Curated Panel: Working With Creators at Scale: UGC for Paid User Acquisition

foreign [Music] [Applause] next up in the global Trends track we are going to have a panel about working with creators of scale UDC for paid user acquisition so if I can have the panelists come on board Joseph flesh Adam calmanson Philippa laburn or Perry and uh Dennis kirka hi guys hello hello welcome to our panel we'll do a quick round of introductions and then Jump Right In because our time is limited so or go hey hello everyone

My Name is Earl Perry founder of stream elements a company that works with more than 1.6 million um creators every month across all major platforms twitch YouTube Tick Tock so on and so forth and uh walking tediously on building a Marketplace for performance advertisers to work with creators hi everyone I'm Philippa laburn and I'm a senior OU's acquisition manager at trail mix so I work on our title love and pies which is a merge 2 game before that I was at King for over three years and I'm really excited to be here to talk about all the things you do see creatives thank you hello everybody good morning my name is Adam calmanson I'm the head of tick tock gaming in Israel we try and help advertisers grow their acquisition efforts on tick tock hello everyone my name is Denise kirka I'm currently uh head of girls for tencent Europe

um currently working on games like Tower of fantasy Nikkei pubg mobile and mostly the mobile titles and previously I've worked in companies like jagax Activision Blizzard and net marble and yeah very happy to be here in front of you guys finally my name is Joe I'm one of the founders at Ambassadors we're a startup that's building the best place for creators to collaborate with Studios to make short form video for user acquisition and we're lucky enough to work with some of the larger players in this industry plate Clarion Voodoo Beach pump and the thing that I like most about our work is finding a way to retain that creative spark in every single video that we create so could we go to the next slide aha excellent and if there's a clicker it would be great to have that up here they're saying that maybe there is a clicker

cool so to start I'd love it if we could all just talk about the Creator campaign that we're most proud of so Dennis you want to take it take it from here yeah hello yeah um the the most recent one I would like to mention is either Pioneers uh for Tara fantasy I believe it gave us a momentum to build organic awareness especially during the launch phase of the game and also it provided us a very valuable feedback so that we can also share it with the development team and figure out what direction that um we would go for for the next steps of the game and in that sense I believe cooperating with the content creators especially the ones that um what I would like to call as owned content creators that you can create loyalty were really crucial to us because I believe um because of the direction that we're heading towards the ugc it's really important to have some organic ambassadors on your side thank you

hello hello um so I'm gonna I have two of my favorite story to go against the principle of the question so early on but two one is with the product Madness we worked on a campaign uh with their a grandma creative we call it um just using someone else and a a they made a a box out of cardboard um which was like representing their slot game just something very different very Innovative and another one was with our client super play on their game die streams we were running a hashtag challenge for them and they have a little funny character in the game called a peon and the idea for the challenge was that the first four seconds though you pull the the peon back out of the caterpillar cut out of a catapult and after four seconds there's a cut there's a stitch and then the the creators have to do whatever the outcome is uh and uh there was about 20 different creators it was very Innovative it was very different lots of

fun results cool um the Creator campaign I'm most proud of is um one the first time we used a baking influencer so obviously I work on loving pies it's all about pies cooking cakes cookies and so we had a hypothesis that baking would work well but it definitely worked better than we thought and yeah it was on the tick tock tick tock top charts and we just smashed it so really proud of that one so it's three moments um we don't know if there's a Guinness Book of Records for influencer advertising but if there was we would compete for the highest scale um right now in the world which is 2 000 creators in 10 days for epic games with the new season launch for fortnite I think it was season 15 just a couple of months ago where um our Tech platform helped to deploy those 2 000 Kratos in 10 days across all platforms twitch YouTube Tick Tock um and it was really a fun experience to

see the brand how fun they had in working with our system and see so many interactions come in across all languages and all content types very cool and I'll actually be letting the panelists handle most of the questions but this one I had to chime in on we just published a case study with Tick Tock that we're really excited about where we did a campaign for Rita core which is a play Toca title and we helped them reduce their CPI on the platform by 90 I'm also really excited about another campaign that we're running right now with uh with beach bug where we're helping them crack new markets like Italy France and uh Thailand for some of their titles so that's super cool um so next what I'd like to do is I'd like to show you guys four videos and at the very end I'll tell you guys which one worked best so I'm going to show you these four videos and then we're going to vote on

