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Shifting DAUs from low value China, how Seriously used influencers to raise US daily revenues 400%

Shifting DAUs from low value China, how Seriously used influencers to raise US daily revenues 400%

Well known for its early focus on influencer marketing, the full extent of Finnish developer Seriously's masterplan can now be seen.

It's released some figures, which show the impact of the more than 700 YouTube videos - which have generated over 150 million views - that the company has sponsored for its game Best Fiends in 2016.

The game has seen the following increases:

  • Daily downloads in the UK - up 200%
  • UK DAUs - up 200%
  • UK daily revenue - up 200%
  • Daily downloads in the US - up 600%
  • US DAUs - up 300%
  • US daily revenue - up 400%

This performance is why Seriously is now spending 90% of its marketing budget on influencers.

Next up comes a campaign with Gray's Anatomy's star Kate Walsh and YouTubers Rosanna Pansino and Joey Graceffa.

Moving the needle

One, more subtle, result of this focus is how Seriously has shifted its active player audience from high population but low revenue countries such as China, Russia and Brazil to more valuable countries such as the US, Germany, France and the UK.

Another nice result of using influencers is the knock-on effect on Best Fiends' social presence.

With 40 million downloads and 2 million daily players, it also has:

  • 800,000+ Facebook fans
  • 250,000+ Twitter followers
  • 400,000+ Instagram followers
  • 100,000+ Snapchat views
  • 80,000+ Vk followers, and
  • 3.4 million subscribers to its email
Contributing Editor

A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.

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