Gaming
Flexion targets TikTok influencers to give game developers a reliable low-cost return on user acquisition
Flexion Mobile’s influencer marketing agency Audiencly is metamorphosing many of its 6000-7000 top influencers on to TikTok using a disruptive service from Liteup Media.
The recently launched cost per install (CPI) service offers game developers a way to target users on TikTok and works in a similar way to automated ad buying. TikTok is currently the fastest growing social media platform and, importantly for game developers, the best for reaching Gen Z (zoomers) — 10 to 25-year-olds, the biggest audience for many game categories.
TikTok is predicted to reach 1.5 billion monthly users by the end of the year. Over half of them will be zoomers. TikTok is the most engaging social media platform, with an average user session of 10.85 minutes. It is inherently viral which means that even accounts with only a small number of followers can trigger millions of views for the right video.
“TikTok has the potential to reach a whole new generation of game players,” says Adrian Kotowski, CEO of Audiencly, “so it’s vital for developers to include influencers on the platform in their marketing mix. By offering our carefully curated group of content creators the chance to add TikTok to their output, we’re giving our clients instant access to this channel. They retain the same tried and trusted influencer personalities but with Liteup they reach out direct to the TikTok generation.”
Disruptive influencer tech
Liteup automatically connects developers with influencers through its mobile app in a way that precisely matches target audiences. To date, Liteup has focused on micro influencers but there is no limit on the size of an influencer’s audience. This means nano-influencers can sign up, but so can Audiencly’s much higher profile personalities.
The influencers include details of their TikTok followers and the type of content they create when they sign up with Liteup, allowing developers to precisely target the audiences they need to reach. The app-based service tracks influencer followers and advertisers are only charged when a new user installs a game. This allows developers to control spend and performance in the same way as they can with other forms of user acquisition.
Audiencly is wholly owned by Flexion Mobile, a company whose core business is taking Android games and giving them an additional audience and revenue on the alternative app stores. Flexion has just completed a US$500,000 investment in Liteup Media, taking a 20% stake in the company. This is testament to how important Flexion believes TikTok influencers are in game user acquisition.
“Expanding our service for game developers is a major goal for Flexion,” says CEO Jens Lauritzson. “Advertising is no longer enough to raise the profile of a game and influencer marketing is becoming ever more attractive for user acquisition. Liteup’s disruptive service combined with Audiencly’s expertise in influencers is exciting because it fills a need that no-one else is really addressing.”
Investment improves Liteup
For Liteup, the Flexion investment and Audiencly tie-up have significant advantages.
“Flexion’s investment has allowed us to accelerate development significantly,” says Aaron Baker, Liteup’s CEO. “In a matter of months, it has taken us from a minimum viable product to a feature-rich creator app with improved UI/UX, analytics, and an in-app content system. This makes it incredibly easy for influencers and creators to come on board.”
The fragmentation of the market is a big problem for game developers wishing to use influencers as part of their user acquisition mix. By coming together with Liteup, Audiencly is now able to offer access to a broad spectrum of influencers across a number of social media platforms.“
We’re starting to consolidate influencer marketing for games,” says Adrian Kotowski, “allowing UA experts to reach a range of influencer types through a single point of contact. Developers need a reliable return on investment from performance marketing and, with influencers, that’s exactly what we are able to give them.”
Gaming
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Asia
Mythpat, GamerFleet, Piyush Joshi Gaming: India’s popular Minecraft Players Gear Up for the Ultimate Battle in Creators Rumble
Get ready to dive into an electrifying, one-of-a-kind gaming spectacle as India’s most talented gamers face off in the much-anticipated Minecraft tournament titled Creators Rumble, an initiative by OP Gaming, a subsidiary of OpraahFx. This event is set to bring together India’s top Minecraft creators, who will challenge each other and display their mastery over the game in a thrilling competition spanning three rounds which includes Parkour, MLG and PvP.
This event marks the first time that India’s top Minecraft influencers and gaming creators unite in an official tournament format, bringing fans and players alike a whole new level of excitement.
Divided into six teams of four members, they will face off across action-packed Minecraft rounds designed to test every skill—from strategy and creativity to adaptability and teamwork.
