Do You Know? Gaming Influencers Are Taking A Giant Leap

Jun 29, 2023

In the video game industry, influencers are shifting from playing games to creating and publishing them. One True King (OTK), a gaming-focused media company, recently launched Mad Mushroom, a publishing division. By leveraging the expertise of OTK's gaming influencers and lead adviser Mike Silbowitz, the company aims to publish, distribute, test, and market games.

Traditionally, publishers paid top influencers significant amounts to showcase new games to their large audiences on platforms like Twitch and YouTube. OTK aims to reduce marketing and user-acquisition costs and take a smaller cut of sales, potentially benefiting independent game developers. Influencers recognize the value of their time and audience, allowing them to diversify their income beyond social media networks.

Top streamers, including Michael "Shroud" Grzesiek and Chris "Sacriel" Ball, are collaborating with studios to create their own games, catering to their fan base. Streamers are also exploring opportunities to remix and design original versions of popular games, such as with the Project V announcement from Fortnite streamers using Fortnite Creative.

However, these diversifications come with risks, as game development and publishing can be expensive and time-consuming. Costs include developer advances and expenses related to marketing, porting games to multiple devices, and localization.

OTK recently showcased 30 video games, allowing fans and influencers to choose their favorites, with the winners receiving $25,000 each. While Mad Mushroom is seeking investors, OTK's primary goal is to enrich the gaming ecosystem rather than focusing solely on profitability.

Chief Strategy Officer Zachary Diaz emphasized that the success of more games is beneficial for gaming content creators, reflecting the company's broader mission.

Source: The Economic Times