“Viewers are no longer just passive consumers – they’ re part of the story”
SAM GREENSLADE, MANAGING DIRECTOR, COMMERCIAL – NORTH AMERICA & EUROPE,
CARMA
“ Viewers are no longer just passive consumers— they’ re part of the story,” he says.“ This current era is fuelled by advancements in technology, an appetite for immersive experiences and the mainstreaming of gaming culture. Improved connectivity and mobile-first design have expanded access, while platforms are constantly innovating to deliver high-quality production and interactive features.
“ Furthermore, the rise of community-centric storytelling, where fans feel part of the narrative, has kept audiences engaged.”
It’ s no secret that social media has fundamentally changed how people interact with gaming. Once a hobby, the viewer is now immersed in a shared global experience, whether via Twitch, YouTube or TikTok.
“ Twitch, for example, offers a live, unfiltered look at gameplay, where fans can not only watch but also chat with creators and fellow viewers
98 April 2025