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Open Loot Spaces
Recorded: May 28, 2025 Duration: 1:00:01Space Recording
Short Summary
In a recent discussion, industry leaders explored the launch of innovative projects like Soulbound TV and Samurai Saga, while emphasizing the growing significance of live streaming in Web3. They shared insights on effective outreach strategies that have led to impressive engagement growth, highlighting the importance of data-driven marketing in the evolving crypto landscape.
Full Transcription
I'm going to go to the next video.
I'm going to go to the next video.
I'm going to go to the next video.
I'm going to go to the next video. Thank you. Thank you. Music Thank you. Thank you. Hey, good morning guys.
So today's space is going to be just a little bit different. We have a wonderful speaker, Soulbound, and Mr. or Mrs. Walt Disney. So, hey, Casey, is that you, Casey?. Awesome. Yeah, so generally these spaces aren't super big,
but I thought we'd have a really good open public forum
just to talk about what we're working on, how we're approaching it.
That way, if the community sees that they can help,
it would be very interesting.
It would be very great to do so.
Yeah.
So maybe we can start with a little bit of introductions Casey do you want to go first yeah a pleasure meeting everyone
here and Ryan thanks for inviting this is Ryan right yeah Ryan that's me cool cool yeah quick
intro about myself anyways I've been in tech for my entire career and spent like 15 years in the mobile ad tech space.
So mobile advertising technology and actually worked with big time CMO, Mike, for a few years.
CMO Mike for a few years we both actually had a similar platform and almost
competitors actually but slightly different market that we went after and
we built a programmatic platform for buying and selling ad impressions in
real time so basically allowing you know anyone or advertisers or apps and games
to buy ads through apps and mobile websites and basically cross it back to try to
get conversions to installs, track those metrics, down funnel metrics on like did the user get to
level one, level two, which region were they in, how much was the CPI and try to manage a lot of
that. And so yeah, spent my, you know, kind of got started in my career there. And now working on Soulbound TV, which is basically Twitch on chain.
So full featured live streaming platform.
And you can go live immediately.
We support OBS and multicasting.
And you play games and just kind of do whatever you want.
You play games and just kind of do whatever you want.
And we're just building a lot of new features,
supporting creators to monetize more quickly,
easily, and efficiently than you can on, you know,
these legacy live streaming platforms.
Awesome. Great intro.
Boss fighters?
Oh, man. I don't know if that's a little bit.
That is highly unpleasant.
Yeah, that was not great.
How about we have Kobe on Shepko?
Yeah, what was the question what I do?
Sorry, I'm a little bit...
Yeah, just a quick intro would be good.
Yeah, so I'm the community community manager and uh web 3 advisor for
the desolation i handle pretty much all of our pr and outreach i handle a lot of just the general
marketplace activity well not activity but i i keep track of it i am just just here most of the
time honestly i do a lot of different things and I typically just fall under more of a managerial position in a lot of cases.
Awesome. And then Walt Disney, are you a big Disney fan?
I am. I can't say I'm the biggest fan of what the company's doing right now, but, you know, I definitely love the man.
I thought he was an excellent role model for innovation and technology.
He was an excellent role model for innovation and technology.
My role is I work with the team over at Samurai Saga,
and we're building out a pretty awesome melee-style combat game,
somewhat futuristic.
Everybody likes that whole era with the samurai, that kind of thing.
So it's definitely a little bit
of more on the cyberpunk side, but it's, it's, it's such an awesome game. I'm so proud what the
team has built. And, uh, I, I was looking over at open loot and what you guys were like posting
and stuff. And it looked pretty fun. Um, I I'm always looking for games and, um, especially
with soul bound. Um, I was, I've been streaming, uh, a lot and I've been streaming a lot
and I've been playing with like Luana
and Van Ho and stuff and we were trying to find out
how we can possibly monetize
a web 2
game repo into
making it web 3 so maybe that's something
we can talk about Soulbound
Oh nice, I've seen a few
streamers streaming that recently
I think Livimi has been one Livmi has been one streamer on it.
But yeah, let's jam on that.
Okay, cool. Let's see if Boss Fighters mics
fits a little. It works now. So I believe it's
Vadim behind the mic. Vadim, are you there?
Oh, no, it's bad again okay oh god that's not good player trying to kill itself yeah that's uh that's not very pleasant
cool so maybe we can figure out how to get your mic to work down the line. Just message me if you need any help.
But so today's topic is about streamers. And when we think about like Web 2 and Web 3, streamers is actually like a huge form of content creation.
actually like a huge form of content creation um we kind of look at it like this like there's like
the youtube that's like long form and then there's like tiktok and reels short form and then streamers
is a live form so um i had a fantastic conversation with casey um was it like two weeks ago that we
talked but a fantastic conversation about like our um what we worked
on previously so um basically this is the fundamental idea so soulbound is working on
working with a lot of streamers of course they are a streaming platform but for those that don't know
we at open loot we ran a significant streaming campaign on Twitch roughly two years ago.
So I thought one really exciting part would be to be able to provide some alpha for sure.
