Influencer Update’s Viral Visionaries Panel this week’s topic was the sudden popularity of Fortnite among influencers in both YouTube and Twitch. Influencer Update asked the expert panel, including Traplight’s Marketing Manager Veera Rouvinen, why is Fortnite so popular and how does this phenomenon affect YouTube Gaming in the future?
“One reason, a very obvious one, is that Fortnite is free to play, unlike the biggest competitor PUBG. A colleague of mine pointed this out very well: “If I were 13 right now of course I would go nuts over a free-to-play battle royale game.” The graphics and play style also support a less serious, fun-filled gaming liked by younger audience in contrast to PUBG’s realistic graphics and guns etc.
The graphics style and easier mechanics also make Fortnite’s gameplay easier to follow on stream (eg. easier to see where the bullets fly, who is winning the gun fight etc.) The building aspects of Fortnite bare resemblance to Minecraft, which we know has already defined a whole generation of gamers.
And the pvp mods of Minecraft were already popular with kids before the launch of Fortnite, so moving on to Fortnite has been an easy choice for them.
It just seems that Fortnite is everything that the “Minecraft generation” has been waiting for. These players are also YouTube and Twitch native, and consume influencer content at much higher rate than older players.
The sheer amount of young, influencer-friendly players makes the game obviously interesting for both Twitch streamers and YouTubers, on top of the fact that battle royale is a very streamable/YouTubable genre in general.
It’s hard to say how the popularity of Fortnite will affect YouTube Gaming, but my guess is that we will see a lot more battle royale games, both mobile and PC/console, on the gaming channels of YouTube in the future.”
Traplight Creative Director Sami Kalliokoski took part in an interesting panel in Casual Connect USA on 17th of January. The panel dived into how to make safe, easy and fun games that both kids and their parents can enjoy.
It has become clear to us at Traplight through our own experiences and by looking at current industry trends that User-Generated Content games are super interesting for kids. Because of the high interest towards creating, monetising UGC games comes naturally through the creation elements. Big Bang Racing became popular with kids a bit by accident, but if we were to focus more on making games for kids, we would also put a lot of effort into creating interesting and fun collection mechanics that have been proven to work great in games targeted towards younger audience.
The nature of User-Generated Content games means that players are able to basically create whatever they like. This makes it a challenge to control the content players create and to keep underage players safe. In Big Bang Racing players can give thumbs up or thumbs down on the created content, much like in social media, and the community is able to quickly hide offensive or not-kid-friendly content. There are also basic bad word filters in place to make sure that the names of levels, players or teams are not offensive. We would also like to highlight the importance of parents playing with their kids: a UGC game can be a kid’s first touch to social media like social interaction, and having a parent there will help them learn how to behave when interacting with other players and the content created by them.
Virality: When it comes to virality, our games rely heavily on the inherent social aspects of User-Generated Content: When you create something you also want to share it with others. In addition Traplight focuses on influencers to make our games visible in social media and YouTube. We put effort into making streaming and video creation easy inside our games. This will help influencers to create content for their fans, and also the players who just want to share their experiences with friends. We also add features that will help influencers create fun and engaging content utilising the User-Generated Content in our games.
User-generated content in games gives a lot of value to developers and players alike: virtually endless content created by the community keeps the game ever changing and interesting.
However, user-generated content also benefits gaming YouTubers in many ways. User-generated content games work in a very similar way as social media platforms: all content is created by the users, and all social interaction revolves around the content.
People like, share, comment on and create content inside the game, as well as set trends and try out new things. YouTubers can use these inherently social aspects of UGC to create engaging content that helps them stand out. Below are some of the things that UGC games offer influencers.
Social and engaged fans
Influencers aren’t just looking for a steadily growing number on their subscriber counter. To make their channels feel alive influencers prefer fans that are active to comment, like and share, and are eager to engage in activities set up by the influencer. Without sociality, the channel can soon feel dead, and not tempting for new fans to join in.
Through UGC the YouTuber can engage their fans on a different level than with traditional games. The YouTuber becomes part of the UGC social network and gets access to fans that are eager to share their creations and participate.
Incorporating player-created things intotheir videos, playing with their fans in content that they have created, or merely creating something for their fans are great ways to increase engagement.
