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Flexion Mobile’s influencer marketing agency, Audiencly, is transforming many of its top 6,000-7,000 influencers on TikTok using a disruptive service from Liteup Media.
The recently launched cost-per-install (CPI) service gives game developers a way to target users on TikTok and works similarly 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) – the 10 to 25 year olds, the biggest audience for many categories of games.
TikTok is expected to reach 1.5 billion monthly users by the end of the year. More than half of them will be zoomers. TikTok is the most engaging social media platform, with an average user session of 10.85 minutes. It’s inherently viral, which means even accounts with only a small number of subscribers can trigger millions of views for the right video.
“TikTok has the potential to reach a whole new generation of gamers,” 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 group of carefully selected content creators the opportunity to add TikTok to their production, we give our customers instant access to this channel, they retain the same proven and trusted influencers, but with Liteup they go directly to the TikTok generation.
Disruptive Influencing Technology
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 to an influencer’s audience size. This means nano-influencers can sign up, as can the much more prominent Audiencecly personalities.
Influencers include details about their TikTok followers and the type of content they create when they sign up for Liteup, allowing developers to precisely target the audiences they need to reach. The app-based service tracks influencer subscribers, and advertisers are only charged when a new user installs a game. other forms of user acquisition.
Audiencly is 100% owned by Flexion Mobile, a company whose core business is taking Android games and giving them additional audience and revenue on alternative app stores. Flexion has just completed a US$500,000 investment in Liteup Media, taking a 20% stake in the company. This speaks to the importance Flexion places on TikTok influencers in game user acquisition.
“Expanding our service to game developers is a major goal for Flexion,” said CEO Jens Lauritzson. “Advertising is no longer enough to spread the word about a game and influencer marketing is becoming more and more attractive for user acquisition. Liteup’s disruptive service combined with Audiencly’s influencer expertise is exciting because it meets a need that no one else really meets.
Investment improves Liteup
For Liteup, the Flexion investment and the combination with Audiencly have significant advantages.
“Flection’s investment has allowed us to accelerate development significantly,” said Aaron Baker, CEO of Liteup. “In a matter of months, it took us from a minimum viable product to a feature-rich builder app with improved UI/UX, analytics, and an in-app content system. So it’s incredibly easy for influencers and creators to join us.”
Market fragmentation is a big problem for game developers who want to use influencers as part of their user acquisition mix. By partnering with Liteup, Audiencly is now able to offer access to a wide range of influencers across a number of social media platforms.“
We are starting to consolidate influencer marketing for games,” says Adrian Kotowski, “enabling UA experts to reach a range of influencer types through a single point of contact. Developers need reliable ROI from performance marketing, and with influencers, that’s exactly what we’re able to deliver. »