Blockchain technology is rapidly gaining attention and disrupting various industries, including gaming. Incorporating blockchain technology into games can open up many possibilities for developers. For example, it allows gamers to earn money from their virtual assets and properties, participate in and compete in games worldwide, and use blockchain-based products.
And the blockchain market is expected to see significant growth in the coming years, with estimates projecting that it will grow to $39.7 billion by 2025 (source: Finances Online). This means the blockchain gaming industry will likely grow, providing more opportunities for developers to innovate and create new gaming experiences.
Figure 1: The global blockchain market value by 2025. Source: Finances Online
This leads one to wonder, “Why is the gaming industry a powerful avenue for blockchain technology’s mass adoption?”
Some specific characteristics of the gaming industry make it a prime candidate for this global technology disruption. To list out a few:
- Game developers and entrepreneurs require a secure environment to develop and launch games and monetize them.
- Players need safe platforms to buy and sell in-game currency securely.
- As players often play multiple games, they desire their game profiles to be interoperable across different games, and blockchain technology can help make this possible.
- As the trend of people valuing intangible assets grows, we will see an increase in real money spent on virtual games, making it ripe for technological disruption.
- Players not actively playing a game also need a secure way to store their virtual game assets. Currently, these assets are often stored on centralized servers controlled by the gaming company, which can be vulnerable to hacking attempts. Blockchain technology can provide a solution to this issue as well.
Influencer marketing is a powerful tool for blockchain game marketing. Influencers have built-in audiences that they can use to help reach new players and increase awareness on the subject in authentic ways.
To be successful with gaming influencer marketing in 2023, it will be essential to develop a strategy that takes into account the unique characteristics of the blockchain gaming space.
The Intersection Of Blockchain And Gaming: How It’s Changing The Industry
With a population of over 3.24 billion users worldwide, the gaming industry is a significant market that has consistently adopted new technology. Gamers already have a basic understanding of blockchain concepts, as they are familiar with in-game characters and the ability to upgrade or add more characters in games. Similarly, blockchain-based P2E games also use NFTs to represent in-game assets. As players engage with the game mechanics, they gain a deeper understanding of the purpose and functions of NFTs and other in-game assets, further expanding their knowledge of blockchain technology.
This technology brings several key benefits, including:
Secure and transparent transactions
Blockchain technology is designed to be secure, making it ideal for the gaming industry, where in-game assets can be valuable. It is an immutable technology that prevents double-spending or fraud in transaction records. It gives users more confidence when engaging in digital transactions, making it ideal for games where users share sensitive data or virtual assets, as in the case of NFTs. The use of smart contracts can aid in the prevention of fraud and the secure processing of transactions.
With blockchain technology, players can truly own the digital assets they acquire in a game. Further, players can buy, sell, and trade digital assets without a central authority overseeing the transactions. This creates a new, decentralized marketplace for digital assets that can help to drive engagement and increase the value of games.
An improved user experience
Users have greater control over their gaming experience with blockchain gaming. This trend has manifested itself in various ways, including allowing players to create characters, storylines, and even ways to play. It lets them download multiple video games from any location without jeopardizing their gaming experience.
A blockchain gaming platform aids in the verification and legitimacy of all transactions and interactions between various parties. This prevents fraud, one of the most common issues in modern gaming platforms. Businesses can use blockchain technology to ensure that no individual or party has been paid twice for the same service or goods rendered. Each transaction is recorded, in addition to verifying transactions.
Blockchain technology allows for easy, fast, and low-cost transactions. This can make microtransactions more accepted in gaming, enabling players to buy in-game items, subscriptions, or other features easily and in smaller amounts. It also helps curb the issue of duplication of assets since it keeps a record of each item and ownership.
You can use blockchain technology to create new types of incentives for players, such as cryptocurrency rewards for in-game tasks. These rewards have value even outside the game. This can drive engagement and increase the value of games.
Creating integrated gaming profiles
Blockchain technology allows for interoperability across different games, platforms, and devices. This means that assets and digital items can be shared and used in multiple games, increasing their value and fostering a sense of community among players.
