Influencing the mobile game universe

[Music] the clicker oh there we go that's us bigger-than-life of scary that big right I'm Dave Rosen I lead creative development so development of fictional characters and worlds for free half games I also have a longtime background in product and brand marketing with a bunch of different gaming companies and Jacob Mona I'm Jake or Papa Jake and I'm a youtuber slash gamer and I mostly do kind of online comedic content and between the two of us we have across our channels over 2.5 million followers it's that's you know combined if you had you know it's an average of like you know one on a quarter million but if you actually

looked at the distribution you would find that it's entirely on that side of the stage so just to give you a taste of the one of us that actually is creating cool content allows videos or cursed perhaps not oh there we go nope not happening just act it out yeah okay well imagine something hilarious but also educational because that's what just happened all right well we'll skip right to that you're you're apparently going to be stuck with our awesome faces but you can you can look at the real live version over here so so Jake you've been on YouTube since 2009 yes that's all right well and so I mentioned it you've now got across your channels like more than two and a half million subscribers yep more than 500 million

video views which is crazy talk to me a little bit about just you know what got you started originally what interested you in kind of this idea of going online creating videos talking about what you were doing what pulled you in yeah I mean like when I started back in 2009 like being a youtuber wasn't really a thing so for me it was just kind of a fun place to put my videos and show someone else with my mom and dad because I mean I've always liked to make videos and I think one of the first things I realized was oh well I can't act and back then I wasn't really funny so I was like oh well I can just film myself playing video games and people will watch it I was kind of where it all started nice what do you feel like was the biggest getting chat getting started as you started to get more into it and and move forward and start to want to develop an audience what what was what did you feel like was the biggest challenge for you trying to start really getting people beyond mom and dad all

right I mean like when I started I was obviously a lot younger so there's definitely the time commitment YouTube's like very time consuming so I was in school and I was trying to do work-life balance but I also think the biggest thing for me was trying to build an audience that was more interested in myself versus the content or the games that I'm playing I wanted them to come back for me not just to see a cool you know clip of a game yeah that's really interesting and I think that's become something we just assumed you know we talked about influencers alright we talked about youtubers and we talked about the creators but that was not always not necessarily a case right whatever invoice we were talking about in the back that you know seven eight years ago you were just a voice saying you became sort of a place in the upper right hand corner of the video and now you know now you're you're doing live static full-body like very big ass it even bigger than that the videos coming

right at you so what as you wanted to kind of develop into being known as you not just as the videos kind of what what drove you to start moving to diversify what you were doing um yeah I think for me it wasn't all me I was definitely kind of still just in my basement not even you know putting on a nice shirt making gaming videos and then it was until I started to take it a little more seriously I surrounded myself with a lot of good people who are like well look this is more than just you playing video games you have to become a brand and so I rebranded my name every branded the way like I make the videos and put my face and everything and I really wanted to make it more about like me and people coming back to me so that's kind of where that started yeah that's awesome and so when when it comes to you know what probably a lot of folks in this room are thinking about anyhow you know how we've come into contact is and partnerships with companies working on

gaming I mean I know from from our side we look at it and you know there are more than 500 new apps a day coming into the App Store I was looking at some stats the other day it's about a year as of a year ago there were more than six hundred thirty thousand games on the App Store right so to trying to find ways to get in a game to stand out and then we see from research that among mobile gamers ninety percent or more will at least once a week go on YouTube and and look at a video so as people have come to you and said hey we like what you're doing we want to work with you what are you know what have you seen be successful and starting to to work with partners yeah I think like for us it was definitely starting to treat it more like a business it was you know we're just going to randomly shout out a game it was kind of like all right well how we're going to do it how can we sell it I mean there's a lot of marketing that goes with it and as much as it is me just having fun there's also the business side of things and I think

one of the biggest things for us was kind of getting that influence without like a concrete branding you can still get like half a million views on YouTube if you're making a review of a game but you can't drive everyone to go check out your favorite game because no one cares about you but if you have an audience that really cares they're going to say oh I want to go see this game the Papa Jake is talking about I'm going to download it I'm going to play it alright so what are the one other requests you get I'm sure you've had of the years where you just go what are these guys thinking like this is not there's not going to work like I I'm interested to hear a little bit from your perspective of someone who can could you have you know you have a brand you have your personal brand that you have to be concerned about you have just an imperative in general to create sticky interesting content that works for people right so there's no benefit for you or benefit for anyone who might want to work with you to like oh let's put out a crappy video right I said yep that's not going to work so misses it to

