Flexion Mobile’s influencer marketing agency Audiencly is metamorphosing many of its 6000-7000 top influencers on to TikTok using a disruptive service from Liteup Media.
The recently launched cost per install (CPI) service offers game developers a way to target users on TikTok and works in a similar way to automated ad buying. TikTok is currently the fastest growing social media platform and, importantly for game developers, the best for reaching Gen Z (zoomers) — 10 to 25-year-olds, the biggest audience for many game categories.
TikTok is predicted to reach 1.5 billion monthly users by the end of the year. Over half of them will be zoomers. TikTok is the most engaging social media platform, with an average user session of 10.85 minutes. It is inherently viral which means that even accounts with only a small number of followers can trigger millions of views for the right video.
“TikTok has the potential to reach a whole new generation of game players,” says Adrian Kotowski, CEO of Audiencly, “so it’s vital for developers to include influencers on the platform in their marketing mix. By offering our carefully curated group of content creators the chance to add TikTok to their output, we’re giving our clients instant access to this channel. They retain the same tried and trusted influencer personalities but with Liteup they reach out direct to the TikTok generation.”
Disruptive influencer tech
Liteup automatically connects developers with influencers through its mobile app in a way that precisely matches target audiences. To date, Liteup has focused on micro influencers but there is no limit on the size of an influencer’s audience. This means nano-influencers can sign up, but so can Audiencly’s much higher profile personalities.
The influencers include details of their TikTok followers and the type of content they create when they sign up with Liteup, allowing developers to precisely target the audiences they need to reach. The app-based service tracks influencer followers and advertisers are only charged when a new user installs a game. This allows developers to control spend and performance in the same way as they can with other forms of user acquisition.
Audiencly is wholly owned by Flexion Mobile, a company whose core business is taking Android games and giving them an additional audience and revenue on the alternative app stores. Flexion has just completed a US$500,000 investment in Liteup Media, taking a 20% stake in the company. This is testament to how important Flexion believes TikTok influencers are in game user acquisition.
“Expanding our service for game developers is a major goal for Flexion,” says CEO Jens Lauritzson. “Advertising is no longer enough to raise the profile of a game and influencer marketing is becoming ever more attractive for user acquisition. Liteup’s disruptive service combined with Audiencly’s expertise in influencers is exciting because it fills a need that no-one else is really addressing.”
Investment improves Liteup
For Liteup, the Flexion investment and Audiencly tie-up have significant advantages.
“Flexion’s investment has allowed us to accelerate development significantly,” says Aaron Baker, Liteup’s CEO. “In a matter of months, it has taken us from a minimum viable product to a feature-rich creator app with improved UI/UX, analytics, and an in-app content system. This makes it incredibly easy for influencers and creators to come on board.”
The fragmentation of the market is a big problem for game developers wishing to use influencers as part of their user acquisition mix. By coming together with Liteup, Audiencly is now able to offer access to a broad spectrum of influencers across a number of social media platforms.“
We’re starting to consolidate influencer marketing for games,” says Adrian Kotowski, “allowing UA experts to reach a range of influencer types through a single point of contact. Developers need a reliable return on investment from performance marketing and, with influencers, that’s exactly what we are able to give them.”
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Everi’s Michael Rumbolz Elected American Gaming Association Chairman
The American Gaming Association (AGA) board of directors elected Michael Rumbolz, Executive Chair of the Board of Everi Holdings Inc., as the association’s new chairman. He will succeed Hard Rock International Chairman and Seminole Gaming CEO Jim Allen, who has served as AGA chairman since January 2022. Rumbolz begins his two-year term in January 2024.
“I am grateful for the opportunity to help shape gaming’s future as the AGA’s next chair,” said Rumbolz. “From stopping illegal gambling to evolving responsible gambling, the AGA is tackling transformational issues and I am eager to build on the progress made during Jim’s tenure.”
Working from a busboy to the c-suite, Rumbolz’s career spans all levels and aspects of the gaming industry with experience encompassing gaming equipment manufacturing and distribution; hotel and casino operations; casino fintech; digital gaming; and gaming legislation and regulation. Rumbolz previously served as President and CEO of Everi, Member and Chairman of the Nevada Gaming Control Board, and Chief Deputy Attorney General of Nevada.
“It’s an honor to welcome Mike—an industry legend in his own right—as the next AGA chairman,” said AGA President and CEO Bill Miller. “Mike’s career as an operator, manufacturer and regulator is unparalleled and will be vital to driving meaningful progress on industry priorities.”
