"Tiny Armies" "The Clash Arena" logo with crossed axe, hammer and sword over a blurred rocky landscape with blue crystals
Submitted by Game Influencer

Tiny Armies Influencer PvP Tournament

Influencer Marketing

GameInfluencer ran a four-team influencer tournament on YouTube and Twitch for the strategy game Tiny Armies, which the agency reports reached a conversion rate of 5.2%+.

170K+Views
5.2%+Conversion Rate

Case in 60 seconds

The goal for the strategy game Tiny Armies was to drive installs of active and highly engaged core gamers interested in PvP tournaments, which meant reaching players who would compete rather than players who would only watch.

The campaign turns on community loyalty rather than reach alone, because each influencer's fans were asked to fight for that influencer's team, so the PvP mode became the way a community backed its creator.

GameInfluencer framed the campaign as a tournament between four German mobile gaming influencers, each represented by a team inside the game and on the official website, so playing became a way of supporting a creator.

Each influencer introduced Tiny Armies in a gameplay video on YouTube and a Twitch live stream, inviting their community to join one of four teams and collect points by battling in the PvP mode. Quick shout-outs during the tournament kept fans battling, a live stream closed the last day, and the developer added a new tournament feature to the game for the event.

GameInfluencer reports 170K+ views and a conversion rate of 5.2%+ across the four influencers, while players from the winning team were awarded prizes that included a paid trip to Gamescom 2017.

Strategy Breakdown

Active and highly engaged core gamers interested in PvP tournaments, reached through the communities of four German mobile gaming influencers.
The goal was installs of active and highly engaged core gamers interested in PvP tournaments, so the campaign needed players who would compete in the game rather than an audience that only watched creator content.
The developer added a new tournament feature to the game specifically for the event, which let each influencer team exist inside the game and on the official website rather than only in the creators' videos.
Fans were asked to fight in their influencer's team, so loyalty to a creator became the reason to keep battling, with shout-outs over the course of the tournament reminding them to continue.

Creative & Execution System

Assets & channels

  • YouTube
  • Twitch

Partners

  • Game Influencer

Participation mechanic

  • Players chose one of the four influencer teams and collected points by battling in the game's PvP mode, and players from the winning team were awarded prizes including a paid trip to Gamescom 2017.

Results & Evidence

MetricValue
Views170K+ views
Conversion Rate5.2%+
Influencers4 influencers

Why Game Influencer's strategy worked

  1. 1

    Giving each creator a team inside the game turns a fan's loyalty into play, because supporting the creator requires battling in the PvP mode rather than watching a video.

  2. 2

    A developer willing to add a tournament feature for the event lets the creator mechanic live inside the product, so the competition is played in the game rather than staged around it.

  3. 3

    A sequence of announcement, tournament, finale and prizes gives creators a reason to post more than once, so shout-outs across the tournament keep fans returning rather than resting on a single video.

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