Influential marketing in the gaming market is pricey. However, cooperation with live streamers and a clear understanding of the audience on Twitch and YouTube make it possible to lower the expenses for gaining new players. 

TripPlan started working with a popular MMO military game with over 70 million registered players to revive interest and attract new players who have not tried it yet. Alas, we can’t name it clearly, but it’s not hard to guess because there are not many games with ships and airplanes. Let’s find out what results we’ve achieved in five months.

Too much to pay for a new player, and what we did with that

We started upgrading influential marketing for the MMO in May 2024. The main goal of the campaign was to boost interest in the game and attract new players with the help of gaming streamers and other live content creators on Twitch and YouTube.

At the very beginning, the price for a new player was about €35. This was just for downloading the game, even if a person deleted it after ten minutes of playing. Influential marketing has never been a cheap way to promote computer games, but the price was too high for effective promotion. 

So, we cooperated with mid-tier streamers with 500-1000 viewers each. During live streams on Twitch and YouTube Live, content creators ran the game, shared impressions with their audiences, and asked viewers to play together. Live streams were branded by an overlay banner with special offers for new players and those who used to play earlier but abandoned the game. Creators got bonus money for each game installed through streamers’ affiliate links. This greatly motivated creators to attract more people to the game. Also, our way of communicating with streamers and managing the campaign greatly increased LTV.

What results we’ve got after five months of promotional campaign

The campaign is still going on after five months of advertising. We don’t want to stop it because Twitch and YouTube promotion brings measurable results. 

Despite a limited budget tied to performance KPIs, we’ve attracted over 14,000 new players. During the first month, about 600 new players downloaded the game, but in the fifth month, there were over 6,400 new players. The more, the merrier.

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Also, the price of a new player has decreased almost twice. There is room for further improvement, so we’re working on it. Now, we advertise the game with the help of 47 content creators. The market size is millions of content makers, so we have enormous possibilities for further promotion and performance improvements.

Moreover, the streamers helped us increase player spending in-game by approximately 30% by reactivating old players, using the right creatives, and offering special deals for each channel. Based on the client’s historical data regarding channel performance, this task was complex but well worth the effort.

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