Overview

War Thunder is a cross-platform, military-themed multiplayer game developed by Gaijin Entertainment, known for its realistic vehicular combat across air, land, and sea. Featuring meticulously detailed vehicles from multiple eras and nations, War Thunder delivers an immersive experience combining strategy, skill, and historical accuracy. The aim of the campaign is to drive awareness and engagement for War Thunder among the core audience of strategy and military simulation gamers.

Target Audience (TA): Gamers aged 18–34 

Client: War Thunder - Gaijin Entertainment

Status: Ongoing

Number of Collaborations: 100+ Activations

Geography: NA, T1 EU, AUS

Platforms: YouTube 

Execution Strategy

  1. Creator Alignment & Scale: Identify and source creators within the appropriate genre that align with the brand’s target audience, ensuring a sufficient volume to meet performance objectives.
  2. Market Expansion:
    a)     Expand into the Latin American (LATAM) gaming market by sourcing high-performing gaming creators to establish a strong regional presence.
    b) Scale efforts in the English-speaking market by testing anime and commentary channels, leveraging their engaged audiences for broader impact.
  3. Maximized Impact: Execute high-performing dedicated content integrations, driving over 3 million+ views of pure dedicated content to enhance audience engagement and brand recall.
  4. Budget Optimization: Allocate and distribute the monthly marketing budget efficiently to sustain consistent brand presence and campaign momentum.
  • Specialized Team Formation: Build a team with deep expertise and a strong understanding of the gaming space, ensuring strategic execution at scale.

  • Performance-Based Negotiation: Secure creator partnerships within optimized CPM margins to maximize cost efficiency and reach.
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  • Consistent Budget Deployment: Maintain disciplined monthly spending to ensure sustained visibility and impact, adjusting allocations based on performance insights.

Key Takeaways

  • The curated list of creators such as Bitt3rSteel, Crowmeda, Jakeyosaurus, and others showcased a blend of micro and macro influencers—balancing reach with community trust.

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  • Inclusion of military analysis and history-focused influencers (e.g., Simple History, Sciencephile the AI) added authenticity and depth, effectively appealing to War Thunder’s niche.

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  • Consistent budget deployment and performance-based negotiations ensured cost-effective CPMs while maintaining campaign momentum.

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  • CPM-optimized creator partnerships maximized visibility while keeping costs predictable and sustainable.

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