hear kind of from your point of view what have you seen that as people come to you with ideas what in your mind starts to separate oh yeah that's something that could work I think we can work together I think there's something there versus yeah this this group just doesn't get it or isn't going to allow me to work in a way that's going to be successful right I think like a lot of companies do get it but there are definitely some that don't understand that everyone's audience is different and you connect with your audience differently so a lot of brands will come to us and they'll be like all right you need to like literally read this script and I'm saying well I don't talk like that I don't do these things that you want me to do like my viewers are going to know it's fake it's not genuine and if it's not a genuine thing coming from like me or any other influencer their viewers are going to see through that and they're not going to want to check out whatever you're talking about so I think like in terms of things that are huge red flags it's definitely like here's a script like talking points are okay but like just being very like

analytical like you know change this word or you know take this out it's you can't really get like that when you're doing influencer marketing it has to be very natural I think yeah that totally makes sense what do you as you think about you know we're here today stiffly talking about mobile and you know you've you've obviously got a background working with all sorts of games what role do you see mobile playing in you know how do you see mobile working on YouTube and and what role do you see it playing in kind of your ecosystem of of content it's huge I mean for us we do different deals like mobile Mobile is obviously one of the biggest players in gaming right now and I think the thing that I love about it so much especially when it comes to like influencer marketing is the fact that it's just so easy for anyone to get on I mean like our viewers no matter if they're like 30 years old to five years old they have a cell phone they can go on definitely can

play a game I mean I even know when I'm doing a livestream I can say hey guys we're checking out this new game go play it and people will go it takes two minutes to download it they'll play it for five minutes come back and be like oh Jake I played it it was really fun I got to this level I'm like oh yeah you got that you know did you get like this Joe and lock that so I think it's a lot easier to access then you know a $70 game they have to go to Game Stop and buy or something like that yeah but that totally makes sense it's yeah I think that's the you know I think both the opportunity and the challenge for us is you know it's easy for someone to come in the first time but oops you know but if they don't find a world that they find interesting right a game that they find interesting then it's also really easy to you know download the next thing you haven't put in 70 bucks you're not you're not committed it's time to look more about so you know you like you said you've been you've been on from early days you've been on from before like advertising was really a thing

certainly before kind of influencer marketing is such a thing you've gone from you know last year I and correct me from getting this ranked last year you hit the million subscriber milestone yeah it less than a year or a year or so after that you hit the two million subscriber milestone now you're growing at like 150 150 thousand subscribers a month you have over 3500 videos what as you you know as you think about continuing to grow I know you talked about early on sort of a realization that okay you needed to start making it a little bit more about you a little bit less about just kind of what you were talking about again what are the things you're thinking about now about how you continue to grow how you continue to broaden what you're doing yeah I think for me continuing kind of long where we're going right now a lot of its kind of moving from me in my basement to a company and I don't really like to say that because YouTube is so much like you

in your house talking directly to your viewers but one of the biggest things for me is like I I realized early on like in order to grow if you need to surround yourself with people who can help with that so whether it's a manager whether it's an editor you know someone to film the videos you kind of need that to take it to the next level and that's sort of where YouTube's going yeah no I mean I think that's I you know I think what you're describing is actually really similar to what we've seen in mobile gaming in general right right it's gone from which is you know I think pretty common through the cycle of technology what's gone from early days of mobile not a lot of games out there a lot of them are not very good so if you had a good game people are going to find it we're going to play it now just because the volume of content the amount of money that's in there the amount of marketing that's going on you've got to find ways to stand out I think that's where you know finding the right people to partner with and partner with in an organic way really really makes a difference what are you know what are the things you see on the horizon the

eary they're hearing in that kind of YouTube universe that you're either excited about or worried about you know what's what's kind of on your mind is maybe not necessarily just with your channel but but that eco is just a bright I mean like there's there's a lot of different elements to it like I'm definitely excited as to where YouTube's moving as like an industry it is becoming more like TV but it's in its own way so I think like very high quality content is kind of where things are going and I've noticed that I mean you mentioned I have 3,000 videos but now we're doing you know three a week because we realize that three videos a day well you can't really put as much effort and as much to your hard into those so I'm excited as to where that's going for sure yeah that's really so you've actually started reducing the volume of videos that you're doing interesting and and how's that are you so I mean obviously that the channels growing like crazy so I assume that you're lagging but what have

