![]() ![]() And yet streamers can take tens of thousands of dollars, millions even, to serve as literal hype machines for new games, and their audiences are more loyal to them than ever. If I said that Activision paid me $100 to give a good score to the new Call of Duty, I would be instantly blacklisted by the entire industry, almost certainly fired, and would probably never see my reputation recover. There have been huge scandals over things like a journalist being fired for giving a low score to a game that was site’s advertising partner, though events like that are few and far between. Games journalists have endured years of harassment that our coverage of certain games has been “bought and paid for” when we give out high or low review scores or provide positive or negative coverage. Especially to someone like me, personally. It’s a level of direct targeting and mass exposure to a product that is invaluable, so invaluable that $25-$50,000 an hour, depending on the streamer, is almost a steal, especially when you consider the tens of millions of dollars that are already spent on far more traditional and far less effective forms of advertising in the industry.Īll that said, there’s an aspect of this that is massively frustrating. It’s like paying Lebron James to speak into a camera for two days straight about new pair of shoes on a stream watched by thousands or millions of captive fans. There’s really nothing else like it across other forms of advertising. You have these streamers who have captive audiences of anywhere from 5,000 to 200,000 viewers at a time, depending on what they’re playing, and it’s a direct showcase of your product not in a thirty second, questionably targeted TV ad or pop-up banner, but it’s hours of gameplay at a time streamed directly to your target audience through the mechanism of a public figure they like and trust. ![]() But I am saying that this is an extremely effective way to market a new game compared to traditional advertising. ![]() When I say these streamers deserve it, I’m not saying the physical act of playing a new game for a few days is labor worth tens or hundreds of thousands of dollars. ![]()
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