which one you guys think worked the best for user acquisition for this type so number one dude what are you doing why do you have brussels sprouts all over the table is that my ski pole okay dude you know what I'm just trying to play some pool and not have to go to the bar and spend like 900 why don't you just download pool millionaires cash enabled mobile game for iOS where you can actually play pool and earn real money you can either play 1v1 or they also have a game mode called trick shot there's a man it's on the App Store you should download it you sure you don't want to try this no okay no so that's number one veggies right number two are you looking for a mobile app that can help you make real cash allow me to introduce you to full millionaire it's a cash enabled game on the App Store that lets you win real money you get to play Live matches against Real players 1v1 are trick shot where the highest score went download the app in the app store now uh that sounds awesome and really cool but um what do I get do

I get my phone back or whatever my phone number two the trickster okay number three number three and four you'll see our sort of minor variations of each other dude before you say we don't have a pool table I know we don't have a pool table but now we have this a smaller one for tight spaces huh I'll play pool without all the stuff download the app now and play live real money games with trick shots and high score bonuses I want you to take that okay last but not least yeah we were just talking about playing pool want to play pool without all the stuff download the app now and play the live real money games with trick shots and high score bonuses

I'm gonna go take it back real quick can you clean my glasses thanks play pool without all the stuff Okay cool so now we're going to take a quick vote I hope the panelists will vote as well what do we think work best number one veggies okay number two Trickster you vote for Texas okay number three the short cue spattering okay and number four Bam Bam Bam raise your hands higher okay I think that I think that the winning vote here was two the trickster that's where I saw the most hands come on all right cool so we'll come back to this later um

so to continue how is ugc different from what's come before Adam from tick tock I think in terms of the I'm obviously answering from The Tick Tock perspective actually before I start I just want to ask the audience who here uses tick tock on a personal basis okay and then who here uses it for your game for your acquisition for business just so I know who I'm talking to okay great thank you um so I think it's different in the before there was a lot more uniformity around brand guidelines around what had to be created what had to be done um the message was very curated I think nowadays there's a lot more when it comes to especially for ugc there's a lot we encourage to be much more be yourself be be native be less manicured I suppose I think that's the main difference what I see it at the moment anyway cool

um yeah I agree um with what you said and I guess when we first started doing ugc videos we were trying to use our UA best practices so like gameplay Focus brand front and center um but we realized this isn't really what you need for ugc creatives it has to look native has to be slightly different so we have way less gameplay for example or maybe none at all in some videos and then something I really remember is one time a Creator came to us and had recorded gameplay from a phone so they were recording their phone playing the game and we were like no no we need polish gameplay but um for ages we weren't trying stuff like that but then we tried it and it was one of our best ads so I guess your UA creatives are really polished they're done by artists but ugc has to look like it's coming from a user it's user generated content but that doesn't mean the quality should be low if you're getting a baking video like we had the bake

should still look good but you know it just doesn't need to look as polished or as refined as maybe your UA videos do thanks Dennis um actually um in our case you just see functions in a different way because the first thing is that we believe authentic and organic sentiment is kind of verifying what you do on the early phase of concept verification like you do your a b testing you do your brand messages and you know other components and usually from my perspective is just we see that whatever we got from data or whatever we got from you know the you know from our gut feelings is kind of resonates well with the players or not and I actually want to give one example here for example when we launched Tower of fantasy asman gold shot two videos about Tower of fantasy the first one was just uh he was just reviewing the game and he told us that this game has a flow of potential and we shared with the

developers and the second one was like this game is dead so we shared this with the developers too and it's really helped us to optimize and fine-tune what really needs to be done with the players and from my perspective also one more point is I think we're somewhat uh living in a world that there are like two camps when it comes to you know acquisition approaches the one is more you know coming from Evergreen companies that's been around for a while which is like more uh marketing driven marketing-led uh approach like let's have the brand cool trailers polish gameplay and you know let's present it like a strong brand and the other one is purely performance driven which is like what is the LTV what is retention what is the whatever metric you're looking for and I believe ugc is a very um reliable and trustworthy method to just feel the gaps to just fine-tune the you know the difference between these two camps right because it lets you

