The BuzzGuru platform analyzed the strategy of promoting RAID: Shadow Legends on YouTube and told how much Plarium pays each blogger on average for advertising the game. According to analysts, in just the last six months, the company has spent $8.66 million on influencer marketing.Basic data
During the reporting period from July to December 2021, videos from RAID: Shadow Legends gained 442.95 million views.
At the same time, the CPM was approximately $19.55.
It is worth noting that 94% of the entire advertising budget went to YouTube. Over the past six months, RAID has been mentioned in commercials 5330 thousand times, and over 80% of these mentions were advertising.
According to BuzzGuru, Plarium spends 90.75% of its budget on influencer marketing on RAID. For comparison, over the past six months, the company spent $842 thousand on advertising its new project Mech Arena: Robot Showdown, and only $28.3 thousand on Vikings: War of Clans.
At the same time, advertising costs for Mech Arena are growing by 197% every month, and budgets for the promotion of RAID: Shadow Legends are decreasing by 64%.
In the USA, Plarium has already managed to achieve success. 54% of all mentions of the game are in this country. However, Russia has the highest percentage of advertising mentions — 23%. Next are the USA (22%), the UK (9%), Germany and Canada (6% each).
Due to the scale of the advertising campaign, RAID: Shadow Legends is mentioned daily on YouTube. Most of the videos, including commercials, are released on Fridays.
How much does Plarium pay influencers?The average YouTuber, from whom Plarium orders advertising, looks like this: a blogger from the “Games” category, who has 734 thousand subscribers, and each of his videos gets an average of 237 thousand views.
One RAID advertising integration costs the company $4.19 thousand. The amount depends on the country. For example, American YouTubers on average receive $ 11.8 thousand, and each video gets 261.9 thousand views. For Russia, the figures are much lower — $ 2.4 thousand for integration with 211.3 thousand views.
Plarium spends 53% of advertising budgets on gaming bloggers. The company also cooperates with influencers from other categories: “Entertainment” (15%), “People and Blogs” (6%), “Cinema and Animation” and “Sports” (4% each).
Most of the viewers of the videos are adult paying users. Even in the “Entertainment” category, which usually has a lot of viewers under the age of 18, Plarium tries to cooperate with adult-oriented channels. As an example , we can cite WatchMojo.com , which released 17 videos mentioning RAID: Shadow Legends.
Who does Plarium work with most often?The most videos on RAID: Shadow Legends were made by the author of the Darth Microtransaction channel (67 thousand subscribers) — 431 videos.
He is also interested in gacha games, and this is just one of the RAID elements.
Darth Microtransaction cooperates with Plarium so often, because it makes author’s videos completely dedicated to the game. He covers the news of the project, talks about features and in-game events. The engagement rate on the Darth Microtransaction channel tends to 9% — this is quite a high figure for YouTube.
According to a similar scheme, the YouTuber Hell Hades (140 thousand subscribers) also works
. There have already been 425 videos on his channel mentioning RAID: Shadow Legends.
Another example is the IncredibleJohn channel
(19.6 thousand subscribers), on which 342 videos with the mention of RAID appeared. Since this blogger is interested in step-by-step titles, his audience is also relevant for Plarium.
The largest influencers who advertised RAID: Shadow Legends (by number of subscribers)Despite the fact that 68.4% of bloggers are limited to only one RAID advertising integration, the company is trying to establish long-term cooperation with content authors.
This is necessary to increase the awareness of the game among the target audience.
According to BuzzGuru, 28.8% of influencers have published at least two videos advertising RAID. Also, a lot of bloggers did 5-20 integrations.
Interestingly, the most viewed videos advertising RAID: Shadow Legends belong to the Internet Historian channel. They scored 14 million and 17 million views. However, after that, Plarium no longer collaborated with the authors. It is possible that videos that are not directly related to the game theme do not bring a large number of new users.
For this reason, Plarium focuses not so much on the number of subscribers and views, but on the topic of the channel, audience involvement and the blogger’s own interest in the game. It is with such influencers that the company works most often.