6 grudnia 2017, Warszawa, Hotel Radisson Blu Centrum

IAB HowTo: play esports & gaming marketing

Polski gracz – kim jest, czym się kieruje, co lubi?

Hisham Itani

IAB HowTo: play esports & gaming marketing

Presentation Agenda

Polish Streamers

Popular Polish Streamers – Facebook vs. YouTube Fans

Popular Polish Streamers – Facebook vs. YouTube Activities

Popular Polish Streamers – Share of Top Posts

Share of Top Posts: Facebook

Share of Top Posts: YouTube

Pashabiceps – 8/15Piotr izak Skowyrski – 3/15Gimper – 1/15Nervarien – 1/15MKR33 – 1/15Leh – 1/15

Gimper – 5/15izak LIVE – 5/15Bonkol – 2/15Lachu – 2/15Kamyk – 1/15

Polish Gamers

How to read the chartsPercentage of target group: % of target audience interested in a specific category

Percentage of Facebook population:% of the Polish Facebook population interested in a specific category

Affinity Index: the % of the target group with respect to the whole Facebook population (the higher this is, the more relative interest for the target group)

Age & Gender

Beverages & Alcohol

Cooking & Food

Technology, Devices & Equipment

Game Types & Titles

Games include: Dota2, League

of Legends, Call of Duty, PubG,

CS:GO, Hearthstone, Heroes of

the Storm, Rocket League and

Overwatch as some of the most

popular among Polish gamers

Influencers – Popularity & Affinity

Media Outlets and Personas

Movies & Music – Advertising Galore

Retail & Shopping Habits

Sponsors &

Promoters

Disclaimer: this research is independent and not monetized by any specific party.

Share of Promotion vs. Total Impressions

Promotion vs. Engagement Effectiveness

Promotion Effectiveness – Average # of activities per post

Note: the top (lighter) bars are for organic posts while the bottom (darker) bars are for sponsored posts

Average # of new users reached per promoted post

Note: the top (lighter) bars are for organic posts while the bottom (darker) bars are for sponsored posts

Takeaway Points

• Don’t assume anything regarding the gaming community

• The biggest influencers aren’t necessarily the best ones. Finding the niche your audience is into is key.

• Make sure to do your research before taking on any paid campaigns.

• Watch your competitors and learn from their successes and failures.

More about our Audience Scan research

https://bit.ly/AudienceScan

Keep in touch!