really Express the brand wow remaining their performance driven I mean you can look at the performance you can look at the brand then you can fine tune both parts and you can just blend a better experience for your players that's what I'm thinking very cool so if you're making ugc right there's lots of different ways you can go about it so a question that I have for you guys is when do you want organic ugc right which is being posted say on the on the on the Creator's Channel and when do you want paid right where you're just kind of buying video and running it yourself and when do you want to go with big celebrities do it versus going with tens or hundreds of thousands for micro influencers or micro creators or Non-Stop yep so we're here on this uh on this session we're talking about working with Kratos at scale and uh the best way to get scale is you want to try everything so you want to do both you want to do paid and you want to do organic you want to do um the Torso long tail of content creators and the top because they feed into each other

um on a platform like Tech talk you take your best Organics post and you can spark it on other platforms if you want to hit scale eventually you're all aiming for the same thing which is Roi getting the best results for your spend and um what you're probably going to find is that you get a lot more blend uplift if you're working with top content creators but the real measurable Roi at Ross comes in from the Torso and long tail of content creators but in order to engage and get acceptance and run with enough of the Torso content creators you want to see top creators getting involved too so everybody wants to be part of something if there's a famous person involved so I would say you need to generate a holistic marketing view on your user acquisition for Content creators and see according to your budget what can you afford understanding that the top will get you more views and they're gonna bring more Equity into your brand but the smaller creators the smaller you go you're going

to see higher loss um so we basically only do paid at the moment so not too much to add here which I think is pretty common mobile I think I totally agree about that you have to go for a mixed approach I think especially on Twitter Tick Tock we encourage the symbiotic nature of our environment so the organic works with the pay together and you have to have a mix for your best results obviously it depends on your on your budgets we're currently running a campaign with platica right now who are using Drew Barrymore um in one of the and she's posted something today on her Tick Tock feed and then we're going to boost that post with a spark ad obviously that's not those means are not within every company so it depends on your goal um but I think you need to use all of them in conjunction to achieve best results I believe it's really depending on what your kpi is and I'm more favoring like a

product driven approach here so whatever you're doing you you really have to see and have any understanding of what's going to happen Beyond impressions so I'm more in favor of Camp organic here rather than paid and also it depends on the games that you're working on too like if you're working on a game like pubg mobile I mean it's easy for you to nurture organic creatives or just like in the case of tower of fantasy or Mickey 2. so if they're working on a new product probably a blended approach with pay and organic is the best but in our case we just want to see that whatever we're doing is just affecting our product kpis so in that sense micro influencers are the ones with which is working best for us so far understood and I guess one difference that we often talk about with our partners is the different computer right where with influencers you're really doing is you're buying access to Their audience whereas when creators are really just buying access to like their their creativity and their Production Services I'm not saying what

is better than the other right just different approaches I think on that anyone can be a Creator right an influencer you would expect them to have a certain reach but anyone your your UA managers in your office your team can be creators they can start to make that ugc for you doesn't need to be a formal process start to make ugc in your office and we would encourage that um to everyone just to start making ugc it shouldn't be an obstacle it should be an extra chance to experiment uh what you can do you can use the tools that the platforms give you and start to make your own creative from a very early stage so now we're going to go to another really quick commercial break um this is a this is an ad from a Creator who does not have very many followers who made a very high performing app oh Bingo Blitz is the number one free bingo game with over 1 million players playing every day you can play bingo with your friends or play with new friends from all over the world play Bingo for free and download Bingo Blitz

from the app store today my question about that is who is filming it like did she bring a friend or was it the dentist did you have to pay for that session with the dentist I think she was going to the dentist anyway so continuing and here we're going to be really interested in hearing from our our folks on the panel who are really on the front lines testing UA as well as our our representative care from the platform so what are the best practices for testing paid attitude scale and what really is the best way to get started uh yeah we're a tough question to answer actually because there's not only one answer or one truth but um from our case I think it's all about like balancing what your brand direction is saying and what your you know the the creative uh

