When publishers want to get the word out about their new game sometimes they hire “influencers” to make a sponsored video. An “influencer” is basically someone with enough YouTube clout to pull in a large audience. What isn’t that well known is what the publishers are looking for in sponsored content, this is where Kotaku comes in.
Last week Kotaku received an email from Reelio, a marketing firm, on behalf of the publisher of Neverwinter and Star Trek Online Perfect World. Kotaku wasn’t interested in making a sponsored video, but they did want to know about the process. So they asked for more information, and Reelio responded with a list of guidelines.
The list included things like talking points on each of the games; things like PvP in Neverwinter and the scale of the universe in Star Trek Online. They also provided a list of do’s and don’ts, in which they ask the influencer to use gameplay footage and trailers, and refrain from swearing.
Reelio also states that Perfect World has the right to review all videos before they are uploaded. While that might sound a little sketchy in a controlling their opinion sort of way, it does kind of make sense, Perfect World is paying for an ad after all.
By far the best part of the guidelines Kotaku received are the calls to action suggested by Reelio which have a very special 90’s level of cheese.
- “You should really check out Neverwinter and play with me. It’s completely free and you can download the game using my link below”
- “Looking to beam up and enjoy some sci-fi action? Star Trek Online is your answer. Play for free today.”
- “Ready for some sci-fi action? Check out Star Trek Online, a free-to-play MMORPG. Explore the final frontier today.”
- “Take a digital voyage through the Star Trek universe in Star Trek Online, a free-to-play MMORPG. Join the action today.”
So what’s the going rate for the embarrassment of saying one of those lines? $120 for every person that signs up for the game? Not bad money if you can get it. Despite your opinion on sponsored content, it is always interesting to get a look inside at what a publisher thinks is most important aspects of their game.