Bill Gates’ much-quoted prediction, ‘content is king’, is contested by many modern-day experts. People argue that marketing and distribution is just as important as content, if not more. The YouTubers and vloggers would, however, disagree. Through their shorts, reels and clickbait video thumbnails, these influencers have unlocked a market that didn’t even exist till the mid-2000s.
This market now exists as a part of the gaming industry as well. Many expert gamers are doubling up as video bloggers and influencers in their own right. They stream their games online, be it a game of cash rummy or a battle royale. Some of them also stream gaming news, game reviews and other related content. In the end, a popular gamer may lose their round of live-streamed rummy but end up earning from video monetisation. This is why content creation is proving to be so popular among Indian gamers.
Trailblazers of Gaming Content
Thanks to platforms like Twitch and YouTube, gamers are earning a fortune through gaming content creation. American game streamer Kai Cenat has broken many viewership records on Twitch and was estimated to have a net worth of more than $14 million in 2023. Many Indian gamers have reached similar heights in terms of popularity and income.
Gamer Ajay of Total Gaming has a YouTube subscriber base of close to 44 million. Ajay has maintained a soft corner for mobile gaming favourites like Garena Free Fire and is loved for his amusing commentary. Ujjwal Chaurasia’s Techno Gamerz channel also has more than 43 million subscribers. Viewers get gameplay walkthroughs, reviews, tutorials as well as streaming of popular titles like GTA V, Minecraft and Call of Duty.
Following these two heavyweights are several other game content creators, all of whom command upwards of 10 million subscribers. Notable among them are gaming influencers like Sahil Rana, Lokesh Raj, Ankit Sujan, and, of course, Ajey Nager of CarryMinati fame.
The Influence of the Gaming Influencer
As the popularity of gaming content creators continues to increase through streaming platforms like YouTube, their influence on the gaming community is also increasing. Millions of players download rummy apps like RummyTime and play cash rummy regularly. Platforms like RummyTime offer the opportunity for social interaction, along with the usual gameplay. This is a natural advantage for these platforms as well as streaming channels. The reason is that 25% of Indian gamers like to spend more time on interactive and streaming platforms compared to passive platforms.
Such is the influence of these Indian YouTubers and influencers that more than 57% of Indian gamers discover new game titles by watching their channels. Talking of influence, influencer marketing in India is estimated to have increased by 25% this year. From a market value of ₹2,344 crores in 2024, influencer marketing is expected to rise to ₹3,376 crores by 2026. Presently, gaming streamers and bona fide influencers in India are estimated to be around 3 lakhs in number. Together, they cater to an audience base of over 60 crores.
The Level Playing Field
The influence that the YouTubers and influencers in India enjoy is down to the overwhelming global success of the live game streaming platforms. Breaking the ground early in 2007 was Justin.tv, which was later rechristened to its present famous name, Twitch. With Amazon taking over Twitch, Google’s response was YouTube Gaming. Both of these platforms see massive footfall today. But even they don’t give you the full picture. Platforms like Loco and Rooter in India and Douyu and Huya in China have carved a niche at a regional level despite the dominance of the global giants.
The overall content live-streaming market size is valued at $250 billion presently and is expected to be nearly $500 billion in three years. While on the one hand, these platforms have democratised content creation, they have also cascaded the financial benefits. And that, apart from the passion for gaming, is one of the main reasons why game-inspired content creation became a ‘thing’.
A Rewarding Vocation
Through their content creation and curation, gamers in India can earn over $1 million, according to a Financial Express observation. This, however, varies widely depending on viewership and endorsement incomes. Endorsements, in particular, offer endless opportunities to famous Indian gamers.
For instance, HP signed gamer Ankit Panth as the brand ambassador of its gaming peripherals team HyperX a couple of years ago. Cricket team Kolkata Knight Riders partnered with gamers like MortaL and Payal Gaming. As the face value of Indian YouTubers and influencers increases through channel subscriptions, these types of endorsements open another revenue floodgate.
A Growing Trend
The widespread response to gaming live streams has been a growing trend in India for years. This has made celebrities out of game enthusiasts who have a knack for content creation. Through absorbing gameplay, captivating commentary and real-time engagement with the audience, the Indian gaming YouTubers and influencers are doing a world of good for the game economy.