Giorgi Tsutskiridze, CCO at SPRIBE, says the company behind Aviator has revolutionised the way studios promote their games following its deal with the UFC and shares his advice and what developers need to consider when entering such partnerships
The way studios go about marketing their games has changed in a big way.
Where once they would rely on operators to run bonuses and campaigns around their content, and helped a little with things like promotional toolboxes, developers are now taking marketing activity into their own hands.
This has seen some turn to online casino and slot review affiliates, while others have looked to the fun and fast-paced world of streaming to engage new audiences. And while both of these certainly work, a small number of studios are pushing the boundaries even further.
At SPRIBE, we decided to promote our flagship game, Aviator, directly to players through a never-seen-before marketing partnership with the UFC. We announced this deal back in October last year and it’s revolutionised how developers go about game promotion.
The deal was multifaceted in that it saw Aviator branding appear inside and outside the famous Octagon during UFC PPV events and Fight Nights, and it also created a brand ambassador fund that we could use to create campaigns with some of the UFCs most popular fighters.
The deal itself made headlines around the world, catapulting SPRIBE and Aviator to new audiences globally but especially in Brazil. And since then, the exposure we have received has seen Aviator really take off in America and globally.
This innovative approach to game promotion comes with many benefits. First, we are not reliant on the casino prioritising and promoting Aviator over other games, nor are we limited to what activity the operator is willing to engage in.
We can promote Aviator in the way we want to, to the audiences we believe will be most likely to engage with the game, and in our own unique way. Once players see the Aviator logo and decide they want to try the game, they can do so at their preferred online casino.
But what if that casino doesn’t stock Aviator? Well, more than 4,500 brands now do, with that
number significantly increasing month on month. And this was another reason for partnering with the UFC – it has created a demand for Aviator that operators simply can’t ignore.
Today, more than 35 million players strap in and take flight with Aviator each month and online casinos simply don’t want to miss out. Those that stock Aviator can see at least a 10% uplift in GGR in the first month alone and this is why we have such a busy integration roadmap.
Our marketing deal with the UFC has been a catalyst for this – with the number of partnerships we have signed since being at a scale that we have not seen before. This is because we have created a demand for Aviator, and operators now have to meet it if they are to acquire and retain players.
Other studios have since followed our lead, with Play’n GO announcing a sponsorship deal with the HAAS Formula One Team. So what do studios need to consider before entering such high-profile marketing partnerships, and how can they get the most out of the deal?
Shared brand values:
The most important thing is to identify a brand that aligns with your values as a studio, or whose values match that of a particular game. Aviator is fast-paced and action-packed, values that the UFC also has. This match in values is crucial in ensuring the partnership is authentic.
And why is this important? Because authenticity is the only way to leverage the reach and popularity of the brand you have partnered with. When you think of the UFC you think of combat, entertainment, thrills and spills and even a bit of glitz and glamour. These are all things players can experience in Aviator.
Geographical reach:
Another important factor to consider is where the brand’s audience can be found. We knew we wanted to make deeper inroads in North and South America and the UFC was perfect for this as these are the regions where it has a significant fan base.
It’s important to make sure regions where the brand has a strong presence match those of the studio, and that iGaming is regulated or soon to be regulated if the studio focuses mostly on such markets.
If your geographical target doesn’t align with the brand you are looking to join forces with, the
partnership will fall flat.
Think outside the box:
When in discussions with the brand, be creative with how you can work together.
The brand ambassador fund we created with the UFC has proved to be hugely valuable, allowing us to go beyond the reach of the UFC and tap into the fan bases of athletes such as Alex Pereira, Merab Dvalishvili and Johnny Walker. This has been a massive value add for us.
It meant we have been able to launch epic social media campaigns and even bring the athletes to our stand at trade shows such as ICE – a good example of how the partnership has worked from both a B2C and B2B perspective.
Go local with your ambassadors:
Uniting with local brand ambassadors can be highly effective, too. Beyond our agreement with the UFC, we have also just signed a partnership with social media influencer come boxer Jully Poca.
Jully Poca has amassed millions of followers in her home country of Brazil and will be promoting Aviator to her followers in her own unique way. Again, this is all about connecting with our target audiences in a way that is authentic.
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