Gamescom is starting to come to a close. The business side of it all is wrapped up, but there are a few public days left for game-loving revellers to stand in very long queues to get some hands-on time on a few upcoming games.
For many years, Gamescom has been my favourite of the big games conferences – and not just because of the beer. It’s traditionally given press and media a chance to go hands on with the things they’d only seen at E3, and do so in one of the coolest cities on this planet.
This year though, Gamescom seems a little less…I don’t know, exciting? Newsworthy? I’m not quite sure what to call it, but there was barely anything really worth covering from a news outlet perspective. And I don’t think it’s just because we weren’t there this year.
Stalwart platforms holders and publishers opted out this year, with Sony and Microsoft giving Gamescom conferences a skip. EA had one, but it wasn’t a traditional press conference by any means. Like much the rest of Gamescom itself this year, it was focused on influencers. While “influencers” are a hard to define, there’s been a shift towards using them to market all manner of products, and especially video games.
According to EA’s Peter Moore, the traditional Press conference is dead. Speaking to Eurogamer, EA’s now head of competitive gaming Moore isn’t sure there’ll be too many gaming press conferences in the future – as the industry makes way for influencers.
“I’m not too sure that press conferences have a future. Let me make a radical statement – what you see here [gestures to EA booth around], which is full, is a combination of our key customers, digital, retail, probably 40 per cent influencers,” Moore said. “The medium is changing. Influencers, celebrities who aren’t the classic journalists are finding their own way. Our job is to put the games in their hands like we did last night.”
Moore was referring to EA’s Livestream which has been lambasted by many as even more boring than EA’s usual conferences. If you haven’t read Eurogamer’s liveblog of the stream, you really, really should.
Anyway, according to Moore and other industry folk, putting faith (and money) in influencers is the way forward.
I’m not completely convinced it is. I’m not against influencers or influencer marketing, mind you. When it’s done right, and the right audiences tune in I do think it can be an effective marketing tool. And I’m okay with that, especially when it comes to videogames. Appealing to different audiences is great, because those audiences have the potential to become my audience. More people playing and searching for info on games means there’s a chance those people might find us. I’m also not whining because the emphasis is being taken away from sites like ours. If anything, it’s impetus to adapt and do better.
For the most part though, influence marketing seems to be done wrong. I believe that influencers can draw audiences and get people to engage – but they’re largely drawing in people who’re there to watch them and not the products they’re trying to shill. In fact, I think it can have the opposite of the intended effect, where people who do have an interest in a product – but no interest in whatever celebrity is the flavour of the month – will tune out.
What do you think of the rise of influencer marketing? Is there a bubble that’s set to burst? Have you bought a product because a celebrity or influencer has punted it? Or does seeing an obviously paid influencer promo make you less likely to buy?
Last Updated: August 19, 2016
HvR
August 19, 2016 at 10:36
Why does this sound like corporate speak for “for instead of marketing the games we are just going to pay off the reviewers”
Dungeon of JJ
August 19, 2016 at 12:14
Yea. Pretty much.
Valshen
August 19, 2016 at 10:38
Just a reminder that in the industry, people are already referring to influencers under “Ad spend”.
Read into that what you will.
Kromas GG
August 19, 2016 at 10:41
Trailers combined with reviews and personal interrest in the genre is what makes me buy. However pre-ordering is limited exclusively to companies I trust. Considdering I don’t trust Ubisoft EA (minus ME cause ME) CDPR (They suck and it is true even if their values are nice) There pretty much is only Bethesda and Blizzard.
HairyEwok
August 19, 2016 at 10:42
People have their own tastes in games. If you get the right audience attention, the right way you’re sure to make profit on a game. That being said, most of my game purchases is based off the trailers, preview gameplay and the odd open beta weekends. I will never buy a game because Hulk Hogan or Darryn played it and said it’s cool.
Dutch Matrix
August 19, 2016 at 10:46
Yeah. Once you hit adult life with adult responsibilities, I do not care if Arnold Schwarzenegger himself phones me and tells me to get the new Hitman game. It is simply not my game and spending money on games I won’t play is gone. DOne and dusted
The D
August 19, 2016 at 10:49
Let me tell ya somethin’ brother…
HairyEwok
August 19, 2016 at 11:00
Which ever game you’re going to throw at me I’ll Hulk it out and leg drop it all the way back to the developer 😛
HvR
August 19, 2016 at 10:43
BATTLEFIELD ONE GIVES ME POWAAAAAAAAAAAAA!!!
https://media.giphy.com/media/H76wn0yMxNyik/giphy.gif
HairyEwok
August 19, 2016 at 10:45
I like how Terry is getting into gaming with his kid. Always nice to see a noob play and learn a game.
