Home / Others / Twitch users receive $ 50,000 per hour to play new games: they deserve it

Twitch users receive $ 50,000 per hour to play new games: they deserve it




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Recent years have been full of impressive achievements in the field of professional games, whether they are huge prize pools for sporting events or huge annual revenues for the best Twitch streamers or YouTubers games. But now the age of the insane sponsorship agreement is upon us.

The Wall Street Journal has published a new report. that details the main streamers, those that attract 15,000 or more viewers simultaneously, can earn between $ 25,000 and $ 50,000 per hour when publishers pay to broadcast a newly released game.

It is not a new practice, but it has increased late or late, and was observed in the case of high profile Apex Legends Recently, where he has the EA he paid $ 1 million to the ninja to transmit them. Apex Legends for a few days If that was $ 50,000 per hour, and Ninja played. apex in transmissions sponsored for 20 hours over the course of a few days, mathematics is reviewed.

This may sound absolutely insane, but the article details a number of editors from EA to Take Two that are lining up to throw money into the coils for sponsored game releases.

And honestly, it's a great idea.

When I say that these transmitters deserve it, I am not saying that the physical act of playing a new game for a few days is worth hundreds or thousands of dollars. But I'm saying that this is a extremely Effective way of market and new game compared to traditional advertising. You have these transmitters that have captive audiences of 5,000 to 200,000 viewers at a time, depending on what they're playing, and it's a direct showcase of your product, not a thirty-second pop-up ad or television ad with a questionable goal . but it is hours or play at a moment transmitted directly to their target audience through the mechanism of a public figure they like and trust. There really is nothing like it in other forms of advertising. It's like paying Lebron James to a camera for two days on a new pair of shoes and the transmission by thousands or millions of captive fans. It is a goal or level of direct and massive exposure to a product that is priceless, so valuable that $ 25- $ 50,000 per hour, depending on the transmitter, is almost a robbery, especially when you consider the tens of millions of dollars that are already spent In much more traditional and much less effective ways of advertising in the industry.

Having said all this, there is one aspect of this that is enormously frustrating. Especially someone like me, personally.

Game journalists have endured years of harassment due to the fact that our coverage of certain games has been "bought and paid" when we give high or low review scores or provide positive or negative coverage. There have been great scandals about things like firing a journalist for giving a score low to a game that was the advertising partner of the site, although events like that are few and far between.

If I said that Activision paid me $ 100 to give a good score to the new Call of DutyI would be instantly included in the blacklist throughout the industry, almost certainly fired, and I would probably never see my reputation recover. And users can take tens of thousands of dollars, even millions, to serve as literal hype machines for new games and their audiences are more loyal than ever. Why? & Nbsp; Here is Dr. Lupo explaining to WSJ:

"We have the power to make sure they are on the fence," said Benjamin Lupo, one of the live broadcasters that Electronic Arts paid to play "Apex Legends" for a few hours at its launch in February. 4. "They consider us more trustworthy than a name they do not recognize that they wrote a review, they can see our faces, it's live interaction."

So people trust them more because … they like more people than a phrase on a page? It sounds strange, but it's true, it really is. Streamers feel like friends. Most journalists do not do it.

The thoughts of the players about the games are not incorporated into the review scores either, and this is an industry that lives or dies, no matter how much influence they have, influencing, in other places. So even if the ninja is paying $ 1 million to exaggerate Apex Legends, he is not giving the game paid for 10/10 in Metacritic, so nobody cares.

I do not mean to suggest that all chain transmissions are dishonest when accepting sponsorship agreements, all of which must be disclosed by law. If I was in his position, I was doing the same. And, after all, you can really tell how you feel about the games or, over time, your audience. it will not Trust you if you are promoting clearly terrible things. the apex The situation was one in which the game was really good, so all the exaggerations of the broadcasts felt genuine. But I can see if this keeps happening, and each game has dozens of sponsored exaggerations at the launch, which may be rare, and someday we may reach a point where these content creators are less reliable than the journalists who do it. do not accept giant checks and play your thoughts on them.

The industry is in a strange place, full of celebrities who can not do anything wrong and a press that can not do anything, or at least that's how everything is framed. From a pure marketing perspective, this is absolutely the way forward for most publishers. For the public? Just keep this in mind if your favorite streamers have a lot of fun with the new version of X or Y.

Follow me & nbsp;On twitter, & Nbsp;Facebook& Nbsp; and & nbsp;Instagram. & nbsp; Read my new science fiction thriller & nbsp;killer hero, now available in print and online. I also wrote & nbsp;The terrestrial trilogy.