I don't know if it's really alpha, but at least to share the story of what we worked on during that period
in order for people to understand some of the quantitative metrics behind it.
It's pretty alpha, honestly. I mean, when you shared it with me, I went back to the team and
I was like, this is insane. What you did, Ryan, was quite bananas. And so I give it to those two.
You know, everyone definitely needs to take note on this
because it's a whole feat what you pulled off.
So, yeah.
So basically about two years ago when BigTime launched the beta,
what happened was that we had a directive.
And the directive was we need to bring in Web2 players. So there's a couple approaches that we could a directive and the directive was, we need to bring in Web2 players.
There's a couple approaches that we could try there.
The first one was we were already doing short form video.
We had fantastic virality on Reels and TikTok.
From there, we decided that what makes the most sense is doing live form videos, so Twitch.
And so we basically, this is what it started like.
It was very crude in the beginning.
We basically went on Twitch and we had our team member just like start data inputting every person that was live on Twitch.
But the problem was that the outreach to conversion ratio was incredibly low
because the people that show up on the front page, they don't necessarily respond or they were too
big. We didn't have an effective data room mechanic to where or like even like a flywheel per se.
So that was like the first step. It just like going on Twitch and then collecting their names
and then DMing them on Twitch.
So our account quickly got shadow banned and muted.
And that's when I realized that that's like the problem, right?
So we needed good data.
And kind of going through this
over the course of a couple of days and a couple of weeks,
we realized that like, we needed a way to scrape it much more effectively than manually.
And there are actually two really good scraping platforms.
Well, not scraping platforms, but these are actually connected to the Twitch API itself.
It's StreamsCharts and SoliGnome. So if you go to SoliGnome.com, even right now, you're able to see kind of like just
these basic stats on Twitch overall, like how many hours watched over a seven-day period,
average viewers, peak viewers, streams, average channels, game streams, viewer ratio. And
from there, that was where we were able to download just any kind of leads.
And SoliGnome is incredible because you were able to get leads based on how many of them streamed in the last X amount of days.
So feel free to interrupt you anytime you want, Casey, if you have any questions.
anytime you want casey if you have any questions okay just kind of yeah okay yeah just to so you
Okay.
Yeah.
Okay.
can you can i wanted to walk you through the journey and i wanted to walk everyone else to
the journey just to show them like what what it's like to be on the other side especially the
marketing operations side so now we have like this lead list of leads that's like uh 40 000 users long
that's like 40,000 users long.
And we were like, okay, what makes the most sense next?
So we had another form of scraping
where someone basically pulled
every single one of their emails,
pulled every single one of their Twitch handles
and any other social media contact
that we could possibly do.
Because like, yeah, you have this list,
but you need to get in touch with them somehow. so and and so just to kind of like interrupt as you go and ask questions um to dive deeper um on each of the step process um
so you have this you so you grab their twitch handle and their twitch link and then where did
you cross-reference their email or Twitter? Was that from Twitch itself?
Or did you have to use multiple platforms to cross-reference everyone?
Yeah, so it was done.
There's a term.
It was done manumatically.
So we scraped what we could.
I forgot the scraping software.
It changes so often.
It's like Phantom Buster, I believe.
So we cross-referenced off of everything so from twitch sometimes they would have
their email sometimes they would have their Twitter or YouTube from their
YouTube you can actually scrape all their YouTube emails from YouTube and
then you can repeat that process so you go from like twitch to YouTube to email
back to Twitter back to whatever and then from there Twitch to YouTube to email back to Twitter, back to whatever.
And then from there, you're able to fill it out to like an 80% degree.
That's insane.
Yeah.
So in this team that you have to set up just to start to kind of like manual automate this.
Yeah.
How many people are doing this or it what in this cross reference like someone is
individually like looking at every email and twitch link and be like okay this is correct
um so it was sometimes it wasn't correct but um i only aim for about like 80 correctness because
like uh like what is the upside and what is the downside?
The upside is they are interested.
Okay, let's figure out what this guy costs.
And the downside is I just get an angry email, which is I'll take the angry emails.
I get a lot of them all day.
At least you get a response.
Yeah, at least I get a response.
It helps my deliverability rate.
And it was one guy.
So you pretty much want to find these market specialists for the things that you're doing. So back whenever I ran my ad tech company, like I had a dedicated developer for like scraping and then for like creatives, for media output, even for like Facebook accounts, whenever I would like, whenever those would get like paused or whatever. So like you run them through like an agency and like there's two approaches.
Either you do it yourself and it's cheaper or you find like a market specialist, which
is more expensive, but it saves you time.
And when you're focusing heavily on results, especially like within a short time period,
because like if you like don't have anything and then your boss like, hey, what did you
like get done this week?
And you're like, oh, I sent out 30 out 30 emails you're gonna get ripped a new one so um i was more
focused on like results and i was like okay let's like let's spend this money uh it costs like like
maybe 200 more but i'd rather spend that 200 and like manually do it myself so you can easily go
on like um what is it upwork and then just look for people that, like, scrape. Like, there's so many of them.
Oh, okay.
Nice.
Yeah.
That's a good tip.
