Game Influencer Marketing: Building Brand Awareness of MMORPG in the Russian Market
To raise brand awareness of the Shadow Arena game in Russia with the help of a streamer tournament.
Background
Shadow Arena – A massively multiplayer online role-playing game (MMORPG) developed by a South Korean company, Pearl Abyss.
Goal
To raise brand awareness of the Shadow Arena game in Russia with the help of a streamer tournament.
Solution
The Tournament Was Held in Two Stages:
First Stage - Personal Game
On February 29, 3 rounds of single-player battles were held, during which each participant demonstrated their personal skills and reaction time.
Second Day - Team Game
On March 7, teams of 2 players performed at the Shadow Arena. All participants were divided into 15 teams and demonstrated not only personal skills but also the ability to work together. The winners, as well as the best players of the match, received solid cash prizes.
On the largest Russian gaming portal GoHa.Ru, there were posted 2 articles - one article before each tournament stage. Also, within the portal, a landing page for the gaming event was created, where all the tournament details were described: rules and regulations, stages, and, later, the final table with participants and their results. The tournament was broadcast on Twitch, and users could also watch it on the GoHa.Ru landing page.
Results
As a result of the event, during the broadcast on Goha's main channel, there were also live streams of the game from each account of all 30 streamers. Which means that each streamer did a live during the tournament. In total, the stream received more than 20,000 views.
