With the rise of online gaming and streaming platforms, the esports market has become a highly lucrative and influential space for brands to tap into. One of the key drivers of this shift has been the emergence of gaming influencers, whose reach and impact have become invaluable assets for brands looking to connect with this diverse and engaged audience.
Statistics show that esports influencers have become an extremely useful asset for brands. The value of influencer marketing in the gaming industry has skyrocketed, growing from $822 million in 2019 to $2.5 billion in 2021, and reaching a staggering $4.4 billion in 2022. The market isn't small either. According to a YouGov survey, one in ten adults worldwide follow a gaming influencer, with gaming influencers being the most popular type of influencer among males aged 18-34. Over 20% of adults in this demographic actively follow gaming personalities.
On the other side of the coin, there is also an insatiable appetite for gaming content. Twitch, the leading live streaming platform, currently boasts an impressive 140 million monthly active users, with an average of 2.996 million concurrent viewers. The esports market overall has also experienced remarkable growth, with global revenue reaching an impressive $1.1 billion in 2021 and projections indicating a potential surge to $1.8 billion by next year.
As we explore more facets of this fascinating trend, it becomes clear that esports influencers have become the game-changers in the gaming industry. In this blog, we will explore the power of gaming influencers and their role in shaping the gaming market. Let's dive in.
Evolution of Gaming Content
The evolution of gaming content can be traced back to the early days of YouTube, where the "Let's Play" format gained popularity. Gamers would record themselves playing games, providing commentary and sharing their reactions, which resonated with audiences seeking entertainment and connection.
Multi-channel networks, such as Machinima, played a pivotal role in fostering these communities and nurturing the rise of gaming personalities. During this period, iconic figures like PewDiePie, Markiplier, and JackSepticEye emerged, captivating millions of viewers with their unique styles and engaging content. As the popularity of these creators grew, gaming publishers began to recognize their potential, offering collaboration opportunities and further fueling their success.
The landscape of gaming content underwent another significant shift with the advent of livestreaming platforms, particularly TwitchTV. Building upon the foundation laid by YouTube's static video format, Twitch introduced a dynamic and interactive experience that allowed creators to connect with their audience in real-time.
Recognizing the potential of livestreaming, YouTube followed soon after by launching YouTube Gaming, dedicating a space specifically for gaming content creators and emphasizing the importance of live interactions.
This transition from passive watching to active participation revolutionized viewer engagement, fostering a sense of community and enabling viewers to directly influence the gaming experience. It also gave rise to the unique characteristics that set esports influencers apart from traditional influencers.
Gaming Influencers' Key Differentiators
Three key factors contribute to the appeal of gaming influencers, namely co-creation with viewers, community building around accessible games, and the star power of gaming celebrities.
Co-Creation: Co-creation is a defining aspect of esports influencers, as watching a gaming livestream allows viewers to actively participate and shape the gaming experience. Just as fans might scream at the screen during a live sports event, viewers can interact with the streamer and influence the direction of the game. This level of engagement creates a powerful connection between the influencer and their audience, fostering a sense of ownership and investment in the content.
Community Building: Community building is another crucial element that sets esports influencers apart. The accessibility of esports titles enables viewers to relate to the games on a personal level, as they can easily pick up and play the same games themselves. Unlike traditional sports, which often require a lifetime of dedication and practice to compete at a high level, esports titles are more inclusive and encourage participation from a wider audience. This relatability fuels the creation of vibrant communities, with influencers often establishing dedicated Discord servers where gamers can interact, form friendships, and play together.
Accessible Star Power: The star power of esports influencers is another significant factor in their success. The presence of live chat functionality on streaming platforms allows viewers to directly interact with the people they admire. Monetization options, such as subscriptions and SuperChats, provide viewers with a way to support their favorite creators and gain recognition within the community. This direct interaction between influencers and their audience creates a sense of intimacy and accessibility that is unmatched in other forms of entertainment.
Making the Case for Esports Influencers'
The impact of esports influencers can be illustrated through compelling case studies. One notable example is Ninja's record-breaking Fortnite stream, which featured celebrity guest Drake and shattered previous viewership records with a new record of 628 million concurrent viewers. This event showcased the immense reach and influence that top gaming personalities possess.
Another instance is the launch of EA's Apex Legends, which leveraged influencer marketing as a key component of its strategy. By partnering with prominent gaming influencers, Apex Legends achieved a staggering 25 million players at launch and gained sufficient momentum to become a mainstay in esports competitions. Even 5 years after its launch, influencers remain a key part of Apex Legends' continued momentum.
Free Fire, a popular mobile battle royale game, also recognized the power of influencer marketing, investing over $13 million in a campaign that engaged 494 YouTubers to create 2,662 ad videos, resulting in an impressive 6.2 thousand mentions. This showcases the scale to which companies can take influencer marketing to.
Future Outlook
As we look towards the future, it is evident that esports influencers will continue to shape the gaming landscape. Their ability to connect with audiences, foster communities, and drive engagement has transformed the way gaming content is consumed and monetized. The rise of esports influencers represents a paradigm shift in the industry, one that embraces authenticity, accessibility, and the power of human connection.
In conclusion, the rise of esports influencers has revolutionized the gaming industry, creating new opportunities for engagement, monetization, and community building. As the esports market continues to grow and evolve, the role of influencers will only become more significant.
To be part of the emerging esports influencer market, reach out to Zupotsu and claim your slice of the action! Zupotsu is a martech platform on a mission to ‘digitise’ sports marketing. Zupotsu enables the discovery, engagement and evaluation for every sports marketing asset. Please sign up at www.zupotsu.com. Follow us on Linkedin and Instagram. Reach out at ‘marketing@zupotsu.com’.
Comments