“ AI tools help analyse viewer
data in real-time, providing insights into what content
resonates most with their audience”
SAM GREENSLADE, MANAGING DIRECTOR, COMMERCIAL – NORTH AMERICA & EUROPE,
CARMA
“ It shows how platforms are reshaping the entire lifecycle of gaming, from discovery and engagement to community building.”
Making business digitally smarter Often, the gaming industry enlists the help of online influencers like YouTubers, professional streamers to drive audience engagement. This, in turn, helps their business.
“ Influencers have become the bridge between games and their audiences, making gaming content feel authentic and approachable,” Sam says.“ For brands and developers, this connection is invaluable. By collaborating with influencers, they can tap into niche communities that traditional marketing struggles to reach.
“ Influencers act as trusted voices, turning casual viewers into loyal fans while driving revenue through subscriptions, merchandise and in-game purchases.”
Market development is set to skyrocket even further, Sam suggests, with the continued rollout of AI. The technology is rapidly infiltrating most business sectors and for streaming, can power smarter and more adaptive games.
102 April 2025