Youtube is arguably one of the most impactful social media channels for game marketing. Since YouTube is owned by Google, Youtube videos have priority in the Google Search algorithm for key terms, which is essential in the game marketing strategy. Video content also gets more engagement and is able to influence more consumers on Youtube. Data from 2019 has shown that video content accounts for 78% of all the data traffic globally. In fact, a majority of the top channels on Youtube are gaming channels, proving that Youtubers truly do hold power over the video gaming industry.
There are many instances of games that have gone viral on Youtube, especially because the platform is so contagious. Once one Youtuber makes a successful video on a game, other Youtube gamers are quick to follow suit. Nowadays, video game marketers have gone so far as to do away with traditional marketing and reach out to popular Youtube gamers directly to promote their games, and it works!
- Five Nights at Freddy’s
Five Nights at Freddy’s is an indie game created by Scott Cawthon. Despite its smaller budget, it became a hit due to the sheer amount of Youtubers who played the game. The game doesn’t boast the most complex gameplay or even spectacular animation, but the lore and mystery were able to keep viewers intrigued. YouTubers like Markiplier and GameTheorist have made many videos playing this game, with the latter having an ongoing series dissecting the lore behind the plot.
- Goat Simulator
This open-ended third-person perspective game where players explore a world as a goat might seem like an unlikely hit, but it became one of the most popular games in 2014 when it was released. It’s the randomness and freedom that the game allows that caught the attention of viewers. One of Youtuber Pewdiepie’s first viral videos was actually of him playing Goat Simulator. The absurd premise allows Youtubers to showcase their humour and personality, which are definitely elevated by the crazy animations.
- Minecraft
Minecraft isn’t a new game by any means. Released in 2011 by Mojang Studios, it started out as a family-friendly 3D sandbox video game that allowed players to build and explore in an infinite game world and is now deemed one of the most culturally impactful games of the decade. It’s initial popularity in 2012 is very much attributed to Youtubers like DanTDM and CaptainSparklez. Now, the Minecraft hype has seen a resurgence on Youtube due to a growing community and also because Pewdiepie published a Minecraft video in June of 2019.
- Hello Neighbor
Hello Neighbor began as an idea by development studio Dynamic Pixels. It is a survival stealth horror game in which players play as ‘Nick Roth’, who has to sneak around a strange neighbourhood to unearth secrets by solving a series of puzzles. A Kickstarter campaign was launched further into development to fund the game. It became popular among a young crowd due to the allure of the mysteries. Some of the largest gaming Youtubers like GameTheorist and Jacksepticeye helped popularise the game.
