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It’s gamers are widely skeptical of the prospect of NFTs and tokens in video games, due in part to factors such as heated market speculation, wild price fluctuations, scams, and fear of being used only by publishers. Web3 elements to get more value from them.
This makes it challenging for indies to start making NFT games and major game publishers exploring the space. Likewise, it’s an obstacle for streamers and content creators who are attracted to the world of crypto, but may have trouble reaching viewers with messaging that isn’t always accessible to gaming audiences. .
In an interview at the 3XP conference, Darren GloverVP of Gaming at talent management agency VaynerSports, said that Web3 content creators should focus on social platforms where relevant audiences already exist and thrive—and to avoid relying too much on “Web3” in all of this.
“Create content on TikTok, Snapchat, YouTube Shorts, and Instagram Reels—be a normal content creator,” he said. Decrypt. “You’re just playing games and creating content around games that can be Web3, but don’t over-Web3 them.”
“Stay away from tokens,” added Glover, who represents Web3 gaming content creators Bryce “Brycent” Johnsonalong with a pair of popular Fortnite players-Cody “Clix” Conrad and Kyle “Bugha” Giersdorf.
To accelerate progress, he believes that creators should avoid using jargon and complex crypto and NFT terminology with their content, especially in the opening moments—so as not to distract interest or lose engagement with audience.
“I don’t think anyone would agree that NFTs have a good sentiment around them right now,” Glover explained. “So if you use content [and] for the first six and a half seconds, you say ‘NFT,’ and then you complain that your content isn’t performing… well, it’s like: Look in the mirror.
Emphasizing the need to be “fun, reliable, and informative” above all before expanding content into the Web3 niche, Glover noted that “there are hundreds of thousands of games on Steam,” which provides a lot of opportunity. for content creators in search of engaging games to hook viewers.
Regarding the challenges of breaking into the industry, Glover believes that “there is a lack of understanding” around the profession. Some see work as people just playing video games all day, but there are many examples of famous content creators get burned because of difficulty and expectations. Besides, it can take many years for creators to gain a steady following.
“Being a content creator is very difficult. You can’t just flip the switch and make it a full-time job tomorrow,” Glover said. “When you hear of successful breeders, they’ve been doing it for 8-10 years.”
Decentralized streamers
Popular streaming platform Twitch received overwhelming opposition this month after it announced plans to change its content labeling guidelines. Twitch said it would not use the ability for creators to embed sponsorship logos and promotional banners in their streams, which could limit their potential revenue. The platform quickly got back on course in that decision after an outcry in the community.
Yesterday, we released new Branded Content Guidelines that affect your ability to work with sponsors to increase your income from streaming. These guidelines are bad for you and bad for Twitch, and we will remove them immediately.
— Twitch (@Twitch) June 7, 2023
Glover believes that decentralized streaming platforms can provide an alternative solution for content creators wary of current centralized leaders, but decentralized players must refine their narratives to appeal to the masses. The first step, in his view, is to stop using crypto jargon.
“No one cares about that. Good technology and innovation happens when the product is more efficient,” he said. “I will not sell you something if I use words that have a negative sentiment towards you, regardless of your perspective and point of view.”
However, given the Twitch backlash and other potential failures of relying on centralized platforms, Glover sees a window for decentralized alternatives to develop over time.
“Tomorrow, Twitch can just say: ‘We’re going out of business, see you later,’ and you’ll lose everything you had there,” he said. “But, [with] these decentralized, blockchain-built streaming community-based platforms, you own your community, so to speak. You can take them off the chain with you, which is great. “
“How come they didn’t take advantage of what happened?” he continued, referring to the Twitch backlash. “I think it’s a marketing and a narrative issue, not a product issue. It’s how you communicate the product—that’s the issue.”
