LIVESTREAMING + GAMINGHas Cultivated The Next Generation Of Influencers

How

THE NEXT GEN OF INFLUENCERS

1) THE LANDSCAPE2) BEST PRACTICES

3) QUESTIONS

WHO?

PHIL RANTACHIEF OPERATING OFFICER

WORMHOLE LABS

BRENDAN GAHANPARTNER & CHIEF SOCIAL OFFICER

MEKANISM (EPIC SIGNAL)

THE LANDSCAPE

THE PLATFORMS

THE PLATFORMS

WHAT’S AT STAKE?

MORE SOCIAL MENTIONS THAN

THE PROS

Image to bring this to life - Ninja ranked higher than Ronaldo, LeBron, and Shaq in social media interactions in April

Maybe on left its three images stacked (ronaldo, lebron, and shaq > ninja) and one image of ninja on right

https://dotesports.com/culture/news/ninja-social-media-interactions-athletes-number-one-23550

>

FUTURE OF ENGAGEMENTGamers regularly stream for 6

hours/have highest avg engagement.

FUTURE OF MARKETING

Top 3 most commonly used tactics.

THE FUTURE OF ECOMMERCE

In China live-streams will generate $135 billion dollars in ecommerce

revenue this year.

BEST PRACTICES

Partners who support the brand through ongoing content creation and true

collaboration.

APPROACH

POUR GASOLINE ON

THEIR FIRE

DON’TDO

Most marketers focus on the big names433 streamers w 500k+ subs

500 with 30MM+ views

BIGGER ISN’T BETTER

DON’TDO Most deals done over email or platforms.

Little face to face interaction.

ONBOARDING

DON’TDO

Most are single post/activation.It takes a huge investment to identify, vet, onboard, activate,

and track.

CONTENT

CREATORS

BRANDS FANS

WHAT DOES SUCCESS LOOK LIKE?

SUCCESS

THREE PHASED PROCESS

IDENTIFY ONBOARD ACTIVATE

IDENTIFY

ALIGNING ONINFLUENCER

CRITERIAEstablish what we need from our

influencers to identify the best qualified partners to meet our objectives (who we’re trying to

reach, what platforms to prioritize, what verticals we want to tap, etc.)

AUDIENCE DEMOGRAPHIC25-34 y/o, M/F, US-based, $75k+ HHI

ENGAGEMENT RATEExceeds Industry Benchmarks

PERSONAL BRANDQuirky, unique, witty, motivational, approachable

CATEGORIESHealth & Wellness, Family, Gamers, Foodies

AESTHETICAbility to produce high quality content

INFLUENCER MIX

We build out our list of creators based on criteria and then have

discussions around costs, interests, and availability. Finalized group of influencers to balance costs, KPI’s,

and creative goals.

top tier

>1MMFOLLOWERS

mid tier

150K-1MMFOLLOWERS

low tier

<150KFOLLOWERS

Reach & Awareness

Engagement& Conversion

NickMercs

Homebase: MichiganGames: FortnitePast partnerships: Totinos, NFLPOV: Among the top Fortnite streamers. Down to earth, likes to have fun with his chat. Very family (blood/chosen) oriented. Occasionally talks about other sports, and even sausage/meats, while streaming.

TSM_Daequan

Homebase: Los AngelesGames: FortnitePast partnerships: Chipotle, GFuel, TikTokPOV: Among the top Fortnite streamers. Known for his comedic humor and engaging chats rooms.

CohhCarnage

Homebase: North CarolinaGames: Variety - new releases Past partnerships: Discord, Oculus, MadrinasPOV: known for his positive community, interaction with chat, and 100% playthroughs of new game releases.

3.1M 3.7M 1.2M5.41M

ONBOARDONBOARD

DON’TDO

Immerse influencers in a meaningful way to get them invested in the brand - providing unforgettable experiences

to educate & entertain.

INFLUENCER ONBOARDING

ACTIVATE

AGENDA

ACTIVATINGINFLUENCERS

Fully integrate influencers as collaborators across the marketing

mix as a part of big brand moments, campaigns, event activations, paid media, and

always on touch points

ALWAYS ON CONTENT CREATION

SOCIAL CROSS-PROMOTION

EVENT & IN-STORE APPEARANCES

TENTPOLE BRAND MOMENTS

PRODUCT COLLABORATIONS

INTEGRATION IN PAID ADS

GROWTH

291 million hours 238% YOY growth

In developing dedicated influencer networks we generate:

THE IMPACT

CATEGORY EXCLUSIVITY

ECONOMIES OF SCALE EFFICIENCY TALENT + MEDIA TEST & LEARN

OPPS

THE TAKEAWAYS?

This space isn’t becoming big. It is big.

THE FUTURE IS NOW

CREATORS

BRANDS FANS

BECOME REAL PARTNERS

SUCCESS

THE PROCESS

IDENTIFY ONBOARD ACTIVATE

QUESTIONS?