HvR
August 19, 2016 at 10:48
But articles like this makes me think it is less about spending time with his kid and more about being a paid for “influencer”.
HairyEwok
August 19, 2016 at 10:52
Like I said just because I saw a celebrity play a game doesn’t mean I’m going to purchase the game. For all we know he could be playing Colonial Marines and saying it’s a masterpiece.
Kromas GG
August 19, 2016 at 10:56
He is definitely not being paid cause his live streams are hella fun and the games he playes are the ones streamers suggest. Hell he was going to buy a Rift and we got him to rather get a Vive. Good Guy Master Race.
HairyEwok
August 19, 2016 at 11:10
Yeah I trust he’s not being paid. Also just remember Terry isn’t that good with tech and games, building muscle yes, but gaming and tech not so much. That’s why he did the u-turn on the rift and bought the Vive. No better knowledge can be given, if it’s given from people that know their shit.
Kromas GG
August 19, 2016 at 11:27
Yeah we also stopped him from going SLI. Did not stop him from purchasing everything for SLI though. He may build another PC.
HvR
August 19, 2016 at 11:15
Except that is what they thought you think and Vive paid him to “be set on the Rift” and then have a plant “convince” him to rather go for the Vive…..
Kromas GG
August 19, 2016 at 11:28
Tinfoil hat mode activated!
HvR
August 19, 2016 at 10:43
JUST DANCE 2017 GIVE ME POWAAAAAAAAAAAAAAAAA!!!
https://media.giphy.com/media/53XuczAWrLBsI/giphy.gif
Anon A Mouse
August 19, 2016 at 10:45
So reviewers are now called “influencers” by the gaming company. Good to know.
Alien Emperor Trevor
August 19, 2016 at 10:45
Influencers market, influencers don’t inform. I prefer information, so fuck influencers and their paid D-list celebrity endorsements.
I can see why companies like EA would prefer them to journalists, because they’d prefer not to answer any questions about their games, just accept enthusiastic uncritical praise. And that’s because they’ve picked up on the subset of gamer idiots who think journalists are out to ruin gaming and that mega corporations are their friends.
HairyEwok
August 19, 2016 at 10:49
I wonder if all this is to be blamed on us (most gamers) for watching let’s play youtube videos.
Hammersteyn_hates_Raid0
August 19, 2016 at 10:52
Exactly this, Ea is trying to target a wider audience. While this is what marketing is supposed to do they are trying to make up for the number of gamers that has decided to boycott them entirely because of their crappy practices. Like me for instance
Gavin Mannion
August 19, 2016 at 10:55
but you don’t target a wider audience by discarding your current audience… idiots
Hammersteyn_hates_Raid0
August 19, 2016 at 10:56
Maybe they want a new audience?
Gavin Mannion
August 19, 2016 at 10:57
and they can have one… bah humbug
Hammersteyn_hates_Raid0
August 19, 2016 at 10:57
lol
Anon A Mouse
August 19, 2016 at 11:09
They want the old audience’s new influencers. The now grown up adults’ kids. Moaning about wanting the new game they saw the Kardashians promote.
BakedBagel
August 19, 2016 at 11:12
Hmm maybe they should find a new industry.
Instead of killing off a bunch of great products and companies… >_>
But honestly, all they have to do is take a step back from the money grabbing and they maybe could win the audience back?(Okay thats probably never going to happen lmao)
2K Fifa WHEN????
Hammersteyn_hates_Raid0
August 19, 2016 at 11:14
It’s not gonna happen, Konami is so invested in pachinko machines that they hardly care about the canceled Silent Hill game or Hideo Kojima, because pachinko = more money
HvR
August 19, 2016 at 11:16
PULL THE LEVER!!!!
Pariah
August 19, 2016 at 11:17
ITS A TRAP
Jonah Cash
August 19, 2016 at 19:29
This is how Microsoft screwed up the Xbox One from launch. They discarded their gaming audience to rather try and get the always connected audience. Didn’t work out very well for them now did it?!
AfricanTime
August 19, 2016 at 10:45
nope, Gamers are expenisve and getting more so , so yes marketing needs to be factor.
RinceThis
August 19, 2016 at 10:46
They can GITFS
Pariah
August 19, 2016 at 10:49
In Hinds sight pink was a bad choice, wasn’t it?
