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You see a lot of cereal ads, junk food promotion and energy drinks. “In general, the products that are showing up as ads in and around gaming tend to be very stereotyped based on assumptions about the lifestyles of gamers. His videos cover everything from deep cut game lore through to analysis of such pressing topics as “Would Super Mario Win the Olympics” and “What is a Minecraft Emerald Worth”.Īs he sees it, the current interaction between brands and the gaming audience is still somewhat limited and, to an extent, based on a very specific view of who a gamer is. Matthew Patrick, a.k.a MatPat, runs one of the largest gaming channels on YouTube – Game Theorists – which hosts a community of 17.4m subscribers and offers a library of content stretching back to 2010. The current interaction between brands and the gaming audience is still somewhat limited and, to an extent, based on a very specific view of who a gamer is. Seems like a no-brainer, right? The challenge, however, is that the gaming community is, by and large, a highly analytical and deeply media-literate group of consumers, which means any attempt to invade their space is met with intense scrutiny.

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Increasingly, however, it’s big brands that are looking to make their way into this highly guarded space, eyeballing the opportunity to reach an audience who otherwise spend the vast majority of their free time in digital environments that are free from advertising.

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It’s now entirely possible to make a living through professional esports, streaming on Twitch, with AdSense revenue on YouTube, paywalled Patreon channels with exclusive content, through brand deals and dropping merch.Ībove: Nintendo's latest blockbuster release, The Legend of Zelda: Tears of the Kingdom. Video games now generate more money globally than movies and music combined, and some of that money is going directly into the pockets of gamers themselves. Fortnite, Minecraft and Roblox are global phenomena that have not only shifted the way gamers interact through competitive socialising, they’ve also kickstarted content creators’ careers. Video games now generate more money globally than movies and music combined.įor one thing, it’s no longer the preserve of isolated players alone in bedrooms, or small clusters of friends spawning into Quake over LAN connection after hours at school. Think about that for a second.Īdd to that Nintendo’s other recent success with The Super Mario Bros Movie, which took just 26 days to smash through $1bn at the global box office, and it’s clear that gaming now possesses the power to reverberate through culture in ways we’ve never seen before.

Avengers: Endgame, by comparison, which boasts the highest opening box office weekend on record, took ‘just’ US$357m.

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At the time of writing this, Nintendo has just announced that its latest blockbuster release, The Legend of Zelda: Tears of the Kingdom, has sold 10 million copies in the three days since launch.Īt around US$60 a pop for the game, you’re looking at the equivalent of a Hollywood movie grossing six hundred million dollars in its opening weekend.

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