Pixel Gun 3D: Data-Driven Influencer Marketing on Twitch

Pixel Gun 3D – Twitch Influencer Marketing

Discover how Media Bodies helped drive anticipation for Pixel Gun 3D’s launch on Steam with Twitch influencers. Case study on twitch influencer marketing strategies.

Pixel Gun 3D

Overview

Pixel Gun 3D is a unique first person shooter (FPS), battle-royale style game with ‘roblox-style’ graphics, following an investigation into a monster outbreak amidst a ‘squarification’ of the world.

Published by Cubic Games, a subsidiary of GDEV Inc., the game has been downloaded over 185 million times, and is one of the most popular mobile FPS games across the world.

Since 2023, Media Bodies has worked with Cubic Games on YouTube and Twitch Influencer Marketing campaigns for Pixel Gun 3D.

This case study outlines the hands-on campaign management and data-led influencer marketing strategy we used to drive awareness and conversions for Pixel Gun 3D’s Steam launch.

Challenge

Having previously worked with Cubic Games on YouTube influencer campaigns for Pixel Gun 3D, we were approached to execute a Twitch Influencer marketing campaign for the game.

With the game’s launch on steam coming up, the client wanted to maximise exposure and visibility amongst their target audience on Twitch to increase awareness, anticipation, and downloads upon launch.

Within a very quick turnaround time, we had to find the top twitch streamers to reach the core target audience of 25+ Males primarily in the US and drive them to download the game on Steam.

Our target KPIs?

Generate maximum views to drive brand awareness
Demonstrate the mechanics of the game & generate anticipation and interest
Optimise sponsorship across multiple videos and drive Steam downloads

Solution

As a first step, we defined the entire campaign roadmap for the client.

We laid out the following steps: 

Outlining the Brief – understanding the target audience and objectives
Finding the right influencers
Outreach, Negotiations, & Managing influencer contracts
Creative briefing
Draft Management
Live monitoring
Reporting & Analysis 

Next, we put the plan into execution.

Considering the tighter timeline, we used our insights from Pixel Gun 3D’s YouTube influencer campaigns to refine our targeting strategy. Our internal databases having run campaigns for similar games like The Sandbox also provided us some key performance insights.

When executing the YouTube campaigns, we tested multiple content verticals like Minecraft and Roblox influencers.

We also tested Fortnite influencers and FPS gaming influencers since the game’s graphics are similar to Minecraft and Roblox, while the “battle royale” mode and gameplay are similar to FPS games like Fortnite.

However, on analysing the performance data, we decided to focus on Minecraft and Roblox influencers for this specific campaign iteration.

Considering the goals of driving both performance and brand awareness objectives, we curated a selection of nano to macro sized influencers within these content verticals , with 2 streamers with 3,000+ average CCV, 1 mid-sized creator, and 3 smaller creators.

Our wide talent networks meant no talent was out of scope and through strategic negotiations, we were able to secure these creators at favourable rates and within the tight timeline.

The live-streamed nature of Twitch meant coordinating drafts was more challenging than with other platforms, however, our dedicated hands-on account management team coordinated key briefs and brand safety guidelines with the creators ahead of time.

As a key step for conversion and tracking and measurement- the goal was to drive viewers to Pixel Gun’s steam page via a link in the comments.

Prior to the livestream, we also conducted safeguarding checks, looking out for broken links and coordinating the set up of these links on chat boxes, along with pop up reminders every 30 minutes throughout the 2 hour stream, also monitoring each stream live to ensure everything went exactly as planned.

Results

Our hands-on account managers ensured each creator was thoroughly briefed on the deliverables, and brand guidelines, and all conversion links were well in place to maintain brand safety throughout the livestream and ensure the key objectives were being served.

All the twitch influencers went live with the agreed 2 hour dedicated streams featuring them playing the game, with each stream pulled off without a glitch.

Creators genuinely expressed their enjoyment while playing the game, which not only resulted in a happy client, but a more effective sponsorship.

The game also reached the top of the trending games chart on Steam upon its release, proving the campaign had been successful in aiding the launch and producing anticipation and hype.

25+

Males,US

5

Influencers

Examples

Driving awareness, anticipation, and downloads for Pixel Gun 3D with Twitch Influencers.

Twitch Big Green
6pco5 O31qh
Twitch Big Green
Pih0v Dab0t
Twitch Big Green
Yens0 Kwcpa
Pixel Gun 3D

We deliver end-to-end data-led influencer marketing solutions across platforms

Discover how a performance-led approach can elevate your Influencer Marketing

Book in a demo and consultation with our team – free of charge, and free of commitment, and discover what makes our approach different. We have experience working with in-house teams at all stages of their influencer marketing journey and adapt our approach to meet your specific Influencer Marketing needs.