The Rise of Hybrid Influencer Marketing in Gaming

Last updated on Dec 24, 2023

Influencer marketing is evolving into a prevalent strategy for brands aiming to engage customers effectively. This approach involves two key players: the gaming publisher and the influencer, each bearing their own set of risks. Like any debate, both parties present compelling arguments regarding the distribution of risks and responsibilities.

Traditionally, gaming publishers or indie developers might pay substantial upfront fees to influencers without any performance guarantees. This setup is particularly precarious, especially for indie developers operating on tight budgets as their significant investment could yield minimal returns if the influencer underperforms, with little consequence for the latter.

Conversely, Performance-based influencer marketing shifts the risk entirely onto the creators, compensating them solely based on the success of their content. While potentially fairer for developers, this model can be daunting for influencers who must shoulder all the risk.

The solution lies in a hybrid model, balancing the interests and concerns of both parties. This article aims to foster mutual respect between influencers and game developers by exploring both perspectives and advocating for a hybrid approach that offers a fair and balanced partnership. We'll delve into the dynamics of each side's marketing strategies before illustrating how a hybrid model can harmonize their objectives.

The Influencers’ Perspective

The influencers allegiance is to their audience, fans and followers that they have worked tremendously hard to build. To understand how long it takes an influencer to grow their audience varies, but here are some basic guidelines:

5,000 followers: A few months to a year. This is often the initial phase where growth can be slow as the influencer establishes their brand.
10,000 followers: 6 months to 1.5 years. Reaching this milestone might come quicker for some, especially if they hit a content stride or get a viral boost.
100,000 followers: 1 to 3 years. This is a significant milestone that typically requires consistent effort and possibly strategic collaborations or promotions.
1 million followers: 2 to 5 years or more. Very few reach this level, and it often requires a mix of high-quality content, strategic marketing, and sometimes a bit of luck.

Achieving success as an influencer requires significant effort and dedication. The essence of being an influencer lies in captivating an audience; they must consistently produce content that resonates with and engages their followers.

Promoting a brand's offerings, such as a video game, isn't the foremost goal for an influencer. They are cautious not to endorse products that may not resonate with their fans, as doing so risks the loyal audience they've painstakingly cultivated and sustained.

The Gaming Publishers & Indie Developers Perspective

Developing a game is a monumental endeavor, requiring substantial effort and resources, whether it's by a gaming publisher or an independent developer striving for quality. Consider the scale of investment:

AAA (Triple-A) games, akin to the blockbusters of the gaming industry like Grand Theft Auto, The Sims, and Halo, demand 2 to 5 years of development with teams of 100 to 500 professionals. The production costs for these titles begin at around $40 million and can escalate beyond $150 million.
Quality Indie games present a different scale but are no less significant, typically taking 1 to 3 years to craft with teams ranging from 2 to 20 individuals. Development costs can range from $50k to over $500k, occasionally exceeding $1 million. Often, these projects are propelled by the personal savings of the developers.

Regardless of the category—be it a high-profile AAA title or a passionately crafted indie game—both types demand considerable time and financial investment. With such a deep commitment to their projects, developers are keen to ensure that their marketing strategies mirror the quality embedded in their games. In response, they seek to collaborate with influencers who can effectively echo this quality and deliver tangible results.

Hybrid Model Equalizes Risk and Reward

Both parties ought to recognize and value the effort invested in their respective crafts. The hybrid model fosters this appreciation by establishing a balanced and equitable approach to marketing, merging traditional influencer strategies with a performance-based framework. In this model, influencers receive a reduced upfront fee for content creation, supplemented by bonuses for the engagement they generate.

Consider this scenario: As an example, a influencer typically may charge a standard rate of $200 for each TikTok post. Without incentive, the quality and performance of the content might plateau. However, under the hybrid model, they would receive a $100 flat fee, plus performance incentives — $1 for each comment and $0.0001 per view. While seemingly modest, these figures can add up significantly for influencers who produce compelling content.

For instance, if an influencer's post garners 500,000 views and 200 comments, they earn $50 from views (500,000 * $0.0001) and $200 from comments (200 * $1). Including the $100 flat fee, their total earnings reach $350, which is $150 more than their standard rate. Here, the game developer pays a premium for superior results.

Conversely, if a post only attracts 10,000 views and 15 comments, the influencer earns $1 from views (10,000 * $0.0001) and $15 from comments (15 * $1), totaling $116 with the flat fee. In this case, the game developer saves money on less impactful content.

This hybrid approach strikes a balance, shifting the risk-reward dynamics. Influencers face more risk but also have the potential for higher rewards, while publishers mitigate upfront risk and may pay more for exceptional performance, ensuring a more aligned and motivated partnership.

Getting Started With The Hybrid Model

Navigating the tricky waters of influencer marketing in the gaming industry is about finding balance and mutual respect. The hybrid model emerges as a beacon of hope, offering a fair and balanced approach that respects the hard work and investment of both influencers and game developers. It's about acknowledging the dedication influencers put into building and maintaining their audience, and the immense effort and resources game developers pour into creating quality games. This model doesn't just aim to mitigate risks—it seeks to reward effort and performance, creating a scenario where both parties can truly win.

And as we look toward innovative solutions in this ever-evolving landscape, Glitch offers a unique platform that not only connects influencers with games but also provides robust software for tracking performance. It's designed for this new era of performance-based influencer marketing, ensuring that everyone's hard work is recognized and rewarded. Whether you're an influencer looking to partner with exciting games or a developer seeking effective and fair marketing, Glitch might just be the game-changer you need. After all, in a world where both creators and developers take risks, isn't it time for a service that helps both sides play to win?