And so from there, we were able to get two really important data points.
And the first data point was their Twitter DM, and the second one was their email.
So email, of course, is the most straightforward.
Most people still use it.
Yes, it's a 1990s technology, but it is like the most preferred form of communication.
And also it tracks really, really well.
You can input it into a CRM and kind of integrate everything and all the information that you
you may or may not need. So we were blasting out emails. And then the second one that I learned
may or may not need.
So we were blasting out emails.
was Twitter DMs. So Twitter DMs is actually like an exceptional way to do not just like BD,
but like marketing. And you can even do like some manual marketing there. So the issue with
the Twitter DMs is that like, unless you have a gold checkmark account, they won't take you seriously.
They actually think you're a scammer.
But what I noticed is that if you have your campaign active and you pin it to your profile,
because the first thing they're going to do is, hey, who is this guy?
And then you give a little bit of a summary.
Like, hey, we're looking for streamers to work with.
We're interested in doing a partnered, paid collaboration for them to like get introduced to
our platform in our game um that increases your conversion ratio significantly higher versus just
like you have like just random stuff in your twitter so that was like one thing that i did
that increased the response rate from like i think it was like 10 to 15 i kicked it to 40 at some
point it was it was demographic based
of course so um that's definitely like a suggestion for you casey like i would do like a like a long
form tweet and then pin it to uh soulbound uh if you're messaging from like soulbound gg or soul
bound tv um that would be that way like they can kind of understand, oh, who is this? What are they doing?
What's going on?
Yeah, yeah, exactly.
Okay.
Cool.
And then from there, it was just about scaling it out.
So once we started sending thousands, tens of thousands of emails, tens of thousands of DMs on a weekly basis, it got messy really, really fast.
So there's a couple of crms that you could use
but when when you're executing at this scale it's always about ease of use and speed and what we
ended up um converging upon was air table and a discord because like you don't want conversations
all over the place you don't want some conversations and twitter you don't want some an email you want transparency across the team for as much as
possible and especially like um for some of the like the higher level ones so initially um it was
really difficult for us to um kind of talk about like like um like the pricing because like they
just straight out be like oh like x amount of money but uh we found that like, like, like the pricing because like they just straight out be like, Oh, like
X amount of money. But we found that like when you do like these 15 minute quick intro
calls, you have a really nice deck and you presented to them, then they're much more
amenable to like a lower price point because you're able to introduce all the upside that
they could possibly have. So first of all, it's a very simple onboarding. You introduce them to the very simple onboarding process.
You tell them about your long-term vision and the ecosystem opportunities.
And the third one is additional monetization outside of the single sponsored stream.
So two of the incentive structures that we actually had was we had a way that if they
brought in a user that was x valuable
we would pay them like an x amount of money and then the second one was that like if they brought
other streamers that had an x amount of concurrent viewers and they and they were also able to achieve
the same results then then they would also get an additional fee like it was it was really negligible but it did definitely motivate them because like then they would also get an additional fee. It was really negligible, but it did definitely motivate them
because then they would start being entrepreneurial on their own.
And you end up having this K-factor approach of you meet this influencer,
and then this influencer has nine influencer friends,
and then those nine influencer friends have another 40 influencer friends.
friends have like another 40 influencer friends it's all in the same circle so so did you for
It's all in the same circle.
this for this process you did you have to build out a specific um like attribution tracking system
to bring in a user versus a streamer on their end and they get attributed to it how did that work or
so how did you so so back then this was when big time was was in closed beta, and we had these game keys.
So these game keys would be attributed to a specific influencer, and if they redeemed the game key, we would attribute it to that influencer and be able to follow them down the entire user journey from installs to level up and then like at what time they leveled up
things like that so those are like some really important metrics to track for us
okay and then the streamer is just like a referral link maybe or something
yeah it's like a basic like affiliate link um we didn't want to make it too complicated because
like a basic like affiliate link um we didn't want to make it too complicated because um the
more complicated that you make it the worse your conversion rate is so what we told them to do like
our most crude form of marketing was just a google form we were like hey here's a google form
and pin it to your twitch stream during uh during this process and um and then from there uh whoever like signs up using your google form
gets attributed it was like really crude and gross okay it is what it is it worked yeah it
worked it's simple keep it simple it works it works yeah um so what we found out that was the most effective form of the K factor marketing was a discord
because like a lot of things in business development, when you have a warm intro and they kind of
just like talk up about you, it's like, it's like when your friend introduces you to a
girl, it's like, Hey, like this guy's a, this guy's really good.
You know, um, yeah, the. The conversion rate from there was,
it was, I think, like 80 to 90%.
So, like, if someone intro'd us,
we'd be like, hey, we like them.
Can we talk to them?
And then, like, boom,
you got, like, another 40 feeds overnight.
And this was, like, really overwhelming.
Like, I remember working, like, 14-hour days
until, like, I got the funnel optimized
and cleaned up in order to justify.
And just to kind of put it in perspective,
over like a six-month period,
we had 10,000 unique streamers that played big time.
And it was definitely like an undertaking.
Of course, there's a lot of takeaways and learnings from that.
