Superstar Session: Widget as a Performance Tool

we now come to one of our panelists karina from hype factory who is going to be picking up her own sessions superstar session indeed widget as a performance tool um which sounds absolutely fascinating karina are you all ready to rock and roll hybrid i'm just concerned after a panel yeah you you got the hard gig this morning you did very intensive morning i bet you it's well taken take a minute to breathe um i think the what the panel showed was that we have such a lot of um incredible new ways to reach an audience and to engage with an audience and the whole growth of influencer culture has been phenomenal you know i come from a pr background so i'm used to dealing with journalists and it was a very very different thing

because obviously there it's it's an official employment they have an employer there is a publisher there is a relationship there through advertising so the move to influencers has been something i've watched uh open-minded at some points because it can be a little bit scary thinking that these are just random people of the internet however uh are we all ready to go are you happy to share your screen in that case step back and let you go and i'll join you at the end with some questions awesome let's start hello everyone i'm uh really happy to be here today and thank you for joining uh this stream i hope you will find something interesting for yourself and will be i will be happy to answer uh some questions at the end of the session so today i would like to talk to you about twitch and

widget as a performance tool let's move on so uh yeah this woman in black is me my name is karina i'm a team lead at hat factory i have a bit more than three years of experience uh in influence marketing and some of it's part i would like to share with you today a little bit about the agency uh we work all over the world we speak 11 languages our clients are brands of various categories and backgrounds from mobile applications and pc games to

for example cosmetic products and pharmaceutical campaigns today we use um advanced artificial machine technology that called a hype auditor tool uh to select from millions of influencers and find the best fit for our clients and their goals uh we work on various platforms the main of which uh our instagram youtube twitch and tick tock so this is just an example of more key clients so you can see that the uh they're really various of them from the different backgrounds why brands should really think about twitch as a possible platform for promotion at the moment twitch is the mainstreaming platform

uh on the opposite side for example we have the youtube assuming tool that is more inconvenient and has some disadvantages in comparison the twitch audience is very specific community and they have very specific interests and lifestyle uh so uh for many users twitch is the main entertainment platform so if brands want to attract this particular audience to their site they better to look for their loyalty on twitch the main category of streams on on the platform is of course gaming streams but if you wish you can find streamers of other genres and interesting in there for example just chatting section uh yep the bulk of the audience and streamers

refer to uh refer to english-speaking countries in particular the united states then at the moment germany is on the second place and approximately on the third place we have russia and the russian-speaking audience from other countries the main attractive side of twitch is that uh streaming by itself nature implies uh active interaction with the audience online uh without the right to make mistakes editing and other things common for many other platforms only so you basically have online online stream uh with the streamer skill as a speaker and the gamer and the performer and just the online chat with the constantly updated comments this

interaction is the exact thing that attracts brand as a sponsors to the platform because it's a quite great opportunity to become part of the most native communication with the audience moving on so let's talk about uh what exactly you need to plan uh if you would like to run a twitch ad campaign and get the most out of the budget the first thing that you should uh come up with is the analytical uh and really think about where you're gonna get it it's analytical platform or tool which will collect and analyze incoming traffic information during advertising campaign uh also in order to facilitate the selection process you may need uh some power of some service to collect and analyze analyze the data about streamer

channels so uh you could quickly and efficiently analyze various categories of channels for you and select the most relevant options if you're going to start an advertising campaign for uh for a game that has been uh on the market for a long time then you will need some analytics uh of all successful and unsuccessful advertising campaign that have been carried out in the past to take this experience into account and apply it for a new strategy and of course you always need to be aware of all new trends and advertising opportunities on the platform that we're going to work with depending on what your final goals are and what you expect from the results of the advertising campaign there are two main options for your strategy is the pure performance direction and the

so-called brand form is direction uh in particular to apply a pure performance strategy you will need to evaluate okay indicators calculate all your metrics just to make sure that they meet your uh goals and benchmarks uh and of course your budget and after that you should work on the uh list of potential streamers uh in our case for all advertising campaigns that we plan for our clients on twitch we use analytical capabilities of hype auditor uh you can see some part of the twitch analytical report that we use uh as an example so the platform is able to collect information and analyze it for any streamer it just should not be a really small one where the average uses should be more

than 50 people at least if the report has not been created before the system will calculate calculated in the literal like 10 minutes so very very useful another example from the same report we can collect accurate data data on the age gender split of the streamer's audience and also we know exactly in which countries he or she has the most support uh when all their preparation is done you will most likely ask yourself what mechanics you need to use during your campaign this is where uh you could face a little problem when more traditional twitch ad formats such as better sponsored game streams becoming