Mythpat aka Mithilesh Patankar, one of India’s leading Youtuber and gaming influencers, shared his excitement saying, “Creators Rumble will be a chance to bring the Minecraft gaming community closer, strengthening bonds among creators and igniting excitement for both fans and gamers. India has a huge Minecraft fanbase, and this tournament will introduce even more gamers to the fun of Minecraft.”
The inaugural edition of Creators Rumble will tap into Minecraft’s worldwide popularity, which has grown steadily since its release. In October 2023, Mojang Studios, the game’s developer, revealed it has sold over 300 million copies, making Minecraft the best-selling video game in history. Players of all ages continue to be captivated by its open-ended gameplay and limitless creative potential, where they can build worlds and structures limited only by their imagination.
Anticipating the prospects Mansi Gupta, Chief Business Officer at OpraahFx, emphasized on the industry impact saying, “India’s gaming landscape is thriving, and we believe that the nation has the potential to emerge as one of the world’s biggest pools of gaming talent. The Creators Rumble is a platform for growth, not only for seasoned players but for the entire creator economy. We’re here to support these creators as they captivate audiences with their talents in Minecraft.”
The Creator’s Rumble will see iconic players Mythpat (Mithilesh Patankar) and Gamerfleet (Anshu Bisht) showcasing some exhilarating gaming experience joined by popular gaming creators, Piyush Joshi Gaming (younger brother of popular Indian YouTuber, Sourav Joshi), AndreoBee (Naveen Yadav), MC Addon (Dipanshu Prajapati), PSD1 (Prathamesh), Harshita (Harshita Shukla), ShadowShooter (Pankaj Kumar Sahoo), I.M.Kopi (Bibek Jung Kunwar), Proboiz (Paresh Solanki), Mr Lapis (Jitender Kumar), GameBeat (Nitin Tyagi), Risible Twins (Kartik and Kunal), Yug Playz (Yug Thakkar), Agnit Plays (Vinit Aggarwal), GamerJatin (Jatin Makhija), Spunky Insaan (Harshit Nema), Pahadi Gaming (Lokesh Karakoti), DevXD (Pankaj Dev), Ro9nie (Rohan Chhabra), Sidh4rth (Siddharth), CassalFx (Shrey Patel) and Dattrax Gaming (Harvest Dewangan).
With this monumental event, OP Gaming aims to further solidify India’s role in the global gaming landscape and showcase the extraordinary creativity and camaraderie of the Minecraft community.
The tournament is scheduled to take place on November 22 (Friday) and will be streamed live on the OP Gaming YouTube channel. Six teams – Team Redstone, Team Gold, Team Emeralds, Team Shulker, Team Amethyst, and Team Diamonds, will compete in a series of thrilling challenges, vying for the prestigious title and showcasing the finest Minecraft talent in India.
Gaming
THE BATTLE OF POLYTOPIA RELEASES NEW AQUARION SPECIAL SKIN IN LATEST UPDATE
Midjiwan, the award-winning independent studio behind The Battle of Polytopia has today released a new Aquarion Special Skin, additional language options and balance updates to the recently reworked Aquarion tribe. Players will dive deep into the Ritiki Marshlands encountering a lost Aquarion outpost with the new skin known as “The Forgotten”.
Long ago, when the Aquarion Empire vanished beneath the waves. One remote outpost in the swampy atolls lost all contact, leading its inhabitants to believe they were the last of their kind. This forgotten tribe evolved in isolation, adapting to the marshy landscapes with squid-like appendages and unique abilities to command the swamp and its creatures.
Using the unique abilities of “The Forgotten”, players can build on water, summon giant squids, create speed enhancing bubbles, ride crocodiles, tame toads, and traverse their marshy terrains with ease.
In addition, the latest update to the game now offers expanded language options: Hindi, Indonesian, Malay, Polish, Thai, Turkish & Vietnamese.
Christian Lövstedt, CEO of The Battle of Polytopia, commented: “I feel that this skin is one of the best we’ve created and has quickly become my personal favourite. Additionally, we have added Bubble Tech to the Aquarion Waterways, making that tribe even greater. With expanded language options and new gameplay mechanics, we’re inviting players to dive into the rich lore and strategy that make the Battle of Polytopia truly special.”
To celebrate the launch of the new update, Midjiwan hosted an exclusive livestream event, offering fans a unique look behind the scenes, live gameplay, and discussions with the development team – the livestream is available to watch now: The Forgotten livestrea m by Midjiwan.
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