Mario Bautista
The future of influence is virtual! Gaming platforms are not just changing the way we play; they’re poised to reshape the entire influencer landscape of content creation, community engagement, and monetization. In a world where content creation has become the currency of influence, popular online gaming platforms like Roblox, Minecraft, and Fortnite are spawning a new generation of digital super stars! As influencers shift from static posts to interactive experiences, these platforms are becoming hotbeds for a new breed of creators.
Immersive experiences: The new frontier of content creation
From building virtual worlds to hosting live events, these gamers can pioneer a more immersive and engaging form of content. Let’s figure out how gaming communities are shaping the next generation of influencers and content creators, and what sets these gaming creators apart from the traditional social media influencers.
Gaming platforms like Roblox, Fortnite, and Minecraft are transforming content creation by offering immersive, user-driven experiences, reckons Rahul Maradiya, Co-founder and Global CEO, CIFDAQ.
“Unlike traditional social media, where influencers rely on static images, videos, or text, these platforms provide real-time interactivity and creative freedom. For example, Roblox and Minecraft enable users to build custom environments and game modes, fostering a more dynamic form of engagement. Fortnite’s live events, such as virtual concerts, allow creators to interact with their audience in ways social media can’t replicate, offering a richer, more immersive experience,” he adds.
Additionally, Maradiya adds, these platforms offer integrated monetization opportunities, with creators earning from in-game purchases, skins, and other features. In contrast, traditional influencers typically depend on ads and sponsorships. “Gaming communities also prioritize collaboration and creativity, with influencers often working together on projects. This model gives rise to a new class of influencers, who engage audiences through creativity and community involvement, setting them apart from the passive consumption models seen on traditional social platforms.”
Gaming platforms like Roblox, Fortnite, and Minecraft allow gamers to create, share, and monetize their own games and experiences, says Keith Braganza, Lead Sports, TheSmallBigIdea. These platforms, according to Braganza, prioritize user-generated content and audience interaction.
“Gaming influencers engage audiences through interactive experiences, real-time content creation, and social engagement, and building more participatory communities. This allows the audience to not only passively consume content created by these influencers but also be an active part of it,” he adds.
Metaverse games offer a unique, immersive experience where players are transported into a virtual or simulated world, becoming part of the story as key characters, points out Raj Swaminathan, Senior Director – Revenues and New Initiatives, Globale Media.
“Unlike traditional games with fixed narratives, players here actively drive the storyline through their decisions, making it highly engaging and almost addictive. Gamers plan their moves, make in-game purchases, and fully immerse themselves in the unfolding narrative. These games are especially popular among teens and early teens, attracting an audience of over 25 million players. What sets these games apart is their seamless integration with real-world social media platforms. Players can easily share their progress, achievements, and leaderboard standings, fostering a sense of community and competition. Additionally, they can involve other players to collaborate, compete, and enjoy the game together. This level of engagement, creativity, and dynamic control is far beyond what traditional social media platforms offer, providing a much more interactive and fluid experience,” he adds.
Gaming platforms like Roblox, Fortnite, and Minecraft are driving the emergence of a new generation of content creators and influencers, distinct from those on traditional social media, points out Vikas Goel, Founder of EsportsXO, a Bengaluru-headquartered esports organisation.
Roblox, for example, attracts over 150 million monthly active users, most of whom are young, positioning it as a key platform for brands looking to engage younger audiences. These platforms enable players to create user-generated content, design virtual worlds, and share experiences with large, engaged communities.
“Their specialised knowledge, engaging content, strong community connection and cross-platform reach distinguish them from traditional media influencers. This ecosystem fosters micro-influencers who gain loyal followings based on their creativity and gameplay rather than through carefully curated lifestyles typical of traditional influencers. What sets them apart is their ability to connect with audiences through in-game skills and collaboration, making their influence more immersive and interactive. This deeper engagement resonates strongly with gaming communities, amplifying their impact as influencers,” explains Goel.
Shaping the next-gen influencers
In the days ahead, gaming communities will have a decisive role to play in shaping the next generation of influencers and content creators, leveraging platforms like Twitch, YouTube Gaming, and Discord.
Gaming communities are positioned to become the foundation for the next generation of content creators and influencers, offering unparalleled opportunities for collaboration, real-time engagement, and niche targeting, opines Rahul Maradiya.
