Over the course of the last decade the use of livestreaming in the gaming industry has become a firmly established practice, with essentially all formats of gaming having some sort of presence on online streaming sites. Catalysed by recent technological advancements such as the advent of mobile technology, the emergence of social media and the near-constant improvement in internet speeds, livestreaming sites such as Twitch are now an essential aspect of the gaming community. These sites have given players an environment to watch their favourite games while also providing a platform for a new generation of gaming influencers. Now, big gaming businesses have begun to use livestreaming as a key tool in their toolbox for attracting customers to their games. Let’s take a closer look at just how these companies are utilising livestreaming.
Hosting Live Events
One of the most effective ways gaming businesses have used livestreaming is by hosting live events on online streaming sites. These live events can range from a promotional run-through of a new release up to the broadcasting of global gaming tournaments. For example, the DOTA2 International, one of the biggest professional gaming tournaments in the world is livestreamed on Twitch every year. By livestreaming events such as these, companies are vastly increasing the number of fans who are able to watch their favourite players and teams, helping to establish a legitimate fanbase. Furthermore, the hype generated by competitive events can lead to a renewed interest in the game being played, often increasing sales of the game and boosting the number of players actively playing the game.
Product Launches and Promotions
When developers release a new game, feature or update, it has become a standard practice of the industry to do so via a livestream launch. There is no clearer example of the effectiveness of this method than the buzz generated whenever the latest Fortnite live event goes up. Promoting new products using streaming services provides players with an interactive and engaging showcase of the new product, helping players to gain a greater understanding of what they can expect if they go on to purchase the product. In many ways it is a win-win scenario where both developers and players come out more positively. In addition, livestreaming a new product provides companies a greater reach, allowing them to maximise their audience while doing so at a fraction of the cost of an in-person product launch. The nature of livestreaming platforms also allows for greater interaction between developer and player, allowing constructive discourse between the two that can often lead to positive changes being made to products for improved gameplay.
Demos and Tutorials
Livestreaming is a great way for gaming businesses to provide their player base with live gameplay demos and tutorials to ensure players get the most out of their gaming experience. All gamers know the feeling when they have been stuck on the same section of a game for what feels like forever, it is frustrating and can often detract from the enjoyment you get from the game, ultimately leading you to stop playing completely. By providing run-throughs of particularly difficult sections of their games, companies give the player the possibility to learn how to overcome these difficulties and hence, continue to play the game. While not all players will want to be shown how to play, providing this option opens the game up to a greater, more diverse customer base.
Incorporation of Livestreaming into Gameplay
One particularly innovative and interesting recent development is the incorporation of livestreamed elements into actual gameplay. This often involves a live interactive performance, similar to that of a presenter on a television gameshow, whereby the player is a contestant. While generally limited to more casual games such as the live dealer game Crazy Time and other quiz-style offerings, the format offers an increased entertainment value with many enjoying the combination of real-life features and virtual gameplay. With the continuing evolution of gaming, particularly utilising virtual reality technologies, it is likely that livestreaming could become incorporated into other game formats in the future.
Influencer Collaborations
The boom in popularity of game streaming like in many other online environments has ultimately led to the establishment of a flourishing influencer scene. Some of Twitch’s biggest stars including Jynxzi, Shroud and Tarik have up to 100,000 subscribers on the site, highlighting just how popular gaming streamers have become. Games companies have now identified this as an effective way to promote their games and engage with new customers. By collaborating with popular influencers, companies gain access to their large and dedicated followings. Influencers will play the games provided by developers, providing a realistic showcase of actual gameplay and offering authentic reviews of the games. The benefits for the businesses are clear to see, having to put little effort in to promote the game, but in turn receiving huge exposure and often affirmation from influential people in the community.
Community Building
While attracting a large customer base is important for the success of a new release, often the hardest and most important thing is keeping these customers. Considering the recent shift away from single payment games to a more freemium, DLC-based model, maintaining a loyal and devoted fanbase is more important than ever. When games have a large presence on livestreaming platforms, it enables players to openly interact with each other, share ideas and discuss gameplay. Livestreaming enables a close-knit online community to develop around a game, ensuring that players continue to the play. Ultimately, this allows for the continued success of the game. While there are many ways to harbour a loyal fanbase, developing an active livestreaming environment will continue to be important for customer loyalty and retention.
It is easy to downplay the importance of online streaming platforms, however, it is undeniable that this is now a key area in which gaming businesses are utilising in order to attract customers and produce successful games. And, with the continued development of online spaces, we can expect to see further use of livestreaming by the biggest in the business.
