In-game video platforms
The case for in-game video platforms
Closing the direct-to-consumer gap
The userbases of the largest game publishers and distributors are sizable enough to create their own game content platforms alongside Twitch and YouTube. By cutting out the middleman and bringing video content inside games – instead of outside on third-party platforms – publishers could compete in a whole other lane of the attention economy.
Did you know that, on average, gamers spend more time watching social videos than playing games?
Social is eating entertainment. Is it time for gaming to bite back with dedicated in-game video platforms?
Game publishers have long used third-party video platforms like Twitch and YouTube as a springboard to promote their games. Meanwhile, Twitch and YouTube get advertising and creator-driven revenues in return. The relationship has largely been reciprocal and beneficial for both parties. But games market revenues are facing growth challenges, with the attention economy saturated and time spent increasingly difficult to grow. It is time for game publishers to see creators as more than marketing.
This concept-briefing report explores how game publishers can reclaim engagement and revenues from third-party video platforms. We have identified an opportunity for publishers to capture video-related consumer engagement, generate new engagement, and unlock new revenue streams in a stagnant games market.
Key insights
Video is a core part of the gaming ecosystem. 24% of console / PC players and 48% of in-game buyers watch game-related content at least monthly
On average, gamers spend more time watching social videos than playing games (8.5 hours versus 7.4 hours)
Bringing video content inside games ecosystems could allow publishers to compete in another lane of the attention economy, unlocking new revenue streams in the process
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