At the beginning of 2018, Peg set out to find where and how influencers can be most effective. We explored results from multiple campaigns, delved into a vast number of industry sectors, cross referenced brand attributes and established a key tipping point for truly effective influencer marketing.
As a summary of our findings, we noted three key things that make a brand perfect for influencer marketing:
- Digital first brands/products with measurable and trackable metrics;
- Brands that have mid to high consideration (a competitive market of similar brands/products); and
- Brands that have a high customer life time value.
There is a growing number of brands that fall into this category. Online-only fashion ventures, subscription services and health apps are just a few of the segments that stand out. However, it is the gaming industry, mobile in particular, that truly epitomises all of the mentioned attributes.
On the back of these findings, we’ve focused our time on building a platform specifically for mobile gaming. The idea was to enable mobile gaming publishers to optimise their influencer marketing by finding creators and an audience in the most efficient way possible.
In addition to mobile gaming having key brand attributes, the creators they can choose from are also of great value. Gaming influencers have single handedly created an immensely captivating ecosystem of content types that gamers love. This makes it incredibly easy for gaming publishers to not only get content seen by the right people, but also have clarity in the types of content that work. We’ll discuss this more in later posts.
Our main focus with Peg Gaming has been creating a streamlined process that finds the right creators fast but with relevance. In order to do so, we have stripped back features from our brand platform and leveraged the vitality of information and criteria mobile gaming offers.
The gaming audience is less segmented by age than typical brand sectors, and thus we have created a search function to reflect this.
In the first instance our search function is focused on games and genres. Given the engaged audience mobile gaming has, this enables us to find creators already talking about specific games or games relevant to the search. We have opted to centre the platform in this way in order to provide better matching for both the publishers and talent.
In addition to a specific owned game search, we have also built in a competitor match. The role here is to ensure that genre, publishers and platforms all play a role in building a list of appropriate creators. Additionally it also allows for one to understand how people are interacting with games and the type of content they are creating, with owned and competitors’ games alike.
The information provided at this stage becomes part of a weighting system that allows us to find and build a recommended list of gaming influencers. This list reduces search time, whilst effectively directing you to the best options for your campaign. Additionally, given the way gaming communities are built, the audience relevancy score will also be of high value.
As with the traditional Peg platform, users can delve deeper into the creator insights in order to understand their content and audience breakdown in more detail.
Peg Gaming is very much in beta at the moment, but we’re excited by the potential and positive feedback we’ve already had. If you’d like to trial our platform, do let us know on hello@peg.co. We’d love for you to get your hands on the tool and help us develop and improve our offering over the coming months.
