The dynamics of game discovery and consumption in the video games market is constantly changing. Relevancy and game discoverability has become just as critical for game producers as the quality of the game itself.
The release of the number of video games in the last ten years has become extensive. Steam currently boasts over 50,000 titles and there are almost 1,000 new titles released every year on the PlayStation and Xbox consoles alone. Gamers are literally flooded with new content daily, so discoverability is now one of the major concerns from content makers.
The very nature of game discovery has had to keep up with the times, over and above traditional methods such as advertising, word of mouth or demos. Today, it is all about streaming videos
One of the major business requirements from game producers is the need for up-to-date data on which games are being watched on the various streaming channels: Twitch, YouTube Gaming, Facebook Gaming, Trovo and so on. The relevancy of these channels for content makers is so that their games can get discovered. This is because there is a strong correlation between video content viewed and games boughtThe newsletter TheGameDiscoverCo, dedicated to helping indie game makers get their games discovered on Steam, has repeatedly found that the number one factor in driving discoverability is streaming. It is crucial for games to get aired and watched -- the more popular the streamer, the better.
The content streamed can either take the form of esports, walkthroughs, couch co-op, multiplayer, and reviews. The common element is that the streamers make it fun and enjoyable to watch for their audienc
Streaming shines a light on gaming demographics and revenue potenti
Every year the value in gaining insight in streaming video game content is getting larger. In the 2020 version of the UK Government's Ofcom regulator report the regulator found that gamers on YouTube were watched by a solid 30% of UK 13-17 year olds in April 2020. One in every five UK children aged 3-17 years old watched esports videos between April and May 2020. Only humourous videos and music videos garnered more young eyeballsale.
According to PC Gamer, the Top 10 Twitch earners are expected to comfortably make in excess of $1 million a year. A quick Wikipedia search for the top streamers reveals some startling numbers. Ninja, a streamer specialized in streaming games for children has over 17 million followers. Over 25 streamers (including Rubious, shroud and xQcOW) have over 5 million followers.
In January the BBC news ran an article on YouTube's rich list and found that two video game streamers, Markiplier and Unspeakable earned more money in 2021 than Ryan Kaji, who became famous worldwide from his Ryan's Toy Review channel.
Today, YouTube Gaming and Twitch are in a bidding war to gain exclusive rights to some of the most popular streamers. For example, DrLupo, TimTheTatman and Valkyrae all left Twitch for YouTube Gaming after signing new contracts with Google. Streaming is getting bigger by the year
The importance of influencers is very much evident in the changing landscape of digital advertising. According to a Forbes article called 'The Importance of Influencer Marketing In The New Normal Digital Sphere,' it found the conversion from clicks on paid advertising averaged to 0.47%, namely that "99.53% of impressions on digital advertising fail to inspire consumers to click and take action." That means classical digital advertising is playing second fiddle to streamers and video bloggers pushing brands and showcasing product within their livestreams.
For game publishers, livestreamed gameplay generates the added advantage of free advertising for their games despite the thorny issue of copyright violation of what constitutes "fair use" and profiteering. Nevertheless, game publishers have benefitted from increased awareness of their games, helping to propel the purchase of modest independent games like Rocket League and Fall Guys, which was superseded by Among Us. Even retro games have found a market on the streaming platforms. For example, Super Mario 64 established an audience for playthrough against a live timer.
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