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About the talk

Hear directly from YouTube gaming creators about best practices they think all marketers and game developers would benefit from to connect and engage online audiences on YouTube. Hear from content creators about the best ways to partner and collaborate with gaming creators to drive awareness and engagements with (developers) games, and how to work with gaming creators throughout the lifecycle of their games.

Speaker: Barbara Macdonald, 8bit Thug, AyChristene

About speakers

Barbara Macdonald
Product Lead at YouTube
Animesh Agarwal
Founder and Partner at 8bit Creatives

Leading a team I founded at YouTube to grow & diversify YouTube creators' revenue through new non-ads businesses. tldr; I launched Super Chat and literally sell rainbows.

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Welcome to connecting with the same creators for things developer, should know at 4 games developer Summit in 2021. Let's see. What you doing. Today. We have a Channel with to YouTube gaming, creators, 8-bit eye, Christine. I'm hoping by the end of the session, you walk away with a better understanding of The Gaming Community on YouTube and how you can better connect with my name is Barbara McDonald. And I made products for YouTube, paid digital Goods in a

previous life. When I started it. YouTube, six years ago. I worked on her YouTube gaming team, and in my spare time, you can catch me every single Tuesday, night, live streaming, my variety gaming channel. YouTube gaming 2020, YouTube gaming had its biggest year ever, okay, to watch hours of gaming content with over 40 million, active gaming channels on YouTube. Those numbers are astounding and live streaming last year, especially grew on YouTube, such an incredible year. We saw watch time from video game live

streams grow to over 10 billion hours with creators such as lazarbeam Courage, the Donato and Typical Gamer streaming, exclusively on YouTube. Just female live streamers across all platforms. Ever, since she started exclusively streaming on YouTube. How was yours? Such a supercell and Playstation have been using premieres to generate excitement over major announcements, where they can bring together crowds to Gage and watch the first showing of a particular

video on YouTube and shared experience. Earlier this year, the team behind brawl Stars, brawl Stars, brawl talk. Summer of monsters, which attracted over 750,000 Peak concurrent viewers making it one of the most successful video games related premieres on YouTube to date. Let's get into the panel. That's enough about YouTube gaming. Let's meet our expert gaming creators. We get 8-bit Christy. So give me your 30-second elevator pitch. What are your channels all about? What type of content do you make? How do you engage with their audiences? Let's start with Christine. Hey, so I am a variety

streamer. / gameplay, for a variety of gay men from among us, to a little bit of Resident, Evil fairy games really frightened me a Nintendo games, miitopia. Am really loving miitopia right now. Super cute game. Me is why I'm talking to them directly as am live streaming conversating with them. Superchats kind of like that and members and things like that. I'm also through social media. I'm connecting and engaging with them on there as well. Okay, in your picture

to talk, show some around Eastwood's Eastwood's covid-19 that talk about specifications as a country, that I come from India. Like, in the way I talk about the culture call Tabitha Guevara, and I talked with different teams from around India, and you don't bring about their history and where they come from, talk about stuff that they don't really talk and their content that they make. Apart from that, I think I've been making great use of IFTTT and on-screen, you do have some really good Integrations with regards to Super attacks and The Graphic Packaging all the stuff for my channel, which is

really helped me a lot in traffic. Definitely super cats and you don't pay attention to that. Section has helped me a lot to interact, physically, abusing everything that you do, best to offer to interact with our dancing. Flappy, the community portal. Recycle, every feature has an advantage of its own. Pictures of good. I actually mean supershed know. You guys were going to bring us to have a really large fan base, an audience of Gamers. Can you share a little bit more about your community with Christine? I

am a variety streamer. I do have a variety of different members of my audience and regards to age and gender and likes and things like that. So I have the youngest that you can have on YouTube. I think it's 13th. And then the oldest that you can have, I think it might be 44 + as far as the age they on analytics, but I do have my audience ranges in different periods in their life as well. Some people are in high school. Some people are in college, some are other moms. I'm a mom that game. So, even though that's not my pushing. You know,

that's not what I ran myself at. That's who I am. And there are a lot of fun as I get DMS about. Hey, I'm also a mom that games and I'm 30 something, and the fact that I see, you makes me feel less cringe about trying to continue it. Cuz a lot of people have a stigma about adults playing games. And so I have a very diverse and positive audience that they don't really stand for negativity more streaming. It's all about fine. There might be some trolling, but it's all in fine between me and them and then will mostly that making fun of me because I'm not really any of

them laughing when I scream at scary games because I am terrified but we're very positive. We keep me. Try not to do any negative things or keep up negativity. So someone take it if we try to give him a chance to be positive and then we have to use the band biting. Everybody is pretty cool. Thank you. Suck tells more about your audience to hardcore gaming or people want to see cuz you're in is what the reason being. That me being honest, with chocolate at the very beginning of the color before I call it, quits and switch

