: Gaming community & untapped marketing opportunities: The India chapter #IndiaNEWS #Samosa Snippets Here we decipher the vastness of the active online gaming community in India, the engagement garnered

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Gaming community & untapped marketing opportunities: The India chapter #IndiaNEWS #Samosa Snippets
Here we decipher the vastness of the active online gaming community in India, the engagement garnered by gaming creators and content on platforms such as YouTube and Twitter, and the marketing avenues that largely remain untapped.



The expanse of the gaming industry has stretched out to be as big as the movie and music industry and has even surpassed the mainstream entertainment industry in certain geographies, this spread also accommodates marketing avenues that well now explore.



Magnitude Of The Gaming Community



The potential and reach of this community that includes an age range of pre-teens and adolescents to several who have crossed the millennial threshold, and make up for a productive target audience who hold emerging purchase power, but the kind of engagement gaming creators generate have more or less been under the radar in the last decade.



While the gaming community remained largely untapped until recent years the blow-up in 2020 made this target audience unignorable. Twitter experienced a 75% increase in 2020 from 2019 in gaming Tweets for a total of 2 Bn Tweets, and with unique users closing at 35 Mn.



2020 has also been a landmark year for gaming content and community on YouTube, the year when gaming content crossed 100 Bn watch time hours with 40+ Mn active gaming channels. Gaming creators have reached all-time high peaks with more than 80,000 creators on YouTube hitting 100,000 subscribers, over 1,000 creators hitting 5 Mn subscribers, and over 350 creators reaching 10 Mn subscribers.



Gaming Live streams on YouTube is another avenue that is smashing watch time records, particularly in India. Six of the eleven top live streamers by views of 2020 on YouTube are from India. Livestreams, VOD content, most liked and most viewed videos all metrics have seen an uptick on YouTube in the country.



YouTube has been a central platform for gaming video content, and Twitter has been the focal medium for gamers to check gaming news, discuss ESports. 73% of surveyed gamers admit to checking Twitter while streaming ESports and gaming to see what other gamers are saying about the gaming news. The conversation rate on Twitter in 2021 is 70 gaming-related Tweets per second from 91 Mn strong community who have sent out 156 Mn Tweets this year so far.



Particularly gaming content and community in India has also risen at an accelerated pace. To give you a glimpse of the strength, Ujjwal Chaurasia’s channel Techno Gamerz currently holds 20. 5 Mn subscribers on YouTube and garners anywhere around 4-18 Mn views on each upload. One of the top live streamers on YouTube, Dynamo Gaming hosts close to 10 Mn subscribers on YouTube and garners an estimated average of around 700K to over a million views.

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