Gaming content has officially become the king of YouTube, hitting a record 6 billion monthly views in June 2024, according to Tubular’s latest report.
With video game content thriving and evolving day-by-day, it’s more than clear that gaming is no longer just entertainment for players – it’s a massive opportunity for brands and marketers. But how exactly can marketers use this growing trend in their own territory? Let’s break it down.
YouTube: The Home of Gaming Content
First things first: YouTube is the hub for gaming content, especially when it comes to long-form gameplay videos. For those unfamiliar with gameplay videos, they involve creators showcasing in-game footage; it can be from them playing through a storyline, sharing tips to surpass a certain level or just gamers having fun. Viewers love it because they can pick up tricks and strategies while also feeling part of the gaming community.
The numbers speak for themselves: according to Tubular’s report, the monthly views held steady around 4 billion in 2022, gradually climbing to 5 billion in 2023 before smashing records at 6 billion views in mid-2024. That’s a massive amount of engagement, showing that the gaming community on YouTube is not only loyal but growing exponentially.
If you’re in marketing, particularly social media marketing, this trend is a goldmine of opportunities. Marketers have a chance to tap into this highly engaged audience by working with gaming creators, sponsoring videos or even creating relevant content that fits within the gaming culture.
The keyword here is relevancy. Viewers are coming to YouTube for authentic, relatable content and that means any marketing effort will need to blend in a subtle way into the experience. Trying to force overly promotional or unrelated content into this space is likely to fall flat.
Gaming Creators = The New Powerhouses
It’s no secret that gaming creators are some of the most influential figures on YouTube. With millions of loyal subscribers, these creators hold massive sway over the gaming community. It doesn’t matter their niche of the game they play; it is undeniable that they have cultivated a deep connection with their audience.
But not all their content is showcasing how they play. Creators are blending this type of gaming content with other types of entertainment, like pranks or simulations to reach the different types of viewers out there and catch their attention too. For brands looking to sponsor influencers, gaming creators offer a wide variety of partnership opportunities.
What are the Trending Video Game Topics?
Knowing what topics resonate with the gaming audience is key. According to Tubular’s AI-powered categorisation, the most popular games and topics include Minecraft, Fortnite, Grand Theft Auto and simulation games. As for the type of content within these game topics, gameplay, walkthroughs and strategy videos tend to perform exceptionally well.
If your brand can tie into these hot topics – whether it’s through in-game sponsorships, ads or working with creators who focus on these titles – you’re in a good spot. Brands in tech, lifestyle and entertainment especially have a natural fit in this space.
For example. If you’re working for a tech brand, sponsoring unboxing videos or reviews for gaming hardware (like mobile phones or VR headsets) could be a great way to tap into the gaming community. Even if your brand isn’t directly related to gaming, there’s still room to get creative. Think product placement, co-branded giveaways or even interactive experiences like branded in-game content.
What’s Next? Emerging Trends in Gaming Content
While gaming content is already massive, it’s still evolving like everything else. New formats are springing from traditional gaming content, including live streaming platforms like Twitch, short-form clips found in platforms like Shorts and interactive experiences on platforms like TikTok.
In addition to that, AI and virtual reality are becoming more integrated into gaming, which could lead to new types of gaming content on YouTube.
In short, YouTube’s dominance as the centre for gaming content presents a too-good-to-miss opportunity for marketers. With 6 billion monthly views, the gaming community is thriving and brands that tap into and build advantages in this space in an authentic way can expect enormous benefits.
With the right approach, you can turn the surge of gaming content on YouTube into a win for your brand. Now’s the time to get in the game. The question is, are you ready to level up your strategy?
