Promoting blockchain games requires a well-thought-out approach. It’s important to recognize that, aside from major influencers, mid-tier and micro-influencers play a crucial role in the industry. How can you structure your marketing strategy to maximize its impact? Let’s break down the key elements.
How to Engage Influencers
To successfully promote a project, you need to attract not only well-known influencers but also smaller content creators. This can be done through:
- Personalized engagement – Offer exclusive terms to key opinion leaders to spark their interest.
- Affiliate programs – Implement an incentive system where influencers are motivated to promote the project organically.
A well-designed affiliate program encourages natural promotion, as influencers will be incentivized to spread the word. This works through a reward system structured in multiple tiers.
What Makes a Good Affiliate Program?
There’s no one-size-fits-all solution since much depends on the project’s economy and tokenomics. However, some fundamental principles apply:
- Two-tier system – The first-tier influencers (those directly invited) should receive 10-20% of the revenue, while the second-tier (influencers invited by the first-tier) should get 3-5%.
- Flexible conditions – Payout percentages should align with the project’s growth stage. For example, early-stage projects should offer higher incentives (15-20%) to accelerate expansion.
This approach creates a chain reaction: influencers start bringing in others, rapidly boosting the project’s visibility.
Referral programs are a standard marketing tool where partners earn rewards for bringing in new users. Similar models are widely used in traditional business sectors.
Marketing Strategy: The Missing Pieces of the Puzzle
A common mistake among projects is relying on a single marketing channel. An effective strategy should include:
- Support from major influencers – This builds audience trust and credibility.
- Community growth – A minimum of 10,000 active users should be established before launching on major platforms.
- Perfect timing for platform launches – For instance, listing on Notcoin or other popular apps should only happen once a solid user base is in place, not at the very beginning.
A well-rounded approach is key to a project’s scalability and long-term success.
The blockchain gaming and crypto market present an interesting challenge: many project founders believe that simply showcasing their product to influencers will result in instant promotion. However, influencers have their own selection criteria and are not always willing to collaborate with every project that comes their way.
Content Formats: What Works Today?
My audience transitioned from YouTube to Telegram, and I spent years perfecting high-quality content. The YouTube-Telegram synergy worked perfectly: people watched videos, gained valuable insights, and then joined my Telegram channel. That’s how I grew my first 30,000 subscribers.
Currently, Telegram posts with open comments are among the most effective formats. This setup allows audiences to ask questions immediately while enabling the project team to receive direct feedback. It’s important to note that I have moderators to help onboard new members and guide them within the community.
This kind of support is virtually free for developers but incredibly valuable. Not every project can afford a dedicated support team to manage community interactions.
Building an Effective Advertising Campaign
Posts remain the most effective format, but not as standalone pieces – they need to be part of a series. A single post won’t generate the desired impact. The content should also be concise: lengthy posts tend to reduce conversion rates. I experiment with different approaches but always tailor my strategy to the specific project. The key is creativity and adaptability.
On my channel, Alex MVP, I feature trusted blockchain games and an engaging gaming community.
Join us: t.me/playweb3game
P.S. In the market since 2017. Exploring Web3 games and apps, advising projects.
‼️ I don’t sell anything. No financial advice. Just imagination, games, and entertainment.