you found any pitfalls with that like what's what's the experience been like I mean it's definitely more stressful because you're putting a lot on one video versus you know like a shotgun blast of all its different videos a micro viral might not go viral but I think our viewers to really appreciate the fact that we're putting you know our heart and soul into this one thing it's very high quality there's lots of editing and when they get on and they watch it they watch it the same way they would you know any other TV show yeah yeah I think that's something people may not always realize is you know these are not all super short videos right there yes a lot of these are really long and intricate either game playthroughs or you know when you're doing projects in the house when you're building a giant box for doing you get you got really extended content and I think that's you know that's a thing in it within free hive as we've done consumer research in both the US and in Europe we've sent we found that there's a real connection between the segments of

players who are spenders on mobile and the people who spend long amounts of time on whether it's YouTube or twitch any of the you know any of the video channels they really want to consume that content understand what they're playing what they should be playing the best way to play right they're not you know you use the term viral and I think the definition of as maybe teen because they're not sort of listen looking for just like oh what's that 90 I can funny clip exactly it's more like what's that thing that's really interesting that I can really learn from and kind of get credibility by sharing with other people right what do you think about you know you you're you're in the realm of creative right you're making entertainment how do you balance the the risk kind of risk reward of trying different things whether it's just your own ideas or again kind of working with partners and think about hey this partner showed up they really want to do something or bringing resources to the table they're going to support it but you know we have to

figure out where it's going creatively how do you think about I guess sort of the the risk factor of you know I just to put a fine point like if you make a bad video right how's that you have you have you experienced that what's the impact and how do you yeah like a lot of you know especially if we're working with a partner I find that they're more likely to to look at something that's already successful and say okay do that you know we'll you know either give you money or we'll help you like just do what this guy did but do it again and we're kind of sitting there like it's okay to kind of look at viral content and try to base your content off of it but what we found to be the most successful is our own original stuff so it can still be you know making a box for it or whatever but do something different than no one else has um and I think like for us that's something we learned the hard way because it was very much like yeah okay just this video spiral let's just copy it and then it

bombed and so that like it was something that we had to deal with like oh is it us is it the fact this has already played out and it wasn't until like after a while we said alright let's just put it on the line we're going to risk it will do something that there's no data for really and I mean one of the things that sounds silly but one of the things that's blowing up right now for us is box boards literally boxes that you have fun in and I in like you know the last month we've had over 30 million views of us playing in a box it's amazing if you have not gone to the channel yet go because I in in talking to Jake and talking to Brian who Jake works with they kept talking about box forks I'm like right box for blocks boards you know trying to act cool even though I'm old and then I went on the channel I'm like oh my god he means box forts and it's literally it's amazing these giant cardboard constructions that like you would have been super excited about to playing as a kid and it is oddly exciting and product

to watch you visualize and then build and then play in these things yeah so is that I mean obviously it sounds like you know like you said that one you didn't know there was no box for flavor for you to follow on if there been other examples of something that you've done that you're like I mean we're doing a video today it's not really going to be anything and it's turned out to be great either that individual video was great or it just kicked off an idea a direction that you hadn't seen coming yeah one of our most viewed videos I think it's around 8 million views now is one day we were we were literally just getting Red Bull because we're always bringing out before work but anyway were in the convenience store and I saw one of those like big kind of lighter bricks I just said it would be funny to light on fire so we bought these two bricks of those you know whatever big lighters and brought them home and we did lighting two hundred lighters on fire and we just thought whatever was going to do that and then yeah like instantly one of our

most viewed videos today that's amazing did pick a media they call you look you're making it happen I don't think they liked the fact that we lit all their lighters that fire please indicate in the video that our lighters are not flammable yeah that's nice that's amazing is that you know what's what do you think about so you know again kind of thinking about as for folks who might want to try and work with you sounds like that one was just sort of a little bit spur at the moment hey lighters what are you this yeah what you know is there a I guess sort of a best practice a best way to engage it is like hey you know what come talk to us and give us a month and we can really make this thing sing or is it like you know just come talk to us we'll bang on right in a week like what right I suspect we all may have let's take expectations of you know like for example even just the fact that you keep using the term we which i think is great because you're representing that you you know you've got a team you're working with it I think a lot of us you watch a video