approach of developers are you know putting on the show so in that sense uh testing you a can give us a very reliable and accurate assumptions on which direction we should take to just not Market the game or reach for the target audience but at the same time there's also creativity element at least in the games that we're talking on in tanzan and tanzan is a super developer driven um environment that the developers have full independency on what they want to do and how we do it is that we just getting the results measuring it and again showing it with the developers like this is what where you want to go and this is what people or different player segments are thinking so our recommendation is this and they're taking it they're just blending it or they're just saying now we want to go with this or they're just going with okay we're going to do with what players want and I believe again depending on your kpis and you know product goals

like this is just how can I say uh the way that we how we tailor the process here cool um I think the best way to get started is um doing a bit of research and so that can be like Trends on the platform so I'm using tiktok a lot what's going on there what are our competitors doing maybe you can look into your own audience um research or audience insights and then really try and formulate some hypotheses so an example would be we see ASMR as a really big trend on Tick Tock and then we know our gameplay is super relaxing and satisfying so maybe we want to marry these two things together or yeah just trying to find the best Trends and then I think once you have a hypothesis that you want to test my big tip would be to create more than one video in that same hypothesis because otherwise you really don't know why something's won like is it ASMR is it the Creator style is it I don't know

there's multiple factors but if you have different variations or videos within that you can really nail down on the why and what so like how many how many variations or how many creatives do you think you need in order to test one hypothesis um I don't know I don't have an exact number I would say five or so is what five or more is what we've done in the past I think it's seven it's true that's always a magic number um yeah that's that'll be my best tips very cool I think on from The Tick Tock perspective it's it's a lot of is dependent on budget a lot dependent on what are the goals of the campaign so there's it's hard to really say but I think if we're saying the starting point as I said I think uh too often uh some of our clients approach us and are scared with the whole uh notion that Tick Tock you have to run organic content on Tick Tock you have to run native ugc whereas as we talked about earlier it can be as simple as filming

another phone playing the game and putting some voiceovers on it using the platform and that's the sort of basis you can start you can put that on your organic page you can run a few ads uh or on Android and see the results and very quickly you get a picture of what's working what's not iterate from there so I think that's the place to start um sort of get stuck in into the nature of the platform and try it yourself does the UA managers can do it themselves they don't need doesn't need too much time or or emphasis from the creative team to do this it can happen uh from the UA team so how do you measure results and then iterate kind of doubling down on what's working best or do you start yeah so I think this is where uh the session brings a lot of value because everybody has a different opinion about that I would uh split my answer into two phases so the first one is when you look at your product you already have a funnel that you're managing from people uh getting awareness so the views and

the eyeballs that are coming into your product or your game and then all the way through to conversion point and then uh deep funnel um events uh within that and what I would recommend is notice that different creators different creatives are probably going to be very good at certain areas of that funnel it's very little to find a single creative that's everybody's gonna watch and then everybody's gonna convert and it's going to be amazing at us these are the unicorns most creatives they're good at a certain part of it so I would say find if I come back to the question that we had earlier mix those together so some creatives will be bigger creators that generate a lot of views and some of them will be small creators that generate a lot of good results in terms of return on spend and when you mix those together you get a really healthy funnel across all of these the second part of it is how do you iterate so here you got a split between sponsored content and ugc being used for ads so

sponsored content you're relying on the community of the content creator right because the people that are going to watch it or the people who are interested in that kind of content so you got to make sure that you have really good labeling on um certain aspects of the Creator or the from the language that interest what kind of game what kind of content what are the things that interest other community it's not an easy task this is what our platform with stream elements tackles day in and day out when you label those correctly you're able to iterate according to that so if you found that ASMR is one of the labels that have been repeating in our creatives that work well for you now you can scale your production generation on ASMR creators um and and curate them on your next campaign um when it comes to ugc ads well this is where the labels change a lot because now you have to label the content itself because you pay in order to have that promoted on the platform so the Creator Community doesn't matter as much um so the content itself now you got to label when does the gameplay come on is

it the third second the 10th second was it humilistic was it abstract uh was the call to action early late uh was there a cat in the background did they have a hat all of those labels about the content itself are the things that you have to mark and then make sure that you curate and uh brief creators accordingly so you can find a content creator that maybe doesn't do ASMR every day but the way that they create the content is very relevant so you ask them on the brief hey generate an ASMR content and then you might nail it and generate a very good creative form of a very relevant Creator that's going to work very well on ugc ads I think so Philippa I love the idea of tagging that's really cool um I think for us measuring the results so we don't do that much creative testing on Tick Tock um which we hope to do more in the future but um we do look at our BAU campaigns and one thing we look at is how much they've scaled I feel like the algorithm tends

