Is UA broken?
That was the underlying assumption of the Slush gaming panel entitled: Novel Ways to Drive Downloads.
The panellists were:
- Andie Simon (MaxPlay),
- Peter Novotny (NativeX)
- Henry Lowenfels (Scopely)
YouTubers are now a core part of user acquisition, of course.
Scopely worked with PewDiePie over its The Walking Dead graphic novel game. They made him up as a walker, with the video being viewed over four million times.
Similarly, MaxPlay's new endless runner Pop Dash is being launched with US violinist/dancer Lindsey Stirling, who has over 6 million social network users and has generated over 1 billion YouTube views.
Andie Simon said that you have to be careful working with such people, both in terms of the financials of deal and whether the influencer will actually bring you something beyond another 'white guy' or 'blonde girl' avatar.
"More importantly, they have to be excited about the game, otherwise you're just trying to push sand uphill," she said.