Game Influencer Marketing: Building brand awareness of MMORPG in the Russian market

Client

Shadow Arena – 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 the streamer tournament.

Solution

30 popular Twitch and YouTube streamers were selected to participate in the gaming tournament.

The tournament was held in two stages:

First stage - personal game

On February 29, 3 rounds of single-player battles took place, where each participant demonstrated the personal skills and reaction.

Second day - team game

On March 7, teams of 2 players performed at the Shadow Arena. All participants were divided into 15 teams and showed not only personal skills but also the ability to work in a team. 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 framework of the portal, there was created a landing page of the gaming event, where all the details of the tournament were described: rules and regulations, stages, and later the final table with the participants and their results. The tournament was broadcast via Twitch, users could also watch it on the landing page on GoHa.Ru.

Result

As results of the event, during the broadcast on the main channel of Goha there also were 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, there were more than 20 000 views of the stream.