😀
RinceThis
August 19, 2016 at 10:49
What ever do you mean!? I was referring to, um, Lightening from Final Fantasy of course!
The Order of the Banana
August 20, 2016 at 10:42
Le Sigh!
The Order of the Banana
August 20, 2016 at 10:42
Muahahahahahahahahah!
Original Heretic
August 19, 2016 at 10:47
Yes, marketing is important. it creates awareness, that’s a given.
But a good review is importanter.
RinceThis
August 19, 2016 at 10:49
The problem here is that the world is fucking stupid. Kids follow this person, or that, not realising the crap the person is vomiting is paid for by big companies. I’d personally scrub myself with sanding paper, then jump into a vat of sea water before selling my soul like that.
Alien Emperor Trevor
August 19, 2016 at 10:51
I’d pay to see that.
RinceThis
August 19, 2016 at 10:52
Good, give me your money, I’m broke 🙁
Alien Emperor Trevor
August 19, 2016 at 10:54
Sure
https://images-na.ssl-images-amazon.com/images/I/81AGAI1D47L._SL1500_.jpg
RinceThis
August 19, 2016 at 10:54
GO Play Pokemon you!
Hammersteyn_hates_Raid0
August 19, 2016 at 10:58
I heard he just started, too bad it’s not cool anymore
Alien Emperor Trevor
August 19, 2016 at 10:59
Had to wait for the sale. Android MR!
RinceThis
August 19, 2016 at 11:00
hahahah Just saw that 😉
Hammersteyn_hates_Raid0
August 19, 2016 at 11:00
XD
HvR
August 19, 2016 at 10:52
O Gingga please ….
Hammersteyn_hates_Raid0
August 19, 2016 at 10:53
Sell what now?
RinceThis
August 19, 2016 at 10:53
I’ve read about them! Mkay!?
Hammersteyn_hates_Raid0
August 19, 2016 at 10:53
XD
The Order of the Banana
August 20, 2016 at 10:43
YOU TAKE THAT BACK! I’m NOT A KID AND I’M NOT STUPID EITHER!!!
HvR
August 19, 2016 at 10:49
EA
MOORE BULLSHIT
Sageville
August 19, 2016 at 10:50
“seeing an obviously paid influencer promo make you less likely to buy?”
This…
So sad when you see a favorite blogger or personality suddenly go totally off character punting some shite they wouldn’t normally bat an eyelid at. Truthfully I don’t feel that I’m ever moved by the product punted or the manufactured punt, but instead my opinion of the punter is lessened.
On the other hand I am happy they getting paid… but I still SMH….
RinceThis
August 19, 2016 at 10:53
yup
Gavin Mannion
August 19, 2016 at 10:54
I hate this influencer thing.. like proper hate.
I sat down to cover the EA press conference and even as a FIFA fan after 40 minutes of FUT crap I couldn’t take it anymore. Two YouTubers talking to each other about their awesome viewers and some other random crap doesn’t do it for me at all.
I’ve not heard a single thing come out of Gamescom this year of any worth, at first I thought it was because nothing was being announced but not I actually just received a press release reminding me that Gears of War 4 will be fully 4K enabled on the PC. That’s news.. how did this not come out of the expo?
You know how? Because influencers couldn’t give a flying shit about the actual game or technology or anything like that, all they care about is who is paying them or what will their tiny slice of YT cares about.
Both my daughters are completely addicted to YouTubers but at the same time they drop them like yesterdays laundry when they decide a different game is more fun.
This has been the worst gamescom since I started this site and it depresses me that we may be stuck with this influencer crap for another year or two before it burns out.
And don’t get me started on the 5 local influencers who get EVERYTHING related to gaming, tech and movies even though they are woefully under qualified.
Alien Emperor Trevor
August 19, 2016 at 10:56
But first I’m gonna take another selfie
RinceThis
August 19, 2016 at 10:57
You put that stick down!
Anon A Mouse
August 19, 2016 at 11:04
That’s NOT what she said..
RinceThis
August 19, 2016 at 10:57
THIS ^
Alien Emperor Trevor
August 19, 2016 at 10:58
I didn’t even realise Gamescon was actually happening, never mind almost finished.
RinceThis
August 19, 2016 at 10:59
That’s what she said…
Kromas GG
August 19, 2016 at 10:59
Blizzard was there. Only reason why I really knew.