But it was a wild period.
Super, super fun, though, because it was so interesting.
So Discord ended up being the best CRM because none of these Web2 streamers,
they don't know what Telegram is.
And if you get them to download something, they kind of scream.
You really do not want them to do anything more than they need to.
But all gamers have Discord.
Discord was the thing for gaming and so you'd like you make these group chats with these um with these discord uh with with
these streamers and then they would make the next round of group chats with their friends
so they would be like an account manager in some way because they are incentivized right like
people respond incredibly high to incentives um oh wow yeah i mean yeah discord is um i actually do
remember a couple years ago i would we were we would like snipe into big times discord and
we were even at that time we were like in awe and like where are they getting all these streamers
from and like there's massive groups of these streamers uh that were just like all streaming
and talking about the game and it was even at the time was like i was like how are they doing this are you talking about
big time yeah oh oh yeah yeah yeah um yeah yeah it was a it was a wild time uh yeah that was that
was my that was my big campaign of like 20 22 to 23 maybe. Oh man, it blurs together. But yeah,
love to hear your thoughts more on this from like an outsider's perspective.
Yeah. I mean, you know, what, what we're curious on, and I think we were jamming on this on the
phone the other day is this process and this funnel that you created, you mentioned, just for everyone here on the call,
you mentioned you ended up having to build up
and hire like 10 people
that helped you kind of like facilitate
this entire onboarding mechanism.
I mean, it's like, it's a massive undertaking
what you guys did.
And obviously it's, you know,
the results speak for itself
because big time is still one of the top games. Your Fv is still you know maintaining um a very pretty high it hasn't
like fallen to the wayside like some a lot of other um web3 games have and that speaks volumes
um just like what you have done and people are still streaming the game and you know your big
cohort of users were streamers which they themselves have viewers and their own channels and communities.
Actually, just to speak on that, were you looking at different streamers view rates and, you know, engagement rates?
Yes.
Of itself?
And, okay.
Yeah, so there's two things i can address there so the
first one was uh kind of like the hiring process and then the decision making behind the hiring
process so um usually i like to be like a one-man army because um i like to figure out everything
myself but even i have okay i'm just kidding i'm'm not going to be arrogant. But I can only speak English and Chinese.
And I realized that like some of the very high converting audiences, I didn't, I couldn't
speak the language because when you have like native language fluency, that price of hiring
another person, number one, it gives you scale.
And number two, it gives you scale. And number two, it gives you premier pricing.
So I went through and we had a localized streamer manager.
So we had one for French.
Okay, so the biggest ones are Spanish and Brazilian, Turkish, Tagalog.
There's Russian, there's German.
We even had Chinese, Vietnamese, like any and every language
you could think of. And I basically saturated those to the degree that I could. And like,
the basic job hiring was like this, it was like, it was like a localized Twitch outreach
representative. So that's like kind of it's's like a, oh, streamer outreach,
something like that.
And if you spend
a little bit of time,
like you set up
like a very nice like SOP doc
about like,
here's all the,
here's all the documentation we have.
Here's everything that we do.
Here's what you need to say to them,
like the correct things to say
and just translate it
into your language.
Of course,
have some small talk.
Then all of a sudden
you have like this scaled
increased conversion ratio.
If you, if you look through the data room that i gave you um there should be some notes it wasn't like very
good notes because uh everyone's note taking like there's an onboarding process sometimes i rushed
it yeah um i noticed i noticed some notes on on some of those. Yeah. But we were able to get the pricing down very, very specifically per geographic.
There's actually a differential between Spanish and the Central American countries.
We noticed that when someone spoke Spanish and then they asked for a lot of money, they were actually from Spain.
That was really fascinating from my end. And then same thing with like Portuguese,
like generally they wouldn't quote us so high, but all of a sudden like we get this one guy,
he's like, oh, I want like $300. And I was like, uh, why? And then I was like, oh, so
this guy's from Portugal. I was like, oh wow. Okay. Very cool. But what you find out is
that like some of the Spanish streamers, their audience was actually in the Central American countries.
And then a lot of the Portuguese, their audience was from Brazil.
And you weren't able to differentiate past that.
Okay.
I'll also look through all those notes.
Hopefully those are already different.
Yeah, I mean, hopefully you've gone through a lot of it.
I think it's like 200,000 lines.
It's crazy.
Yeah.
No, it's just everyone on the call.
So Ryan did a massive solid and he sent over basically the database of streamers that they worked with and recruited over the last couple of years.
So we can start our own outreach program at Soulbound.
And I mean, it's hundreds of thousands of streamers on this
and broken down in, like, languages and regions.
And it's like, okay, I got to get this going at some point soon.
Yeah, I mean, thanks for taking the time to speak on this space.
Time to speak on this space.
But so Walt Disney and Kobe, do you guys want to chime in with any thoughts, any questions that you guys just have overall?
So before you guys speak, one thing that I've noticed is that like, so Web3 is like, there's like a space a while ago.
It's like, are we competitors or are we teammates?
