![]() ![]() ![]() Play-throughs can “spoil the narrative experience,” Mr. ![]() Justin Ng, one of the creators of Lurking, said that when YouTubers make videos featuring a complete play-through of a game, it can potentially hurt sales, especially if the game is focused on a linear story. But the results were marginal one video about the game with 1.5 million views spurred only 8,000 downloads, even though Lurking was free. When Lurking, a horror game made by four students in Singapore, caught the attention of PewDiePie and Markiplier, another well-known YouTube personality, their videos amassed more than 7 million views. “It’s something that has become really important to how we think about how we market our games going forward,” Tracey McGarrigan, the chief marketing officer of Bossa Studios, said of YouTube.īut some game developers warn that YouTube exposure is not a magic bullet that translates into sales, even if millions of people are watching. Kjellberg was embroiled in a controversy over posting anti-Semitic videos, but he is still regarded as so influential that developers sometimes refer to his impact as “the PewDiePie Effect.” According to YouTube, hundreds of millions of people watch more than 246 billion minutes of videos about gaming on its service every month, with 70 percent of the viewers younger than 34.įor some video game developers, the goal is to gain the attention of someone like Felix Kjellberg, a Swede better known by his YouTube alias PewDiePie, whose channel has more than 56 million subscribers. YouTube, in particular, has a strong reach with younger audiences, who watch more than twice as much online video content as they do television. Big-budget video game studios are courting popular YouTubers by sending them early review copies of games or paying them to make positive videos, and the impact can be even more significant for independent games with little money to spend on marketing. Hello Neighbor’s experience reflects the rise of video sites like YouTube as an accelerant for the video game business. ![]()
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