Game streaming and streaming platforms have become critical terminologies in the video game industry. If you have ever played a video game or have been associated with the gaming industry in any way, you are sure to have heard of video game streaming.
This blog will look into the transformation of gaming into a major media business.
How game streaming became a lucrative industry
Video games bring in a large number of consumers every year. This is supported by the gaming industry’s massive global market being estimated at US$ 217.06 billion in 2022. PCs, consoles and even mobile gaming have led to a significant surge in gamers worldwide.
The success of game streaming as a lucrative industry can be attributed to this massive audience size.
Game streaming is shifting from entertainment to a media business
The large audience base for game streaming leads to varied revenue options for streamers and the potential to build a brand.
A significant number of gamers are also interested in watching others play. Thus, streamers can avail a potentially large audience for their content.
If you possess this level of influence on a large percentage of the world’s population, game developers and publishers take notice of you. With the attention of both the audience and the developers, streaming became something more than just entertainment.
Thus, streaming started to show the potential to generate revenue, and streamers were upgraded from entertainers to media businesspeople.
The Impact of Streaming Platforms
The success of Twitch brought global attention to video game streaming. This was followed by major social media platforms such as Facebook and YouTube launching Facebook Gaming and YouTube Gaming, respectively.
Streaming platforms have brought fundamental changes to the video game industry. Video game developers and publishers now consider streamers as the most powerful influencers in the gaming industry. Their reception of a video game can now make or break the game’s success.
How game streamers became entrepreneurs
The transition of gamers into entrepreneurs can be attributed to the rise of the Twitch platform. This platform grew with the facilitation of interactivity and engagement between the creators and viewers.
Gamers could even use this platform’s monetization options to turn their hobbies into a business venture. As a result, you had streaming as a new form of digital entertainment.
Streamers began to create new content to engage their audience, and the audience responded with paid subscriptions and donations to their favourite streamers. What followed was the rise of game streaming as an industry, currently boasting a multi-million dollar valuation.
Game streaming as content creation: The switch from casual streams to personal brands
With the rise of Twitch, game streaming became a major business venture. However, this led to the rise of competition from YouTube Gaming and Facebook Gaming. Further leading to the rise of more streamers.
Now, to differentiate themselves from the competitors, streamers started to build a personal brand. The personal brand helps streamers understand their audience.
For example, if you play rummy online on a streaming platform, your personal brand will attract the iGame fans.
Top streamers who built an online brand
The American streamer, popularly known as Ninja, has amassed 18.3 million followers on Twitch. His streams of Fortnite brought international attention to the game and his content. His annual earnings have crossed 10 million dollars.
Auronplay, a Spanish streamer, built his brand, attracting the attention of a Spanish-speaking audience. His streams of popular games, such as Grand Theft Auto and Assassin’s Creed, led to engagement for both the audience as well as developers.
How do gamers earn revenue from streaming?
There are several revenue streams for game streamers to engage with on their platforms.
Ad Revenues
Brands often engage with gamers through in-game advertising. These ads target specific audiences, engaging viewers when they play a specific game.
An example of this can be, suppose you download a rummy app on your phone, and when you’re in a game, you see banners floating on the top of your screen, advertising products from a company.
Streaming platforms can generate revenues from said in-game ads.
Brand Deals
Brands often form partnerships with streamers to enter into a mutually beneficial agreement. A streamer can advertise a specific product from a brand to the viewers and earn revenue based on the engagement.
For instance, your favourite streamer to play rummy online can advertise a branded product to you, the viewer, earning them revenue from the brand deal.
Subscriptions & Memberships
A subscription, as seen on Twitch, can be a monthly payment or a one-time donation from the viewers to support the channel of their choice. This acts as a direct revenue stream from audience to streamer.
The Patreon membership is an additional perk, where if you pay a fee, you become a patron to the creator of your choice, providing you access to additional or exclusive content while offering them a steady revenue stream.
Community building in the game streaming industry
The personal branding of streamers creates a sense of community among the viewers as most of them share similar interests and tastes in games.
Suppose, you watched a stream of a rummy card game, and engaged with fellow viewers. Now, once that encourages you to download a rummy app and experience the game yourself, you can find the same viewers on that app, fostering a sense of community.
The Community sense in gaming and the role of Discord
Some of the streamers that you engage with on a platform of your choice might send an invitation to the viewers to a Discord server. On this server, you can engage in conversation and different online activities with people sharing your tastes in gaming.
A group starting a conversation with shared tastes can be a strong community-building process. This process can also result in long-standing connections and streamers use this engagement to foster long-term brand loyalty.
Cross-industry expansion of Gaming influencers
Recently, you might have observed that many of your favourite streamers have expanded to other platforms. A prime example of this is the E-Sports team Moist Esports. It was founded by content creator and streamer Charles “MoistCr1TiKaL” White Jr.. Fellow creator and streamer Ludwig joined the team as co-owner in 2023.
The popularity of streamers has also led them to partner with other industries, such as retail. Key examples might be Adidas’ partnership with Tyler “Ninja” Blevins and ColourPop Cosmetics partnering with Imane “Pokimane” Anys.
Conclusion
Gaming has shifted from being a niche hobby to a source of entrepreneurship. This shows the impact of gaming as a digital media on the world, with game developers depending on streamers to review their games and brands partnering with streamers to sell their products.
This shows the influence of gaming and game streaming on the modern digital world, and this interactive media source has a strong future ahead.