you're like oh yeah that's just you I literally don't I always like forget there's someone else holding the camera like oh you made a video on weight but the cameras moving and he's standing there and I see his hands what is so as you think about someone coming and saying hey I want to work with you or just you know the process to get to great content what's what's the timeline look like or what's the kind of what is the process you see is as potentially successful yeah like it can range from anywhere from a day to a week most of our shoots are only a day long so the videos themselves only take a day to shoot but I think like the biggest thing that a brand can do is not to rush it it's really easy to be like you know we need this done in a week and we're sitting there like okay well whatever your concept is you know water or something like that if it's a video game about water we need to come up with something that we truly think our viewers are going to like versus like I don't know the first thing that comes to your head because it just it won't work that way so I think having patience it's probably the biggest thing with that because it will make the difference

between a video that flops or video that does really well are there you know either either for you or you know just others you've seen examples that jump to mind to pay here's here's a time we worked with someone in it it worked really well yeah like it's kind of well again our most viewed video was a video with Conor McGregor so it's kind of hard for me to say well that worked really well because of us I mean this car McGregor he was that yeah he's a very big celebrity so it but that's one thing where they kind of came to us and they're like look you're going to go to a UFC stadium you're going to have Conor McGregor a couple of their UFC fighters and make something and so we kind of went them really all right well how are we going to do this so we came up with some like challenge ideas and stuff like that and that was one that ended up again being one of our most speed videos now I think over 15 million views so that was a great example of like just complete free like here the assets go do

what you guys do that's great oh it's that's really cool and it's further we're going to have her kind of McGregor I don't live under a rock him and Mayweather we'll see so what do you what do you think I'm go back to my tiny notebook because I did make notes because I have the memory of a parakeet so you know YouTube itself has has gone through a lot of change in a lot of evolution you know from again kind of starting in sort of this ad-free world and a very just kind of a Content world to now a personality driven world and as you said you know going to much more high-end sort of content expectation you know challenges like that you know the stuff that happened recently around safe advertising right the ad pocalypse you know what do you what do you think about you know as your as your continue to evolve your channels diversify what

you're doing you know how are you approaching kind of some of those some of those challenges those changes and is there anything you see or you think might be coming and just kind of how marketers engage on YouTube yeah like one of our biggest things that we did was rebranding our channel to be kid-friendly if you go back you know a couple months or as six months or so it wasn't kid-friendly at all I mean there wasn't anything too graphic or whatnot but we drop a swearword every now and then and kind of do some stuff that you know maybe an 8-year old wooden parents wouldn't want them watching the lighter video included but yeah we really went back and just thought like alright what's the most accessible to everyone and you know that we have little cousins and nephews like what could they watch and I think that not only the marketers that are already established look at that and they say okay we like this but moving forward we have to kind

of almost work with brands who might have a game that's 18 plus or m-rated and we go like look we can market this but you know if your tagline is like everyone or something like that we can't put that in our videos and to be frank like no one really wants to see that yeah so that's definitely one of the biggest things it's it's funny because we kind of had to recorrect ourselves based on a lot of the bigger marketers and then now we're kind of going and educating some of the smaller brands and being like no no don't don't make that your tag clacking it's not good so that's one of the big changes yeah that's cool as you think about that you know you mentioned you've got nephews got other kids think about what they would like you know obviously we all see just the the really raw kind of metric of how many views did that video yes what else are you looking at to gauge success or kind of guide creative direction is it you know feedback from just kind of other people you interact with is it the comments is that you know other places that you're getting that you might look at something and say hey

the view numbers you know we're good but maybe it wasn't 10 million but here's why I think that worked well or hey that had a good number of views but here's why I feel like at Riley maybe it's not working as well as we'd like yeah like for us it's it's funny you mentioned I like it's very easy to look at a video that does extremely well or is viral but what I'm looking mostly for is for lack of a better word really having that influence with our viewers we don't want a video that's just a viral for the sake of being viral and then people look at it and then they leap you want people to look at it and then become a fan we want them to leave a comment and you know follow me on Instagram follow me on Twitter not something that we've started to notice more of recently with kind of rebranding to be more of a personality was it wasn't just okay cool video leave a comment and I'm gone it's like this is the most amazing video ever I'm gonna stay in the comments I'm having a chat about you know the shirt Papa Jake was wearing today like it's then that was kind of like a big switch for us is like