Gavin Mannion
August 19, 2016 at 11:01
Did you watch that Blizzard conference… I thought it was the worst ever.. then I saw the EA one
Kromas GG
August 19, 2016 at 11:03
I did and I was suprised Blizz even had one so close to Blizzcon. However they did say everything we wanted to hear. Knowing content for patch 7.1 is almost complete before the launch of Legion is a MASSIVE sigh of relief for wow players … and the new Overwatch stuff is pretty cool as well.
HairyEwok
August 19, 2016 at 11:06
Only reason I knew about Gamescon was due to an E-mail i received from Star Citizen saying they’re live and I need to watch the stream.
Alien Emperor Trevor
August 19, 2016 at 11:07
lol yeah, I saw that this morning.
Sageville
August 19, 2016 at 10:59
Also, an influencer isn’t gonna ask those awkward questions, it’s all just fluffy-love-muffin-smiley talk…
RinceThis
August 19, 2016 at 10:59
It makes me sick http://www.reactiongifs.us/wp-content/uploads/2013/07/puking_brian.gif
Gavin Mannion
August 19, 2016 at 10:59
This is easily my biggest problem.. They just repeat the complete marketing bullshit they are fed. This is why companies love them so much.
Alien Emperor Trevor
August 19, 2016 at 11:01
If they do they won’t get invited back.
RinceThis
August 19, 2016 at 11:01
That is the problem now. It’s all about THEIR personality, their brand, not the point of actually doing their bloody job.
Alien Emperor Trevor
August 19, 2016 at 11:02
But they are doing their job. Marketing. EA (or whoever) is their client, not us.
RinceThis
August 19, 2016 at 11:03
Thing is EA is just a means for them to masturbate over themselves on the interwebs on social media. EA means fuck all to them if another company comes and offers them more. They have ZERO integrity.
Kromas GG
August 19, 2016 at 10:59
And THAT is why Lag is my go to place for articles and reviews. You guys don’t pander to anyone … unless that is your genius plan and one day soon the site will be branded in the colours of MS or Sony!
I smell conspiricy!
Gavin Mannion
August 19, 2016 at 11:00
I swear on my life that if Sony or M$ give me $20 million I will say anything they want.. and then go buy myself an island
Admiral Chief
August 19, 2016 at 11:01
Aren’t you sending this message FROM your OTHER island?
😛
Gavin Mannion
August 19, 2016 at 11:02
nah don’t be silly.. it’s from my super yacht
Admiral Chief
August 19, 2016 at 11:02
FFS, I can’t keep up. I need a spreadsheet or something to track all your assets
Gavin Mannion
August 19, 2016 at 11:03
That’s what she said…
Admiral Chief
August 19, 2016 at 11:03
…before she took half?
Hammersteyn_hates_Raid0
August 19, 2016 at 11:04
Only half? So naive
Admiral Chief
August 19, 2016 at 11:05
I’m assuming you haven’t watched that old Eddie Murphy show? The one where he talks about half?
If not, you are missing out!
Hammersteyn_hates_Raid0
August 19, 2016 at 11:02
I heard Nick Fury is your pilot
Kromas GG
August 19, 2016 at 11:01
Right …. Operation Ddos an island 24/7 is in the works. 🙂
Sageville
August 19, 2016 at 11:02
We can be besties then, I won’t even moan about the lack of fiber on our new island….
Pariah
August 19, 2016 at 11:13
*yacht. Seriously, do you even Ethikz?
Skyblue
August 19, 2016 at 12:16
Rofl!
Matthew Holliday
August 19, 2016 at 10:55
Influencers are hype generators.
RinceThis
August 19, 2016 at 10:58
Sadly this is the youtuber’s generation. Under-qualified fucking noobs who, because they love the hits, their mug up on the internet, are now more qualified than, well, qualified journalists. Sad state of affairs.
Sageville
August 19, 2016 at 11:03
Fkkn Flamebait Friday delivers!
dawid22
August 19, 2016 at 11:08
Geoff, I’m really happy you brought this topic up. As far as I’m concerned Influencers are the parasites of this industry. Influencers are in it for one person and one person only – themselves. They have no care for their fans, IMO, as only one thing matters – how much they get paid to say what they have to say. To me the word influencers = A nice word to cover up bribery. #ThereISaidIt
RinceThis
August 19, 2016 at 11:09
YES
Pariah
August 19, 2016 at 11:10
Just look at the CS:GO gambling scandal. Summarises the problem with influencers pretty neatly.
