Thursday , October 28 2021

Global Domination: How Gaming Influencers Taking The Lead

As the gaming ecosystem continues to expand, amid the ongoing COVID-19 pandemic, many online gaming communities are offering more and more for users to play their favorite games in the virtual world. 

People are moving from sports to online gaming as COVID-19 has halted the movement and most of the people want to enjoy gaming at home rather than going to playgrounds. 

Shivam Rao, Co-Founder, and COO of Trinity Gaming, India’s gaming talent management company said, “Gaming creators or influencers have always been popular, thanks to their entertaining and helpful gaming videos. Not only do people follow these gamers for their tips and tricks to improve their play, but they also follow these creators as they serve as an entertainment outlet for them. Gaming content creators have developed as a new set of influencers in recent years.”

Brands that are industry-specific like ASUS, HyperX, MSI, Logitech and AMD Ryzen, etc. always had their focus on gaming influencers in India. We want more non-endemic brands to join our industry, the rising popularity of gaming is appealing to advertising and marketing who are hoping to align their brands with this loyalty, Rao mentioned. 

Lokesh Suji, Director, Esports Federation of India and Vice President, Asian Esports Federation (AESF) said, “Gaming Influencers have been driving ‘Causes for Good’ and are being used for activations by various brands. From India’s perspective, Millennials might not know who Virat or Bumrah are but they for sure know who Ninja, Shroud, Dynamo, Kronten, Mortal, Scout are; Their fans follow them like Gods. Within India, we have streamers who are making lacs/month (yes you heard that correctly)! Not only males but females are equally raking up decent monthly incomes. Gaming influencers have always been a good medium for brands to advertise due to their engaging content. Endemic brands are there to support these gaming influencers and we want the more non-endemic brands to become a regular affair in the esports ecosystem and not just for some marketing promotions.”

The major expansion in the growth has also led to the rise of video game streaming platforms including Youtube, Facebook Gaming (which has committed $2 billion for supporting the content creators), Loco, Turnip, Twitch, etc. The Esports and Video Games industry is growing and these streamers/influencers have become one of the key pillars.

Tarun Gupta, Founder, Ultimate Battle, an online esports platform said, “Content has always been the king. We have seen several content creators and streamers gaining a massive fan following due to their creativity and gameplay skills. What was once a niche hobby has grown into a global phenomenon. We are looking forward to a whole new breed of content creators coming to the forefront and taking up gaming content to the next level in India. It will also give brands a straightforward approach to reach out and connect with their target audience.”

Estimates have revealed that by 2023, there are going to be more than three billion gamers globally, and the recent growth of the industry is in no mood to slow down.

“Influence of gaming by its professional gamers/streamers would be tremendous. Hence, increasing the confidence of parents to support their kids’ passion for pursuing a career in gaming,” Yan Garin, Country Head, Ecole Intuit Lab. 

The gaming industry had a long journey over the last few years. Earlier it is considered a hobby with a reach to small communities and has risen into a global phenomenon with an industry value of more than $150 billion.

Amit Kushwaha – Head Brand Strategy of Gameskraft said, “In the online gaming industry, influencers play an important role in not just spreading awareness about the product but also highlighting the key features they are particularly drawn to and areas that people need to explore while playing. Thus, influencers help immensely in building a strong opinion about the game. There are many gamers who have gone ahead to become big influencers, with their fan base ranging from thousands to millions.”

About Abhishek Sharma

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