How To Email Influencers To Promote Your Game

One of the biggest problems developers face when trying to get influencers to play their game is simply getting a response. Most outreach ends up with silence, but it is absolutely possible to break through.

I wanted to show you what we do at Glitch to get influencers to reply, using two real examples. One game has a $100k marketing budget. The other is a small indie title where influencers play for free.

At Glitch we rely heavily on data to understand what works and what does not. Here are the key takeaways for your own influencer outreach:

Multiple Follow Ups: Looking at our data across both games, the first email consistently had the lowest reply rate. Emails two and three drove the most replies. Even the fifth follow up still gets responses.

If you are not hearing back from influencers, make sure you are sending multiple follow ups. They get a huge volume of messages, so persistence matters.

Volume: In one campaign, we sent nearly 600 emails to get 40 replies. Influencer outreach is a numbers game. Even the game with a $100k marketing budget sent over 300 emails.

If you are only emailing 10, 20 or even 50 influencers, it is not enough. Also do not buy lists. Influencers churn constantly, old emails go inactive and creators shift focus. Only target relevant and active influencers.

Shameless plug:- One of the features on our platform is automated sourcing of relevant influencers. We can identify about 1k quality influencers for a game in roughly a week.

Budget Matters: Your budget influences who is likely to work with you, though it is not an absolute rule. The biggest difference between the $100k budget game and the indie game was who responded. Mega and Macro influencers usually reply when there is money on the table or when their talent managers see a paid opportunity. Micro, Nano and Mid tier creators are much more open to negotiation or playing for free.

So based on your budget, decide who you should focus your time on so you are not wasting effort you could be putting into development.