作者：Richard Atlas

哈喽朋友们！

这里是Clever Endeavour Games，关于我们最近发行的游戏《超级鸡马》，我们主要通过内容创造者进行游戏宣传。而这里的内容创造者指的是那些在YouTube上录制游戏玩法视频，在Twitch上玩游戏的人。

Ultimate Chicken Horse(from gamasutra)

我今天想和你们分享的是我们是如何从YouTube上那些大受欢迎的人（游戏邦注：如Pewdiepie，Markiplier，JackSepticEye，SeaNanners等等）手上获得视频。终有一天（希望是不久后的将来）我们将能够写下这些视频对于我们游戏销量的直接影响。而今天我将只是谈论我们是如何接触到这些人。

在开始前我想先声明：我们并非通过与这些内容创造者进行直接联系而获得这些视频，因为我们从未进行过这样的联系。

只接近那些可能会玩你的游戏的人

Youtubers(from gamasutra)

上图是两个Youtuber，其中一个只玩《部落战争》，；另一个正在玩《使命召唤》。为什么我们要选择其中的一个与他们谈论《超级鸡马》呢？实际上，右边的Ali-A更加多元化，我们希望在发给他游戏/宣传内容前观察他会玩些什么内容。如果你将游戏发送给那些根本不会玩它的人，你的工作便白费了。在这些内容创造者的社区进行口头宣传其实与在游戏开发领域中一样。你应该在发送游戏前再三思考。

确保你的电子邮件足够吸引人

面向真人创造电子邮件。即使某些内容是经过复制黏贴的，你至少也要写清楚对方的名字并解释为何你认为他会喜欢你的游戏。不要以“密送”形式群发电子邮件：因为这样接收者便会知晓你是这么做的。而如果你需要将电子邮件发送给一列对象，千万不要一不小心将其发送给地址栏中的所有对象。

从较不知名的Youtuber/Streamer开始

那些以“YouTube”为生的人都知道内容就在那里。较不知名的内容创造者会关注那些知名的内容创造者，而那些知名的内容创造者也会为了获取新内容去观看较不知名的内容创造者的内容。以下便是你需要接受这一建议的几个原因：

1.较不知名的内容创造者更有可能阅读你的电子邮件并且通常都会做出回复。

2.口头传播可上可下（游戏邦注：基于内容创造者的规模/粉丝数），所以如果有很多较不知名的内容创造者在玩你的游戏，那么知名的内容创造者便会看到它。

当我在谈论较不知名的内容创造者时我指的是那些订阅者在5万至50万之间的人，这是在Youtube上的情况。而在Twitch，我们很难去评判多少粉丝才算大号，不过我仍会以1万至20万作为开始的标准。我认为只要内容创造者能够提供足够出色的内容，你就应该在他们索要代码的时候提供给他们，而如果对方订阅者只有400的话你就不要白费力气了。

与社区建立良好的关系

我们会尝试着在大多数YouTube视频中留下评论，而来自社区的反馈真的非常有用！人们通常都不会想到开发者就在自己身边，所以当YouTuber看到社区成员/粉丝与开发者之间的交流时，他们便会对开发者感到敬重。

在Twitch上，如果你觉得对自己有帮助的话你也可以暴露身份。Streamer非常欢迎你这么做！当然了你并不需要那么拼命地去配合身处不同时差的Streamer。

（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转发，如需转载请联系：游戏邦）

YouTuber / Streamer Outreach and the Importance of Starting Small

by Richard Atlas

Hello friends!

Here at Clever Endeavour Games, for our recently launched title Ultimate Chicken Horse, we depend highly on content creators to help spread the word about our game. Content creators in this case refers to people recording gameplay videos on YouTube, playing the game on Twitch, etc.

What I wanted to write about today is how we went about getting videos from some of the biggest names on YouTube (Pewdiepie, Markiplier, JackSepticEye, SeaNanners, etc.). Someday, hopefully soon, we’ll do a proper write-up about the direct effect those videos have on sales. For today however, we’ll keep it more general and talk about how we actually reached those people.

Before we break it down, I’d like to debunk a quick assumption: we didn’t get those videos from direct contact with these content creators, because we’ve never actually had that contact.

Approach only those who might actually play your game.

Above are two YouTubers, one of whom only plays Clash of Clans and the other who is playing Call of Duty. Why would we approach either of them to talk about Ultimate Chicken Horse? Well, actually, the one on the right is Ali-A and is more of a variety streamer, and we would look into what kind of stuff he plays before sending the game / our pitch. If you send your game to people who would definitely not play it, you’re being spammy and people don’t like that. Word spreads in their community just like it does in game dev! Think before you send.

Personalize your emails.

Make your emails out to an actual person. Even if some of it is copy pasted, at least write their name and why you think they might like your game. Don’t batch email with the recipients in “bcc:” because people know that’s what’s happening. And for the love of any and all gods, if you need to email to a list, don’t email to the whole list in the “to:” field.

Start with the smaller YouTubers / Streamers.

People who “do YouTube” as a living are aware of the content that’s out there. The small ones are following the big ones, the big ones are watching the smaller ones for new content. There are a couple of reasons for following this piece of advice:

1. The smaller channels will listen to you, will read your email, and will often respond.

2. Word spreads both up and down (in terms of content creator size / following), so if enough smaller folks are playing, the big ones are likely to see it.

When I talk about “small” by the way, what I mean is somewhere in the 50k – 500k subscribers range or so, for YouTube. On Twitch it’s much harder to tell how big the following is but I’d still say around 10k – 200k is small enough to start. I think you should always give codes to content creators if they ask for it as long as they’re putting out decent content on a regular basis, but I don’t think it’s worth your time to go searching for people with 400 subscribers.

Engage with the community(ies).

We try to leave comments on most YouTube videos, and the response from the communities is really great! People don’t expect that the developer will actually be there, and when a YouTuber sees a back and forth between one of their community members / fans and the developer, it earns some respect in their eyes.

I figured a picture of an angry mob was better than a friendly one, even though these tend to be quite positive interactions

On Twitch, it’s nice to hang out in chat and to do giveaways if you feel it will help you. Streamers really appreciate it! Of course don’t kill yourself to be up at 3am when someone in Portugal is streaming, but do what you can.

Here’s an older video of Markiplier playing, in case you were curious to see!

That’s all for now, feel free to put your own strategies or ideas in the comments!(source：Gamasutra）