Streaming platforms like Twitch, YouTube Gaming, and Kick have changed the face of gaming. Where once upon a time, gamers subscribed to magazines like Nintendo Power and Game Informer for the latest news about upcoming releases and what was happening in the gaming world, now they turn to influencers on streaming platforms for that information. From professional gamers explaining Fortnite strategies to watching live streams of an influencer playing a retro title, when they log onto streaming platforms, viewers can find almost anything they want.
These streams attract millions of viewers daily and have influenced game development and marketing strategies. Fans enjoy the ability to interact in real time with their favorite influencers and others watching the streams, something that has made many of these channels feel like a community. Gaming studios and marketers have taken notice of this success and made streaming platforms central to their outreach strategies. In this article, we look at how influencer culture and streaming have changed how games are created and promoted.
The Rise of Streaming Platforms and Their Influence on GamingÂ
It’s hard to understate the impact of streaming platforms over the past several years. When someone is looking for a new game to play, they often tune into a live stream to get the option of one of the content creators they follow. It doesn’t matter what gaming genre they’re interested in; everything is available on these platforms.
For example, if someone is new to a card game like blackjack and wants to learn how it’s played, they can search for a stream on the topic. Online casinos have become a popular destination for playing blackjack and its many variants, with many gamers interested in learning how to play this popular game. For someone who’s never played the game, watching a streamer on a platform like Twitch can help them learn the basics.
The same holds true for any gaming genre, whether that be RPGs or strategy games; platforms like Twitch, YouTube Gaming, Facebook Gaming, and Kick are the go-to destinations for millions who want to increase their knowledge of gaming. You don’t have to be a professional gamer to carve out a spot on these platforms, either. Anyone can share their gameplay, experiences, and interact with the community.
How Streaming Impacts Game Development
Gaming studios are aware of the impact of streaming on gaming and are actively developing streaming-friendly titles that they hope will be popular among top gaming influencers and content creators who will later share them with their audiences. Chat integration and spectator modes now come standard in many games. Titles like Among Us and Fall Guys were designed specifically with the aim of going viral in mind, something that made them appealing to both streamers and viewers.
Developers use streams to get real-time feedback from influencers and their audiences. This feedback helps them determine what updates they need to make to a game and what new features should be added. Developers have made early access and beta testing available to streamers, allowing them to test games and gather valuable insights before games launch.
How Streaming Has Transformed Game Marketing
A big part of game marketing takes place on streaming platforms these days. Marketers have shifted their strategy to targeting these platforms because they know that a huge number of gamers are. Plus, content creators on platforms like Twitch have a great deal of influence on the buying decisions their followers make. These streamers review games and provide viewers with honest feedback. Not only that but live playthroughs have also been known to create a lot of excitement around tiles and generate organic buzz.
We’ve seen these viral moments when titles like Among US and Fall Guys got picked up by streamers. It’s hard to believe these games would have experienced the success they have without getting exposure from influencers on the big streaming platforms. Game companies are taking full advantage of streaming’s popularity and now sponsor streamers, organize live events, and provide exclusive content to create hype.
