Whether small indie studio or AAA, a mobile, console or PC developer, or gaming accessory maker, you need to make a real connection with audiences so they don’t skip or ignore your stuff. You’re thinking about content ambassador programs and bringing streamers on board. Maybe you’re looking for the right brand integration agency to help your newest title or DLC make a splash.
That’s BENlabs. We help clients like Capcom, Ubisoft, Overwolf, and Square Enix achieve incredible results across influencer marketing, product placement in movies and TV, music partnerships, and more.
There is no such thing as a captive audience anymore. You don’t need stats or data* to know that audience attention is split; that audiences have more choices of what to watch and where to watch it than ever before. Audiences don’t watch what’s on, they watch what they want, when, where, and how they want. *that doesn’t mean we’re not going to give you stats and data.
Gaming audiences aren’t looking in magazines or sitting through TV ads. They’re skipping ads the second they get the option. They’re following tactical and build guides with the advice of expert content creators. They’re being exposed to games, gaming products and gear through gaming influencers, sharing and streaming on Twitch and elsewhere. At BENlabs, we’ll craft recommendations across the entertainment landscape so you’re there, in all the right places.
Movies, music, TV, and social media split audiences. The average household has 5.2 streaming services. There isn’t any one source that all people go to for gaming advice or content. Gaming brands need to show up meaningfully, in multiple places, to really make an impact with their messaging and audiences.
Gaming, and online gaming content, are divided into seemingly infinite niches and sub-niches. You need quality data intelligence and reporting to reach not just a gaming audience but your gaming audience, and you need to know exactly how content engagements drive brand activations back to their business and growth KPIs. You need a partner who can make sense of structured and unstructured data to derive clear, actionable business insights.
We offer a full suite of AI-driven marketing services ranging from influencer integrations to product placement. Our self-serve AI SAAS puts the BENlabs AI tools, trained by over nearly 30,000 campaigns, in your hands. BENlabs proprietary AI models will help you find receptive audiences, level-up your content to drive audience action with predictable, measurable results against your KPIs.
When you work with BENlabs, you set up your gaming brand for success with brand affinity, increased recall, and sales… but we’re getting ahead of ourselves.
5.71 billion hours of live stream gaming content were viewed on Twitch in Q3 2022. Gamers actively seek out content related to their hobby, but they tend to follow a wide variety of influencers and media sources rather than relying on a single source of information.
On average, people spend 6.7 years of their life on social media. By contrast, they spend under two years socializing IRL. People watch 5.7 hours of video a day on average, but they’re not watching in any one place. They’re accessing billions of hours of video content spread across thousands of streaming services and social platforms.
There are exciting statistics for any gaming brand that can adapt, developing deep audience intelligence to meet prospects where they live online. On the flip side, it’s damning data for any brand that sees the diminishing returns on their marketing efforts and doesn’t find the right partner to help them go where the data leads.
For brands, it comes down to a need to get noticed. It’s about more than showing up; your newest title or DLC needs to stand out. To make a real connection with audiences.
Knowing where to reach gaming audiences is important, knowing how to reach them is at least as important.
The answer to understanding gaming audiences on an individual level isn’t trying to find the gray areas of personal privacy, it’s using AI tools to understand individual behavior without the need for personal data.
BENlabs AI helps marketers build out this deep and granular picture. Our AI tools have been awarded multiple marketing intelligence patents and make all the difference for gaming brands looking to make an impact in streaming, influencer marketing and other brand integrations. With these AI tools and BENlabs’ decades of experience across all of entertainment — movies, TV, music and music videos, in creator content on social media — gaming brands unlock incredible integration opportunities.
Build a clear picture of what content your target engages, unlocking new audiences and new opportunities
Discover the qualified voices that have the most influence with your most receptive audience segments
Incredible AI-driven predictive accuracy that tells you how audiences will act, expected ROI, CAC, brand awareness, lift, and other KPIs
See everything your competitors are doing, what’s working and what’s not, to steal away brand awareness and market share
Ubisoft Forward events are not run-of-the-mill virtual gatherings; they’re a rare chance for content creators and other gaming VIPs to access awesome Ubisoft games before they’re released. When the global COVID-19 pandemic forced Ubisoft to pivot away from its tentpole in person event, Ubisoft tapped BENlabs to recreate the magic online. Instead, we created a whole new playbook for online gaming events that other gaming brands emulate (not sure if pun intended). BENlabs was tasked with ensuring the security of Ubisoft intellectual property (IP) while ensuring streamers and other VIPs had access. No mean feat.
The result? The Watch Dogs: Legion announcement racked up 3.9M views in seven days, and Assassin’s Creed Valhalla got 4.3M over the same period, and Ubisoft Forward exceeded its Twitch concurrent viewers goal by over 8,000.
So what’s a brand to do? Get your games in movies, music and, TV content? Kick off an influencer marketing effort? Hire a gaming brand integration agency? Well yes, but those don’t have to be separate efforts or involve a bunch of different vendors.
That’s what we do here at BENlabs. We’ve developed amazing AI tools that no other brand integration agency can match.
BENlabs helps gaming companies take their influencer marketing efforts to the next level. We’ll help you generate quantifiable results through creators at scale—like how we connected Overwolf with creators that led to more than 152,000 installs!
Our AI tools build a complete picture of your current audience but more than that, they unlock new, receptive audience clusters based on where those audiences live online. BENlabs AI is the key that unlocks an individual’s online “neighborhood,” with no individual tracking required. Even working with smaller, highly targeted content creators, gaming brands can reach audiences at an incredible scale.
Overwolf improves popular games with in-game app overlays and mods including streaming gameplay with chat and events, in-game guides, esports tournaments, stats, analytics, replays, highlights and much more. BENlabs and Overwolf teamed up to build a scalable creator program that reached the audiences of over 100 streamers a month.
Results with Overwolf creator ambassadors: 5,000 streamed hours of content, 2,932 individual pieces created, 99,202,727 views, 517,975 clicks, 152,393 installs.
Spotify partnered with BENlabs
to integrate into content and connect with audiences in a way that would be impossible with traditional advertising.
The result? 73% lift in unaided brand recall, 16% lift in brand momentum, 12% lift in target audience agreeing that Spotify is “worth paying for”.
BENlabs deep relationships across all entertainment unlocks opportunities for gaming brands and app inclusion in movies, TV, and music videos. From prop placements to deep brand spotlights that are an important part of the plot, we can help your brand stand out in authentic, story-driven, unskippable moments (that drive downloads!)
In addition to placing products in music videos, a relationship with BENlabs means unprecedented access to established and emerging music artists. From brand integration in music videos to unskippable influencer-style brand activations with the hottest artists to music licensing and even custom brand-driven new music opportunities, BENlabs is where it happens.
BENlabs connected Lil Nas X and the Durex brand for music video placement, but it was the natural alignment and authenticity that ensured the social influence moment would really sing.
Results: Key placement moment, 28M+ views in the first five days, 6M+ organic social impressions, 275K engagements, and 74% of key viewers said they’d be thinking about Durex the next time they shopped for a condom.
Youtube creators spend an incredible amount of time planning, scripting, and editing their videos. TubeBuddy provides tools for creators that increase visibility and performance.
Join millions of creators increasing video views and channel subscribers with TubeBuddy. You’ll access game-changing tools to help you analyze search volume and find other ways to say the same thing while clenching more views. There are also time-saving templates and personalized suggestions to extra-optimize every upload.
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