tomorrow to entrepreneurs side running, any Sports organization. And one of India's biggest selling Point bridge, into for gamers, in the likes of popular, YouTube creators, like Mortal. I'm in Lakemoor, and first person to ever work with mortar and you still continue to do so, and Alec have fun towards the end of the day cuz I generally start my screen. Pretty late like 11 p.m. My time and then I go on until like 3 and so have a good life was end of the day and not into hardcore, giving birth more about the chats and

the fun that we have the conversation. I'm just bringing more of mixture of a hardcore gaming, but then it back by good conversations and entertainment. Starting my communities around 11:13 to 45. But yesterday around. 8:20 for tri-tip right here, everybody in the world games in the world watches other people game on YouTube about YouTube. That makes it such a popular platform for mobile gaming content. There are some things that I learned actually being a content creator that

either audience members of some of your other creators of told me is that with mobile gaming. It's really huge and starting areas of the world where Ito traditional enter internet infrastructure is not a hundred percent complete but a lot of people have their phone so they're playing games on their phones. They're watching things on their phones. They're ordering food or doing things on their phone, so, I think that accessibility I think because of that accessibility. I think that's why it's so big dude on YouTube

and YouTube so easily accessible as well. Yeah. What Drew you to the mobile gaming space mobile commercial with my life and I said I was a nice hotel. So I mean like I mean like buying a PC was not always easy with affording a mobile phone. Must be easier back at that time. So I guess that would give me time I can get time out of my regular life to actually go ahead and play games which eventually turned into a profession. So I think for me it's been trying to find out a time that is not too difficult to achieve.

Maybe not trying to spend too much to be honest. Do you think is causing that I was adult content on their mobile? 70% to 70% of the watch, watch out for you to comes to mobile platforms content on YouTube mobile and if it's a particular mobile game, then it's like it like that clean. My Play Store all the App Store. So I think that is what helps a lot and conversions. Which eventually gives rise to the mobile gaming or you don't see. No, but I mean like the point

Delete with the continent, you're creating a lot for automobile giving spaced apart from that the user base of you to definitely inside of the options that they have to be stuck. It's not only the gaming audience that you have on YouTube audience from different genres from different backgrounds. That is very unique with a platform like you to wear in. It's not only about live streaming. We have people from coming for beauty contest with the scope of growth and expansion on YouTube is really messed up from his mental illness, which don't blame mr. Beast gaming channel. So

there's so much more that you can do. So, I think that's the reason why you two becomes a hotspot for mobile. Yeah, what do you think? It's the trend looking into the future? Where is mobile gaming? Going a couple of weeks back. We had the Fifa tournament happening with Peter for 9 million viewers in them as we haven't seen those number in the biggest of the five. Believe that Mobile Suit and faster than leopards realizes they have a long way to go ride announcing Valerie mobile future

and everyone would soon realize like it's a matter of time and this thing becomes too mainstream for gaming. Maybe you should We are expecting to have folks in the audience to both develop and Market Mobile game. So let's say within the mobile games here for a little bit. What are the top three things? They need to understand about the gaming community on YouTube and how they can better connect with your audience of gamers. So, I believe the developers need to understand that a scar on YouTube. I believe there are three different, verticals, itsy, sports updates, the

updates that come in and work through. What I believe that the developer has control over is East supposed to update, walk through something that to be honest, not really control of the game that says that's the end of the story. What is an update or something that have work really? Well? For developers were faking Keen interest on. It would be $0.10 and Karina with refined pubg mobile and for updates, but you did mention process. I mean like the Baltic states have had excellent results in the past, as well as a mobile player throughout my life. I have seen so many players from

my country to be one of the biggest exceptional results. Has a huge fan base and defend. This would have been that. You see that create a guardian and see if we are able to help them with that sort of an ecstasy. That's what I want to do between Messi and Ronaldo. Like no one cares about your playing football. It's all about you do something on the computer level, the generation that your dress into a mobile. So is there anything is different about this audience on YouTube may be different than other people can tune on mobile gaming, content, or

is there anything different about YouTube audience's versus other social media platforms? I'm to be honest. I felt that YouTube is a great place for mobile gaming is really good, especially from my perspective in the place where I come from India has a huge audience base for live streaming. So I felt that this is one thing that makes you stand out that baby, the more we can and has a livestream experience in terms of baby drops. Like a recently. I saw you too. With Call of Duty league

and be done with it in the past. Those really help a lot of this kind of collaborations. Help a lot for the audience, for the Creator for the delay, but this is what makes you to stand out. I mean, like that I should experience that we are able to be all the platform itself is being lied, to. Okay, cool. I'm going to switch back over to Christine and asked a similar question. So Sugg Works primarily within the space and you are more of a variety. Soaps, similar questions for you. I would fly to variety gaming, gaming us fear, that you are