less effective and what we could offer for you uh is uh dynamic uh widgets as a solution so what is this and how it works uh depending on your goals and agreements with the streamers the widget can look uh very different from the simple to complex basically uh the first part of it is some kind of uh animated counter that shows the result of uh downloaded the game during the online stream the counter can also display more complex indicators such as the level that was reached by the users in the game the number of people who spend money in the game etc uh the second part of the widget is the branded animation in the style of the game it could be a character from the game and

animated logo animation can appear and disappear in different places they can there can be several widgets at the same time that shows and demonstrate different animation depending on the activation key so the animation of the widget is triggered by a certain action on the tracking link that you put to their online chat this can be either the installation of the game or a number of users who pass the tutorials in the game and so on the widget receives data from the game developer tracking system and display it straight online here you can see some examples of widget that we have created that the design is developed at the request of the client and it could be simple and strict or fancy and complex it all depends on the imagination and of course in the real life they move a little bit faster

so uh basically the widget allows you to place as i said the place a tracking link in the chat and it will just pop up there constantly every three or five minutes so the audience could install your game using this tracking link and after that we will see all the detailed information on the widget the widget is launched and controlled through the obs uh it's like a basic app for streamers everyone knows how to use it with the the help of the widget and direct interaction with the audience the campaign performance can be improved significantly so uh what about the performance what do we have here uh as you can see on the slide like

according to our uh experience at least 60 percent of the audience will engage in the desire action so install your game pass the tutorials it depends on the goal and the kpi uh that you agree with the streamer and the streamer during the stream will tell the audience that guys i have this goal we should do this this and that you will get some bonuses if you install the game etc so uh like five for uh 15 uh is the average install rate for twitch campaigns with the widget and if we compare with their uh youtube it it will be only like zero point three percent so the difference is really really huge uh let me show you just a background of a real case that we have before uh it was a pc game

target audience we had a male audience 25 plus uh we worked in italy by that time with the italian audience and the streamer was uh had some uh average use online from the two to seven okay uh as you can see the results it's everything on the screen i just would like to stress out that the ctr as a 10 percent ncr 22 is really really really good and as well as roi so what we and the client considered as a one hundred percent success uh when we work with the widget it can be considered not only as a part of the performance strategy but also at the brand former strategy and here we get some additional bonuses

as the uh increase your brand of awareness popularization of the game indirect efficient investments and you will just go beyond the traditional marketing strategies or in this campaign and of course when we launch a large advertising campaign when we use the mechanic with the dynamic widget we also could get these additional bonuses such that uh [Music] it could come up with the funny memes in the uh twitch community so they will just organically spread knowledge about the project uh also the cost of the types of advertising is reduced uh where the product's awareness increases and also we according to our experience up to 60 percent of old users could return to the game when they uh

became a part of this uh streams with the dynamic widgets so and of course like the more often streamers mentioned your product is the higher piece and the twitch trends this is basically that's it thank you very much for your attention so if you have uh some questions about the widget how it worked because it was like a really really basic information it has very deep background and the technology beside it so if you have something additional to ask i will be glad that was fantastic take a minute have a deep breath relax we have we have quite a lot of questions coming through from the audience so so we're all good and we've got 10 minutes um to to answer them and um first of all thank you it's a it's no

mean feat moving from a panel into a presentation so very well done um again some really really interesting um information coming through and what a great tool uh you know what an incredible way to to help people understand this whole new um opportunity to reach and engage with an audience so if it's okay we have some we have some really good questions coming through from the audience so first of all uh one of our um anonymism attendees said is this tool also useful for brands and marketing agencies looking to access the game's market so for your bid yeah is this tool also useful for brands and marketing agencies trying to access the games market for brands do you mean like their uh gaming brands or are we talking about the offline brands such as i don't know fashion whatsoever yeah well i'm

guessing it's they're asking if if this has application beyond games into um some of the other um sectors that are now trying to engage with the gaming audience i got okay so uh the main traffic on the twitch uh it's not a secret is a pc true pc traffic so there are a lot of pc users there and uh for example if uh you have a mobile game i would say we could try uh to do and to run this campaign with the widget because we have some kind of solution that could help to improve uh the results after such as for example like qr codes on the screen and we definitely could like run a small test and you definitely should try to run small tests on twitch and just see do you actually have the audience then will this technology help you uh as for the brands for example for example if we have

i don't know a tea brand for example and you wanna be uh uh and one advertise your products on twitch like for the gamers i don't know specific t for the game or something like that so we definitely could create and design for you uh the widget that will uh either just automatically pop up all the time it could be a fancy cup of tea that dancing or singing around every five minutes or we could add some kind of a tracking link to the chat and for example it the widget could be activated every time when uh someone uh click on it or if we create a specific lending uh for the brand for example when you click on the link you open kind of a casual puzzle game for example and when you finish this game the widget will be activated and the fancy cup of the tea

