Twenty years ago, if somebody told their parents or somebody of an older generation that they were looking to play video games as their full-time job, it would have been an idea that would’ve been laughed at.
You’ll still get people of a certain age who cannot wrap their heads around the idea that gaming has the potential to be a lucrative industry and career. As it continues to expand into new areas, it’s not just professional video gamers who are looking to cash in; a multitude of other subdivisions have emerged over the last decade.
It doesn’t matter if it’s people looking to become a full-time gaming influencer, stream their escapades on YouTube or Twitch, or others who create podcasts and gain enough subscribers to turn their passion into their full-time job; there are certain qualities and non-negotiables that marketing companies and talent agencies are looking for.
The Power Of eSports
Professional video gaming has gone from an ambitious concept in the mid-00s to a multi-billion dollar industry less than 20 years later. Because of this enormous growth, the number of subdivisions operating underneath eSports has grown exponentially.
There’s now a market for people looking to design sets for the biggest competitions, host shows, sponsor teams, as well as eSports betting markets, which are driving some of the greatest demand anywhere in this burgeoning sector.
Taking a look at the eSports odds at Thunderpick, it becomes evident just how many potential games there are for influencers looking to hone in on one title or genre. Gaming influencers often look to partner with brands that have a strong presence in these underlying markets, and with the money on offer in the world’s most prominent eSports, it’s not a surprise to see betting companies trying to tap into this mass appeal.
First-person shooter games like Counter-Strike 2 still command a massive market share. The biggest CS2 tournaments are amongst some of the most anticipated in the entire eSports calendar, and influencers who spotted this trend early enough and made a concerted effort to establish their name in this market have been able to make a name for themselves.
Generating Growth In Other Areas Of Gaming
While it is ultimately the size of the market that determines the success of any subdivision, it’s often the influencers and streamers who can generate the most sales and engagement that earn the biggest bucks. It’s a simple fact of any influencer market. MrBeast is a household name because of his YouTube escapades, with business analysts measuring his annual income close to $700 million.
Obviously, someone like MrBeast is an exception here; most influencers will never reach that level or anywhere close, but it shows just how much there is for those who can monetize a large following effectively.
Some gamers go for a broader approach, choosing to pick new releases and playing a dozen or so games on their channel. Others opt for classic games or retro games on the PS2 or PS3; there’s no direct route that works. It’s all about experimenting and finding what resonates most with an online audience.
Adapting To The Market
One of the biggest tips for influencers is to notice trends and capture the market ahead of the rest of the industry. Those who can consistently do this have the best chance of success, and this is something that marketing and talent agencies spot.
A decade ago, to be one of the premier influencers on social media, you’d have to have a presence that stretched across all platforms, but mostly the most popular ones like YouTube and Instagram.
Since the start of this decade, TikTok has become the latest social media platform that influencers have been determined to conquer. While there are many different tools and strategies to achieve TikTok success for marketers, it ultimately boils down to having content that is engaging, fun, accurate, and offers something unique to the numerous gaming influencers out there.
How Will The Future Of Gaming Influencing Look?
Free-roam smash hits still retain the largest chunk of the eSports market, but there’s a growing demand for fighting games and sports games. Some analysts believe games like FC 26 and Madden have the potential to pick up the baton, which is where some influencers now target their focus.
Marketing companies are looking for gaming influencers who can capture a market and use their subscriber base to sell other relevant products to that target market. This is how marketing has always worked, and while the internet has meant that the emphasis has switched from legacy media, from TV and radio to Instagram and TikTok, it’s all about views, attention and engagement.
Those who have a passion for gaming and content creation and can pursue their goals relentlessly stand the best chance of succeeding in this market, regardless of how saturated the market is becoming.
