Zorka.Mobi on why influencer marketing is no longer a trend, but a business

[Music] the morning continues here in London 2019 at poppy gamer connects I am joined once again for our biannual chat I guess with Dimitri from soccer mobi how you doing sir I'm doing fine thank you how are you doing James doing ok it's it's it's starting quite well so last time we spoke we were kind of walking through the basics of the company in case anyone hasn't actually encountered you guys before what is it that you guys do well we as our camo be we are created from a well performance agency we are doing user acquisition and we do that with several types of services that we provide to our customers those services are media buying and influencer marketing so performance of retirement and influencer marketing okay so initially I think when we spoke ages ago video was the big thing that was coming in and people were starting to use that instead of standard banner ads influencers have now come in since and that's been the new kind of push for

everybody using people on Twitch and Instagram and YouTube in everything on that how's that going at the minute how is that tracking right now is it still a growing thing yeah I do believe it's a growing it's a growing thing right now it's not a trend anymore it's it's a business and that's why we invest in a lot into making these very transparent thing Zork is about transparency all the time so that's why approaching influencer marketing we we make things that make this type of marketing type of advertisement very understandable very very easy to use because there are lots of troubles that you can experience when you're doing influencer a magnet on your own because you have to deal with people for on channels and you have to deal with the day way of understanding what creative is how they should advertise your game and that and then there is also a thing you do not know what kind of channel you have to use in order to reach your your audience that will let say be suitable

for a game as as possible yeah you choose the right influencer and then you've got to sort of manage your expectations of what they're going to produce yeah that's always a problem because they're going to interpret it differently depending on who the person who owns the channel is or the Instagram account yeah that's absolutely true so you have to be very picky in what who you talk to and what they do because the way you do influencer marketing is the way to reach thousands even hundreds of thousands of people and sometimes millions of people and you get that treat and you obtain a lot for that trick and you have to make sure that this bridge is very effective for your purposes so you get those people who would love to play your game and then they would love to pay inside your game so this is very important to this preliminary thing this planning is very important and then the second thing is to analyze what have been done what kind

of results you have achieved this is very important as well because this way you can help yourself to manage further actions inside influence the market and that's the kind of stuff that you guys are trying to offer isn't it because the idea is that you're taking the information and analyzing in establishing using your network which you kind of have have built up already but who's gonna work for what clients I suppose and so what's it from the clients perspective if they're contacting you and they want to get a get a campaign started what's the information they need to provide I've seen I guess they need to tell you here's our product here's what it is what what what is it that is going to work for specific advertisers so like what do they need to give you well actually it's pretty pretty easy for them we have this sort of a briefing form that we fill in together with with a customer and the main points in that bringing form are but you have to describe the portrait of your ideal customer of your ideal gamer inside the

game okay so wait where he belongs to where he leaves what what is his age or her age when they create an ideal dating gamer profile yep that's correct and then we match that that profile with the profile of the channels that we have in our database and for you to understand the database that we have counts over 300,000 channels and we have run thousands of campaigns not with all of them but with quite a portion of them and we can predict the results that come from any particular channel that we work with for almost every type of a game every type every genre of again so first person shooter strategy social everything so we we know what kind of effect you can expect from any particular channel almost any particular channel in a given country so that requires quite a lot of self awareness on the part of the developer to like understand here's the audience I think will work with my game what if they're

wrong what if they're played their profile their ideal customer you look at and go yeah that's not what you should be going for like how do you deal with that well you try you learn and you're a bit ok that's that's how we did with some of our customers when we started influencer marketing we did not have our own data and our clients did not have any experience at all there so we need step by step we launched small campaigns with small channels in order to understand what kind of order Rex better worse to that type of advertisement and when was that when we found what kind of channels work okay we started to scale them up and then still trying new approaches and new types of channels so new verticals of channels for example you can find gamers in automotive vertical on YouTube because those people who watch raising water is in there they will not play only motor racing games but they might also play

first-person shooters so this is the type of experience that we were obtaining using our customers money but then that experienced Wecht thought about for those customers so they get that arrow I back so with influence is now being established as you say it's no longer a trend it's here and it's what's the next thing then is there anything emerging that you're seeing like this year or any murmurings about hey guys have you maybe considered you know digital watches over you microwave we put it on the microwave or like what's left to kind of monetize and users at targeting space well that's a tricky question I think this area becomes pretty much saturated so when we think about traditional advertisement and those networks so affiliate networks are pretty much dying I think so there are big let's say there are big DC's who

have data about users that can do great targeting and this targeting works for user cuisine acquisition campaigns so if we take for example Google and Facebook they have they know everything about us so they have dominating the space so what we can do is we can build our services and add some additional value to to that targeting and that value is creative side I think that those data systems that know how to target are still not able to know what you propose and in what kind of picture to create and this is where the agencies like ours can still rely on manpower and creative minds fully automated yeah it's not yet automated I think that in couple of years even creative approach will be automated as well if people still take

some time that's why I think all those different types of creative materials will be running the advertisement call for that for the next couple of years and I think that the rise of playable ads and their usage in retargeting is also a trend right now so to gamify the ad itself yeah yeah and well that's that's pretty much it I think there are there is not much on the table right now but we have to use what's left effectively yeah so you're at the show here today what is it that you're hoping to achieve you are meetings booked what you're looking for at the conference well I'm always looking to meet new customers and I'm also looking to meet people from the industry to share the insights because speaking with the different service providers gives a broader picture of what clients expect even if the clients

cannot they say articulate that but by themselves if you get that from both the clients from the service providers you can understand what will be this new trend so that's that's what I'm looking for lots of talks lots of sharing lots of insights back to the big picture again the creative picture there you go well I hope you find what you're looking for thank you ever so much for joining me today thanks so much teams you [Music]