You guys know I’m not a fan of streamers or how they have encouraged horrible marketing trends. Hopping on the streamer hype train and riding it hard is a very clear tell that your marketing team lacks creativity and a deeper understanding of how to build a lasting and dedicated following for your game.
Streamer hype is out of control. Companies fly dozens of them out to their headquarters, load them up on sugar, swag, and free access to the game then set them free. I have my own personal belief that more than a few of their palms are being greased despite Twitch’s supposed rules against it. From what I have heard (and can not find written verification), Streamers are not allowed to take money to speak highly of a game.
The streamer hype credo: Play it if it’s new. Play it if it gets viewers. Act like a buffoon.
(Okay I added that last part.)
Very few of the streamers who make $10k+ a month are doing so for the love of the games they play. They are doing it because it’s now a job — an awesome job that makes them ridiculous amounts of sponsorship cash. When something risks the cash (like viewer boredom), they jump ship and hop onto the next new/popular game. I don’t fault them for making money, nor do I fault them for playing what they want when they want. Those are their rights and I respect that. I think it’s crap for game companies to abuse it, especially when it’s detrimental to the games.
Most of these streamers have fan clubs that follow them and lick their heels like lovestruck pups. When the streamers jump ship a couple weeks after launch, so do a huge number of players. When the streamers stop broadcasting, suddenly the marketing for that game dries up. Suddenly you start seeing a lot of banner ads and other knee-jerk reactionary marketing tactics to increase visibility. Wouldn’t it be nice if you had a true following of players rather than illegitimately inflated numbers?
Streamers getting games for free and playing them to hype everyone up are killing the industry one game at a time. This type of flash-in-the-pan crap is being used to augment early access antics. Toss a dozen streamers free copies of your early access, give them private servers, and ‘encourage’ them to speak highly of your game when launch is less than ideal. I shouldn’t have to say more.
All of that said, let me get one thing straight: I enjoy watching streams. I watch some of the big names like Cohh and Lirik. I find them entertaining at times (albeit sometimes I have to stop watching because they go too far and start acting up for attention). I especially like Lirik who will openly act like a complete dick and decline being a puppet just to be different. It’s his shtick. But he’s definitely a sponsor-whore like the rest. Smaller streams are where you’ll find more of the real fans of the game and less of the hypers. Not always, but it’s reliable.
You and I might be intelligent. We can watch someone playing a game and hyping it all in that moment as super fun and think, “yeah but I wonder what it’s REALLY like…” But Some people watching streams get sucked into the hype and think the game is awesome because their favorite streamer is playing. Their favorite streamer is showing a version of the game that will not resemble their own experience. It’s an illusion.
Using streamers to market your game is asking to be a flavor of the month. If your goal is to grab a bunch of cash in the first 14 days then go for it. If your goal is to attract ‘real’ players who stick around, and you have long-term goals for your game then I recommend you look elsewhere.