Hammersteyn_hates_Raid0
August 19, 2016 at 11:11
https://media.giphy.com/media/3o6MbisQwZAh4Lqesw/giphy.gif
Gavin Mannion
August 19, 2016 at 11:12
What you mean paying someone to make a video that they guarantee will be good is considered bribery… sheesh what world do you live in
Alien Emperor Trevor
August 19, 2016 at 11:08
Meanwhile at LG HQ Matty is quietly grateful he never has to go to another Gamescom and taste the “green tea”.
RinceThis
August 19, 2016 at 11:09
lol
RinceThis
August 19, 2016 at 11:11
I mean come on people! 5 years ago if you told someone an ‘influencer’ was a thing they would arrest you for corruption. Now it’s actually a THING people pay for with smiles on their face? Where the hell did we go wrong?
Hammersteyn_hates_Raid0
August 19, 2016 at 11:12
People started listening to influencers?
RinceThis
August 19, 2016 at 11:13
Sadly yes. Talk about a sell out job. ‘What do you do?’ ‘Well, I lie to people about how much I like a game because I am paid by the game’s developers to do that’. NICE.
Alien Emperor Trevor
August 19, 2016 at 11:16
It’s just celebrity endorsement by another name, nothing new.
RinceThis
August 19, 2016 at 11:18
Thing is people KNOW celebrities are paid to wear/endorse a product. A lot of the problem with these ‘influences’ is their disclaimer is 0.1% of whatever they produce. I have an idea, why not make the fuckers slap a 10% bar, like alcohol, on their youtube videos with ‘THIS IS NOT MY VIEW IT IS A VIEW SPONSORED BY THE PEOPLE I AM LOVING AT THE MOMENT’ and see how well they do.
Pariah
August 19, 2016 at 11:19
I’m Captain Shephard and this is the best place on the Citadel.
RinceThis
August 19, 2016 at 11:20
LOL
Alien Emperor Trevor
August 19, 2016 at 11:20
Every store was the best store 😉
BakedBagel
August 19, 2016 at 11:13
lmao my parents were my biggest influencer’s.
Did i listen to them?
lmao. no.
Hammersteyn_hates_Raid0
August 19, 2016 at 11:15
I listened to mine, they had help from their friend called belt XD
Pariah
August 19, 2016 at 11:16
Really? Belt always earned a stern “Fuck you” – in those words.
Hammersteyn_hates_Raid0
August 19, 2016 at 11:17
EArned me a sore bottom, but they did it because they loved me. I’d like to think they influenced me to not smoke, drinking though. I blame that on a woman. Yeah I said it
Pariah
August 19, 2016 at 11:19
O_o
My bum burned. Especially with the studded belt as wide as my hands put together (she was not kind). But I will hold. Fuck you and your belt. It won’t work, I have my own mind, and I will make it up myself. Don’t tell me what to do.
Hammersteyn_hates_Raid0
August 19, 2016 at 11:20
I’m more meek in comparison then.
Pariah
August 19, 2016 at 11:21
Lol you’ve seen me argue here online. It was WAY worse when I was a kid. XD
Hammersteyn_hates_Raid0
August 19, 2016 at 11:22
I have XD
BakedBagel
August 19, 2016 at 11:17
and a flat open hand bruh. shit
I got hit with one of those long ass lighters you use for lighting a braai.
bruh.
Hammersteyn_hates_Raid0
August 19, 2016 at 11:18
There were proper ways of dishing out discipline, long ass lighters doesn’t seem like one
BakedBagel
August 19, 2016 at 11:20
When im causing shit and the ballie cant find what he is looking for, anything becomes a weapon.
Mothers preferred “influencer” was a damn shoe.
Geoffrey Tim
August 19, 2016 at 11:21
Bamboo back scratcher.
Addendum: I learned to listen real good.
Hammersteyn_hates_Raid0
August 19, 2016 at 11:21
Rottang
RinceThis
August 19, 2016 at 11:22
eish
BakedBagel
August 19, 2016 at 11:26
🙁 The leather strap that had “Moeg Gepraat” embossed on it.
I always hated Afrikaans 🙁
Pariah
August 19, 2016 at 11:26
Really? Swearing in Afrikaans is glorious. You should try it.