to pick up a video quite quickly and you can see if it's going to scale really early on so that's the first indicator and then after that we'll look at roast which is really important for us and then that's in like one to two weeks you can kind of see the purchases come through and then in terms of iterating so I spoke a bit about creating multiple videos in the same hypothesis so this is a great way to iterate and learn very quickly um so going back to our baking example um not all videos did well the ones that did well looked really really beautiful and they had really quick scene changes compared to the others that were just kind of more tutorials and slow based so that's something we took forward in future videos and we could apply that across any video it doesn't have to be a baking video and so that's really cool and one other tip for iterating is um again on Tick Tock I find videos that are good just continue to get pushed so the spending keeps going but obviously eventually metrics drop off so roast

goes down IGA goes down so one thing we've started doing is just changing like one aspect of the video so a frame of the gameplay adding text to voice adding a caption at the beginning and I think it kind of picks it up like a new video and starts pushing it again but then you get a boost in your stats as well like roast ITI so that kind of helps your Evergreen videos stay Evergreen for even longer so to sum it up have a hypothesis test a bunch of variations of that hypothesis see what's working and then double down on what's working best if there's a Direction that's working keep an open mind and just keep going in that direction exactly so when you're working with creators some of them might be really familiar with the game right they might have played it for tens or hundreds of hours but some of them might be really great creators but really new to your game so how do you communicate your vision and your

brand and what's special about the game to creators when they might not be that familiar yet with with the title before support so this is a hack straight out of our top Chinese clients first of all if you want to make sure that you'll create those know your game include that in the brief here's what you don't want to do you don't want to include a 20-page brief about everything the Creator needs or wants or ever happened with your company those creators eventually the Millennials the young individuals they lose interest very fast in a whole list of uh to do's and uh long information paragraphs of information what you do want to do is you want to include some sort of a requirement um like our top Chinese clients are doing so if a Creator picks this campaign they gotta play the game let's say for a level five level ten something like that which means um if you um if the Creator wants to walk with your brand they got to show that they're either played it before or at least know what this game is about

but eventually you got to make sure that you're very accurate on the important things that the Creator needs to know because every different user is going to have a different experience with your product product so make sure that you brief the Cradle correctly on the angle that you want them to take so I think some things we do are share previous performing videos to give them an example of what works share our UA videos try and really explain the core mechanisms of our game so yes it's a merge 2 game but it has a really strong narrative world and if you haven't played the whole way through you're not going to know some of the key plot points or story points so maybe we want to highlight some of the interesting things they could talk about we can also share gameplay and share chat images so that they see what it really looks like um otherwise we do try and encourage them to play the game up to a certain point as well just so they can give their own opinions

um and kind of personalize the content to what they think is good about it thanks now for a contrary well um yeah kind of um I would say in our case the authenticity is what really matters so we we're not focusing on how we see the game but we're focusing on how content creators see it and uh this would require like you know for them to play the game so we work with creators that I mean they have to play our game and second thing is um I think there's a difference between endorsement and user Generations content so when you are going for paid contents it's like there's this well-known Persona that you're tailoring the message and he's delivering it and we're just selling it over to reach to a greater number of audiences but when it comes to you you see we just want to see like how the audience perceive it how the Creator

does it and to see like whether it's just verifying our brand messages or the direct Direction strategy that we're going towards very cool okay we're gonna go to another commercial break this commercial this video is is extremely extremely cute morning okay we'll come back to this question is foreign so how do you ensure consist of quality and message across videos and creators right because you have one tail you want to promote you're going to work with a bunch of creators each of those creators