The Best Platforms For Blockchain Game Marketing
Twitter is a valuable channel for blockchain game marketing as it allows for quick and easy communication with potential players and the gaming community. It’s perfect for real-time updates on game development, events, and promotions. Additionally, many influential figures in the gaming and blockchain industry have large followings on Twitter, making it an effective way to reach a large audience. However, it’s important to note that Twitter can be highly competitive, with many games vying for attention. Having a clear and consistent message and engaging with your followers to stand out is important.
Here are some ways you can use Twitter influencers can help promote your blockchain game:
- Developers can partner with Twitter influencers in the blockchain and gaming communities to increase their blockchain games’ visibility and credibility.
- Developers can use Twitter to host giveaways and contests to promote their games and attract new users. Influencers can participate in these giveaways to increase their reach.
- Organize Twitter chats with influencers and community members to discuss their games and other blockchain-related topics. This can generate buzz and engagement around the game.
- Use Twitter Ads to target specific audiences and promote games to potential players. You can use influencers to create sponsored content that promotes the game more authentically.
- Twitter Live Streaming is a wonderful medium to showcase games and gaming products to a broader audience, and influencers can join the live streaming for better reach and engagement.
Figure 2: Twitter is great for sharing quick updates with crypto fans. Source: Twitter
As the world went into lockdown due to the COVID-19 pandemic, there was a significant increase in people looking to talk about cryptocurrencies on Discord. This led to the rise of crypto Discord communities, where experts and enthusiasts gather to discuss the latest trends and developments in the crypto world.
For marketers looking to boost engagement within these communities, it’s essential to understand that providing tangible benefits to the members is the best way to do so. This can include:
Exclusive knowledge about upcoming events in the crypto world
Real-time updates on market movements and trends
Unique prizes such as airdrops and token sales
Here are some ways a Discord channel can help create a community around your blockchain game:
- First and foremost, create a Discord server. This platform will allow you to interact with your community and promote your blockchain game. Use this to post updates, ease any doubts or concerns and create activity in the group.
- Build a community of blockchain enthusiasts, gamers, and potential players by inviting friends and posting on social media. Encourage engagement and discussion by starting a discussion thread or hosting a Q&A session.
- Host tournaments and events for your community to participate in. This can include in-game competitions or trivia contests.
- Utilize Discord’s integrations, including bots, webhooks, and third-party apps. Utilize these tools to automate processes and provide a better user experience for your community members.
Figure 3: Discord is a great community-building tool for crypto projects. Source: Influencer Marketing Hub
The Best Practices For Blockchain Game Influencer Marketing
Define goals and KPIs
Before embarking on an influencer marketing campaign for your blockchain game, it is important to define clear goals and determine your target audience. Consider what you hope to achieve and who you are trying to sell to. This will help you seek out influencers and platforms best suited for your campaign. For example, if your goal is to educate your audience, you will want to choose influencers who have a strong following in the gaming community and are well-versed in blockchain technology. Clear KPIs make measuring easier; you can decide if your influencer marketing campaign is working or needs tweaking.
Choose relevant social media platforms
Regarding blockchain gaming, influencer marketing is best done on platforms such as Twitter and YouTube, where many crypto and blockchain gaming audiences and influencers can be found. Social media platforms like Reddit, Discord and Facebook are also worth utilizing to target a mainstream audience, as they are popular among gamers.
Creating share-worthy content that can capture your audience’s attention is vital to stand out in this market. You can achieve this through compelling copywriting and eye-catching visuals.
Collaborating with gaming influencers on social media is also a great way to increase visibility and build interest in your game.
Invite influencers to play your game and share their experiences with their audience. You can increase the chances of people trying your game. Another tip is to create in-game assets exclusively for your audience, which can drive interest and engagement.
Choose the right blockchain gaming influencers
Research shows that around 90% of buyers would trust the opinion of a trusted influencer over a traditional media ad.
When choosing a blockchain gaming influencer, it is essential to consider the influencer type, audience, and content style:
- Influencer Type: When selecting an influencer, consider their reach, which can be categorized as nano, micro, macro, or mega. Choose an influencer whose reach aligns with your budget and goals.
