Partnerships

5 Measure Success

6 Communicate Often

7 Here’s what else to consider

Gaming Industry

给文章评分

感谢您的反馈

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