Introduction

In the rapidly evolving landscape of Web3 gaming, leveraging Key Opinion Leaders (KOLs) has become a critical strategy for enhancing game visibility, fostering community growth, and driving player acquisition and retention. Shrapnel, a competitive first-person shooter (FPS) game, has begun to implement an influencer strategy, which includes partnerships with prominent streamers and a micro-influencer approach. [1a] [1b] This report will cover:

• The current state of Shrapnel's influencer strategy, including partnerships and micro-influencer approaches. [1a]
• The alignment of the influencer strategy with the game's marketing objectives and community growth.
• The potential effectiveness of the influencer strategy in enhancing visibility and player acquisition.
• Areas where more information is needed to fully evaluate the influencer strategy.

Current Influencer Strategy

Shrapnel's influencer strategy currently revolves around a partnership with Myth, a prominent streamer with over 21 million followers across social platforms, and a micro-influencer approach involving hundreds of smaller content creators. [1a] [2a] The game's approach to influencer marketing is still in its early stages, with limited promotional activities involving Myth, such as appearances at events like GDC and Consensys. [1e] The micro-influencer strategy is designed to scale up as the game matures, with plans to activate this approach more heavily towards the end of the year. [1f]

• Myth, a major streamer, has been involved in early promotional activities, such as playing the game at events like GDC and Consensys. [1e]
• The micro-influencer strategy involves hundreds of smaller streamers, with plans to increase engagement as the game reaches a more mature stage. [1h] [1f]

Alignment with Marketing Objectives

Shrapnel's influencer strategy appears to be aligned with its broader marketing goals, which include building visibility for the game and fostering a strong community. By partnering with Myth, Shrapnel gains access to a large audience of gamers, potentially increasing the game's visibility among both Web3 and traditional gaming communities. [2a] The micro-influencer strategy, which involves hundreds of smaller streamers, is expected to further enhance community engagement by reaching diverse and niche audiences. [1h]

• The partnership with Myth aligns with Shrapnel's goal of increasing visibility among a broad gaming audience. [2a]
• The micro-influencer strategy is designed to foster deeper community engagement by targeting niche audiences through smaller streamers. [1h]

Potential Effectiveness

Shrapnel's influencer strategy has the potential to significantly enhance the game's visibility, leveraging both the broad reach of Myth and the targeted engagement of micro-influencers. The involvement of Myth, a well-respected figure in the gaming community, is likely to attract a large audience of gamers, including those who may not be familiar with Web3 gaming. [2a] The micro-influencer strategy, once fully activated, is expected to drive player acquisition by reaching diverse audiences and fostering a sense of community around the game. [1h]

• Myth's extensive following is likely to attract both Web3 gamers and traditional gamers, increasing Shrapnel's visibility across different segments of the gaming community. [2a]
• The micro-influencer strategy is expected to drive player acquisition by engaging niche audiences and fostering a strong community around Shrapnel. [1h]

Areas for Further Information

While Shrapnel's influencer strategy shows promise, there are several areas where more information is needed to fully assess its effectiveness. For instance, there is limited information on the specific types of content produced by influencers, their reach across various platforms, and the metrics used to measure the impact of influencer collaborations. Additionally, there is no information on exclusive partnerships, influencer-exclusive events, or how Shrapnel handles situations where influencers criticize aspects of the game.

• More information is needed on the types of content produced by influencers, such as gameplay videos, strategy guides, and reviews.
• The reach and follower count of influencers across various platforms are not disclosed, making it difficult to assess the potential impact of their content.
• There is no information on exclusive partnerships, influencer-exclusive events, or how Shrapnel handles criticism from influencers.

Conclusion

Shrapnel's influencer strategy, which includes a partnership with Myth and a micro-influencer approach, shows potential for enhancing the game's visibility and fostering community growth. [1a] [2a] However, there are areas where more information is needed to fully evaluate the effectiveness of this strategy. Further research should focus on the types of content produced by influencers, their reach, and the metrics used to measure the impact of influencer collaborations.

• Shrapnel's influencer strategy aligns with its marketing objectives, leveraging both major and micro-influencers to increase visibility and community engagement. [1a]
• More information is needed on the types of content produced by influencers, their reach, and the metrics used to measure the impact of influencer collaborations.
• Future research should also explore exclusive partnerships, influencer-exclusive events, and how Shrapnel handles criticism from influencers.

References

[1] Jon Jordan. How UGC extraction shooter Shrapnel is shaping up. BlockchainGamerBiz. 11 Apr 2024. Available from: https://www.blockchaingamer.biz/features/interviews/31534/don-norbury-shrapnel-ugc-shooter/

[2] Shrapnel. Shrapnel Whitepaper. Shrapnel. 31 Jul 2023. Available from: https://files.radon.gg/whitepaper.pdf