in. What should the developers know about the game community on YouTube? Just like so ugly saying updates is a huge, huge thing. That's something that you can if you want to fall back on an example of be Fall Guys. When fall guys came out, the surge was not expected for them. And so they had to play catch-up really quickly with trying to update their servers updating, their Styles and their Matt. So now all that to keep up with the, with the speed at which they were kinda Rising. The definitely, I would say updating your

game have things on the ready, just like, and having these, these moments will keep adding excitement for your game. Keep wanting people to engage in your game. If they know that they're part of something, especially with the way that the times have been. We don't know when this is going to end, right? And a lot of people want to connect with other people. So having events like community events and things like that that all right. Connection with creators that they're watching the Creator, play this game, that they love. They

join, they play the game. And having this communal type of experience via the Internet is, is definitely here. So that's something that I keep it mine. Yeah, so how can people who makes video game? How can they connect with you as a content creator to run these types of virtual events? Reaching out email dming, those two are like on social media. Whichever one works best for making a basket cuz I didn't check their LinkedIn. Okay, but like social media,

that's the other thing, it have an active social media, make it make it appear or be accessible to your audience via social media. So maybe sweet and kind of like Among Us does every now. And again among us. Just tweet something funny. It's not necessarily a game updates, but they're sharing stuff from their Community, their Insomniac Games does that as well? Especially Spider-Man stuff, State repost things, they appear, or they are very engaged with their community and you definitely want to, you know, keep that going. So, I would say, We shan't the

Creator, some social media engagement to community, emailing them. Those are the best way to can I group together and come up with like events? OK, Google suck, I believe you'd actually partnered with with some, a mobile game developers. Could you start a walk us through what one of these campaigns? What it looks like w experiences with dancing and Souper Salad in terms of content and content of you able to create and you know, that we were able to achieve the biggest successful at it

was a very course of the season but you got to the camp that you want to run. I mean like I have the flexibility to decide if you want to do this and you are having the same the camping because that's what our audience needs a Nicki Minaj's, Super Active on Twitter, taking over you. Don't feedback in a very first act. Like they used to create a community of mechanic has used to be. It would be exactly what we believe that for a detailed Market study. And the champion should be more content and more driven towards

the needs of the Creator, rather than fulfilling the needs of the marketing. As a whole time in the company's to go, the results could be way better than Prince can't even. I can't even expect a lot in getting the best out of the camping. Can you give us some more specific? So you mention, you didn't you, you have actually partnered with with a game publisher here campaign, look, like what we did with Super Sentai purse for the game process for browsers with either camping with the three or four create a wedding present myself. It was more than it was Scout and

a couple of applications from India streaming live. I'm pretty sure that we must watch our sing it. And I said, I wish I could have the character and they sent it to the inbox. I had it on my way that this guy face. Do it in San Diego and say, okay. If it was 50, people are in 74 people join it from the live stream, has kind of campus Because I know how to read it. A lot more with pubg mobile for their Defence updates. I don't have been very impactful. I believe you've had millions of numbers in terms of use and conversions and pretty sure I

like you being so impactful doing that because they end up doing, it was amazing and I still remember the feedback. They were pretty much happy with how it all went. I love that you were able to sort of use your audience and make content that they found really engaging. And there's you mentioned, they install the game. See. That. If we can bridge the gap between the audience and they have loved, if the content creator, pizza pie with the rule, then definitely every

campaign can be super successful in terms of weight conversions or any other way that the developer is looking for Major League mostest and Solstice, you know, from what we understand. But I think you could hide, I could get a very big Creator to do a dedicated video integration for once in a year that does not really good when they see that information is being established to Orthopedic time. That's when things. Crazy, but I'm looking to be patient for a little bit of interesting approach and long-term approach

YouTube, which is be consistent with your content in pain and developers are going to help engage with your audience and get them to hopefully install. The games are bringing their absolutely. Well that is sort of the end of all of the questions that I had to the two of you. I want to say thank you very much for us today. Before I wrap things up. Is there anything? Any remaining were so you would like to say two as our audience up there? I would say thank you for first letting me be a part of this and if there's any takeaway from this,

I would say community community. Has the biggest thing engage with the community and creators and like ugly saying like having a consistent campaign. That's definitely something that you want to do. If you want to help with conversions and having more people engaged in, download your game. Thank you. Any, any remaining last minute? What have you been behaving Mia? I would say, like, Christine perfectly pointed out everything that I had, as a key, takeaway community and creators. You don't want to connect the

bridge Bridging. The Gap is, what's the need of the market right now? And if that's done perfectly, well, for all of us. Excellent. Well, thank you to Christine. Thank you to 8-bit Thug for answering all of these questions today. Thank you for watching this and I have a great rest of your Google for game developer Summit 2021.

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