In web2, the marketing stack is rich in every area that matters - when a marketer wants to spend on a game, they have many places to do it, they can scale budget up and down as needed, they have the tools to measure how effective the spend is by channel, they can measure revenue events and many other different kinds of downstream activity for days, weeks, months and even years down the line. They have the analytics tools to segment and understand their player personas, and can effectively target these users across a wide variety of channels that serve particular niches. Incredibly accurate LTV models can be built from the data available, and ROAS can be calculated even on a long time horizon.
And none of this is true in web3! The anonymity and pseudonymity of web3 makes segmentation and understanding of personas hard if not impossible, and while everything on-chain is by default completely transparent and open, having the wallet and the tokens it contains be the primary identifier is severely limiting.
In this episode, your host Niko Vuori talks to three leading minds in web3 marketing - Quinn Campbell (VP of Growth at Sky Mavis), Justin Vogel (Co-Founder at Safary) and Warren Woodward (Co-Founder at Upptic) about the challenges web3 marketers face, the tools that need to be built and the current tactics that need to be employed to grow a web3 game.
Sky Mavis: https://www.skymavis.com/
Safary: https://www.safary.club/
Upptic: https://upptic.com/
The ~80 web3 marketing leaders tracked by Safary: https://twitter.com/Safaryclub/status/1580235410147377158
If you would like us to discuss any other blockchain gaming-related topics, do reach out at metacast@naavik.co. We’d love to hear your general thoughts and feedback too!
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