Taking Aim at Influencers

Chris Younger, Principal, VP of Strategy at Ayzenberg Group


The often used phrase in generating awareness for games is ‘enlist the core to mobilize the masses’, which is essentially targeting hardcore fans and using their passion and influence to recruit new people. Influencer outreach is igniting a nucleus of the most influential users in a social media setting, whether within a single community or across social nets, and unleashing them with the right messaging and content to blaze a path of engagement with a game or brand. Influencer outreach is now in every major publisher’s arsenal and part of the marketing campaign for their biggest games. The secret - it’s not a break the budget tactic. Rather, it’s a scalable, measurable and even agile approach suitable for games and game makers of all stripes.
This session will examine the use of influencer generated content to drive word of mouth, develop player communities and drive purchase interest, as well as cover the right metrics and key performance indicators to plan for in setting up a successful campaign. There will be real world campaigns cited as case studies.

Intended audience and prerequisites:

 This session is suitable for anyone interested in a better understanding of effective social media marketing tactics and player community outreach.

Session takeaway:

 A firm grasp of the landscape, potential impact, key performance measurements, and some of the pitfalls of enlisting influencers to generate awareness for games.


Tuesday 3rd December / 10:00 - 10:50




 Chris Younger offers more than 18 years of experience developing clients that require marketing and advertising support. As Director of Strategy at Ayzenberg Group, Chris' focus is on bringing to bear the agency's advertising disciplines in developing comprehensive integrated campaigns. Prior to joining Ayzenberg, he was an account executive for Hamagami/Carroll, Inc. There, his responsibilities included corporate and product naming, annual reports, consumer packaging, marketing collateral and retail merchandising for clients in entertainment, consumer electronics, QSR, toys, healthcare and hardware. Prior to that he worked at Creative Solutions Group (CSG) as Vice President of Marketing and Sales, where he developed and managed retail merchandising campaigns for clients such as Coca-Cola, Havas Interactive, Lego Inc., Sony Pictures Entertainment and Universal Studios. Before CSG, Chris was with White Plus, working with the visual communications and publishing division as Director of Business Development on clients such as CN Biosciences, EarthLink Networks, Kenwood USA and Playmates Toys. Chris graduated from The Ohio State University with a Bachelor of Arts Degree in Communications.

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