According to a new study from YouGov, gaming influencers are the most popular type of online personalities in the APAC (Asia-Pacific) region. Based on the organization’s International Gaming Report 2021, esports content creators ranked in the top three types of influencers in most APAC countries.
“The continued growth of video gaming over the past two years has sky-rocketed gaming influencers to elite pop culture status, especially among Gen Z and millennial males. Gaming has evolved from a hobby to a primary form of entertainment and social engagement – and with this, personalities who stream gaming content have become the fan favorites of younger generations around the globe,” said Nicole Pike, global sector head of esports and gaming at YouGov. “Consumers are hungry for more ways to interact with gaming in their day-to-day lives, and gaming influencers have answered the call, connecting with fans across multiple platforms, while at the same time offering brand marketers a prime opportunity to engage with digital-first audiences who are becoming more difficult to reach via traditional media outlets.”
The report showed that males between the ages of 18 and 34 were the demographic most likely to follow gaming personalities. Moreover, 23% of all men between the ages of 18 and 34 currently follow or subscribe to a gaming influencer in some regard.
(All information was provided by The Drum)
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