And the reality is that like
if we make the pie bigger there's a lot more to eat for all of us and um it's it's a very
interesting industry so um the networking here like everyone's also in like a close close group
together like it's like there's like wolves dow and then there's like wayfinders and everyone's
interconnected in one way or another and so uh there's like Wolvesdow and then there's like Wayfinders and everyone's interconnected in one way or another.
And so there's definitely like some iterative process involved to where like we can make a lot of things better, especially considering like the pain points that I experienced.
If I can pass that information to you, Casey, like you won't have to spend a year pulling your hair out and screaming at influencers.
Right.
Yeah. Yeah. Looks like there's a Waltalt disney yeah go ahead yeah so like i think something that i definitely come across and i there's other
streamers that i i've met with that have like yeah i get the same problem um and wayfinders has kind of solved that solution but i mean it's
just one of many and a lot of that's web 2 based i'm more more or less looking for a lot of like
web 3 gamers and stuff like that but there's no web 3 gamers bro like sometimes yeah well it's
just gamers you know we're all gamers uh you know um i've i've noticed that there's not always people online playing that playing the
same games as me or i'll just kind of put put the word out hey i'm looking to play this i'm looking
to play this and it's just like you'll either get crickets or you know it's like hey i'm available
at this time and it's like you know you're dealing with different time zones and that I completely
understand and respect.
But I think what you guys have built out is definitely one hell of a network that's probably
one of the bigger assets for building out a larger gaming community out there.
This took two years, you said?
It was a year and a half and a yeah i mean i'm not
gonna lie on a time yeah so i've been at i've been at a lot of time for uh four years now
some of the stuff it blurs together so for example like if there's any takeaways that I have, it's like, um, it's a data trumps all like, um, you definitely need a CRM for everybody. Like, anytime you interact with someone, you should be noting, like, hey, like positive, negative, not like from like, just like a very manipulative standpoint, per se. But just because like, when you do like, so was doing like 10 to 15 calls a day like 15
minute intervals with uh that sounds exhausting i mean i am a one-man machine i can do it
um but no it's it's very fascinating to me because like um if there if there's a way to get good at
anything it's do it a thousand like it 10,000 times in a row.
And that's how I approach tennis and weightlifting and my violin.
So I don't mind the grind.
I actually find it fascinating to optimize.
And you begin to...
Also, between you guys, the 27 people in the space, it also helped me talk to girls.
There's no negative. Everything in life is a learning opportunity. Um, but, um, yeah, it's the most important thing, uh, is, is definitely like the data room. So when it comes down to even short
form content, so we've had over a billion views on big time and short form content via TikTok and on Reels. And it's not by accident, it's by being
able to find asymmetrical upside for creators that know how to make a video go viral. Because
once you understand the algo, and once you understand what is like, what is like the fast
paced content creation that people look like to be able to be sticky in like that short form video,
look like to be able to be sticky in like that short form video um it's very easy to get
consistently a hundred thousand views um and it's actually geo and demographic oriented but uh that's
like a discussion for another day um yeah i'm actually curious on on this topic um so you had
let's say you know 10 10 000 streamers streaming at any given time.
I don't know if it was scheduled. No, no, it was like probably like 60, I don't know.
It ranged.
It was like 60 to 200 streamers like a week.
Okay.
And it was pretty constant at the time.
I actually played big time when it released as one of the more relevant players.
But yeah, no, they had typically anywhere from
at least at every hour at least 10 people for a month straight i can guarantee that because i
would get on at like 2 a.m and people like salty cactus would be playing people were playing in
like china like they had a very strong presence for a solid let's say four months span and it
just did not let up for a while which is where a lot of that hype came from at the time and it did pay off pretty well i mean it paid off for me i was a part of that so
i can't deny it even from a player perspective it was a pretty great time um did you do anything
with the streams itself like the vods or turn them into clips and share them on tiktok or
was like there was their strategy around distribution of that content later?
Yeah, yeah.
So there's a couple things that we did.
So the first one was that, so this is something that I really noticed.
Like the streamers, they just want to stream.
Like they actually, the majority of these people, they don't have,
they have a full-time job.
So the streaming is actually like
their hobby and um it's kind of like the like it's a very hypergamic scenario where the biggest
streamers collect 99 of the revenue so i'm talking about people like xqz um other stuff like that oh
kaisen yeah yeah oh i have a pretty cool stuff let me send this to you right now before i forget i have a list of all the stream streamer pricing and their uh stuff let
me send this let me send that to you casey i just remembered um yeah and with these bigger
dollar amount yeah yeah yeah it's wild bro Oh, they actually removed it on some of them. I have some, but yeah, let me send this over to or long form content. Occasionally they did.
And I ended up actually hiring a guy just to watch these streams.
Number one, to confirm that they fulfilled their deliverable.
And then the second thing is that if there was an interesting part of the thing,
like some reaction or whatever, we would clip it ourselves.
And then we would ask them in the Discord post stream,
we'd be like, hey, how did you think of the... So there was like a follow-up process.
Like, hey, what did you think of the game?
So we note that down.
Hey, do you have any friends that would also be interested
in a paid collaborative opportunity?
And the third question was that like, hey, we have this clip.
