The CEO of Drope.me recently participated in the renowned IndieGameBusiness® conference, where he shared valuable insights on micro-influencers role in amplifying engagement and sales for gaming companies. You can view the complete presentation via the link provided, or, alternatively, delve into a concise overview of the topic within this article.
Introduction & Background
Influencer marketing presents challenges - finding the right influencer, the time-consuming onboarding process, and unpredictable results. These challenges became apparent when I ran Organization.gg, leading us to pivot and create Drope.me. I am Dima, the founder and CEO of Drope.me. Originating from Kyiv, Ukraine, I moved to LA after staying in Lisbon and London.
Journey in Gaming
My background stretches over a decade in tech and finance. The world of Esports caught my attention in 2019 when I established an Esports organization with an outstanding CS:GO team. But eventually, we had to let them go. We began looking for ways to help the team earn while doing what they loved. We ventured into Organization.gg, enabling Esports players and Twitch influencers to earn by interacting with fans. We also mobilized our platform, to fundraise for "UNITED24" during Russia's aggressive actions against Ukraine, raising over $60,000 in six months.
Introducing Drope.me
The challenges we faced with "Organization.gg", such as spending immense time finding and onboarding the right influencers, are universal in the industry. We realized that the market needed an entirely new product. The groundwork for it was already laid, leading to the inception of the new platform. 2023 marked the birth of "Drope.me", conceived to streamline influencer marketing for gaming. It has been live for just four months, but the traction is notable. We have over 80 live campaigns and a reach of over 17,000 streamers.
The Influencer Marketing Landscape
Now, let's discuss influencer marketing. Influencer marketing is indispensable, with the industry's growth projected from its current $16.4 billion to $38 billion by 2030. Notably, "sponsored streams" on platforms like Twitch and YouTube hold a significant segment, expected to quadruple by 2030. Gaming companies, whether PC or mobile, recognize its potential as they face escalating costs in traditional acquisition channels and uncertainties like Apple's ADT policy.
Defining an Influencer
To provide a clearer picture, let's define who an influencer is. There isn't a stringent definition, but I usually consider someone with at least a thousand followers on social media as an influencer. Given the prevalent use of social media, many of us could be seen as influencers by that metric. I, for instance, see myself as one.
However, Forbes defines an influencer as someone with a minimum of a thousand followers intending to monetize their audience. The global count stands at 50 million, with the majority being nano and micro-influencers. Their genuine interactions often promise better ROI than their celebrity counterparts.
Focus on Twitch
I'd like to zero in on Twitch streamers. In my opinion, they are some of the best influencers for brands in the gaming industry. While platforms like TikTok and Instagram have diverse content, Twitch, with its 8 million streamers in 2023, stands out as the premier platform for gaming promotions. While it experienced a surge during COVID-19, the platform's current stable presence offers a vast collaboration potential for brands. Twitch streamers often maintain a presence on TikTok, YouTube, and other platforms. This multi-platform approach amplifies the potential reach of any collaboration.
Effective Influencer Campaigns
Of the 7.75 million Twitch streamers, less than one percent (around 30,000 to 40,000 partners) can be classified as professional streamers who view live streaming as a primary income source. This vast pool of streamers presents a considerable opportunity for brands seeking collaboration.
So, how do you effectively run a campaign with influencers?
- Identifying the Right Match: Tools like IGDB can filter relevant streamers.
- Building Genuine Connections: Ensure collaborations are rooted in genuine interest.
- Clear Agreements: Formalize expectations through contracts.
- Evaluation: Post-campaign, analyze key metrics to gauge success.
How Drope.me Enhances Campaigns
Using tools like SullyGnome and TwitchTracker, brands can swiftly identify Twitch streamers aligned with their criteria. These platforms provide comprehensive streamer data to optimize influencer selection.
However, some streamers might not meet obligations, so diversifying partnerships and collaborating with micro-streamers is an excellent option. And even if you recognize the value of micro-influencers, there are still operational challenges to collaborate with them effectively.
Drope.me streamlines influencer partnerships with intelligent matchmaking tailored to campaign needs. We prioritize transparency with a pay-for-results pricing model and foster direct communication between brands and influencers using built-in chat features.
While Twitch is our primary focus, streamers from rapidly growing platforms might have higher rates, given their projected future significance. It's essential to recognize streamers' additional skills, such as content creation or video editing, which can enrich campaigns beyond just live streams, amplifying content across multiple platforms.
The evolving influencer marketing landscape requires an approach that emphasizes genuine engagement, multi-platform strategies, and constant measurement for refinement. Drope.me is tailored to support this approach, ensuring brands can harness the potential of influencer marketing efficiently.
Why game developers should use Drope.me
Drope.me is an influencer marketing platform that connects gaming companies, micro streamers, and their communities in performance marketing campaigns. It is designed with a pioneering vision and boasts enhanced features that aim to redefine the game marketing landscape.
On Drope.me, you can achieve any marketing goals you have in mind. Whether it's gaining reach on various social media platforms, assigning special tasks to streamers and their communities, or even if you need video reviews, game streaming, social media testimonials, or adding to Steam's wishlist – our platform makes it all hassle-free. We also invite you to explore several articles that might be beneficial for you.
How to set up a campaign on Drope.me
User funnel in video game promo
How to do research before starting game promotion
How to promote an indie game with low-budget