During Allen’s tenure as chairman, the AGA supported the industry’s record-setting COVID recovery while working to evolve the industry’s approach to responsible gaming and launching a new effort to stop illegal gambling.
“Jim’s knowledge, insight and guidance have helped the AGA advance our mission and maximize our impact for the industry. He’s been a trusted advisor to me, and I am thankful for his partnership over the last two years,” Miller continued.
“Our industry and this association have never been stronger. I am immensely proud of our success over the last two years accelerating gaming’s recovery while defining and advancing new priorities,” said Allen. “The AGA is well-positioned under Mike and Bill’s leadership.”
UNITED KINGDOM TO HOST 2024 PUBG MOBILE GLOBAL CHAMPIONSHIP
PUBG MOBILE Esports is thrilled to announce that the 2024 PUBG MOBILE Global Championship (PMGC) will be held in the UK, taking place live next December with a $3 million prize pool. The first time a major PUBG MOBILE event has been hosted in the UK, this tournament will bring local fans a unique opportunity to see the very best skill that the world has to offer. This news comes ahead of this year’s 2023 PUBG MOBILE Grand Finals in Istanbul.
James Yang, Senior Director of PUBG MOBILE Global Esports, announced the news during the opening ceremony of the 2023 PMGC Grand Finals, with the exact UK location to be revealed at a later date. This is the first time a major PUBG MOBILE event has been held in the country and the first in Western Europe since 2018.
The highlight of the PUBG MOBILE Esports calendar, the PMGC brings together dozens of teams from around the world to compete in the ultimate showcase of talent. This year’s Grand Finals are taking place this weekend in Istanbul, Türkiye, where the final sixteen teams remaining in the competition will battle it out to become PUBG MOBILE World Champion.
Joining next year’s PMGC in the top tier of PUBG MOBILE Esports events, as well as next year’s midseason tournament in Riyadh, Saudi Arabia, is the PUBG MOBILE Global Open (PMGO), which will take place in Brazil throughout March and April 2024 and feature a $500,000 prize pool.
Xsolla and GamesBeat Announce Global 2024 Tour Partnership
Xsolla, a global video game commerce company, is excited to announce its partnership with VentureBeat and GamesBeat, a premier source for tech news and events, for its upcoming 2024 Global Tour. The Global 2024 Tour brings an exciting series of events to cities worldwide.
This collaboration between Xsolla, and GamesBeat, marks a significant milestone in the gaming industry. The tour is set to kick off in Austin, Texas, at the renowned SXSW festival, showcasing a commitment to connecting industry leaders and enthusiasts from around the globe.
The 2024 Global Tour promises to be a melting pot of ideas, featuring prominent figures from the gaming and tech industries. As the tour progresses, it will extend across four more locations including various cities in Europe and APAC, offering a dynamic platform for networking, knowledge sharing, and exploring the latest gaming technology and commerce trends.
Details regarding additional cities and dates will be announced, highlighting the tour’s potential to draw a diverse audience, including game developers, publishers, and tech enthusiasts.
“We are excited to embark on the Global 2024 Tour with GamesBeat, bringing together the gaming community’s brightest minds and most passionate voices,” said Berkley Egenes, Chief Marketing and Growth Officer at Xsolla. “We aim to share insights and foster a dialogue that propels the industry forward. Including diverse voices and perspectives, especially through our Women in Gaming initiative, is a testament to our commitment to providing equal access to games and technology for everyone around the world..”
The tour’s emphasis on diversity and inclusion is further exemplified by the partnership between Women in Gaming and Diversity & Games at GamesBeat events in 2024. This initiative underscores the commitment to creating a more inclusive gaming environment.
In addition to the tour, GamesBeat will offer live quarterly updates, enhancing the community’s engagement with the evolving gaming landscape. These innovative strategic media partnerships are made possible through the thoughtful and creative process with VB Lab, which focuses on creating the right opportunities for its partners.
“The collaboration with Xsolla for the Global 2024 Tour represents a significant milestone for GamesBeat,” said Gina Joseph, Chief Strategy Officer of VentureBeat. “Our journey through cities like Austin signifies more than just an event; it celebrates the gaming community’s diversity, creativity, and potential. Through our live streams, quarterly updates, and thought leadership series, we aim to provide unparalleled value and insights to all stakeholders in the gaming ecosystem.”
Complementing these efforts, Xsolla will release insightful quarterly reports, offering a deep dive into the latest trends and developments in the gaming industry. These reports, VB spotlight webinars, and exclusive content from GamesBeat will provide a comprehensive view of the industry’s trajectory, enriching the dialogue and insights shared throughout the Global 2024 Tour.
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