might make one they may make more than one video um Adam I think this is an interesting one and where some of our clients get tied up we the word quality is is what's really important here quality maybe doesn't mean what what it used to Quality on Facebook and quality on Tick Tock mean two different things so for us we would say if you're the quality is how Native it is how raw is this uh piece of content then it doesn't really have to be uniformity across the different pieces of content maybe there's something that what's linking them is humor maybe it's something else but the the thing that they could all be quality pieces of content because they are organic they do fit the brief and and that's what's linking them but we do still want to make sure that our creators are expressive they are be making something unique that's why we're bringing them on to the campaign in the first place that's why we're encouraging them to be on Tick Tock so that's something something super super important

um I think then on let's say an organic page you can have you can tie together bits of content altogether with a label or something like that um but I think the the brand message let's say it's something to do with a piece of gameplay then all the creators can cut to the gameplay after three seconds five seconds something like that but the first bit they should be free to be creative then the quality will be there it's what they do best their creators they're great uh but then the uniformity will be whatever the brand wants to put in whatever the gameplay is I'm gonna say something extremely controversial now so um the more control you're trying to take over the content that Kratos are going to generate for you the less likely you are to succeed let that sink in for a second because as you just experienced on uh the first four uh examples that Joe showed is that everyone has their own opinion here like

some of us thought one two three four and if you come in thinking that the content that creators needs to generate is the content that you think needs to be generated then you might not succeed so um the way that I recommend um working with creators on communicating your vision and everything is to ensure the quality is up to par with safety and uh giving the right messaging of your brand let's create also be creators the do or die of a campaign a lot of the time is in the curation phase which is if you go wide enough with plenty of different content creators you're going to have higher chances of succeeding well if you're curating for a specific content creator that fits exactly the same way that you think it should happen on the day that you woke up this day thinking that then um you'll just way less likely in a perfect world when you're marketing you would want to have all content creators creating pieces of content and then

seeing what works so take that put that into the skill that you can operate in and that is go wide see what works for you and then um work on that as well making sure that you generate quality is very different on plan platforms and short platforms definitely like Tech talk the thing where you record your own phone just like the ad that we just saw you might think that it's low quality but if you test it if you let go of your past um thoughts about this you might find that it's your best performing creative I can just add one thing to that if you receive the video from an influencer or a Creator and you don't think it's good quality maybe it's worth checking out their page and if you see oh this is really in line with what they create then it's probably perfect and it's just like what we're saying past judgments of what a UA video should look like um so that's one tip I would definitely use so I'm going to sum this up right by saying that maybe quality is performance

and we need to kind of surrender whatever our initial impressions of the video are and uh and just see what data comes back and be one way to sum up some of what you guys would just saying um okay so how do you make sure the creators deliver videos on a schedule so that you have a steady stream of new videos to test um yep so for this one um we don't necessarily have a I don't know delivery date um but we do try and get influencer videos in a batch so a batch of 20 30 however many you want and then content creators are free to take their time do what they need but we it usually means we get about five videos per every two weeks and that's a perfect amount to to run our campaigns to keep everything fresh um for where we do most of our paid which is tick tock so um at three moments we actually have

a cheat code for this specific problem um with a dual platform which means we serve advertisers and creators and on the Creator side we give them a lot of tools to engage with the audience and produce content on a daily basis so essentially of an operating system for the life of a content creator they sit in front of our portals and apps all day long so it's very easy for us to remind someone that they have one more day or five more hours or two more minutes um to put the next iteration in because when they work with your platform and they're used to making money through your platform you gain their attention and then any kind of reminder of uh hey here's a new opportunity for you to produce an ASMR video they pay attention on a very large conversion rates and then the same when they have to get reminded on an iteration or filing in the next ugc Adam so ads do have a tendency to fatigue

slightly quicker on Tick Tock um and because of that it is a sound on full video only platform and because of that we try and help our clients in various different ways we give them access to the tick tock Creator Marketplace we have a managed service where we can help clients find creators on that Marketplace we also have tiktok Creator Studios which is a way for clients to have to link with Studios to make creative um we have like some examples of the guys here and then we also manage we make some creative for our clients as well so basically we're here to help we know it's an arduous process sometimes but we're here to help and we try to give our clients the tools to succeed and how many how many new creatives do you do you think Partners need to test per month or per week what is the frequency of running new creative in order to make sure you keep performance up and uh outrun fatigue it's it's a very difficult one it's about uh how many eyeballs it's the frequency of the ad and how many times it's being