One of the significant problems for any influencer is to find new, exciting things to do and talk about on their channel. For gaming YouTubers it takes a lot of time and effort to scout for new games, or discover new, compelling angles to the game that their channel revolves around.
With UGC there is no problem with new content. The player community is routinely producing new things in the game. Trends and fads are forming at a fast pace. The YouTuber just needs to dig in and pick the cherries for their channel.
A UGC game doesn’t necessarily need any updates from the developer, but the game is organically transforming through players’ actions and preferences.
A way to stand out
With 300 hours of video content uploaded to YouTube every single minute, it is sometimes tricky for YouTubers to stand out from the competition – especially when over 30 per cent of the content is gaming-related.
Gaming YouTubers have many solutions to get ahead – personality, different game genres, humour, skills – but it’s still a constant fight to find something that not every other channel is showing as well.
UGC can offer solutions to this problem. In a UGC game each gaming session for each player is unique for two reasons. Thanks to the sheer amount of content and the ever-changing nature of the game, you will always experience the game differently from others.
It is also easier to distinguish from the competition when highlighting these creative aspects of the game, and involving fan-created things in the videos. While many channels are showing exactly the same gaming experience with small variances in tactics and compositions, a channel with UGC games can either create entirely new content or show unique things made by others.
Influencers and UGC just work together. This is why we are focusing most of our marketing efforts on influencers. We are excited to dig deeper into this relationship and offer influencers better ways to utilise UGC for creating great content for their fans.
These things include building special features for them inside our games, giving them unique content that no one else has, or bringing them in on the game’s development process early on to provide feedback. Our goal is to not only make our products highly ‘YouTubable’, but also give value to influencers, their channels, and their fans through our games.
Our Community and Marketing Manager Veera Rouvinen was recently interviewed for the influencer marketing focused website InfluencerUpdate.biz about the interesting and successful YouTuber campaign we built for the launch of Big Bang Racing.
In short, we organised a pre-launch party for our game Big Bang Racing on June 27th 2016, and invited a group of YouTubers from USA, Spain, Netherlands, Norway and Croatia over to test the game. We asked them to give us feedback on how to improve the game, and to make it more ‘YouTubable’. We got great results: amazing feedback and valuable info that we wouldn’t have gotten without hanging out with these people face-to-face.
The relationships we built with the influencers and the learnings we got about how they work are super valuable to us. In addition we were able to find new ways to work with the influencers, and to provide them and their channels value for example with custom in-game items.
Check out the full article in the link below for details about the campaign and how it went down:
Traplight’s Community & Marketing Manager Veera Rouvinen spoke about Influencer Marketing at Aalto University’s Games Now lecture series today. The topic of the lecture was “Why Do Influencers Matter for Your Game, and How to Work With Them?” The lecture covers the basics of what influencer marketing means for games right now, and how can developers market their game in a way that benefits the influencer and their audience as well.
Our Community Manager Veera Rouvinen is part of Viral Visionaries expert panel on Steel Media’s Influencer Update website, which focuses on unfurling the essentials of influencers and influencer marketing. Each week Veera and a group of other marketing experts answer some of the hottest questions revolving around influencer marketing right now.
First week’s question: “Is influencer marketing all about who’s got the most followers?”
“Careful audience targeting is more important than just the pure scale of the campaign. We’ve noticed at Traplight that the most engaged and best monetising players have come from smaller, but very well targeted campaigns. This type of players have a huge role in shaping your community and giving your games longevity. [—] Broad targeting with the main goal of reaching as many eyeballs as possible is something you will probably want to do at your game’s global launch, but before and after the situation is different.
During soft launch for example it’s good to work with smaller influencers whose audience is in non-English speaking countries. You will get very specific and well targeted audience this way. After launch you will want to reach the players who are most likely to download and enjoy your game, so working in huge scale to get general attention is not a good tactic. You will need to find those pockets of potential fans, instead of just shotgunning at scale.”
What do you think about the subject? Do you have own experiences with launching successful influencer campaigns in different sizes? Share your thoughts with us!
Read the full article and other influencer and marketing experts’ comments in the link below: