Connect with us

Tech

How influencers are transforming the gaming industry

Published

on

Digital influencer reading a magazine
Influencer industry expects to hit $15 billion in 2022.

Projections show that by 2023, there will be over three billion gamers worldwide, and the industry’s rapid growth shows no signs of slowing down.

Close to 90% of all influencer marketing campaigns include Instagram as part of their strategy, but when it comes to gaming influencers, other platforms have proven to be more effective, according to leading influencer marketing agency HypeFactory.

In such a competitive and exciting industry, companies have to make bold strategies to put their products in front of prospective customers. As a result, influencer marketing is transforming the industry.

Today, people of all ages and from all walks of life are enjoying games on their phones, computers, and consoles, with blockbuster games regularly compared favourably to Hollywood movies and industry-leading titles such as Fortnite, Raid: Shadow Legends, Overwatch, and Grand Theft Auto V being classed among some of the most successful media products in the world.

Regina Tsvyrova – Chief Operating Officer at HypeFactory, commented:

“The gaming industry has come a long way over the last few decades. What was once a niche hobby, enjoyed by small communities occasionally, has grown into a global phenomenon with an industry value of more than $150 billion.”

In parallel, the influencer industry has also shown rapid growth in recent years, with the market effectively doubling in size in 2016 and expecting to hit $15 billion in 2022.

“With younger generations, in particular, increasingly relying on their favourite online personalities and social media stars for product and lifestyle recommendations, brands can enjoy impressive results through influencer partnerships, building awareness, and demand for their products and services. It’s easy to see why the status of influencers are rising daily,” added Tsvyrova.

Instagram dominates influencer marketing in general, but when it comes to gaming, YouTube stands out as the best option for gamers influencing traction, according to HypeFactory. With some of YouTube’s most subscribed accounts being video game players, it’s clear to see that the potential reach for an influencer campaign of this kind can be enormous.

Gaming commentary, reaction videos, and ‘Let’s Play’ videos, in which content creators play through a game progressively over a series of videos and react in real-time, routinely rack up hundreds of thousands, or even millions of views in certain cases. Gamers appreciate being able to see a game in action in video format, rather than simply looking at still images or screenshots on other platforms, such as Instagram.

New platforms devoted entirely to video games, like Twitch and TikTok, have also proven to be hugely popular for influencers.

There’s a lot that goes into building an efficient gaming influencer campaign, and HypeFactory would know, becoming the go-to influencer marketing agency for many leading brands. So how do developers, publishers, and other gaming professionals make effective use of influencer marketing to generate hype and attention for their app or game?

“It all begins with finding the right format for each promo and choosing a platform that appeals to the intended audience, before selecting a form of promotion that best suits the game in question,” advised Tsvyrova. “This could be a simple minute-long gameplay clip as part of a larger YouTube video, or a live ‘Let’s Play’ stream.”

“Forecasts, predictions, and data analysis can assist with the development of an influencer campaign, and influencer marketing agencies are able to manage this, making use of a range of technologies and systems to plan out the best course of action for each campaign.”

From late 2019 into 2020, HypeFactory recruited multiple YouTubers across several regions to promote the latest medieval strategy title, Hustle Castle, by MY.GAMES, to a larger audience by introducing the game to players in new markets.

HypeFactory worked together with 40 influencers to show off the title to hundreds of thousands of subscribers. It made use of various techniques to captivate audience attention and generate clicks and interest in the game, from 60-90 second video clips to links in the video descriptions and comments.

The campaign overachieved its targets and reached a total coverage of 6.3 million.

“This is just one example of the power of social media influencing when it comes to video game marketing,” concluded Tsvyrova. “TV spots and magazine coverage can still help to sell games, but it’s clear to see that influencer marketing is becoming an increasingly dominant force in this field and should form an integral part of any serious studio’s marketing efforts.”

For more information, please visit their website at https://hypefactory.com.

EuroNewsweek is a dynamic news platform featuring lifestyle, sustainability, successful stories, tech, leadership, creative marketing, business, and the unstoppable people behind them.

Tech

How to use AI to scale your business

Published

on

A group of creative people in a meeting
AI can be utilised by all types of companies, from small startups to established firms. | Photo: Jason Goodman

The moment you decide to scale your business is incredibly exciting. Maybe you’ve got a great idea for a new sector or product you want to bring to your existing customer base. Or, you want to take your business from a part-time endeavour and make it your full-time livelihood. Regardless of your reason for deciding to scale up, it’s a significant commitment. As a result, you may be struggling to find the time to get started.

Taking the next step in your business can often feel like you’re venturing out of your comfort zone, but modern technology solutions are on hand to help. Artificial intelligence (AI) is breaking down barriers for entrepreneurs and big business owners alike, allowing everyone to benefit from time management, invoicing and creative tools that previously may have required another hire within the team. That’s not to say that AI can replace humans; but for those at the start of their scaling journey, it can represent a smaller financial commitment before taking the plunge and hiring a full-time expert or assistant. Plus, it can speed up many repetitive or data-heavy tasks.

In this post, we explore four ways AI can help you to take your business to the next level.

Find more leads to target

Unless you’ve got an inbox full of customers just waiting for you to release new products or services, the chances are that you’ll need to be proactive when it comes to getting new leads and converting those into sales. Trawling the internet to find stockists, brands who might want to work with you or even just looking through your own database of people who have purchased something previously is extremely time consuming.

AI can take on these tasks for you, meaning that you simply have to review the information and then decide on whether to get in touch with these contacts personally. Additionally, it can help you with creating customer personas and gathering audience insights, hopefully increasing your chances of success once you do pitch.

Increase your marketing capacity

Part of running a successful business is being known and seen in the marketplace, allowing you to remain competitive. In the modern world, that means you need to cover a huge variety of platforms, each with their own unique content strategy. Considering that includes everything from social media to email newsletters, that gives you a lot to do.

AI can help by creating outlines for emails or posts that you can then review and add your personal touch to, significantly reducing the time you need to spend on this task. Or, it can take content you’ve already rewritten and repurpose it for a different platform and audience, allowing you to extend your reach with minimal effort.

Automate and track your finances

Hopefully, as you increase your offering, your number of sales will also increase – but with that comes a rise in the number of invoices you need to create. Financial tasks are one of the areas where AI can be invaluable, as it’s a data-oriented process, which is where this technology tends to excel.

Setting up your business on a platform that works with AI can allow you to automatically generate invoices when a certain trigger is hit – for example, the day after you’ve delivered a service for a client. Plus, it can recognise when invoices haven’t been paid, sending the customer a reminder that their bill is due.

From an accounting perspective, AI can track and categorise your expenses and income. Especially when you take on more employees, this can be incredibly useful, saving you hours of time and hassle when it comes to closing the month.

Gain key data insights

Making the right decisions about which direction to take your business in can be hard. You may have a gut feeling about which markets to target or products to create, but without evidence, it can be difficult to take the risk and put money behind this decision.

AI can help you understand the trends that are happening in your industry, as well as forecasting the impact certain decisions will have on your business. Whilst things can always change, having some data-driven insights into what your future might look like can help you understand how it might be best to progress.

Supercharge your business

AI is a tool that can be utilised by all types of companies, from small startups to established firms. Rather than looking to replace human input, AI can act as a helpful assistant, reducing the financial and time risk associated with scaling.

Continue Reading

Tech

Names and physical addresses of 49 Million Dell users leaked

Published

on

A woman in pajamas using a Dell laptop
The data reportedly encompasses information on systems purchased from Dell between 2017 and 2024

This week, US technology company Dell notified customers about a data breach involving customers’ names and physical addresses. While Dell states that the accessed database contained limited types of customer information related to purchases from the brand and believes there is not a significant risk to its customers given the type of information involved, the company acknowledged yesterday (May 9) that the data accessed via its portal also includes hardware and order information, such as service tag, item description, date of order, and related warranty information. According to Dell, the information involved does not include financial or payment information.

Upon identifying the incident, the American company founded in 1984 says that it has “promptly implemented our incident response procedures, began investigating, took steps to contain the incident and notified law enforcement”. Dell has also engaged a third-party forensics firm to investigate this incident.

On April 29th, the tech website Daily Dark Web published an article disclosing that a hacker was selling access to a database that allegedly contains 49 million Dell customer records. The data reportedly encompasses information on systems purchased from Dell between 2017 and 2024, and the stolen information would include full names and addresses.

Dell suggested customers to check a page with tips to help avoid tech support phone scams

What to do if you have been affected by Dell’s data breach

In an email sent to its customers on Thursday (May 9th), Dell informed them that an internal investigation indicated their information was accessed during the incident. However, the company stated that it doesn’t ‘believe there is significant risk given the limited information impacted.

You read it correctly: Dell doesn’t believe that attackers gaining unauthorized access to 49 million users’ names and physical addresses, leaked due to a data breach, poses a significant risk. The company signed off the warning email suggesting that people “should always keep in mind these tips to help avoid tech support phone scams. If you notice any suspicious activity related to your Dell accounts or purchases, please immediately report concerns to security@dell.com.”

The linked blog page, posted in 2018, offers tips such as ‘hang up immediately if you receive a suspicious call’ and ‘hang up if an unsolicited caller pressures you to act quickly.’ However, it is unclear why Dell is informing people about phone scams, as the company states that the recent data breach, which involved the leak of physical addresses of 49 million Dell users, did not include email addresses or telephone numbers.

Continue Reading

Tech

AI experts explore ethical video tech for patients prone to falls

Published

on

Dr Alan Godfrey and lead researcher and PhD student Jason Moore
Dr Alan Godfrey and lead researcher and PhD student Jason Moore

Video-enabled glasses have the potential to support patients at risk of falls by allowing medical staff to monitor how they move around their homes and their community. However, with privacy concerns at the forefront of this new technology, academics at Northumbria University have carried out a cutting-edge study into the ethical use of AI to ensure video footage can be obscured to ensure patient privacy.

Traditionally patients at risk of falls have been assessed based on information they provide themselves in diaries or during short in-clinic observation appointments. However, these do not provide clinical teams with objective, digital data on how patients move around outdoors and in their home environments – the areas in which they are most likely to have a fall.

Trials of inertial wearable technology worn on the lower back – similar to that used in a smart watch – to track patients’ walking movements, known as gait, are proving valuable but there are still pitfalls due to a lack of contextual information around where a patient is, who they are walking with and what activities they are carrying out.

In a bid to both improve, and personalise, patient care for those at risk of falls through illness or age, experts have been keen to explore how they can improve assessments and gain a fuller picture of what might be contributing to any abnormal gait data captured by the wearable devices.

Asking patients to also wear video-enabled glasses will provide much more accurate information on how they move depending on their surroundings, including obstacles and other hazards, where they are at the time and what might be putting them at increased risk of falls.

However, although the use of video technology has many potential benefits, patients wearing these video-enabled glasses – and their families – must be able to maintain their privacy.

In a bid to test how these privacy concerns could be overcome, a group of computing and digital health experts ran a technology pilot to test the application of new AI software that can blur personal data and information captured by video glasses – for example photographs around the home, footage of children or confidential paperwork.

They found that the AI software could successfully analyse the raw video footage and detect and blur details such as faces, letters and laptop or phone screens, ensuring patient privacy could be maintained.

Their research has now been published in Nature Digital Medicine.

Dr Alan Godfrey, Associate Professor in Computer and Information Sciences at Northumbria University, said: “As you can imagine the variability in how people move when they’re completing different tasks is enormous.

“The data or information provided from an inertial wearable device attached to someone when they’re wandering around their house will inevitably differ from the same person when they’re outdoors or walking more quickly to get somewhere or to keep up with someone. This means that while the use of an inertial wearable alone is helpful, it tells us nothing about the context in which a fall may occur.

“Having absolute clarity about the environment and what people are doing is key.”

He added: “We wanted to assess how new developments in AI would allow us to provide video-enabled glasses that would allow medical staff to observe patients’ movements in real environments over a longer time period without invading their privacy.”

The paper demonstrates that by combining information from the wearable device that records gait data with footage captured by video glasses which is obscured where necessary thanks to the ethical use of AI, clinicians have a much more comprehensive picture of how patients’ move in their own surroundings.

This could lead to significant improvements in the accuracy of patient fall risk assessment and in the decision-making process around patient care.

Speaking on the study, lead researcher and PhD student Jason Moore, from the Department of Computer and Information Sciences at Northumbria University, said: “Traditionally the use of video within the home has caused some apprehension among patient populations as a result of privacy concerns owing to what else may be captured on camera.

“However, through the use of AI software that can identify and obscure personal or sensitive information we can effectively capture the contextual information that will allow us to better understand abnormal gait data, whilst overcoming the concerns patients may have around the use of video technology in their own homes.

“The benefit of providing this contextual information is that clinicians will have a fuller picture for each individual patient which could ultimately allow them to provide more informed care plans and potentially keep more patients in their own homes for longer.”

The research involved experts from Northumbria’s departments of Computer and Information Sciences; Nursing, Midwifery and Health; and Sport, Exercise and Rehabilitation, as well as representatives from Northumbria Healthcare NHS Foundation Trust, and the Cumbria, Northumberland and Tyne & Wear NHS Trust.

Continue Reading

Trending