delivered to the same audience uh so that depends on what Geo you're running in uh what your budgets are obviously High budgets mean you're going to fatigue more quickly but we would also give you a lot more support so it really it's very hard to say we'd have to answer on a case-by-case basis but there are lots of ways out there for you to have enough creative um I think is the the best answer for now got it and do you think what Philip has been seeing with about with testing approximately five creators every two weeks do you think that is that again it's hard to say based on her scale when we were we have a sort of a set structure for uh campaign ad group with about four ads in each but depending on the budget that could be less or more relevant go I just want to have one thing I mean uh since we ran content creative programs there are some certain guidelines that players are actually signing up for something which requires you know uh

just respecting the deadlines and some of the quality uh let's say criterias that we're putting here so it's a little bit different in our case so last but not least when you're working with creators what do you think that they find most meaningful and most fulfilling when working with the brand right because this isn't a gameplay video there's really someone on the other end and how they feel about the project they're doing has has an impact on the final outcome right I'll take this one so uh I don't need to think for myself to tell us all the time uh they call it play Walking which is uh when you do the right match and you find a connection between uh the right Creator and the right brand um it almost doesn't feel like work for them so remember these are very creative people and they don't want to be robots so if you made the right match and you believe them correctly and you're allowed for a reasonable amount of creative freedom um it it's very fun for them they they like that part a lot

um yep I definitely agree um I think it's come through this whole talk is creators are creators they're good at what they do Tick Tock algorithm has picked up their videos they've become famous in their own right so trust them and let them align with our brand but also their own brand um because the algorithm is going to push it and that's great for us and it's great for them and hopefully they enjoy it more if they get to come up with their own ideas I mean no one wants to read off of a script right I I agree and I think with that we would like to show them part of the bigger picture they're part of some big campaign they're part of a big marketing effort what are they doing to drive their this particular campaign but basically the the bottom line is let them create let them let them do their thing so at the very beginning when I showed you guys the four videos just the collective votes seemed to be that number two was the best and uh and it wasn't

the the best performing video was number three which is the one which is one of the two uh one of the two videos breaks and in that video he's talking about how he has a shorter Pool Key to fit into the same space personally I didn't like that one the best either my favorite one was the one where he goes Bam Bam Bam with the pool cue I thought that was really fun and punchy the pool table I know we don't have a pool table but now we have this a smaller one for tight spaces huh want to play pool without all the stuff download the app now and play live real money games with trick shots and high score bonuses I want you to take that thing back right now I'm gonna return it play pool without all the stuff thank you guys I think we have a few minutes left for questions maybe one question okay raise your hand if you want to ask a

question yes generate income with the increasing amount of user generated content using that is advertising how do you start to combat the if you see the increased amount of that it kind of loses the authenticity if you just keep seeing creators pumping out Brands and ads all the time so just curious if you've experienced that what we're seeing in the field is that if it's good and creative it definitely works even though it is an approach that more people are taking but you guys can take I think the solution is the on the accumulation phase um You probably don't want to walk with a creator that every two days um promotes a different brand because they might lose some of that authenticity but the barrier to entry to becoming a ugc Creator definitely on Tech talk is so low you can find amazing people that are going to generate ads

that are going to blow your mind and your horse and you don't have to go for the same ones again and again so this is a world accumulating out of a really large base of creators solves for that um I would say it doesn't matter as much for paid ads as well you're kind of promoting their videos through your own brand name so people aren't necessarily aware of the other stuff they're doing so that makes a bit of a difference I haven't seen any creators who that we work with that are inundated and do lean too much into the advertiser because that will it dilutes their their organic following for sure so we do have to be a little bit careful of it but I think uh the idea is you can spread around so much with our ugc that we don't see it being a huge issue moving forward I would say if your game is on a scale that you can go beyond paid ads and if there's a possibility that you can raise your brand ambassadors or your let's say

ambassadors just arm your ambassadors I mean they're going to Advocate your game the best so that you know you would retain the audacity on your game and content cool well thank you guys so much we are the ambassadors we're at booth b05 and we if you like the videos that you saw here today we're giving away 15 free ugc videos custom produced for your title thank you guys so so much for coming and sharing your time and your expertise with everybody thank you guys [Music]

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