having actual fans versus having viewers and I think there's a big difference when it comes to not only like the way we do content but also marketing in general yeah and that's interesting a you know thinking about marketing in general I think one of the big shifts we've we have seen and continue to see is around often to see in transparency and people people but being more savvy about what is in isn't marketing and having a higher expectation of transparency you know again a you know a couple of years ago it wasn't uncommon to just see stuff there and you're like wait was this paid for was it not now there's an expectation that you're going to talk about that you know how do you approach that and what do you think is the right way to approach that conversation with really with your audience right how do you yeah you want to be able to kind of represent to them hey I'm you know this is someone I'm consciously working with this as a marketing activity not just I saw it in the store and thought it looks right like I think for me I personally hate when I feel like cheated so I know

there's a lot of videos or I'll watch it and even if I love the video if it's like after you know this was an ad I'm like oh my got me and that like for some reason it pisses me off I don't know why so like when I do marketing in my videos for any brand I try to make it like very upfront very transparent and the biggest thing for me is to make it seem like natural whether it's a mobile game or whether it's you know whatever a coffee brand I want people to think oh this is just something Papa Jake would play on his spare time or this is something he would use and just kind of like let our viewers know up front you know this is sponsored by these guys but hey like I I don't accept deals unless it I truly believe in them so here's why I think it's awesome and why you should think it's awesome too so do you ever do you ever reach out you say hey you know what I like I don't know I wearing these pants they're the most comfortable pants I've ever had I should totally call those guys up and see if they want to work together yeah actually I wasn't happen to be pants

with no funny actually I did that recently for a shirt company it was a home as Canada so as Canadian I thought you know whenever I'm traveling I'm like oh that's such a cool shirt they do a lot of like homeless Toronto and Toronto first every one I was like you know I've reached out to them and I said hey I'm a youtuber I would love to wear your stuff whenever I'm traveling and they really gap for sure so they buy me everything and not only did I do like a little shout-out in my video to promote them but then I just I wear them on a day-to-day basis so people know it's not the ad that's awesome and it's nice to be able to embrace stuff you authentically feel good about yes what you know how do you what's the what's the response when someone reaches out who you know either you flat-out don't like or they're like that you know our game is about stringing as many swear words together as possible right you know is that are you at this point in a place where you're you know you feel

comfortable saying hey look this just isn't going to work or you know how do you kind of approach those maybe sometimes difficult conversations yeah like whenever brandon reaches out to me like first iovis who think will do I like this because if I hate it and I'm not going to work with them but I think I definitely look for like those red flags that spoke about earlier it's you know are they pushing their own agenda onto me like you know we have to do the video this way and that way but I think the biggest thing is I look for if they really want me to cheat my viewers and a lot of brands do they're they're very much like alright this how you're and drive is much traffic like you know do a fake giveaway where they have to come to our link and I'm like no no no like I'm not doing I'm not cheating my viewers um and I think like the looking a brand that just sounds very like they don't care about their own product let alone my viewers then I'm just like I don't I don't want to do anything with you guys yeah and that's I mean I think I think that's one of those things again where we're seeing evolution particularly in mobile from kind of you know there was a

lot of what I would call for a bait-and-switch advertising a lot of ads that were showing stuff that wasn't even in the game that kind of thing and you know we've seen is we've you know been exploring with our own games you know even things like just saying in the copy for the ad this is video of actual gameplay from which I know was something that kind of came into fashion a while ago for console and PC games I think you're now starting to see that on mobile and I think I think everyone's having that that's someone reacts yeah okay I want to believe what I'm seeing is actually what I'm going to get I think to like one one thing that is a huge red flag which I know like a lot of mobile companies not that they're like really wrong and doing it but they want to send me either send me gameplay or set me up in our like a rigged kind of scenario and I I don't really like that it's it's like oh well we're going to give you the best gear don't tell your viewers by the way that this is like not what you get and then it's like yeah pretend that this is a game you're playing and that you won and all this other stuff and it's like I don't want to do that I don't want to go fake so that so you

