Especially to someone like me, personally. It’s a level of direct targeting and mass exposure to a product that is invaluable, so invaluable that $25-$50,000 an hour, depending on the streamer, is almost a steal, especially when you consider the tens of millions of dollars that are already spent on far more traditional and far less effective forms of advertising in the industry.Īll that said, there’s an aspect of this that is massively frustrating. It’s like paying Lebron James to speak into a camera for two days straight about new pair of shoes on a stream watched by thousands or millions of captive fans. There’s really nothing else like it across other forms of advertising. You have these streamers who have captive audiences of anywhere from 5,000 to 200,000 viewers at a time, depending on what they’re playing, and it’s a direct showcase of your product not in a thirty second, questionably targeted TV ad or pop-up banner, but it’s hours of gameplay at a time streamed directly to your target audience through the mechanism of a public figure they like and trust. But I am saying that this is an extremely effective way to market a new game compared to traditional advertising. When I say these streamers deserve it, I’m not saying the physical act of playing a new game for a few days is labor worth tens or hundreds of thousands of dollars.
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