- Tips for brands to work with game streamers effectively
- Published 01/06/2023
- 7 min Read
- Written by Julia Shandrokha
Table of contents
The gaming industry has seen an unprecedented rise in popularity, with streaming platforms becoming a cornerstone of the gaming culture. According to Statista, the total gaming industry revenue is going to exceed $380 billion in 2023 and will continue to grow up to $520 billion in 2027.
Platforms like Twitch, YouTube, and Facebook Gaming have become arenas where gamers showcase their skills and share their gaming experiences with audiences worldwide. These platforms have evolved into more than just entertainment channels; they are now powerful marketing tools that brands can leverage to reach a wider audience. The live, interactive nature of these platforms allows brands to connect with audiences in real time, creating a more engaging and personal experience.
Game streamers are gaming influencers who play games and share their adventures with a live audience online. These influencers have a massive following and can sway their viewers’ buying decisions. Thus, collaborating with them can offer brands a unique opportunity to engage with a new and dedicated customer base.
Working with game streamers is not just about advertising; it’s about creating meaningful content that resonates with the gaming community. Brands need to understand the gaming culture, the streaming landscape, and the specific audience they are trying to reach. The Famesters Twitch influencer agency has gathered practical tips and strategies on how brands work with game streamers — read more to learn about them.
UNDERSTANDING THE STREAMING LANDSCAPE
Before diving into strategies for collaborating with game streamers, it’s essential to gain a solid understanding of the streaming landscape. Each streaming platform has its own unique features, user base, and content variety. Let’s explore the main players in the field.
MAJOR STREAMING PLATFORMS
Twitch. Owned by Amazon, Twitch is the leading live streaming platform primarily for gamers. It allows users to broadcast their gameplay and interact with their viewers in real-time. Twitch is known for its strong sense of community and unique features, such as the ability to “raid” another streamer’s channel, sending viewers from one stream to another at the end of a broadcast.
YouTube Gaming. YouTube’s gaming platform offers both live streaming and video-on-demand services for gamers. It’s a strong competitor to Twitch, with a vast global reach and a more diverse range of content.
Facebook Gaming. Facebook’s entry into the gaming streaming market integrates the live streaming feature within the social media network. It offers a different user experience by leveraging the pre-existing Facebook community.
VARIETY OF STREAMING CONTENT
Game streaming is not a monolith. It encompasses a variety of content types, appealing to different viewer interests:
- Playthroughs. These are streams where the gamer plays through a game, typically focusing on the main storyline. Playthroughs can range from relaxed, casual gaming to intense, high-level gameplay.
- Esports tournaments. Esports streams involve professional gamers competing in organized tournaments. These streams often attract large audiences who watch to support their favorite teams and players.
- Variety streams. Some streamers play a range of games, providing a mix of gameplay styles and content.
GAMING STREAMS STATISTICS
Gaming remains a dominant form of content on streaming platforms. For instance, on Twitch, gaming streams are the most popular (74%) of all streams in the US, according to Statista.
Similarly, gaming is one of the most-watched categories on YouTube: more than half of the top YouTube influencers (counting worldwide) either are enthusiastic gamers themselves or at least they make some YouTube Gaming videos.
IDENTIFYING THE RIGHT AUDIENCE FOR YOUR LIVE STREAMS
One of the most critical steps in any successful marketing strategy is to identify and understand your target audience. This is especially true when considering a collaboration with a game streamer, as different streamers attract different types of viewers (who can become your customers).
Understanding your target audience can help guide your decisions about which streamer to partner with, what type of content to create, and how to measure the success of your campaign. A deeper understanding of your audience’s interests, gaming preferences, and online habits can also help you craft more engaging and relevant marketing messages.
Consider the following:
- Demographic information. Start with the basics such as age, location, and occupation.
- Psychographic information. Explore interests, hobbies, values, and lifestyle.
- Behavioral traits. Identify online habits, preferred social media platforms, and gaming preferences.
- Pain points and goals. Understand what challenges they face and what they aim to achieve, particularly in relation to gaming.
- Gaming preferences. Identify what types of games they enjoy, how often they play, and how they engage with gaming content online.
Once you’ve developed a clear understanding of your target audience, the next step is to identify the right streamer to collaborate with. How brands work with game streamers actually depends on what types of them are selected. Each streamer has their own unique audience and style, so it’s crucial to choose a partner whose audience aligns with your target market.
Consider the streamer’s content style, the games they play, and the demographics of their viewers. Do they match your customer persona? If the answer is yes, then you have a higher chance of successfully reaching and engaging your target audience through this collaboration.
Read more on the topic:
TIPS FOR COLLABORATING WITH GAMING INFLUENCERS
With their dedicated follower base and their ability to shape the opinions and behaviors of their audience, influencers are valuable partners for brands looking to expand their reach and establish credibility within the gaming community.