Unlike traditional influencer spaces, he adds, gaming communities thrive on interactive platforms like Twitch, YouTube Gaming, and Discord, where creators can directly engage with their audiences. Twitch’s live streaming, for example, allows influencers to interact with their viewers instantaneously, responding to comments in real-time and shaping their content on the fly. This kind of engagement builds a sense of loyalty and community, which is harder to achieve on platforms that lack this immediacy.
“Discord serves as another critical platform by providing influencers with a space to cultivate tight-knit communities. Through organized events, challenges, and discussions, creators can engage their audience on a more personal level, creating an environment that encourages ongoing interaction and collaboration. This direct connection not only fosters deeper relationships between creators and their audiences but also gives rise to opportunities for joint projects, cross-promotion, and content diversification,” Maradiya says.
Furthermore, he adds, gaming communities are incredibly niche-driven. Influencers can target very specific interests, allowing them to build dedicated followings that may be smaller but are more engaged compared to generalist social media influencers.
“By leveraging monetization features like Twitch subscriptions, YouTube Super Chat, and community-driven sponsorships, gaming influencers can diversify their income streams while maintaining creative freedom. In sum, the gaming community ecosystem—buoyed by platforms like Twitch, YouTube Gaming, and Discord—will be the driving force behind the next generation of influencers by combining real-time engagement, collaboration, and tailored monetization opportunities,” explains Maradiya.
Vikas Goel also feels that gaming communities are expected to play a huge role in the emergence of new influencers and content creators, leveraging platforms like Twitch, YouTube Gaming, and Discord to fuel their growth. These communities thrive on mutual experience, real-time interaction, and collaboration that distinguish gaming influencers from their traditional social media counterparts who often rely on curated lifestyles.
“More than 7.1 million monthly active Twitch users can build strong, loyal communities through live chats, real-time commentary, and gaming tutorials. This direct interaction allows for an easier connection with viewers and naturally enables growth by showcasing gameplay and personality. Similarly, YouTube Gaming has played a crucial role, with 1.71 billion hours of gaming content viewed in 2022. The platform allows creators to produce in-depth reviews, tutorials, and walkthroughs to attract viewers who are hungry for deeper explorations of their favorite games. Discord further adds to the immersion by providing a closer community environment, with 21 million active users as of 2023. This space will enable influencers to communicate with followers through voice calls and text. This direct engagement fosters trust and loyalty, nurturing stronger bonds between creators and their audiences through real-time communication. Together, these platforms provide a unique space that encourages authenticity, interactivity, and skills for these influencers. It will be the foundation for generations of content creators while being interwoven into the gaming culture itself,” explains Goel.
According to Keith Braganza, gaming communities foster collaboration and real-time interaction, and platforms like Twitch, YouTube Gaming, and Discord already do and will continue to amplify this by providing spaces for live streaming, content sharing, and community building, where gaming creators can directly engage with their audiences which allows them to showcase their skills, get real-time feedback and build loyal followings. This, Braganza adds, benefits the platforms as well, by attracting the influencers’ growing audiences that boosts the platforms’ growth in turn.
Gaming influencers, or “professional gamers with large community followings”, are poised to play a pivotal role in the fast-expanding e-sports industry, both globally and in India, points out Raj Swaminathan.
In India alone, he adds, there are over 50 million gamers, with e-sports professionals now seen as equivalent to traditional athletes, competing in major online and offline tournaments. Their influence extends far beyond casual players, inspiring a new generation of aspiring gamers who look to follow their path.
“These professional gamers are more than just players; they are role models who inspire, engage, and lead entire gaming communities. Much like Ronaldo in football or Kohli in cricket, they dominate their fields, setting benchmarks for excellence. As e-sports continue to expand, their influence will only grow, attracting more sponsorships, advertising, and corporate partnerships. The financial stakes are set to skyrocket, making these gaming influencers not just stars of their sport but powerful brand ambassadors in the digital and corporate world,” Swaminathan adds.
(Tomorrow Part 2: How brands and media agencies are adapting their influencer marketing strategies to collaborate with gaming influencers – the report will also discuss whether platforms like Instagram, TikTok, and YouTube will lose ground to gaming platforms or integrate gaming content into their ecosystems.)
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