Hammersteyn_hates_Raid0
August 19, 2016 at 11:27
So much fun
Admiral Chief
August 19, 2016 at 11:28
So much more awesome
Hammersteyn_hates_Raid0
August 19, 2016 at 11:30
Even how describe things, like “saad sakkie” or “matras babber” or even “snot sjambok” Swearing can be optional
Admiral Chief
August 19, 2016 at 11:31
Matrasbaber (een b), janee ou swaer, jou ou bos mossel
Hammersteyn_hates_Raid0
August 19, 2016 at 11:32
XD snor tjoppie
HvR
August 19, 2016 at 11:32
steak wat vir die pad kyk
Hammersteyn_hates_Raid0
August 19, 2016 at 11:32
snot tonnel
Admiral Chief
August 19, 2016 at 11:33
Hahaha, lanklaas daai een gehoor
HvR
August 19, 2016 at 11:33
Maak dit jou sommer lus om die “hobbit” te “pad”?
Admiral Chief
August 19, 2016 at 11:39
Sal by my vrou hoor of die hobbit mag snor tjoppie aan smul vannaand
BakedBagel
August 19, 2016 at 11:28
Swearing in any language is the shit.
Its the first i learn :D?
BakedBagel
August 19, 2016 at 11:28
The best was finding out that “Doos” is actually a box.
But a bad box that we cannot repeat.
Pariah
August 19, 2016 at 11:29
hahaha. I remember the first time I heard “naai”. I was 12. I was asked if I had already done so.
BakedBagel
August 19, 2016 at 11:30
Naai. hahahahahahahahahaha,
Ma, whats a naai??
Pariah
August 19, 2016 at 11:30
HAHAHA XD
Hammersteyn_hates_Raid0
August 19, 2016 at 11:31
Wat se jy!?
Ma wats daai?
Admiral Chief
August 19, 2016 at 11:31
Naaldwerk, sheeesh
😛
HvR
August 19, 2016 at 11:31
Kyk ‘n kat wat naai
https://media.giphy.com/media/ceTctNdypMCEE/giphy.gif
Admiral Chief
August 19, 2016 at 11:32
Kyk net hoe steek daai kat daai ding!
Hammersteyn_hates_Raid0
August 19, 2016 at 11:34
LOOOOOOOOOOL!
RinceThis
August 19, 2016 at 11:19
We went through wooden spoons like you cannot believe 0_O
Hammersteyn_hates_Raid0
August 19, 2016 at 11:19
Must’ve been a tough league you guys played in 😛
Alien Emperor Trevor
August 19, 2016 at 11:19
I can, I know you.
RinceThis
August 19, 2016 at 11:20
Oi!
Alien Emperor Trevor
August 19, 2016 at 11:20
tee hee
Alien Emperor Trevor
August 19, 2016 at 11:15
Generally, for-profit news media happened. Not just for gaming, but everything. And it’s been accelerating rapidly to a point where people find it difficult to trust news sources because you just don’t know if what they’re saying is the plain truth or the spun “truth”.
RinceThis
August 19, 2016 at 11:16
Totally. It’s going to hit a critical mass if you ask me, and these twots are going to have to find real jobs.
Hammersteyn_hates_Raid0
August 19, 2016 at 11:16
Also are you watching the news or an ad?
HvR
August 19, 2016 at 11:20
Jip pretty much Sky, CNN, Fox etc etc for the last 2 decades have filtered news to fit the corporate owner’s views and interests. And they are not even keeping it a secret…
Probably the reason why the US last 3 presidents were lying sack of s…. and their supporters just laps it up.
Let not even begin on the 2 candidates for November
Nick de Bruyne
August 19, 2016 at 11:14
RELEVANT:
Nick de Bruyne
August 19, 2016 at 11:21
“We are either going to have to pay for journalism or we are going to pay for it” – Powerful quote from this.
He is of course talking about Newspapers even over websites etc, but its still all in that direction. This influencer thing is going to implode as far as I can tell, but then again I might be completely wrong. It might do just fine and be the way things are done from now on.
But really after a while people are going to get tired of people saying “WE HAD FUN SHOOTING IN THIS GAME, GET HYPE”, “WE JUST DROVE THE CARS IN THIS GAME AND IT WAS FUN, GET HYPE” and people are gonna wanna get better more detailed information.
The problem is that the hard workers are still feeding this information through enough for people to get what they want and then continue following the influencers. If all outlets tomorrows said “thats it, we’re not reporting anymore”, you will see influencers CRASH, and fast.
Someone needs to be doing the real work
Alien Emperor Trevor
August 19, 2016 at 11:22
But we don’t need journalists, we have blogs, so everyone can be a journalist! WHEEEEEEEE
RinceThis
August 19, 2016 at 11:22
Shut it, pretend movie writer!
