EIPlatform and The World of the Esports Streamer
The popularity of video game streaming has undoubtably shaped the world of esports and gaming over the last 5 or so years and has become a lucrative business both for streamers themselves and the brands who sponsor them. Streaming can represent a fantastic opportunity for esports enthusiasts and brands to benefit greatly from the esports industry. For streamers, the ability to make a living doing something they love; for advertisers the ability to reach a highly engaged, valuable audience.
Streaming as we know it today first became possible as higher bandwidth internet became more widely available and with the release of Adobe Flash. Esports and competitive gaming took streaming to the next level. Twitch, started in 2011, is already one of the biggest sites on the internet and accounts for almost half of all video streaming traffic in the USA. In 2018, 42 Billion minutes of streaming content is being watched on Twitch per month, up 43.62% on 2017. Although a clear market leader, video game streaming does not only happen on Twitch. Youtube Gaming and, more recently, Facebook Live also have big audiences, both of which are growing fast.
Why Is Video Game Streaming So Popular?
To the uninitiated, watching other people play games doesn’t sound much fun, but there are a number of reasons why this has gained so much popularity.
Many (though by no means all) game streamers are very skilful at the games they play. As most viewers are also players, they can appreciate and enjoy streamers’ skills and additionally pick up tips on how to better their own performance.
Another reason that streaming is so popular is its social aspect. Viewers can communicate live with broadcasters and each other during play. Esports streaming brings a gamers a sense of community similar to other social media.
Video game streaming is unpredictable. Events are unfolding in real time and anything could happen next. Like live sports games, this makes live streaming far more compelling than pre-recorded videos.
Being a Professional Streamer
Some of the most popular streamers on Twitch are ex-professional players who have started streaming after retirement from competitive esports, but the majority of streamers are regular players. All one needs to become a streamer is a good PC set-up, and it is the availability and relative low price of this technology that is enabling so many new streamers to enter the market. Consequently, the number of streamers has grown significantly. So far in 2018, the average number of unique broadcasters per month on Twitch is 3.2 million, up 60.88% on 2017.
While there are a lot of casual streamers who do it mostly for fun, a lot of people are making a full-time living. Brands are increasingly aware of the power of influencer marketing with regards to streaming and it is becoming thought of as one of the most popular methods for reaching the much sought after esports and gaming audience.
However, as well as the opportunities that the rapid growth of the influencer streaming industry has brought to streamers and brands, it has also brought a number of problems.
How EIPlatform will Benefit Streamers and Advertisers
Currently, for esports streamers, the market is fragmented with a number of go-betweens and agencies. As well as taking up a significant proportion of the fees, this also creates problems for both advertisers and streamers. For brands and advertisers, there is no single point of entry to the streamer market. A significant amount of work and expense is required to find and negotiate with streamers that match their brand values and goals. For brands with limited budgets, this can limit their entry into the esports marketplace.
Similarly, for streamers, this aspect of the esports market presents problems. Novice streamers, or streamers with a lower (but possibly very engaged) audience may have difficulty finding sponsors or advertisers interested in them.
The streaming audience is growing fast, but right now the number of streamers is increasing even faster. The competition is making it a difficult marketplace for advertisers and streamers alike.
EIPlatform (Esports Interactive Platform) presents a solution to these issues by allowing direct interaction between advertisers of all sizes, and streamers. Connecting with each other directly, without the use of intermediaries, will create a global marketplace for both groups. Advertisers will achieve more efficient adspend, while streamers will be able to monetize their channels more effectively to aid in the development of their streaming careers.
Additionally, EIPlatform’s data management, made possible by blockchain technology, will allow advertisers to understand and analyse the streaming market. They will be able to make educated decisions regarding their advertising investments and identify new opportunities.
Smart contracts will allow for utmost security of all payments between advertisers and streamers on the EIPlatform. Payments will be made using EMI cryptocurrency. Advertisers and Sponsors will be able to easily track streamers’ activity and ensure that the specifications of their contracts were fulfilled. Streamers will have peace of mind that they will get paid for their work.
The second pre-sale phase of the EMI token sale is launching from November 26 until November 30, 2018.
For further information, please refer to the EIPlatform website and Whitepaper.
