Going Mobile: Using influencer marketing to launch a classic game to an all-new audience

James Day
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James Day: Jagex Games Studio, UK

Journal of Digital & Social Media Marketing, 2020, vol. 7, issue 4, 298-305

Abstract: Influencer marketing is fast becoming an integral part of the marketing mix for brands. However, as with most forms of emergent marketing, how to track its true value effectively and accurately remains somewhat mysterious. Through analysing the campaign for Old School RuneScape’s launch on mobile, as well as some pioneering research in conjunction with Google, this article aims to show the impact of the ‘untrackable majority’ in influencer marketing.

Keywords: influencer marketing; influencer; marketing; YouTube; gaming (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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