Introduction
The rise of lets plays and live streaming has dramatically impacted how video games are marketed. Where traditional marketing relied on commercials and preview coverage, lets plays and streams allow potential players to see extensive raw gameplay footage and commentary. This has shifted power from publishers to content creators and audiences, changing how games build awareness and sell copies.
The Appeal of Longform Streaming Content
Lets plays and streams showcase full playthroughs of games, often lasting hours or days. This immersive longform content offers:
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Authentic experiences – Viewers see real gameplay and commentary rather than heavily edited marketing material. This builds trust and transparency.
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Spoiler-free previews – Viewers can preview games without major plot spoilers often found in reviews. This helps inform purchase decisions.
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Entertaining personalities – Streamers build loyal audiences through humorous or skillful commentary laid over gameplay. Their personalities become intrinsically linked to games.
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Vicarious play – Viewers experience games without having to purchase or play them, allowing free previewing. This expands games’ reach.
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Community – Regular streams and chat interaction creates tight-knit gaming communities centered around streamers and titles. These communities evangelize games.
The Power of Influencer Marketing
Streamers and lets players have massive influence over purchase decisions thanks to their authenticity and reach. Their endorsements can make or break game launches.
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Top streamers have millions of dedicated subscribers who value their opinions. A single sponsored stream can massively boost awareness.
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Smaller streamers also have strong influence within niche communities, providing granular targeting.
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Viewers see streamers enjoying and engaging with games in natural settings. This carries more weight than scripted marketing.
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Streamers build hype through genuine excitement, driving word-of-mouth sales. Their early access drives pre-launch buzz.
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Publishers sponsor streams with paid promotions to harness this marketing power. Top streamers can earn thousands per hour streaming sponsored titles.
Direct Sales Impacts
In addition to raising awareness, streaming and lets plays directly influence game sales through various mechanisms:
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Showcasing gameplay – Viewers can determine if a game suits their tastes without hands-on demos. Raw gameplay assists purchase decisions.
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Driving discovery – Obscure indie titles can gain huge visibility from streams and lets play coverage. Being featured can launch titles from obscurity.
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Providing reviews – Streamers offer frank reviews and critiques as they play. This helps viewers determine day-one purchase viability.
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Increasing retention – Watching others play helps players persist by learning tactics and mechanics. Streamers keep players engaged with games longer.
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Boosting esports viewership – Streaming competitive gaming grows tournament and professional league viewership. This raises overall franchise revenue and visibility.
The Value for Game Publishers
Streamers and lets players provide manifold benefits to game publishers at limited expense:
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They constitute free marketing at massive scale. Sponsorships remain inexpensive vs traditional advertising.
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Their authenticity builds credibility much more effectively than polished trailers or ads.
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Streaming coverage starts well before launch, building organic hype. This mitigates marketing costs.
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They reduce the need for expensive print, TV, and website ads to establish brand and gameplay awareness.
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They drive sales through both influence and providing free gameplay previews to potential customers.
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They keep player bases engaged for far longer, fighting churn and bolstering retention.
Conclusion
Lets plays and live streams have become integral to the video game marketing mix. They offer free yet powerful marketing via trusted influencers, drive organic discoverability, provide authentic gameplay previews, and keep player bases engaged longer. Harnessing their capabilities has proven indispensible for modern game publishers.