- Influencer audience: Consider the influencer’s audience and ensure that it matches your target audience. For example, an influencer with a gaming audience interested in play-to-earn games would be ideal, but an audience interested in crypto and NFTs is a good match.
- Influencer style: Lastly, look at the type and style of content they produce and how much thought and creativity they put into sponsored posts. This will give you an idea of how suitable and skillful an influencer is in the blockchain gaming industry.
Remember that influencer marketing is based on partnership, so choose an influencer who supports your company’s values about cryptocurrencies and is relevant to your brand’s message and audience.
Utilize the right type of content
Blockchain gaming is still in its early stages. The vast majority of gamers need to be made aware of how and why to play blockchain games.
You should develop educational content centered on blockchain games. Inform gamers about the advantages of blockchain games and how they can trade in-game assets in the real world.
Be among the first to spread the concept of blockchain gaming by incorporating interactive and educational elements into your game.
Influencers are content creators who excel at their jobs. Here are some tips for getting your message across effectively.
- While you do not want to limit them, clear guidelines and briefs are required to prevent misinformation from spreading.
- Make sure you’re using video content in your campaigns because it’s the best way to get your ideas across entertainingly.
- Get influencers to create how-to videos to describe to your audience how to play your game, trade assets, and use them in the metaverse.
Analyze the results of your blockchain gaming influencer campaign
Analyzing the results of a blockchain gaming influencer campaign is essential to understanding the campaign’s effectiveness and making improvements for future campaigns. Measure key metrics like reach, ROI, conversions, website traffic, brand awareness, and in-game sales. By tracking these metrics, you can gain insight into the effectiveness of your campaign and make data-driven decisions about future campaigns. This will help you to optimize your influencer marketing strategy and achieve better results.
Real-world Examples Of Blockchain Games
Figure 4: CryptoKitties was one of the earliest blockchain games. Source: CryptoKitties
CryptoKitties is a blockchain-based game in which players can breed, collect, and trade virtual cats. The game was released in 2017 and quickly became one of the Ethereum blockchain’s most popular decentralized applications. Each CryptoKitty is one-of-a-kind, and its genetic code determines its worth. Users can buy, sell, and trade CryptoKitties on the open market. And some cats are extremely valuable! CryptoKitties, in addition to being a fun and addictive game, has served as a showcase for the potential of blockchain technology in gaming and digital collectibles.
Figure 5: Decentraland is a blockchain game that creates virtual worlds. Source: Decentraland
Decentraland is a decentralized virtual reality platform built on the Ethereum blockchain. Users can create, interact with, and monetize content and applications in this virtual world. The platform allows users to buy, build, and monetize their own virtual reality experiences, such as games and social spaces. Users can purchase land in Decentraland with the platform’s native cryptocurrency, MANA, and use it to create and monetize their own experiences. Decentraland is a fully open-source platform with a strong developer community that is constantly expanding and improving the platform’s capabilities.
3. Gods Unchained
Figure 6: Gods Unchained is a collectible card game that uses ETH. Source: Gods Unchained
Gods Unchained is an Ethereum blockchain-based digital trading card game. Similar to physical trading card games, the game allows players to buy, sell, and trade digital cards using real-world money. The game’s distinguishing feature is that it allows players to truly own their cards and guarantees they cannot be taken away from them. Players can earn in-game currency, which they can use to buy new cards and purchase in the game’s marketplace. The game has a large fan base due to its unique concept.
Become Part of the Future with Gaming Influencers
As gaming becomes more social, blockchain-based games and platforms are expected to become more prevalent in the industry. Companies must get a head start on blockchain game marketing, especially by building key collaborations with influential gamers and content creators. These partnerships can promote your brand and attract players to your game.
When finding the right influencers for your campaign, it’s important to remember that not all influencers are created equal. Use our platform AtisfyReach to make influencer discovery easier and more effective. Our AI-based technology considers your campaign goals and matches you with talented content creators worldwide.