Can we use this clip and
they'll be like yeah whatever sure and then we like send them like a document real quick and
then send them the money um so that was the process that it looked like um it was very tedious
but it did make for some so it's not good from an awareness standpoint like when you have content like that and they
aren't able to amplify it themselves it doesn't create any post post event awareness but from
like a content perspective when you are making your own content uh like we sent i sent it to
our editor uh it made for some pretty lit vids that we could use for like just like an introductory
video for future streamers.
Because like, once we built out this process,
we realized that like,
if we send them like a quick introductory video
with some like really excited streamers being like,
oh, this game is so cool, like a YouTube link.
And then we also capture,
so I use Rebrandly to capture like, what is the open rate?
What is like the engagement rate of that then it was
like 80 then we didn't even have to do the calls because in the beginning we were doing like my
team and i we're doing like 100 calls 100 calls like a week like between all of us um and uh once
we got that video down you didn't even need to do that call. You just let that video circulate somewhere on YouTube.
I completely forgot.
But yeah, that was like the next part of the optimization.
You want as much less as you want to reduce your touch points.
It comes back down to like first principles.
Like number one, what is your objective?
Number two, what is your process?
What within that process can you optimize and can you take to the next step?
So you can either automate at scale or you can reduce friction points.
And a big friction point was the consistency of the calls.
But if you have like a video, that consistency no longer matters because it's the exact same video.
And you can now A-B test videos.
Oh, nice.
I'm actually taking note on all this.
Yeah, yeah.
I think this is a space a little bit more fun. I like to drop the outfit, because like, I've seen so much in this space. So I've been around, so I've been around for four years. My background is petroleum engineering. Like, I'm from Texas, of course.
Oh, you know what? I also went to Austin I think um Taylor told me that you're also in
Austin UT Austin oh no I I'm not in Austin anymore I moved back to Houston Austin is not
yeah yeah um but yeah it's um it's so to finish out that question um the post content amplification value was not there.
It's good for interior content optimization.
Got it. Interior.
Sorry, is it too jargonistic?
I'm trying to use specific words.
I'm taking notes.
I'm just saying what you're saying because I'm actually typing everything out.
So I can activate this on our end.
Yeah, yeah.
I try to keep things as simple as possible.
Mainly because when you do simple things effectively, that's actually the best thing any brand in crypto can actually do.
and in crypto can actually do like can you do decentralization effectively aka Bitcoin can you do decentralization with interoperability aka Ethereum can you do decentralization not can you do fast transactions with cheap gas fees Solana like that's why pump.fund and Solana were so sexy and then like that's why also why like people are considering like sui
Can you do decentralization effectively, aka Bitcoin?
like the solana killer solana like the ethereum killer and then then we have those ethereum maxis
right um i'm curious on kind of like what are your some of your future marketing activations
like with or without streamers and anyone else on this call um you know like what's
the kind of like go-to-market marketing for you know either your game or your token um
so uh recently we've been more focused on like higher content uh higher quality content and deeper engagement.
Because let's be real, guys, like Web3 gaming is like really not sexy.
Like if you go on to Masari and you go look at like the share voice, like gaming is like consistently like last or like second to last, which is like pretty sad.
And there's two questions that you want to ask yourself.
Is this game ready to be playable on its own?
And if it is, then you can go ahead
and do the traditional streamer marketing,
like what I've explained to you on this space.
And the second one is like,
who are your real customers?
So at OpenLoot and BigTime time recently i've been focused more on open
hence uh open loot speaking from the open loot account and what open loot's goal is is uh number
one being able to onboard very high quality games that have good sustainability because like um
people like gamers that are buying um assets or just buying in-game items let's let's keep it at
that without even uh without the game even launched they're speculators right they're speculating on
the future price discovery of a particular in-game asset and um so those are your those are your real customers.
And from our perspective, our go-to-market is just like high-quality content and figuring out ways to consistently amplify and then being able to repeat this process across all the games in our ecosystem.
So hopefully that answers your question. Yeah, and so high quality content is more of a bigger major streamer, or just in terms
of collaborating with a new and upcoming game and creating one nice piece of content for
that and then distributing that?
We've tried with expensive streamers, and I really don't think that they are worth the value that you end up paying them.
So some of the big streamers, they cost between $5k to $20k.
And once you do it the first time, you begin to have this speculation.
And then the second is once you do it the second time, it's confirmation.
Where the people that watch the big streamers, they are not watching it for the game, they're watching it for the streamer themselves.
It's kind of like Pokemon, you know, like on all her simps.
That answers the first question.
And the second question is, what is quality content? So quality content,
it comes down to communities and it comes down to awareness. So the first one is awareness
and who we are as OpenLoot. It is a different approach to market a gaming platform versus a And the second one would be communities.
Because just like you said, sometimes something happens and then they talk within their communities.
And it's very hard to be able to attribute that.
That's marketing in a nutshell. You don't really know what goes on in their heads. So our goal right now is to work with the people that are still in Web3 Gaming.
And our thought process is that, like, it just needs to make sense.
