CI Games first announced the latest instalment of its cult classic gaming franchise, Sniper Ghost Warrior, back in August 2018. Sniper Ghost Warrior: Contracts (SGWC) was finally official, much to the delight of the series’ fans. Fast forward to the release window (the full release was on November 22nd, 2019) and CI Games sought our expertise with engaging appropriate influencers who could provide creative content to a tailored audience, boosting brand awareness of the upcoming new release.
As the Sniper Ghost Warrior franchise is established within a niche market, we handpicked a variety of content creators that we felt had the best audience to suit the game’s target demographic. We took into consideration the social platforms predominantly used by the influencers to ensure maximum reach. SGWC is a game primarily focused on stealth so we felt it was important to show off this aspect of the game through the content creators. With this in mind, we contracted top influencers such as Arekkz, GameRiot, TommyT999, Westie, CenterStrain01, and members from the premier esports team TSM, to create bespoke content focusing on SGWC’s stealth gameplay mechanics. Their huge, engaged audiences were also a significant factor in their inclusion; CI Games were aware that SGWC’s predecessor, SGW3, didn’t hit the lofty heights that they wanted – so these content creators would be instrumental in spreading the word on improvements in the new game.
Variation between content by our chosen creators was important to ensure we had a larger potential audience spread for our campaign; Influencers like Arekkz, GameRiot and CyborgAngel are all professional YouTubers and streamers who produce a variety of content encompassing many types of games. Members from TSM, one of the most popular esports teams in the world, provided high quality content to the team’s huge combined following of 4.6 million and participated in a global launch day campaign that saw SGWC earn more concurrent Twitch Viewers than blockbuster titles such as Destiny 2 and Red Dead Redemption 2.
Jelly created a timeline of key marketing beats (below) to illustrate this influencer campaign. The content chiefly focused upon two international gaming events; E3 and Gamescom, as well as a Jelly-curated live event, custom-made gift boxes that were distributed to the content creators, media and press, and various pieces of social content that featured gameplay.
The influencers that we worked with achieved a total potential reach of over 31 million and accumulated over 10 million impressions. Their YouTube videos and Twitch streams achieved a total of 180,000 watched hours.
These figures represented impressive overall stats for the Sniper Ghost Warrior: Contracts Campaign, and helped ensure the brand was seen by a large, specifically-tailored audience.
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