Youtube channels as a marketing opportunity

During my ongoing literature review I often discover interesting facts about things I’ve never thought about. Sometimes I can connect these facts with my own observations: The result is mostly a completely new idea why things are as they are. Maybe these ideas are new to you, too. Therefore I’ll share my new science based knowledge with you!

This week: This time, I present the upcoming trend of pitching indie games to famous youtubers. By getting the attention of one famous youtuber who starts playing the game, the indie game developer can get the attention of several thousand other players the same time.

I’ve already discussed a bit the indie game development[1], youtubers who create lets play videos (LPs)[2] and the way how ecobusiness works[3]. Today, I like to combine these topics and discuss a marketing opportunity for indie game developers: taking advantage of successful youtubers to introduce the own game to a wide audience.

Indie game developers do have the problem that they need to do everything on their own. This also includes drawing attention of possible players who will buy their product. They can’t rely on the marketing campaigns of their publishers. Additionally, they even don’t have the money for huge marketing campaigns to introduce their games.

Successful youtubers on the other hand easily do have the attention of more than 100.000 followers[4]. In most cases, these followers like the same kind of games as the youtubers themselves. If a let’s play series covers interesting and fun gameplay, viewers might get interested and start playing the game, too.

Considering this, getting the attention of youtubers can lead to a successful introduction of the game to a broad audience. However, this is a time consuming activity, but it’s an ideal way of presenting the own game to the target audience. Additionally, youtubers are interested in making LP’s of new games and trying to advice interested indie game designers how they can approach youtubers[5].
Naturally sending e-mails to every possible youtuber won’t work at all. Indie game developers should do some research about the youtubers and be sure that the player might be interested in playing the own game[6]. If a developer pitches an adventure game to a player who mostly prefers to play simulations, the player would probably never play the game. Furthermore, the followers of this youtuber do have almost the same preferences as the youtuber and thus won’t be interested in a game that doesn’t match their interests.

If an indie game developer approaches a matching youtuber and the player starts playing and liking the game, both sides can greatly benefit from this. Youtubers need interesting content to keep their audience active. By getting new content by playing a freshly developed indie game, the youtuber can entertain his audience and get even more followers.
The indie game developer on the other hand suddenly reaches thousands of people who might get interested in the game and finally buy it. It’s consuming some time to find the appropriate youtube channel, but it can pay off by having somebody who presents the game to a wide audience for free.

Youtubers make revenue by being in the youtube partner program. The more views a user gets, the more revenue he can make. By getting access to interesting and new content, the youtuber can draw the attention of his viewers and thus make more money.
The indie game developer makes revenue by selling his game, but players can’t buy a game they’re not aware of. By getting in contact with a youtuber, the youtuber gets new content and the indie game gets the attention of the viewers. This symbiosis is successful for both sides: it’s a win-win situation.