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Recent years have been full of impressive achievements in the field of professional games, whether they are huge prize pools for sporting events or huge annual revenues for the best Twitch streamers or YouTubers games. But now the age of the insane sponsorship agreement is upon us.

The Wall Street Journal has published a new report that details how the main transmitters, those that attract 15,000 or more viewers simultaneously, can earn between $ 25,000 and $ 50,000 per hour when publishers pay to broadcast a newly published game.

It is not a new practice, but it has increased late or late, and was observed in the case of high profile Apex Legends Recently, where he has the EA he paid $ 1 million to the ninja to transmit them. Apex Legends for a few days If that was $ 50,000 per hour, and Ninja played. apex in transmissions sponsored for 20 hours over the course of a few days, mathematics is reviewed.

This may sound absolutely insane, but the article details a number of editors from EA to Take Two that are lining up to throw money into the coils for sponsored game releases.

And honestly, it's a great idea.

When I say that these transmitters deserve it, I am not saying that the physical act of playing a new game for a few days is worth hundreds or thousands of dollars. But I'm saying that this is a extremely Effective way of market and new game compared to traditional advertising. You have these transmitters that have captive audiences of 5,000 to 200,000 viewers at a time, depending on what they're playing, and it's a direct showcase of your product, not a thirty-second pop-up ad or television ad with a questionable goal . but it is hours or play at a moment transmitted directly to their target audience through the mechanism of a public figure they like and trust. There really is nothing like it in other forms of advertising. It's like paying Lebron James to a camera for two days on a new pair of shoes and the transmission by thousands or millions of captive fans. It is a goal or level of direct and massive exposure to a product that is priceless, so valuable that $ 25- $ 50,000 per hour, depending on the transmitter, is almost a robbery, especially when you consider the tens of millions of dollars that are already spent In much more traditional and much less effective ways of advertising in the industry.

Having said all this, there is one aspect of this that is enormously frustrating. Especially someone like me, personally.

Game journalists have endured years of harassment due to the fact that our coverage of certain games has been "bought and paid" when we give high or low review scores or provide positive or negative coverage. There have been great scandals about things like firing a journalist for giving a score low to a game that was the advertising partner of the site, although events like that are few and far between.

If I said that Activision paid me $ 100 to give a good score to the new Call of DutyI would be instantly included in the blacklist throughout the industry, almost certainly fired, and I would probably never see my reputation recover. And users can take tens of thousands of dollars, even millions, to serve as literal hype machines for new games and their audiences are more loyal than ever. Why? Here is Dr. Lupo explaining to WSJ:

"We have the power to make sure they are on the fence," said Benjamin Lupo, one of the live broadcasters that Electronic Arts paid to play "Apex Legends" for a few hours at its launch in February. 4. "They consider us more trustworthy than a name they do not recognize that they wrote a review, they can see our faces, it's live interaction."

So people trust them more because … they like more people than a phrase on a page? It sounds strange, but it's true, it really is. Streamers feel like friends. Most journalists do not do it.

Streamer's thoughts about the games are not incorporated into the review scores either, and this is an industry that lives or dies for those, no matter how much influence they have, uh, influencing, in other places. So even if the ninja is paying $ 1 million to exaggerate Apex Legends, he is not giving the game paid for 10/10 in Metacritic, so nobody cares.

I do not mean to suggest that all chain transmissions are dishonest when accepting sponsorship agreements, all of which must be disclosed by law. If I was in his position, I was doing the same. And, after all, you can really tell how you feel about the games or, over time, your audience. it will not Trust you if you are promoting clearly terrible things. the apex The situation was one in which the game was really good, so all the exaggerations of the broadcasts felt genuine. But I can see if this keeps happening, and each game has dozens of sponsored exaggerations at the launch, which may be rare, and someday we may reach a point where these content creators are less reliable than the journalists who do it. do not accept giant checks and play your thoughts on them.

The industry is in a strange place, full of celebrities who can not do anything wrong and a press that can not do anything, or at least that's how everything is framed. From a pure marketing perspective, this is absolutely the way forward for most publishers. For the public? Just keep this in mind if your favorite streamers have a lot of fun with the new version of X or Y.

Follow me On twitter, Facebook duck Instagram. Read my new suspense science fiction novel. killer hero, now available in print and online. I also wrote The terrestrial trilogy.


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