We want to be able to lift up people who are deeply in love with the space
rather than just trying to extract value because there's so much money floating around.
Yeah, got it.
Who else?
I see ex-cohosts actually in this space.
I don't know if you're here.
We started working with them and super excited about what they've been up to.
Yeah, I'm a big fan of ex-cohosts.
I'll invite you to speak.
I don't know if it's Kaylin. Kay's kaylin kaylin is that you kaylin hello
oh he's not there maybe he's just like listening passively but yeah um i'm a big fan of like x
co-hosts so spaces is something that i've been doing a lot recently. Like I was on the Ancient 8 space this morning.
There's like another one, two, three, four, five spaces today.
I mean, not today, but like this week.
So totally like 10 spaces.
And I just kind of like do these spaces while I do like some basic simple work.
It's not hard to follow along.
And I think that like spaces is really interesting.
So like for any of you guys here
if you guys want to do some sort of like a collab like where you host your space come up with a
topic i'm happy to join and then um give my own thoughts um mainly because i would say the people
here like uh there there's two forecasts that we can make number one um web3 gaming doesn't take
off okay then we're fucked okay whatever oh i shouldn't said that but can make number one um web 3 gaming doesn't take off okay then we're
okay whatever oh i shouldn't said that but anyways the second one is that like it it does take off
and the people here are like the little trees that will grow up into big beautiful redwoods
so when you are in that like hype cycle because we're definitely not in a hype cycle right now
only james win is in a hype cycle um and when we're when you're in those hype cycles there's so much deal flow inbound that is
impossible to talk with anyone at all like they're like oh i have like five minutes and then like
they respond to your telegram messages once a week versus now it's like at least I get a daily response. Thank you. Yeah. So, oh, go ahead.
No, yeah, I was, it's actually just a slight topic change,
but staying on topic with streaming.
So from my perspective,
because I watched this from like a third party perspective,
seeing you basically execute this at big time
with, you know, micro streamer strategy.
And then I saw
Godzilla with off the grid, execute this at the large scale, big streamer strategy.
Yeah. Expensive strategy. Um, October, November, when they launched their beta to the public and,
you know, the rumor that I've heard was, you know, that costs around 10 to 20 million
you know, the rumor that I've heard was, you know, that costs around 10 to 20 million cash
to these streamers for that two month process with like Shroud, Ninja, you know, a few of the
other like top streamers and, you know, they were getting paid maybe like half a million for, you
know, a day or half a day stream. What, you know, just from your perspective you know how did that go and do you think that served
them well was that helpful did that you think that moved the needle for them still today um
so i'm just curious like coming because you you executed at the micro streamer micro
streamer strategy level and then they they did this top dog strategy level.
Yeah.
So I don't have a firmly stanced opinion on other games.
Technically, I'm not allowed to.
At least publicly.
Maybe we can talk about it in a call.
about it in a call um and uh i i approached the micro streamer strategy in the same way that i
approached my ad tech company whenever i first launched it uh back in 2019 and it was like this
like if you have a lot of money it's very easy to blow it and then there's no there's no optimization
there's no learning involved there's no no there's no there's no way to
it's it's like let's be a change course yeah like when you're on vacation is
very easy to spend money and eat Michelin star restaurants every day and
don't do that because it gets really expensive trust me don't do that don't
do that unless you fall in love with the girl anyways just trolling um and my
approach was like this like hey I want to do this at a limited scale
like it's not like i have no budget it's that like i want to deploy capital efficiently because uh
i'm also like really like maybe because i'm asian but like i'm my parents are like oh you gotta get
a deal you have to get a deal um so um in order to like kind of because it's okay it's so simple to
reach out to the top 10 agencies and be like hey we have like x amount of money to spend and we
want this this this deliverable that's that's what happened on our agency calls versus when you go in
into the weeds aka the trenches the streamer marketing trenches, you begin to get a feel for the market
and you begin to get a feel for why they do the things that they do,
what they're actually looking to do.
Because most of them, they actually don't care about the money.
They're just like, oh, it's cool.
I had a great time streaming with my friends.
My community thought the game was interesting.
And the money is just like a small cherry on top for them.
And when you go through like this very, um, this like over synthesized feedback loop of like talking to 10,000 people, like, Oh, I, I, there's a screenshot somewhere of like when I, when I sent
out like a 10,000 email blast. First of all, I got the domain flagged, which is really bad.
The second thing is that like, I would wake up the next morning
and I would just spend six hours just responding to emails. This is before ChatGPT came out,
by the way. So I was just like messaging all these people just constantly like being like,
hey, like blah, blah, blah, blah, blah. And so when you do that a thousand times, so imagine this,
you have 10,000 emails by all these individuals that are responding to your outreach for a potentially paid collab.
You're able to build, like, this script.
It's, like, two sentence lines about, like, who we are, one sentence line about, like, what we want to do.
And then the fourth line is, like, what do you get out of it?