Influencers act as a bridge between your brand and potential consumers. They have the ability to deliver your brand message to their followers in an authentic and engaging manner. By leveraging their influence and reputation, you can tap into a new pool of potential customers who are more likely to trust and engage with a brand endorsed by an influencer they admire and respect.
Choosing the right influencer is a critical step in ensuring the success of your campaign. Here are some key factors to consider:
- Subscriber count. An influencer’s subscriber count is a straightforward metric to gauge their reach. However, it shouldn’t be the sole determinant. A smaller but more engaged audience can often provide more value than a larger but less engaged one.
- Content. Evaluate the influencer’s content to ensure it aligns with your brand values and message. Their content’s tone, style, and subject matter should resonate with your target audience.
- Public image, The influencer’s public persona and reputation can significantly impact your brand. Ensure they maintain a positive image and are known for ethical and responsible behavior.
- Audience interaction. An influencer who actively engages with their audience can often foster a stronger sense of community, leading to higher engagement rates for your campaign.
Tools like influencer marketing platforms such as BuzzGuru can help you identify influencers based on various criteria such as follower count, audience demographics, and engagement rates.
After identifying potential influencers, reaching out to them can be another hurdle. Personalized outreach is often more effective than generic messages. Highlight what you admire about their content, explain why you believe a collaboration would be beneficial, and provide clear details about what the partnership would entail.
Remember, collaboration should be beneficial for both parties. Be open to negotiation and respect the influencer’s creative autonomy. After all, they know their audience best. In the next section, we will discuss how to effectively collaborate with gaming media to further expand your reach.
Read more on the topic:
ADVERTISING ON STREAMING PLATFORMS
Beyond collaborations with streamers, another effective way to reach the gaming audience is through direct advertising on streaming platforms. Each major platform offers unique advertising opportunities that can help increase your brand’s visibility and attract potential customers.
- Twitch. Twitch offers several advertising options, such as mid-roll ads during streams, video ads on the homepage, and sponsored segments in popular streams.
- YouTube Gaming. YouTube’s ad formats include pre-roll and mid-roll video ads, display ads, and overlay ads.
- Facebook Gaming. Facebook Gaming ads are integrated into Facebook’s larger ad network, offering options such as in-stream video ads and display ads.
Given that viewers come to these platforms primarily for entertainment, it’s crucial that your ads reflect this. Ads that entertain and engage are less likely to be perceived as intrusive and can lead to higher engagement rates.
Creating an ad that feels like a natural part of the viewing experience can be a challenging yet rewarding task. Consider incorporating elements of gaming culture, humor, and relevant references to resonate with the gaming community.
PLANNING A SUCCESSFUL STREAM
The potential benefits of live streaming for your brand are vast, but to fully reap them, meticulous planning and execution are necessary. From carefully strategizing your stream’s structure to actively engaging with viewers and creating exciting moments, each aspect plays a vital role in the success of your live stream.
Planning a stream entails more than just deciding when to go live. Consider the following elements for a well-structured and engaging stream:
- Intro. A captivating introduction sets the tone for your stream and hooks viewers from the get-go.
- Call to action. Explicitly asking viewers to subscribe, share, or check out your product can significantly boost your conversions.
- Outro. End on a high note, summarizing key points and giving viewers a clear next step.
- Goals and purpose. Define what you want to achieve with the stream – be it brand awareness, product promotion, or audience engagement – and tailor your content accordingly.
Remember, streaming is not just about showcasing your brand; it’s about creating an enjoyable and engaging experience for your viewers. Engagement is the lifeblood of live streaming. It builds a community around your brand and fosters a more personal connection with your audience.
LEVERAGE THE POWER OF GAME STREAMERS FOR YOUR MARKETING SUCCESS
Working with game streamers has become an integral part of effective marketing strategies in the gaming industry. The popularity of streaming platforms offers brands a unique opportunity to connect with their target audience, enhance brand visibility, and drive customer engagement and conversions.
Remember to stay focused on your target audience, engage with influencers authentically, and create entertaining and non-intrusive ads. Additionally, plan your streams carefully, interact with viewers, run contests, and embrace the potential for viral moments to maximize the impact of your streaming marketing efforts.
As you implement these strategies, continuously evaluate performance metrics and adjust your approach to stay ahead of the competition. The dynamic world of game streaming offers immense opportunities for brands willing to adapt and innovate.
So, armed with these insights, venture forth and harness the power of game streamers to captivate your audience, boost brand awareness, and drive remarkable business growth in the thrilling realm of video game marketing.
To get help from influencer marketing professionals with 6+ years of experience in promoting games through streams, contact the Famesters influencer marketing agency. We are ready to assist you as consultants or take the entire campaign management on us.
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