Adways Interactive has partnered with over 100 YouTubers to reinforce marketing for its PreLaunch.me pre-registration platform.
Channels such as TouchGamePlay (480K subscribers) and Go Caliber (248K subscribers) have been signed up.
The deal will see the YouTubers generating videos from unreleased games, which will then attract players to sign up for pre-registration campaigns which gift them special in-game items.
PreLaunch.me is the Western version of pre-registration platform Yoyaku Top 10, which has been successful in Japan, where a pre-registration campaign is a standard marketing technique for F2P mobile games.
"This is a win-win for everyone involved," commented Ken Asakura, VP of Product for PreLaunch.Me.
"Developers get early exposure to their upcoming games. YouTubers get content that is not available on the market and we re-engage our gamers community with game plays before anyone else."