know do you prefer is it just play it from the beginning is it hey just let you spend time with it then you'll figure out kind of where you want to show how do you yeah that vary by game a lot of times whenever I do mobile game obviously with a lot of mobile games it's you know there's coins or gems or something like that and companies always want to say well here's you know 100 gems or 50 gems and a lot of times I say just don't give me that all display from the beginning experience it as my viewers would experience it and I almost think it works better that way because they get to see you know from the bottom what it's like to kind of progress and it's almost like I'm playing along not like they're watching me and I'm level 500 already so I think viewers like then they they appreciate how genuine it is all right no that totally makes sense are there you know you've got kind of a roomful of Industry folks you've got a you know creative leader leadership like too strong a word um you know market on

the stage are there are there you know questions you have stuff you've always wondered hey why do they approach me about this or yeah like let's yeah it's a good question um I guess I'd think up atop my head something that like there's a lot not a way to be on the spot no no like I'm just trying to think out a word this way I don't want to I have a whole second derivative notice or work we got love and nonsense no like I think questions I would have or things that are that I don't like you know like why would you ask me that you my viewers or why would you ask me to like why do you want it to be so scripted why do you want to set up like these these scenarios that aren't really real and I mean like I don't want to call anyone out and play ya know and what's your sense I mean my you know my perception is that there's an increasing understanding that that stuff doesn't work I know you mentioned kind of feels like sort of the bigger brands the bigger groups are

getting that right and it's trickling down and you're helping educator you do you feel like you're getting less of those kind of spam requests or yeah no it definitely is it's getting better like it's kind of like companies or certain companies are known amongst youtubers so some of you get an email from them you kind of discard it but in general a lot of brands are doing a lot better with that um and I just kind of went back to your previous question that one thing though we kind of don't necessarily don't understand but I think it's like a point to make is a lot of brands when they work with us they they're very centered on downloads they're very centered on you know play time and stuff like that and not so much getting their game out there and I think like for us one there's obviously a marketing aspect of like if we're putting a pre-roll of your game in front of our video that's still marketing but also to is like if that doesn't catch the viewer in whatever we've shown it's

not really I don't see it's not on us but it's kind of at that point it's like well we've done everything we can do yeah and I think a lot of brands think always if you can't sell our game it's your fault not our fault yeah it's interesting it's a tough balance right no one you know no one wants wants to feel like their game isn't great right right no one you know despite what what gamers might think or feel sometimes no one sets out to make a bad game but you know depending on the moment some things that some things don't so I think I think you're right I think that's a that's a big challenge I also think the other the other thing that happens is you know mobile has really grown up in this world of performance-based media where you can you're really tracking everything not just to download but on through to how long do they stay in the game how much did they spend and I think that the two challenges are that because it's become so saturated there's increasing need for just brand awareness right of your game because to help drive down the costs of that performance marketing and the other

thing that really came through as we did this really deep segmentation research of our of our mid core mobile gaming audience is that there's a huge segment of folks who won't spend money right here they just what we shouldn't and it's wrong but they're actually hugely influential in for people who will spend money and talking about games so I think I think to your point there's a big opportunity to reach the kind of people who you know are more likely to have the time to want to sit and watch an hour-long an hour plus video of a game that might be someone who's not looking to go then spend a ton of money in that game but they might tell 10 of their friends about that you're sure and you won't be able to track that but you have to recognize that there's an opportunity there and that that's actually something that we kind of tested sort of by accident but at the same time it was something we we did we were working with all our brands who were like we're only going to pay for downloads and I'm very much of the mindset like it marketing the game whether you know if people download it they might first of all not download it through the link that we use

but also like you said they might tell their friends they might tell their grandma or whoever so we kind of did a test with that and we went one brand deal we mentioned the game obviously as you do and the downloads were okay they're kind of like what we do for average downloads the next game we did we did not mention the game so people could not search for it in the App Store which the brand was really mad about but the download conversation the downloads were four times our average because people couldn't just go off the video and search for it so I think that's something to be like to note is that viewers don't necessarily go alright I'm gonna go in the description I'm gonna find that link I'm gonna click it you know if your game is Battlestar or whatever they're just gonna go offs or Battlestar download and I think a lot of friends miss that out and it kind of gets put on youtubers as oh you didn't do your job but clearly it's getting out there like the word is getting out there and that's kind of what we try to do alright so I think so that the magic

