Famesters & Opera GX step beyond conventional influencer partnerships

Opera GX needed to grow beyond its existing influencer mix in PC gaming content, building awareness and loyalty among gamers in Tier 1 markets including the US, while keeping YouTube CPM below the roughly $30 US gaming benchmark. Gamers take software cues from the creators they watch, so a browser aimed at gamers is chosen through creator credibility more than conventional advertising, and Famesters' audience data showed Science and Tech creators' viewers overlapped with the target gamer profile.

Famesters used a proprietary analytics tool and AI to segment audiences across more than 50 data points, then ran YouTube ad integrations with two creator profiles: high-engagement PC gaming creators and Science and Tech creators. Over the course of 2023 it activated more than 200 influencers across the two categories, selecting creators for audience loyalty rather than raw reach, and producing 317 ad integration videos. After the campaign, Opera GX acquired IP rights to the best-performing creatives for reuse.

Extending into an adjacent creator category worked because the audience overlap was established with data rather than assumed, and loyalty-based selection suits a sustained-use product like a browser. All activity ran on YouTube. Famesters reports 317 videos and more than 61.3 million total views; the achieved CPM against the roughly $30 benchmark is not published, and no install or conversion data is disclosed. Figures are self-reported and not independently verified.