IncredibleJohn (19.6k subscribers) is another example. There are 425 videos dedicated to RAID: Shadow Legends on the channel. The same thing applies to Hell Hades (140k subscribers). Darth Microtransaction also has an engagement rate of 9%, which is quite high for YouTube. Plarium works with this channel so often because it makes a lot of videos about RAID, its events, and its characters. He is interested in gacha titles, which is one of the main elements of the game. Which content creators does Plarium usually work with?ĭarth Microtransaction (67k subscribers) has the most mentions of RAID with 431. For example,, which also touches on topics like crimes, horrors, and fictional murders, has 17 ad mentions of RAID: Shadow Legends.
While there are a lot of underage viewers in the Entertainment category, Plarium tries to work with channels that are aimed at adults as well. It is followed by Entertainment (15%), People and Blogs (6%), Film and Animation (4%), and Sports (4%). Plarium allocates 53% of its influencer marketing budgets to content creators from the Gaming category.
The US influencers, for example, get $11.8k for a sponsored video with an average of 261.9k views, while Russian creators get only $2.4k with 221.3k views. The company pays $4.19k on average for every ad, with this price differing from market to market. The average influencer that Plarium works with is a content creator from the Gaming category with 734k subscribers and 237k views. How much money does Plarium pay influencers? Thanks to the scale of the marketing campaign, the game is mentioned on YouTube daily, with Friday being the top day for posting new videos, including the sponsored ones. However, Russia accounted for 23% of ad mentions, followed by the US (22%), the UK (9%), Germany (6%), and Canada (6%). The latter, however, shows the fastest growth with a 197% increase in spending month-over-month, while RAID ’s spending dropped by 64% over the same period.ĥ3% of all mentions of RAID: Shadow Legends come from the US. The company, for comparison, spent $28.3k and $842.4k to promote Vikings: War of Clans and Mech Arena: Robot Showdown respectively. Plarium spent 90.75% of the influencer marketing budget on RAID: Shadow Legends. 81.8% of 5.33k mentions that RAID has got over the last six months were sponsored. YouTube videos promoting RAID: Shadow Legends generated 442.95 million views between July and December 2021, with a CPM of approximately $19.55.Īccording to BuzzGuru, YouTube accounted for 94% of the game’s influencer marketing budget.
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