How Deep Silver won over thousands of influencers with Dead Island 2
In today's gaming industry, influencer marketing has become an essential strategy for promoting games to a global audience.
However, managing influencer campaigns manually can be a daunting task, especially for AAA publishers who aim to reach millions of potential players at the same time. That's why utilizing a tech platform like Lurkit can significantly enhance the effectiveness of influencer marketing campaigns. This is something that Deep Silver realized and needed to address before its release of Dead Island 2.
"The reception of Dead Island 2 in the influencer community has been great. We generated over six million views on YouTube during the first two weeks. The game came in as number one in sales in Europe during the weekend launch, " says Tavera.
With only a small team, Tavera has the experience of onboarding thousands of creators without hassle. Much of the hype around the game can be attributed to the 1,200 creators Deep Silver activated through its creator program. Deep Silver’s Dead Island 2 has already sold over two million copies since it was released in April this year.
"We knew in advance that we wanted to onboard hundreds or even thousands of creators in a very short period of time, both to our creator program and campaigns,” explains Tavera. “The process before was a very manual one. The creator had to fill a form, which would land in an email inbox and then someone in my team had to manually make an evaluation of the creator. When you do that, you realize that you spent a week of work and only onboarded 10 people.”
Tavera says that the onboarding process was key to his decision to choose Lurkit.
The ChallengeThe creator program at Deep Silver was suboptimal , manual and time-consuming. The
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