How to ACTUALLY use Influencers - Roblox Marketing Masterminds #2

Imagine I told you to carry water to your friend’s house in a pasta strainer. You have to deliver it full. By the time you get to your friends house, the water is gone because it fell through the strainer.

You go back to your house and fill it with MORE water coming out of the sink FASTER. Same story, you get to your friend’s house and it’s empty. You keep doing this, your water bill becomes massive, you go bankrupt. (I promise this is going somewhere)

Think of your game as the strainer. It’s filled with holes: bugs, gameplay issues, BORING content). This causes it to leak players (water). Each time you leverage paid player acquisition (pouring the water), your player count hits a high number, then slowly sinks down back to 0. So what do you do? You pay another influencer and soar your player count again, only for it to sink back down to 0, preventing your game from achieving organic growth.

Instead of cranking the sink and wreaking havoc on our plumbing, let’s fix the holes.

Take a look at your game’s statistics on the Roblox analytics page. Do you see a lot of red? Yellow? No green? You shouldn’t be thinking about influencers in that case. Roblox’s powerful analytics tool literally will spoonfeed you the problems with your game and help you solve them.

Your Roblox game has an average session time of 4 minutes and a 1% D1 Retention. That’s bad. It’s a building game where players can build whatever they want, wherever they want. Over time, as more players build and leave, the servers start to have a LOT to load. The memory usage goes up, and low end devices start to crash. Suddenly players join servers that are laggy, causing an instant crash. They will not come back to your game.

Developer 1: Without investigating, they think the reason their game isn’t succeeding is because “there’s not enough players for new players to interact with”. So, they spend on a big influencer campaign! Crash rates go up, more players quit, session time plummets, chaos ensues.

Developer 2: Notices the high memory usage upon investigation. They add 2 features: One that deletes a player’s builds when they leave the game, and the other resets the server of builds every few hours. Players aren’t experiencing lag anymore! Your session time builds up to 10 minutes, and your D1 retention to 12%!

Developer 2 is now at a point in which they should spend on Influencer ads. They know players stick around and will come back, and the larger issues are squashed. They spend, the game grows, and because players stick around, they are rewarded by the Roblox algorithm and achieve organic growth!

All of this is to say that influencers are indeed a powerful tool, but they’re not your saving grace for a failing game. Player acquisition on Roblox is the easy part. They have an onsite tool (sponsors) and there’s companies like Vector3 (I heard the founder writes a killer newsletter) that help grow games. The challenge is crafting game design that encourages players to stick around and become fans.

When approaching Roblox, it’s critical to reverse the funnel. Think less about how you acquire players, and more about how you make them loyal. By enriching a player’s experience, your game can organically grow, doing the acquisition for you! Influencers can expedite this process, but only when your game is ready.

I’m still new to this whole newsletter thing, so your feedback is appreciated. If you have any questions whatsoever do not hesitate to email [email protected] and ask them!

If you’re launching your brand on Roblox and need help with strategy or just have some in-depth questions, consider booking a consulting call with me: https://calendly.com/vectorthree/new-meeting?back=1

And finally, if you’ve read this and decided an influencer campaign is right for you, you’re in luck! Vector3 can manage your campaign from start to finish, helping your game grow. Email [email protected] to get started!

Thanks for reading :)