clock is telling me we have four minutes and 18 seconds left I believe we were meant to reserved about five minutes for questions so are there any questions you can ask them of an interesting person or also unavailable yes how do you measure yourself value how the Communist okay we read about you scold you mind five topics into the role right that that's a good question so that was one of the things when I mentioned kind of becoming more of a business I quickly went and got a manager so then one of the companies I'm here with Spartan relief they do all my managing work so they do the negotiations they talk to the brand so on the face I'm like you know hey guys I really want to work with you this is gonna be awesome and then they'll go and they'll say you know we'll hear the metrics here's to

watch time let's talk back and forth for a week and then at the end of the week I'm they're like alright let's make a cool video so that's that's kind of how I do it and I know a lot of other influencers do it the same way because it isn't as simple as you know well this is my number every deal is different do you mind I think it just depends on the deal so I know from from our side having worked with with Jake and work with other influencers it really varies depending on the project depending on who you're working with in some cases you know partly it's a great example where they're working with Jake but also with other youtubers other influencers and so you may be putting together something where you're working with multiple people over time so you know it's really it's not you know I think that's another thing that's a shift for marketers is that it's not kind of the traditional like here's the rate card price or you know hey here's here's what we're going to put as our you know our bid you know our CPI bid so it's it really is you

know more of a case-by-case conversation other questions I've got a question is like a sort of a specific tip or a couple of tips built or making most B's and don'ts I guess for dealing with the kind of influences because I think there's a big variety of results from my talks a lot of people I think things can be incredible well absolutely nothing happened like is there any particular key tip you say I don't do this or definitely do that yeah like I guess for me obviously as I mentioned it if I ever do get a brand deal or someone talking to me I just you know send it off to my manager and they'll do most of that work but I think like in terms of catching my attention obviously you know Spartan elite will do the negotiations but if I don't like the brand or the game then I'll just say well I don't want to do it no matter what so I think catching the influencers attention is really

important so if you're going to send me an email you got to kind of pitch me not just you know this is the you know money we want to spend or hey we want to work with you be like this is our game this is why it's awesome here's some screenshots of it like your viewers will love it and then I go oh yeah that is really cool like my viewers will love that I love it let's do something versus like I don't know who you are I don't know what your game is and to be fair like I'm I'm busy so I don't have time to look at it in the App Store or download it like I kind of need the Coles Notes version of that so I think that's the most important thing yeah and I would say from the sort of the developer side of things take the time to actually go to that person's channel go to their you know wherever their presence is whether it's obviously if it's YouTube but whatever you know whatever networks they're on or or want to be on you know I think I think there's similarly a tendency to just look and go ok that person's got a million followers let's do something with them and at you know actually putting some time into hey what kind of

stuff do they do is our is the kind of game we're doing is that afraid for them you know are they you know are they just doing you know I don't know all kids games or all Hemme rated games and and we're the opposite you know I think I think a lot of the missus has come have come from people who just again just kind of look at a raw number and don't actually think about okay how are we going to actually fit in right with this content and one more thing I will say it which is like a super huge red flag is don't mass email like like we will not only make fun of it on Twitter and in our own you know youtuber groups but if it's like undisclosed recipients hey guys we want to do a brand deal I'm it's like an instant delete and in fact a lot of times companies will mass email like everyone and they'll forget to you know leave that out and you'll see it to all these people yeah sorry it's probably your mom they usually call at awkward notice not when I wake up and and you're

on Toronto Times oh yeah to say we got a few out of better oh yeah stating it well thank you all for for the time well it looks like we're going to leave you with the video at the end okay we're not going to guarantee anything but I just if if I thank you Jake for for coming taking the time was it was offer out here mu and and thank you for having us thank you very much we are checking out this game because we got it early guys because it finally happened today has come mr. Ferriero questioning it anymore what is in my hands right now alright I know a lot of you guys are saying to say Justin Jacobs fake you're saying cake it's not real look look what happened guys because I got this in the mail and when I put this into my xbox a big thing shows up it's a big skeleton and then I see two little midgets banging each other they make weird sounds but once they're done this is what pops up and we're going to explore it today together and did I

mention guys that if you hit that like button you will get 1 million dollars in cash tomorrow in your bank account and I don't want to I don't want to toot my own horn but I am nine hundred percent sure that if you smash that like button right now you will never die of cancer now these are claims that I give 100% back up as a doctor let's jump right into this you [Music]