by John Higgins, CEO — OS Studios
For many, streaming games started as a hobby — the love of gaming melding with the drive to share and find community on social media. Today, streaming is a big business that has grown far beyond streamers sharing their favorite games. In fact, according to ZipRecruiter, today’s average successful streamer brings in over $100,000 a year.
Today, anyone with a camera and a passion for video games can begin a stream and, eventually, grow their engagement to the point where their stream can be monetized. It all begins with making your mark. Before you can start earning from your entertaining streams, you have to learn the ins and outs of entertaining your target market, marketing yourself, and choosing the right streaming platform.
However, the true draw of monetizing game streaming is monetizing your passions. Gaming is a blend of watching sports to appreciate players’ skills and watching late-night talk shows for entertainment. The constant, rich visuals game producers put into their games is the biggest reason gaming dominates the streaming economy — it’s simply fun to watch!
Here, we dive into how to monetize your streams and make a lucrative business out of playing your favorite games for an audience of fellow enthusiasts.
Passion meets profit
With the debut of streaming platforms like Twitch and YouTube, entertainment has evolved. Through streaming, game players can connect with a global audience. From pop culture commentary to music to intense gameplay of the world’s most popular games, streaming has revolutionized the entertainment industry. What once could only be engaged with through television, magazines, or maybe chat rooms could now lead to massive followings and six-figure incomes.
Gamers were some of the first people to take advantage of the power of streaming. Early game streamers predate Twitch, with streamers such as Destiny and Own3d showing others how it was done in the early 2000s. Today, streaming is almost synonymous with gameplay, elevating gaming culture to a top entertainment industry.
Dedication to the craft
Like any social media success story, monetizing game streaming requires a combination of consistent content creation, personal brand development, and follower engagement that sets you — the streamer — apart from the thousands of others who are now trying to make a go of it.
Most streamers are equally dedicated to their social media platforms. They authentically engage with their audiences so fellow gamers can see themselves in their position. Successful streamers have also created a personal brand that resonates with their target audience. Today’s most popular streamers, such as Ninja, Ibai, and Sodapoppin, have become household names by building ultra-successful brands around their streams.
Once branding, engagement, marketing, and consistency are in place, monetization is the next strategy. Monetization is not particularly magical; it follows a path well-worn by those who have come before. A mix of audience growth, planned content, and the leverage of multiple revenue streams can allow streamers to make a living from playing games for others.
Newbie streamers should be cautioned to have patience with the process; a monetized stream will not make you a millionaire overnight. But, with a solid strategy, one can build their streaming slowly and find their financial footing.
Here are the main ways that streamers make their money:
1. Subscriptions and donations.
People can subscribe to your streams through popular platforms like Twitch. Their subscriptions give them access to exclusive content, ad-free streams, and even chat privileges that give them direct access to you.
Remember that it’s not the “best” gamers or esports athletes that make the most money from their streams — that privilege is reserved for the gamers who are most entertaining to watch. The more entertaining your streams are, the more subscribers you gain and, therefore, the more revenue you generate with each stream.
While some streamers also accept donations during special events or celebrations like stream anniversaries, the first North Star in your game streaming career is getting enough subscribers to sustain your lifestyle. From there, you can produce auxiliary revenue through other avenues like talent booking and sponsorships.
2. Ad revenue.
Once you reach a certain follower count, brands will likely start reaching out with ad placement opportunities, which can be integrated into streams through in-stream advertisements or sponsored segments. As one’s audience grows, so does their take from ad revenue.
3. Merchandise.
Many popular streamers have branded merchandise such as t-shirts, stickers, and water bottles. This allows the streamer’s rabid fan base to showcase their loyalty to that particular stream. It’s become incredibly easy to create branded merchandise through online services such as TeeSpring, where you can have your own designs printed on demand.
4. Crowdfunding.
Platforms such as Patreon allow streamers to crowdfund income by offering exclusive perks to fans. These perks can range from behind-the-scenes content to one-on-one game sessions for your most dedicated supporters.
5. Collaborations.
Collaboration with other streamers can increase revenue and boost visibility to a new audience. When these collaborations include sponsored content, the stream can be even more successful.
The future of game streaming
Game streaming has a bright future, and the market will only grow as new platforms, technology, and games emerge. No matter what your favorite game is, live streaming can be a path to creative and financial freedom. By staying authentic, connecting with your target audience, and choosing the proper revenue streams, you can turn your passion for gaming into incredible, consistent profits.
John Higgins is the CEO of OS Studios, a global creative marketing agency specializing in video gaming and esports. Under his leadership, OS Studios has won numerous awards, including Webby, Clio, and the EventEx Awards. The studio has also been nominated for an Emmy. John was honored with the Digiday Leader of the Year Award and has produced two of the top 10 hottest tickets in London, according to TimeOut. He has been a highly sought after source of expertise in marketing, advertising, and global trends in sports, gaming, and entertainment, with features in Business Insider, Digiday, Ad Age, and The Drum.
