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Wargaming partners with influencer platform Captiv8

Wargaming partners with influencer platform Captiv8

Today, game developer and publisher Wargaming announced a partnership with AI powered influencer platform Captiv8

The World of Tanks publisher has chosen Captiv8 to head up the planning and execution of its branded campaigns, utilising the platform's programmatic buying platform.

Captiv8 aims to alleviate the time spent creating campaigns, finding the right influencers and tapping in to their audience. Its AI powered platform can automatically create and post content relevant to a specific audience, and then promote it based on customised metrics.

“With their ability to execute branded content, at scale, Captiv8’s technology has driven significant results for our brand. We’re looking forward to expanding our collaboration in the future,” said Wargaming COO Marat Karpeko.

Goal-based buying

The partnership also marks the launch of Captiv8's goal-based programmatic buying solution. This allows brands to automatically post and promote content on influencer profiles.

While this sounds like it may compromise authenticity, influencers still have complete control over what can be posted through their accounts.

"The creator reviews/approves the deals before anything is posted to ensure it is authentic and that it is in line with the amount of deals they are looking to push out, in relation to the rest of their content." Captiv8's head of marketing Laura Danforth tells InfluencerUpdate.biz. 

Captiv8 also has a free influencer database, where marketers and companies can search for the right creators. The database contains information and metrics for over a million influencers. 


Editor

Danielle Partis is editor of PocketGamer.biz and former editor of InfluencerUpdate.biz. She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.