The three campaign models
Every campaign is built from three deal types. Pick by goal, not habit.
CPI & affiliatePerformance
You payA set bounty per install, or a revenue share on conversions.
Best withNano and micro creators.
Why it worksSmall channels are genuinely happy to get a new game to play for their audience, and the extra income matters to them. You get wide, authentic coverage. A video that drives nothing costs nothing.
The catchEach channel is small, so you need many. Per-creator tracking links are non-negotiable.
CPMVerified views
You payPer 1,000 verified views. Rate, view cap, and measurement window agreed upfront.
Best withMid-tier creators, and most campaigns in between.
Why it worksFair on both sides. You only pay for viewership that actually happens. The creator earns more when a video overdelivers, up to the cap.
The catchIt needs verified views and live tracking. That is exactly what our campaign software does.
Flat rateFixed price
You payOne agreed price for the deliverable.
Best withMid-size and large creators.
Why it worksProven audiences price like media. You get cost certainty and a guaranteed slot on a strong channel.
The catchNo performance protection. Save it for channels you trust and moments that matter.
Which model for which campaign
- Testing the waters? Run a CPI wave of small creators. Low risk, wide coverage, real install data.
- Core campaign? CPM with mid-tier creators. Efficient scale, and you pay only for delivered viewership.
- Launch moment? Flat-rate anchors on established channels, timed for the release window.
- Big launches mix all three. Flat anchors for reach, a CPM mid-tier for scale, and a performance long tail. We run programs this way for indie studios and for publishers like NetEase, Tencent, Square Enix, IGG, and Lilith.
What actually drives the price
- Creator tier. Mid-size channels cost a fraction of mega-creators and often convert better. Most strong campaigns are built on mid-tier, not one celebrity.
- Format. A dedicated video costs the most. A 60 to 90 second integration costs less. Streams and Shorts have their own bands.
- Platform. A good YouTube video keeps earning views and installs for months. Twitch buys live depth. TikTok buys reach.
- Rights and exclusivity. Running creator footage as paid ads, or locking out competitor titles, are paid line items.
Where budgets get wasted
- The wrong audience. A big channel outside your genre is expensive reach with no installs. Genre match beats subscriber count.
- Buying views instead of outcomes. Judge campaigns on clicks, installs, CPI, and retention. Every creator needs a tracked link from day one.
- No measurement window. Without an agreed cap and window, you pay list price for whatever happens.
- Wrap-up-deck reporting. If results arrive as a PDF three weeks later, you cannot react while budget is still in play. Demand live reporting.
That discipline is what kept six years of Lords Mobile campaigns and 100+ videos for Watcher of Realms earning renewals.
You're a creator, not a studio? The other side of this negotiation has its own math.
What to charge for a sponsorship →
Frequently asked questions
What is the minimum budget for gaming influencer marketing?
A focused single-creator campaign starts around $10K. Below that, the options narrow to smaller creators. For indie titles with the right audience match, that can still work well.
Do influencer campaigns work for indie games?
Yes. Campaigns are sized to the budget, and one or two well-matched mid-size creators often beat a scattered spend. We run campaigns for indie studios and for publishers like NetEase, Tencent, Square Enix, IGG, and Lilith.
Should I run CPI, CPM, or flat-rate influencer deals?
CPI and affiliate deals fit nano and micro creators: pay follows installs, and small channels are glad to feature a new game plus earn extra income. CPM pays per 1,000 verified views, so you only pay for viewership generated. Flat rate fits established creators with proven audiences. Most strong campaigns mix all three.
How fast can a gaming influencer campaign go live?
Once the plan is signed off, creator briefs with tracking links go out the same day. Campaigns typically go live within days. Performance tracking updates daily from launch.
How do you measure whether the spend worked?
Against installs, clicks, CTR, CPI, retention, and revenue, not views alone. Every campaign runs on a live shared dashboard with daily tracking, per-creator tracked links, click attribution by country and device, and CSV export.