Affiliate Marketing

Affiliate Marketing is a widely used and known when promoting or trying to sell a new product, such as a video game. What is it though?

Well affiliate marketing is when a company gets a third party to help promote their product. Now in the modern games industry this is usually done by getting well known names and faces, such as influencers who make use of available streaming services like Twitch, to either be the first to play the game or just get them to play the game.

I can vouch for this personally as most of the people I follow on twitch are currently playing Dead By Daylight and whilst I am not the biggest horror fan, I am somewhat tempted to play. If by anything to get the chance to play alongside them.

Another example of this could be DnDBeyond and their sponsorship of not only Critical Role but other dungeon and dragons streams, which as such as lead to a massive surge in use of the online digital tool (granted the pandemic may also have played into their subscribers last year).

Using this marketing technique helps a company reach out and advertise to an already established audience instead of having to create one from scratch, but this doesn't exactly come cheap especially if hiring a very high profile person as an affiliate to help promote a product (Herzog, 2021).

Bibliography

Herzog, S., 2021. Affiliate Marketing. HG1N34 - Digital Marketing Fundamentals..