The world of video games is witnessing a transformation as gaming influencers on platforms such as Twitch and YouTube are venturing into game publishing. Over the weekend, One True King, a media company predominantly focused on gaming content, launched Mad Mushroom - a publishing division. The move comes as the company attempts to reduce the cost of game marketing and user-acquisition by leveraging its stable of gaming influencers.
OTK's stable of gaming influencers will collaborate with lead adviser and gaming industry veteran, Mike Silbowitz, to publish, distribute, test and market games. Unlike other publishers, OTK plans to take a reduced cut of sales, approximately 30% instead of the regular 40% or 50%, possibly benefiting the makers of independent games. Asmongold, one of the founders of OTK and a top streamer on Twitch, said, "We have a unique competitive advantage in this space. We can give games the push they need to actually go out to market, get eyes on the game and give [developers] insight."
Game influencers are increasingly diversifying their revenue streams beyond social media platforms, which are culturally and financially volatile, by releasing products directly to their audience. This move has led to gaming influencers publishing and advising on top tier and indie games, which cater specifically to their audience's preferences. Earlier this year, Michael “Shroud” Grzesiek and Chris “Sacriel” Ball teamed up with studio Splash Damage to create an open-world survival game, while Guy “Dr Disrespect” Beahm is developing his own first-person shooter game called Deadrop, set to be released in 2022.
Gaming influencers are also exploring the new opportunities offered by gaming companies, such as the ability to remix and create their original versions of their favourite games. In April, five Fortnite gaming influencers announced their collaboration on Project V, a new title they are creating using Fortnite Creative. The streamers are working with developers to create an experience that they believe will appeal to their many followers.
One of the biggest challenges in game publishing is the upfront cost. Even small and independent games can cost hundreds of thousands of dollars to publish and one to five years to make. Additionally, publishers must contend with the cost of porting games onto several devices and localising them into several languages. Despite this, OTK recently showcased 30 video games during a livestreaming event, with fans and influencers picking their favourite two games, which each received $25,000.
In conclusion, Mad Mushroom is a significant step by OTK to further enrich the gaming ecosystem and provide more opportunities for gaming content creators. Chief Strategy Officer Zachary Diaz stated, "I don’t think we are unconcerned with profitability, but...that’s not why we’re doing it. More games being successful is good for gaming content creators". The future looks bright for video game influencers who are set to revolutionise the gaming industry by bringing their unique insights and audience to game publishing.