And when you optimize it down to every single word, you begin to iterate at a very
excessive rate. So in the beginning, it was like really painful. But like, as I started doing this
every single day and doing it, like, so you get 10,000 emails in your inbox every single day for
like six weeks, you begin to understand every single nuance. And I don't know, I just really
enjoyed that process. So to answer your question uh it's
very easy to blow money uh but it is very painful to be in the trenches just ask any salon or trench
warrior here yeah i want to bring up walt dizzy he's got his hands up but really quickly that
fourth sentence it was you basically boil down to what we do, what we want, what you get.
Was there, what was this?
Okay. So, um, who we are, what do we want to do?
And what do you get from it?
Because I, I, I tried like this long paragraph formatting of where like,
I gave like a big, big ass paragraph for like, Oh, like this is everything,
every single thing about us. And then like this, like way too overworded things of like, this is, these are the exact
same deliverable.
It scares, it scares them.
And if you keep it like very simple, very, very simple, um, their response rate increases.
Cause I was like AB testing every single script.
Like I'd be like, okay, like I'm going to, gonna i'm gonna put all these guys that respond so like
i go through my inbox and mark them for like this category this guy wants this they're like how much
or whatever and then at some point i i got it narrowed i kept a b a b a b b c c d uh and so
on and so forth and it was it's a four sentence like it's five sentences total, two sentences who you are or four sentence total, two sentences about who you are.
Give a line space so they can see it, put it in bold.
What do you want to do?
And then the third one is like, what do they get out of it?
And make that bold in italics.
And then the more simple and succinct that you make it, the higher the response rate.
Because you want to also be capturing those metrics too.
It's the same thing with email sending campaigns.
I send X emails, X opens, X engagements,
but this is just at a very fine-tuned micro scale.
Walt Disney, what you got?
You guys are out here dropping haikus.
It's pretty impressive stuff i will say for myself because
i do handle a lot of like correspondence and stuff on the back end when it comes to spaces
sometimes investors are meeting with my boss that kind of stuff and i have to talk to them
keeping it short sweet and to the point is of the utmost importance because I think because of all the short form
content that everybody massively consumes, their attention span has been absolutely diminished
down to nothing. So you're right on the mark with keeping it short, sweet, and to the point.
That's going to get your message across delivered and they will probably
respond. But it is challenging. And after doing it, you know, thousands of times, you do find the
most efficient way to do things because efficiency is of the utmost importance. Yeah, yeah. Yeah,
definitely agree. So we have four minutes left.
Anyone want to kind of put up some finishing touches on their thoughts or comments?
Should we do another space like this where I just talk for an hour myself?
I mean, this is super insightful.
If anyone's listening here and took notes and implements what you guys did, it's a game changer.
I mean, it's a game changer. So it's a game changer so it's it's
crazy as soon as i talked to you i talked to my team last week i was like we gotta hire this guy
ryan this guy's fucking genius and um uh as soon as you started talking about sops with your team
and you had like messages crafted for responses based on what they responded. You had me at SOP, man.
You had SOP.
No, no.
I actually, so the reason why I like do open,
so to give you guys some ideas,
the majority of my lifestyle financing comes from trading,
trading uh although i've been toning that down a little bit um i just love the x pure pure uh
although I've been toning that down a little bit.
execution uh mechanics of like perpetual perps i love perps so much uh a big hyper liquid fan you
guys should definitely we can talk about hyper liquid on open loop space down the line um but
um i deeply believe in the vision that the open loot team has like Ari.
He made Decentraland.
He has so much experience, an incredible network.
And I think that like our approach is the right approach. Like, yeah, you can be like a game that blows $20 million on a bunch of streamers, or you can just do everything in the weeds.
And I think that's like what, what I really, really enjoy.
Because, like, I'm in the space anyways.
Like, I'm, like, watching James Wynn lose millions of dollars, lose nearly nine figs on hype.
That's, like, so fun.
And I do this anyways.
And, like, I always just – this is, like, definitely my industry.
So you guys don't have to hire me.
I'm happy to, like, give you any kind of insight that you want.
Just hit me up whenever you want. I also sent you some
Google Docs, some KOL list
Google Docs. So check your
DM there, Casey. But yeah,
I do this not for the money, but
because I love the space. So that's
like a horrible answer, but yeah.
Awesome. Well, yeah, thanks for having us,
guys. What's up,
Mr. Disney? I have to have you meet our our boss from samurai saga gian he's done he's amazing at business but
I think you guys would have so much in common yeah I mean I'm not gonna lie
guys I'm just a I'm just a shit going traitor not our trench warrior just a
shit coin traitor cool cool so this is So this is the end of our space.
Hopefully everyone here had a fantastic time.
Generally, I really like just kind of sharing my insights about the space.
What I've noticed is that like a lot of the spaces, it's very surface level.
And I'm not going to lie, i'm very bored uh most of the time
so i'm like doing work half the time um so this is a lot more fun to me i'm in it for the i'm in
it for the for the vibes guys i'm a vibe warrior but otherwise thanks everyone for listening uh
feel free to send me a dm on open loot or if you guys want to follow me or send me a dm i check my
personal dm more ryan open loot that's my x handle
um but yeah let's keep in touch we'll have another space next week maybe i don't know
what we're going to talk about maybe hyper liquid all right thanks guys all right have a good one
