150K+ YouTube views in 10 days: How a free MMO game used influencers to drive awareness for a token listing

Campaign Overview

The client is a free-to-play MMO game that has been on the market for over three years, with an established player base and a fully functional in-game economy.
In November 2025, the project entered a new growth phase with a token listing start, aiming to inform existing users about the update while simultaneously attracting new gamers from Web3 and Play-to-Earn communities.

The primary focus of the campaign was awareness, education, and early user acquisition, rather than short-term monetization.

Campaign Objectives

The client set the following goals:

• Inform the gaming and Web3 audience about the token listing start
• Increase brand awareness among new gamers
• Drive organic interest in a free MMO game with real gameplay
• Reach users in the EU region
• Test YouTube influencers as a scalable acquisition channel

Campaign strategy

Based on Bitmedia’s previous influencer-driven gaming campaigns, we selected YouTube as the core traffic source, focusing on creators with gaming, NFT, and Play-to-Earn audiences.

Key strategic elements:

• Mix of Tier 2 and Tier 3 YouTube influencers
• Strong focus on gameplay reviews, walkthroughs, and “how to start playing for free” content
• Emphasis on free entry, rewards, and long-term gameplay
• Clear messaging around the token listing start
• Full tracking via UTM links and GA4

Influencer selection & execution

A total of 14 YouTube influencers were onboarded for the campaign.
Creators covered multiple languages and regions within the EU, which guarantees broad exposure across different gaming communities.

Content formats included:

• Gameplay reviews
• “How to start playing for free” guides
• Airdrop and reward explanations
• Deep dives into the game’s mechanics and economy

All videos included tracked UTM links directing users to the official token sale and game entry pages.

Campaign performance highlights

Despite being primarily an awareness-focused campaign, the influencer placements delivered strong engagement and visibility:

• Total reach/views: 150,000+ (YouTube)
• High engagement rates, with multiple creators exceeding 7–13%
• Strong audience interaction reflected in: hundreds of likes per video; active comment sections discussing gameplay and rewards
• Consistent traffic flow to the website via UTM-tracked links

Several videos continued generating views after the campaign ended, extending the campaign’s impact organically.

All influencers involved in this campaign are long-term Bitmedia partners. We have been working with these creators for an extended period of time and have a deep understanding of their audiences, performance metrics, and content formats. This allows us to build campaigns based on real data, not assumptions, and ensure consistent quality across influencer placements.

Top Performing Creators (Examples)

• FinTechChannels – 37,816 views (in-depth game review)
• Seroy – 26,015 views with strong engagement
• PlayToEarn_com – 9,947 views and 420 comments, indicating high audience involvement
• CriptoBR – 3,529 views with strong regional relevance
• Mind-The-Chart – 12,687 views with one of the highest engagement rates (13.72%)

Tracking & Attribution

All influencer traffic was tracked using custom UTM links and monitored via Google Analytics 4 (GA4).

The campaign successfully generated:

• New user registrations
• Early-stage interest ahead of the token listing
• Valuable data on which influencer tiers and content formats perform best for MMO gaming audiences

While revenue was not the primary KPI, the campaign provided actionable insights for future performance-driven scaling.

Key takeaways

• YouTube influencer marketing is highly effective for promoting free MMO and Web3 games
• Educational and gameplay-focused content builds trust and long-term interest
• Tier 2 influencers delivered strong reach, while Tier 3 creators provided high engagement and niche relevance
• Awareness campaigns around major milestones (such as token listings) help warm up audiences before performance phases

Conclusion

This campaign demonstrated that influencer-driven awareness is a powerful growth lever for established free-to-play MMO games entering new stages of development.

These and many other vetted creators are available through the Bitmedia influencer marketplace. Advertisers can also request a custom influencer mix tailored to specific GEOs, languages, and campaign objectives by contacting their Bitmedia account manager. This flexible approach enables brands to scale influencer marketing efficiently while maintaining full transparency and performance tracking.