will just dance around the uh the screen so it's actually possible if uh you would like to test something like this it could be a really good solution instead of uh i don't know a specific uh merch or t-shirts that you can send to the streamers so you can definitely try to use this online video why not that's great that's great to know because obviously this is this is a market that's expanding all the time we've got quite a technical question um can the legit kind of legit can the widget link directly into a game and rewards gamers clicking through or installing within game currency for example so how deep can the links go uh it depends on the game developer so usually we got and we ask for it because it will really help for uh to increase the installs and the roi

so it will be a basically a deep link with some certain bonuses there so the streamer will tell the audience guys just download the game and you will get this this and this and this exclusively for me and from the game developers so just go straight there and yes sure this special link when you download the game you open it and you see there are some bonuses that was shared with you so it's definitely just uh it's up to our game developers so it's on their side absolutely if they have a technical solution for this most of them have it's not a problem it's just how it usually works so yeah wonderful thank you very much and and next question is do you see vastly different click-through rates between pc and mobile games uh it also depends on their tracking system so this tracking links

is uh given to us by the game developers and usually more oftenly they have a special tracking system where they can see uh how many clicks they have in styles who did this in styles emails uh from what country was it opc or mobile trafficking it's really depends on the is it a smart link or whatsoever so everything could be a part of the analytical system and after that we can could just uh analyze all of this data and um trying to find uh out some better solution for the future campaigns whatsoever so it's definitely possible yeah but very much on a case-by-case basis um that makes so much sense i'm so i'm i'm going to move swift along to but these are these are great questions um and while we've got you let's make use of

use of them have there been any stream genres which have been particularly successful in terms of brand partnerships uh there have been a lot of uh there's a lot of popularity recently around gambling streams so is it a game specific or are you starting to move more broadly into it depends on the game we're gonna promote yeah so every every game has a certain target audience uh and uh most of the clients know where they order where we can find the audience they're interested in so for example if you have a true pc game for a male audience 25 plus it definitely will be a any kind of shooters [Music] some very smart or strategical fantasy games or something like this so it's honestly it's really depends on the project we're going to promote yeah yeah again i think that that makes an awful lot of sense um and and one of

our audience is asking can you give any other big success stories of using widgets where they performed above expectations you maybe don't have to name names but maybe genres would be uh useful uh we are working like non-stop with the uh several uh gaming clients on twitch and i would say that if not every campaign is successful but at least we're always going on that line that could be considered as the that we get some profit for them uh especially if we start with the uh some new game oh if we come up with a really creative mechanic because besides the fact that you use this uh dynamic widget there are a lot of other different things that you could do during this stream uh

[Music] such as uh i don't know for example uh giveaways or whatever so that could improve your performance at the end of the day that makes a great deal of sense an awful lot of sense um here's here's a really good one on a corporate level does hype factory offer design and consultancy to help developers and publishers create effective campaigns uh if i understand correctly the question uh so so can can you help game creators and build an effective campaign oh yes of course this is our job this is this is our job we're influence marketing agencies so you as a client could come to us we will discuss uh what what was your successful case what was your unsuccessful case and

i will help you to come up with a new strategy uh if you would like to work on twitch or any other platform not a problem any uh country on this planet so yeah oh fantastic this is our job this is what we do on the daily basis yeah yeah it's just a lot of developers are so focused on on the core game you know the mechanics the gameplay and testing that they're not necessarily experts when it comes to marketing and engagement i just have to say that we have a lot of experience on the gaming promotion this is uh the one of the biggest part of our uh daily work besides the other brands like the gaming uh industry is something that we do uh every day and something that we know how to do wonderful fantastic and last question and then we'll let you go to

relax and try and enjoy the rest of your day so is there any way to quantify the way memes promote and reinforce your game are there tools available to track the way your product is mentioned so i'm guessing that means yep there's a way to track it uh as i mentioned in my presentation we are working with this uh platform tool hypoderm uh so it has uh analytical uh data about instagram tik tok youtube and twitch of course as well in the future it will be a facebook and twitter if i'm not mistaken so uh we have uh some tools that will help us to create a report about the hashtags for example or a text that were used on this platform so we could get the whole list during the certain period and just see

all of the mentions and after that we could create an analytical report for you uh with all of this data it's actually very easy and very fast that's wonderful fantastic well sadly kareena or maybe you thankfully we're out of time um well done that has been a really busy morning for you uh for a huge amount of information out there and uh you know the audience is absolutely buzzing the questions coming through show that you've really sparked a lot of interest so thank you again for joining us this morning we look forward thank you very much back to a steam media event at some point in the near future maybe even in real life but thank you so much and well done again for this morning it's not an easy not an easy thing to do so thank you go and relax we're gonna move on you