How To Run A Successful Video Game Launch Using Tubular
Caroline Lu July 14, 2016
Tubular’s mission is to empower the online video community by providing the tools and insights to identify influencers, support sales teams, design winning content strategies, and benchmark internally and competitively. In this blog post, we’ll look at how a major gaming company leverages Tubular to succeed in online video.
Scouting Other Teams In The League
Before a big sporting match, coaches hold pre-game strategy sessions to review in detail the opponent's strengths and weaknesses in order to strategize and execute key plays. When making goals and projecting success for an upcoming video game launch, it is just as crucial to have a clear idea of the competitive landscape.The most helpful approach would be to analyze competitors at the game-title level (rather than at a company level). Say, for example, you want to launch a sports simulation video game. You would want to check out FIFA and NBA games at the very least. Fans following content about these titles are likely the same ones who would be interested in this new release. Taking a pulse-check of the performance of games in the same genre will offer a clear frame of reference when projecting reach and engagement of content promoting the new game.After creating a custom channels list of potential competitors that include FIFA, NBA 2K, and Pro Evolution Soccer, here’s a peek at top content sorted by V30 (views generated in a video’s first 30 days). You’ll see that sorted by V30s, NBA 2K has a huge presence at the top (with content uploaded in the last 90 days). Their most viewed content include clips about Kobe Bryant and championship live-streams. FIFA is also high up there, with game outtakes.Moving forward, you can keep these content styles in mind when thinking about what promotional content to produce for the launch of a game in the same genre. To take it one step further and see what really resonates with audiences, we can sort this selection by ER30 - which ranks engagement relative to the rest of the online video universe.Now, we see that both Pro Evolution Soccer and NBA 2K rock on the engagement front, particularly when it comes to game trailers, finals highlights, timely clips, and behind-the-scenes content. Combining the insights from this batch of top performers as well as those who have high V30s, you start to develop a good idea about what kind of promotional content will entice viewers to click and watch.At this point, you have a good understanding of how official branded content performs – what does well, what attracts views, what potential competitors are knocking out of the ballpark, and what insights to utilize moving forward.But that’s only a piece of the puzzle. To run a truly successful video game launch, you’ll need to identify the right influencers for your brand, ones who can drive high views and engagements. It’s not about influencers who have the biggest following or who are the most famous. In the words of our gaming customer, it’s about “finding true advocacy.”
Adding Key Influencers to the Roster
The first step in identifying the right influencers for this campaign is to check out which influencers are creating content for existing sports games. Then, we can ask questions such as, do they make content specifically for this game? Is it the first time they’ve done this? We can compare gaming creators side-by-side, look at views-over-time, and confirm who’s doing what well.Take FIFA, for example. We’ll do a quick search for content about the most recent FIFA release, and exclude official and brand content, giving us only UGC from the last 30 days.Upon initial research, these are the creators generating the most views for FIFA. This sets us in the right direction, but also poses a few challenges. Influencers with large followings are expensive – MattHDGamer has over 2.6 million followers and DjMaRiiO has about 2 million. If budget allows, they can certainly be a quality investment. However, if the influencer marketing budget is leaner, then we can use these famous creators to help determine a baseline. What is their average engagement? What is their reach? Is their content organic? What type of content do they create?With this information in mind, you are now empowered to cherry-pick and approach influential creators with smaller followings, such as those in this curated list filtered by a views limit of 10 - 100K:For a more accurate search, you can try eliminating creators who produce only FIFA related content (as you want content on all sorts of sports simulators). A few weeks prior to the game launch, you can then reach out to these select creators with an exclusive opportunity for a game review, as well as statistics from Tubular that support the fact that their audience enjoys sports simulator games and might be interested in this new release.
There you have it! Tubular Intelligence powers the competitive intelligence and influencer identification that is necessary to support a successful game launch for a newly released title. Game on!