Last updated on Jul 12, 2024

How would you maintain transparency and trust with influencers throughout a game marketing campaign?

In the gaming industry, partnering with influencers can be a game-changer for marketing campaigns. However, to ensure success, maintaining transparency and trust is crucial. As a stakeholder in the marketing campaign, you must navigate this relationship carefully, keeping communication open and expectations clear. Here's how you can maintain a strong, trustworthy partnership with influencers throughout your game's marketing journey.

1 Clear Contracts

Before embarking on any campaign, it's essential to have clear, written agreements with influencers. These contracts should outline what is expected from both parties, including content deliverables, timelines, and compensation. Transparency in contracts not only sets a professional tone but also avoids potential misunderstandings. By being upfront about the terms and conditions, you foster a sense of trust and respect, which is foundational for a successful collaboration.

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Michal Rahamim Maor

🌟 LinkedIn Top Voice | 🎮 Co-Founder & COO @ Liberty Pixel | 💼 $1M Raised | 🏢 Recruiting Talent
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The best way is to build a plan ahead, let the influencer lead the creative way to present things why you as the game producer, need to make sure you're letting the influencer know what is the crucial message that needs to be passed by his content.

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Yanna Melo

Multidisciplinary Growth Marketing | Strategic B2B/B2C Partnerships | Go to Market Strategy | Business Innovation | Scaling cross functional Projects and B2B marketing strategies | Ex-Rappi
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Antes de iniciar qualquer campanha de marketing com influenciadores, é crucial estabelecer contratos oficiais. Esses acordos por escrito, definem as expectativas, responsabilidades e termos da parceria. Neles, devem constar detalhes como o escopo do trabalho, a duração da colaboração, as obrigações do influenciador (como a divulgação transparente, os canais em que irão divulgar e a quantidade de conteúdos - com os escopos de cada - que serão produzidos) e a remuneração. Contratos formais protegem ambas as partes, garantindo que todos os aspectos da colaboração estejam bem definidos e minimizando riscos legais ou mal-entendidos.

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2 Regular Updates

Keep influencers in the loop with regular updates about your game's development, release schedules, and any changes that may affect their content creation. This ongoing dialogue ensures that they feel involved and valued, which in turn promotes authenticity in their promotions. When influencers are well-informed, they can better align their content with your campaign's goals and provide feedback that could be beneficial to your marketing strategy.

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Emilee Helm

Head of Influencers at Gamesight
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Folks are busy, and if you fail to communicate efficiently, vital pieces of your campaign will slip through the cracks. Do your best to communicate concisely — the less back-and-forth, the better. Always have a straightforward ask, communicate your goal, and deliver all assets with plenty of runway. Create short and digestable creator briefs to ensure nothing gets missed.

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3 Honest Feedback

Encourage open and honest feedback from influencers about your game and the campaign itself. This two-way communication channel shows that you value their opinions and are willing to make adjustments based on their insights. Not only does this improve the campaign's effectiveness, but it also strengthens the influencers' commitment to promoting your game, as they feel heard and appreciated.

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4 Fair Compensation

Ensure that influencers are fairly compensated for their work. This goes beyond financial remuneration to include early access to the game, exclusive content, or other perks that align with their interests. When influencers feel that they are receiving value for their efforts, they are more likely to be enthusiastic and genuine in their promotions, which in turn fosters trust with their audience.

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5 Public Disclosure

Advocate for public disclosure of the partnership between your game and the influencers. Influencers should clearly state when content is sponsored, as this transparency is not only legally required in many regions but also crucial for maintaining audience trust. When followers are aware of the commercial relationship, they can better appreciate the honesty from both the influencer and your brand.

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Yanna Melo

Multidisciplinary Growth Marketing | Strategic B2B/B2C Partnerships | Go to Market Strategy | Business Innovation | Scaling cross functional Projects and B2B marketing strategies | Ex-Rappi
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A oficialização da divulgação como sendo publicitária deste tipo de parceria entre jogos e influenciadores, é fundamental para a transparência e a confiança do público. Quando os influenciadores declaram claramente que o conteúdo é patrocinado, isso não apenas atende aos requisitos legais, mas também permite que os seguidores apreciem a honestidade tanto do influenciador quanto da marca. Essa relação comercial transparente fortalece a credibilidade e a conexão com o público-alvo. Além disso, o marketing de influência é uma ferramenta poderosa para as marcas, permitindo que elas se conectem de forma autêntica com os consumidores e construam relacionamentos pessoais.

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6 Supportive Environment

Create a supportive environment for influencers by providing them with the necessary resources to produce high-quality content. This includes access to game assets, exclusive information, and technical support if needed. When influencers feel supported, they can focus on creating engaging content that resonates with their audience and benefits your marketing campaign.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Yanna Melo

Multidisciplinary Growth Marketing | Strategic B2B/B2C Partnerships | Go to Market Strategy | Business Innovation | Scaling cross functional Projects and B2B marketing strategies | Ex-Rappi
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Encontrar influenciadores que já tem relevância no segmento de jogos, é fundamental para o sucesso desse tipo de campanha de marketing. Vou sugerir algumas formas simples para iniciar sua estratégia: Explorar plataformas como YouTube, Instagram e Twitch. Procure por criadores de conteúdo com grande audiência e engajamento em jogos. Identifique influenciadores que se concentram em nichos específicos de jogos, como eSports, mobile games ou RPGs. Verifique a interação dos seguidores com o conteúdo do influenciador. Comentários, curtidas e compartilhamentos são indicadores importantes. Veja se o influenciador já trabalhou com marcas de jogos. Isso mostra afinidade com o setor.

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How would you maintain transparency and trust with influencers throughout a game marketing campaign?

1

2

3

4

5

6

7

1 Clear Contracts

2 Regular Updates

3 Honest Feedback

4 Fair Compensation

5 Public Disclosure

6 Supportive Environment

7 Here’s what else to consider

Gaming Industry

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How would you maintain transparency and trust with influencers throughout a game marketing campaign?

1

2

3

4

5

6

7

1 Clear Contracts

2 Regular Updates

3 Honest Feedback

4 Fair Compensation

5 Public Disclosure

6 Supportive Environment

7 Here’s what else to consider

Gaming Industry

Rate this article

Thanks for your feedback

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