Guest column | 2021: The year of gaming content creation and gaming influencers

Competitive video games are on the rise and have finally become part of our culture, influencing consumers, investors, media and brands towards themselves. The response he receives is encouraging and is enough to indicate how much of the gaming industry is taking shape. The love of the game has created a demand for content consumption on streaming platforms where the content creators are live and conduct an engaging session with its viewers in real time, making it easy to both share and connect. A new genre, with new formats with new stories every time and new voices across regions and languages ​​adds to the work of the creators.

Through the social component of live streaming, it fueled the explosion of investment and income generation. Streaming platforms like Twitch and YouTube allow subscribers to create a direct connection with their favorite players or teams. Social media giant Facebook has also looked into game streaming and India’s own live streaming and online esports platforms like Loco and Rooter also enjoy mass following among game content creators in our country.

The followers of these streaming platforms or game content creators are mostly made up of young men who are usually in a hard-to-reach niche. According to YouGov’s gaming report, India stands out from the rest of the world with the most Game influencer follower penetration both among active gamers (25%) and heavy gamers (33%). A quarter of urban Indian young men aged 18-34 follow game influencers in India. This is one of the main reasons why brands, endemic and non-endemic, both rely on promoting their products or services by collaborating with these young talents as strategic partners. Growing investments by capitalists and the appropriate distribution networks through publishers like Garena, Krafton and Riot are implicated in the investment and growth of Esports in India.

Online video sharing and social media platform YouTube recently revealed that game content creators topped their list of top Indian creators this year. Top 10 YouTube Creators in India, five of them were game makers including Lokesh Gamer (Lokesh Raj Singh), Total Gaming (Ajay), A_S Gaming (Sahil Rana), Techno Gamerz (Ujjwal Chaurasia) and Gyan Gaming (Sujan Mistri). This indicates that viewers are flexible and move from mainstream content to game content. Game content creators use their platform to provide rich and unique sources for storytelling and community building as they dominate with higher engagement rates. This year is also special for BGMI star Aaditya Sawant aka Dynamo Gaming as he has successfully crossed over 10 million Youtube subscribers on his official YouTube channel. It has provided entertaining content and game techniques which enjoy a huge following from its subscribers and has established itself as the best game maker in India.

Like any traditional professional sport, esports have their owners, sponsorship deals, franchises, huge cash prizes for the winners, merchandise and everything in between which helps build the esports community and helps them grow. generate their annual income.

It was the pandemic that allowed esports to gain popularity, but once the pandemic is under control, it will only increase the opportunities to expand and host more live tournaments. The pandemic has brought about a change in approach and behavior of consumers. People have become more receptive to online engagement, and the increased use of smartphones, accessibility to technology, and high-speed internet have added to its benefits. The year 2021 has helped shape the roadmap for the growth of the esports industry, particularly with the announcement of eSports making its debut at the 2022 Asian Games.

Going forward, business models will take shape through Software as a Service (SaaS) and Platform as a Service (PaaS). The gaming industry is seeing Game as a Service (GaaS) taking the segment to a new level.

Game streaming is coming of age in the country. The booming industry provides a safe haven for those new-age game content creators who have managed to establish their dominance in the industry within a short period of time.

(This article was written by Trinity Gaming Co-Founder and CEO, Abhishek Aggarwal and AnimationXpress does not necessarily subscribe to these views)


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Jenny T. Curlee