Hammersteyn_hates_Raid0
August 19, 2016 at 11:23
He writes about movies? Which site?
*Runs
RinceThis
August 19, 2016 at 11:23
Oh no you didn’t! Pass the lighter!
Alien Emperor Trevor
August 19, 2016 at 11:23
HOW DARE YOU?! I pretend to write about more than movies!
RinceThis
August 19, 2016 at 11:24
True you said you have a job didn’t you!
Alien Emperor Trevor
August 19, 2016 at 11:25
I do! Depending on what your definition of “job” is.
Admiral Chief
August 19, 2016 at 11:28
*blob
Geoffrey Tim
August 19, 2016 at 11:25
That is so, so good. I love John Oliver.
Pariah
August 19, 2016 at 11:25
As a side note – a lot of the Twitch Streamers I watch will immediately say when a stream is sponsored. The few of those I’ve watched, the streamers were fairly critical. So eh, it’s down to the individual in some cases. But this is a minority. It’s a fluke, rather than the norm.
Stix
August 19, 2016 at 11:26
I guess that depends on whether you consider PewDiePie and influencer. I don’t, but if Joe Rogan says Quake Champions is awesome, I’m getting it.
See where I’m going with this?
Hammersteyn_hates_Raid0
August 19, 2016 at 11:27
Over 47 000 000 people listens to PewDiePie though
Pariah
August 19, 2016 at 11:28
Some of that is probably for research, or curiosity. Or because they think he’s a complete idiot. I think he’s the latter, but I’ve watched a total of 2 videos of his and could stomach no more. I felt my brain cells committing suicide one by one. (Ah Sir Hammerlock)
Stix
August 19, 2016 at 15:04
Yeah and every episode of Joe podcast gets about 11 million downloads. Not counting YouTube views, etc. But that is not what I’m getting at. What I’m saying is that Joe Rogan is influential to me, but I could not give less fucks what PewDiePie says. I’ve never watched his video’s and have only seen people talk about him and saw him in the last season of South Park.
That’s my point, one person’s influencer is another person’s shitturd.
BakedBagel
August 19, 2016 at 11:27
Joe is a Quake fanshit tho.
He would play anything Quake lmao.
he gets soooo nostaligic when talking about it
Stix
August 19, 2016 at 15:07
Yeah, he is a fan boy of Quake and so am I. Quake is one of the first FPS that I really got into and for sure the first one that I played multiplayer. Because Joe is a fanboy like me, I would value his opinion on Quake Champions.
I don’t know PewDiePie and I’ve never watched anything he has done. So inherently I won’t give a rats ass about his opinion on anything, let alone something I like.
Hammersteyn_hates_Raid0
August 19, 2016 at 11:26
journalists on influencers
https://media.giphy.com/media/oEqzXzvEX6vIs/giphy.gif
Alien Emperor Trevor
August 19, 2016 at 11:28
DEY TUK OUR JERBS!
Sageville
August 19, 2016 at 11:52
LUUULZ!
Dutch Matrix
August 19, 2016 at 11:27
The real problem is not the influencers, but the sheep that believe/follow em…
Ghost In The Rift
August 19, 2016 at 11:30
i’m old school, have to go do research and credible information, will not buy anything that’s recommended without proper coverage, like with The Witcher 3, why did i buy the game? Lazygamer gave me enough info trough hard working research and journalism, simple, like they say, if it aint broke don’t fix it
Guild
August 19, 2016 at 11:36
“Influencers” are a ridiculous notion which companies bought into by enterprising individuals who have a lot of social media reach. They will endorse products for money and promote without any objective opinion because they get paid to do it.
Take Gamescon, I haven’t bothered following any of the events or details because there are no journalists there. I want a proper formed opinion from a journalist and not some hyped bullshit from a person who is paid to hype it. I want relevant information about the product. I don’t want to watch some Youtube idiot go on about a game that he is paid to promote. The people who went to Gamescon from SA, I don’t follow on any social media platform. So how does that translate to any sales from their “influence” on social media? How does a musician get sent to Gamescon as an “influencer”? Is that the right target market for it? “Influencers” are a bane to any market and hopefully companies start to see that it is not translating into any sales.
Admiral Chief
August 19, 2016 at 11:44
Well done Geoff, a fine FFD!
Fox1 - Retro
August 19, 2016 at 11:49
Might as well just watch these influencers play the game from start to finish and NOT BUY THE GAME AT ALL!!!
