In the era of social media, the impact of influencers on the gaming industry is massive. They’ve emerged as a potent force, shaping trends, influencing purchasing decisions, and propelling the industry’s growth. From captivating live streams to engaging social media content, influencers connect with gamers in innovative and groundbreaking ways. They have shaped the course of games on multiple occasions and we’re going to take a look at how they did it.
Different Influencers, Different Audiences
Like with everything in life, one influencer rarely equals another. Beauty influencers giving tips on the perfect skincare routine, music influencers showing off their newest song, or celebrities posting their favorite coffee… there is a huge difference between every single one of them, and just like that, there are also differences between all of the gaming social media stars.
Streamers – Live Entertainment
One of the most prominent influencers when it comes to video games are streamers. They use various platforms like Twitch & YouTube to stream their content to thousands of people while also actively interacting with their viewers in real-time. This allows for a more personal connection with their community as well as providing them with instant feedback on the content they are creating.
Content Creator – Let’s Plays & Shorts
In the early days of Youtube, gameplay videos (or so-called ‘Let’s Plays’) were very popular, and even to this day gameplay videos are still high in demand, it’s just the style that has changed. They used to be playthrough series, sometimes with hundreds of videos, completely uncut with commentaries or voice-overs. Nowadays the most popular videos are often compilations of the best moments or even VODs of previously recorded streams.
E-Sport – Virtual Athlete
E-Sport are getting more and more popular so of course like real athletes, the players in national teams are also getting more and more attention. They often participate in big tournaments where they can win hundreds of thousands if not millions of dollars. A lot of them stream or record their training to gain followers and show off their skills. Some of them even organize smaller tournaments for their viewers or they play against each other for practice.
Game Reviews & News
There are many channels dedicated to reviewing games or covering various news ranging from rumors, releases, and more. While most of those reporters try to stay neutral and objective, there are also a bunch of people out there that make their reviews in a rather entertaining way almost like other content creators. This can range from rant videos about the newest update of a game to funny compilations of their favorite moments during playtesting.
Tutorials & Guides
Of course, a lot of people also watch various tutorials and guides to either progress their game or to enhance their skills even further. While guides and tutors don’t have the same influence as popular streamers, they still are held in high regard, especially if games tend to be difficult or hide many secrets. Any time a player needs help, they find themselves on either a website or a video that has been created by someone else.
Impact Of Influencers On The Gaming Industry
It’s no surprise that influencers have a huge effect on the gaming industry and their sales. At first studios were rather reluctant when people started recording gameplay from their products and uploading it for everyone to see. After all, who would want to buy a game that they already saw someone else play? But to everyone’s surprise, streams and Let’s Plays were boosting their sales massively instead of reducing them. The reason behind that is rather simple: Reach.
Free content can make games more visible and popular rather quickly. The more people know about your product, the more people are going to buy it in the end. The reasons why can vary from person to person. Be it that they buy the game because they want to experience it themselves or to simply support the studio that made it.
If a video of a content creator goes viral, that usually also means that the game will go viral as a result. In the past, games like ‘Among Us’ or ‘Five Nights at Freddy’s‘ proved the power of content creators and what can happen once the ball gets rolling.
Influencers have the power to tip the scales with just one video, especially ones with a lot of reach. If they like a game, their followers are probably going to buy it as well… if they don’t… studios lose a lot of potential customers. Their voice often matters more than those of more traditional advertisements or game reports, which is the reason game studios try to utilize that power to gain more buyers.
Influencers As A Marketing Tool
Marketing is all about trends and target groups. Nowadays social media is a huge part of advertisement and a way you can reach way more people, especially if you plan to globalize your business… and influencers are everywhere. Doing sponsorships, granting them early access to your game, doing giveaways, or even immortalizing them in your own game are just some of the things you can do to build a relationship with them.
Before choosing an influencer, it’s important to do proper research about your potential marketing partners and ask yourself the following questions:
- Are the games they usually play similar to mine?
- What kind of style do their videos and promotions have?
- Do their values and opinions align with that of your company?
- Can you afford their price and how high are the chances of getting a positive ROI from it?
- …
Even after securing a successful partnership, you should always try to keep an eye on your associate and their actions. It’s not rare that streamers or other content creators get involved with scandals or maybe voice some unpopular opinions that might not align with your own company’s values. If that’s the case, make sure to take the proper measurements suiting the situation. Don’t be afraid to change your partners if you feel that you don’t get along.
Gaming Content will get more & more popular over the next few years and the impact influencers have on the gaming industry is only going to rise further. Whether a game goes viral or not is completely up to chance. You can heighten your chances by building valuable connections with content creators.
If you liked this post on the impact influencers have on the gaming industry, then you might also be curious about the effect different cultures have on video games:
Eastern VS Western Games – Two Worlds Colliding
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