In a gaming industry where competition is fierce and attention spans are short, influencer marketing has become a critical tool for building hype, engaging communities, and driving game launches. Our launch campaign for Once Human, a survival game from NetEase Games, highlights how a well-executed influencer strategy can maximize reach and engagement pre-launch and beyond.

Once Human: A Glimpse into the Game

Once Human is a survival title that immerses players in a terrifying world polluted by Stardust. The result is a nightmarish landscape crawling with mutated, relentless monsters. 

To match the game’s high-stakes tone and gripping visual style, our influencer marketing campaign had to be just as powerful.

The Strategy: Building Pre-Launch Buzz

NetEase partnered with Audiencly to develop and execute a targeted influencer marketing campaign designed to:

• Drive engagement through comments, likes, and shares.
• Generate pre-launch excitement with exclusive sneak peeks.
• Build transparency and trust by clearly communicating exclusive rewards.

Here’s how we brought the campaign to life… 

Diverse Creator Collaborations

We collaborated with seven creators to showcase Once Human's diverse gameplay modes, including PvE, PvP, single-player, and double co-op mode.

Caylus’ High-Quality Playthrough

Caylus, a popular FPS streamer, proved to be the ideal partner for showcasing Once Human.  The high-quality production of the videos not only highlighted the game's polish but also captivated viewers, leaving them wanting more and eagerly anticipating Caylus's next upload, effectively driving future engagement with both the streamer and the game itself.

Special Edd & Big Juicy’s Co-Op Comedy

Special edd's and Big Juicy's content effectively showcased the multiplayer gameplay of Once Human, while their unique humor provided a refreshing counterpoint to the game's darker narrative themes. This approach broadened the game's appeal, attracting players who might have been hesitant about a purely serious experience.

Why Early Influencer Marketing Works

Influencer marketing is about creating momentum long before, during, and after launch. 

Early influencer engagement helps:

• Building anticipation: Beta access, dev interviews, and sneak peeks allow creators to generate curiosity well before launch.
• Engaging communities: Established influencers can rally niche communities, much like Caylus did with FPS gamers.
• Driving long-term awareness: Ongoing campaigns foster community engagement beyond launch, sustaining interest and updates over time.

The Power of Social Media in Gaming

The numbers speak for themselves:

• Social Media Usage: 5.22 billion social media users worldwide (Statista).
• YouTube: The second most popular social media platform with 2.5 billion monthly active users.
• TikTok & Instagram: Platforms with billions of monthly active users—a goldmine for discovering new games.
• Consumer Behavior: Nearly half (48%) of consumers discover brands through social media ads, recommendations, or brand updates.
• Gaming Habits: According to Midia Research, gamers spend more time watching game content (8.5 hours per week) than playing games (7.4 hours per week).

Insights into the Gaming Community

The global gaming community is enormous and diverse. With 3.42 billion gamers in 2024, gaming transcends age, gender, and cultural boundaries:

• Nearly 50% of gamers are female.
• The average gamer’s age is around 35.

This diverse audience demands varied content, which is why it is essential to work with creators in different genres and tones—from serious playthroughs to comedic co-op content.

Takeaways: How to Power-Up Your Game Launch with Influencer Marketing

• Start Early: Collaborate with influencers well before launch to build anticipation.
• Diversify Content: Collaborate with creators who cater to different verticals and communities.
• Highlight Unique Features: Showcase different modes and features to capture all facets of your game.
• Maintain Transparency: Communicate roadmaps, content, and news clearly to build trust.

Final Thoughts

In today’s crowded gaming landscape, influencer marketing is an essential tool. By partnering with creators who connect authentically with their audiences, you can amplify your game’s reach and set the stage for a successful launch. 

With Once Human, we demonstrated the power of thoughtful, strategic influencer marketing. Now it’s time to put these best practices into action for your next game launch.

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