When consumers become brand game-changers

After teaching their children for centuries that gaming is harmful for their eyesight (or worse) or a waste of time, it appears that parents may finally change their minds about it. A large portion of those using the internet in India continue to be drawn to online gaming and the countless opportunities it offers, particularly teens who are discovering that playing games online for hours at a time in front of an engaged audience can be a financial game-changer.

Gaming influencers, also known as streamers or influencers, thrive in an engaging online environment where they may connect with viewers, other players, or the games themselves, according to Kunal Khandelwal, Group Head – Outreach, SoCheers.

Engagement between influencers and their audiences is crucial for influencer marketing. Influencers in the game industry therefore fit this perfect profile. According to him, this presents the companies with a special chance to increase their awareness among one of the biggest and most engaged client bases with significant earning possibilities.

Piyush Kumar, the CEO and founder of Rooter, has recognised and capitalised on this particular interaction, making it the first gaming platform in India to enable its community to make money while streaming. Additionally, Rooter has been successful in securing the support and advertising of over 100 companies, including Flipkart, Amazon, Intel, HP, Pizza Hut, Godrej, PhonePe, Chingari, Josh, and others.

"From our perspective, we have a great conviction in the monetization strategy. No one else is now carrying it out. What Hotstar did in 2015–2016 is what Rooter is currently attempting to do in the market. I was in marketing at the time, and when Hotstar entered the market, they promised all the brands and advertisers that customers would switch from cable to over-the-top services, making us their only choice because Netflix and Amazon would never let them advertise on their platforms.

Rooter, which was first imagined in 2016, started out as a sports social network before switching to a game streaming service in the midst of the pandemic. Since then, the startup funded by Paytm has surpassed 50 million app downloads and 17 million+ MAUs.

Rooter's collaborations with game content producers, Kumar is emulating what Hotstar did to disrupt the market in the past and shape it into what it is today. The barrier to entry, according to him, is a cheap smartphone and cheap data. "We know that over the next few years, a large part of the population, especially younger cohorts, are going to be viewing gaming content, even more than general entertainment and OTT stuff," he says.

For gamers who may go on to become creators, the investment is quite small for what might be a very substantial return.

Statistics, unlike hype, don't lie, as Samiksha Mehta, Business Development Manager, Pollen, Zoo Media, frankly points out. Men (12%) and gamers (12%) are the top two influencer groups globally, along with influencers in sports, music, and food (all achieving 12%).

She continues, "Gaming used to be a single-player experience, but that's not the case anymore. Streaming a game means streaming yourself while you play via the internet so that other people can see you on their computer, phone, or gaming console."

"On the level of participation, no other type of influence can match game influence. It's the form of influencer marketing that is most interesting. Imagine it as an ad that is played during a movie or a football game. According to Mehta, gamers are patient and willing to broadcast their favourite games for two to four hours while on the go, which presents numerous advertising opportunities.