For content creators, it's a whole new ball game as demand streams in

Bengaluru|Pune Online gaming and streaming platforms are looking to tap into the rising popularity of gaming creators who can deliver newer formats of storytelling, as demand for innovative content grows exponentially.

Gaming platform WinZO is partnering with nearly 100,000 creators from smaller cities and towns — who were earlier part of the ByteDance platform — to train them in gaming content creation and streaming technologies.

“We are bullish on the content creator category for gaming and have grown massively on the influencer side. We say gaming is great, but you also need people who create content around gaming because that is consumed massively,” said Saumya Singh Rathore, cofounder, WinZO. The platform works with nearly 100,000 micro gamers who create content and publish it on their social media channels.


Streaming platform Loco, which aims to deliver an interactive experience to users rather than static video-on-demand, is bringing in streamers who will engage in chats, mini-games, as well as ‘battle up’ — a feature that allows users to play games with their favourite streamers.

The platform said it works closely with global brands such as Activision, Logitech, Ubisoft, Fnatic and NBA to create content around gaming that is fun to watch and helps the gaming genre build its own depth in terms of content. “This can be through large gaming tournaments that not only get eyeballs, but also unearth new Indian talent,” said Anirudh Pandita, founder, Pocket Aces, which owns game streaming platform Loco.

Engagement can also happen through new-age video content such as gaming chill streams, documentaries and reality shows that are being built for this buzzy genre, he said.

As users move from simple consumption to interactive experiences, advertisers are being forced to take note of this deepening trend. The likes of Logitech, Red Bull, Intel, OnePlus, Asus Rog and Auros, as well as consumer brands such as Perfetti, Mamaearth and Wow SkinCare are lining up to work with popular and niche gamers and benefit from their loyal fan base through direct partnerships or tournament sponsorships.

NBA 2K League, Call of Duty, PacMan and FreeFire are among some of the popular games that have worked on collaborations with creators to drive user growth.

Rs 3-4 lakh for 1 million views

Pranav Panpalia, founder of Opraahfx, an influencer marketing firm, points to the rising consumption of storytelling and gameplay videos. “(Game streamer) TechnoGamerz has created a new category, where he uses the game to create his own episodic series. Now, other creators have also started doing similar things. (Another gamer) Mythpat uses comedy in his videos,” he said.

For creators, brand collaborations can pay as much as ₹3-4 lakh for every one million views. On top of all this, monetisation through YouTube advertisements can add another Rs 20,000-30,000 for every million views.

Animesh Agarwal, who runs a gaming talent agency called 8bit Creatives, believes brands get a better return on investment on collaborations with gamers, rather than with big but generic content creators. He believes the gaming creator genre has picked in the last year and a half — more so as the pandemic drove people indoors. Mithilesh Patankar, who goes by the name MythPat, is a popular name in the gaming space and his videos have caught the eye of millions of people.