PS: I find these “Youtube Stars” of this generation underwhelming but that’s another story. It’s Friday and I need a dose of CYBERNET!
Ghost In The Rift
August 19, 2016 at 11:50
And we all saw what happens when celebrity endorsements meets the tech world, we all know Beats by Dre and how that turned out, endorsing a game next time you see you have to pay 3grand for just 1 game cuz Kanye West rubed it on his nuts, yeah not looking good.
Daniel Hallinan
August 19, 2016 at 11:52
My biggest issue is how weird that f flows into that l in “influencers” in the title.
That aside, over the years I’ve come to distrust “celebrity” views on games, just as much as I distrust the views of many people on my social media. The recent issue with No Man’s Sky is a convenient example to use, but not necessarily in the way one may expect – not because promises weren’t fulfilled, but because the game released is the game that was shown.
Watching people play the game now, it’s exactly the game I saw demoed, that I saw showed off at cons. It was those marketing videos that I looked at when I decided that I wasn’t particularly interested in it, when seeing that I’d probably tire of it after a short while, when I saw that I’d see assets I’d recognize more and more as I played. This decision wasn’t one made in spite, anger, or any sense of robbed promise – it was just a casual confirmation I’d be happy to let this one sail by (seriously, these days I’m actually quite happy when I don’t need to spend time and/or money on something).
And yet, I saw what people were doing – people on social media, and popular “informers” on broadcast platforms. They saw the game, but instead perceived what they wanted it to be. Their imagination ran wild, above and beyond what may have been promised, and their perception warped to behold their grand ideal – no matter how lofty it was (because video games are magic and have no limitations and can do everything). This kind of thing happens often, and it’s actually encouraged because… well, it’s fun. It’s fun to be excited, to happily talk about all the awesome things that could happen, that you could experience, that you could boast about to friends.
And all of this sets people up for a backlash when they get their hands on the product only to realize that the fantasy they visualized was instead only the game the devs could make. And, filled with anger, many then feel victimized, they feel entitled to what they themselves thought the game was (or should have been) regardless of what the devs were capable of and even what they said – the No Man Sky devs tried to warn people that they were getting a bit too carried away about what they thought the game could do, but that fell on deaf ears (because it’s no fun). And people get angry, because honestly we all like a good moan.
This is all a lot of text to say: I don’t take most people at their word because people hype themselves up for something and promise a game that they want, rather than the game that it is. I prefer to look at gameplay that’s actually shown, with knowledge that scenes are cherry picked / scripted for the most wow marketing factor, and judge based on that. Learning what’s marketing speak, and how marketing tends to inflate what a game promises, also helps to sidestep potential misunderstandings.
Also, fuck me I wish people stopped getting livid about games, for the most part. There’s far worse shit than an interesting game that wasn’t as amazing as you hoped, that may have ended up not being to your liking. And Informers can get VERY emotional.
tl;dr: informers r stoopid. people r stoopid. I r smart.
Sageville
August 19, 2016 at 11:59
Can we rather use the word “Endorsers” instead of “Influencers”….
Zoe Hawkins
August 19, 2016 at 12:24
I don’t have an issue with influencers if they make sense. but there has to be integrity on both sides. for example, on my mommy blog, i was offered stuff from a formula brand. I turned them down because my baby has never had a drop of formula – my audience would see through the endorsement and I would be a total sell out. too many influencers seem willing to punt any horseshit that’s offered instead of actually valuing their integrity and the trust their audience puts in them. Brands AND influencers are to blame for shitty, useless campaigns.
Guild
August 19, 2016 at 12:39
Exactly. There is a market for “influencers” but it needs to be people with integrity and knowledge of the product. Provide a valued opinion with information that’s useful. Not hype a product up because they get paid to do it and know nothing of it.
miaau
August 19, 2016 at 13:47
You blog about mommy, household and parent issues. My wife has before written nice reviews for online experiences and, as a result, of those public reviews, under a name like SAonlineshopper or something, several companies invited her to use their services, in related fields. They carefully worded there messages: my wife was notified of their products and existence, but she had to choose and would use her own money to buy from them AND she must not register with that nomme du plumme.
That was great, well done to them for trying to keep opinions honest, while not in any way trying to pay her to do it.
chimera_85
August 19, 2016 at 12:49
No.
Sageville
August 19, 2016 at 12:56
I see the future guys!
Soon game publishers will be hiring masses of Endorsers to hype their game pre-release, which is followed by the inevitable gaming journalists picking to pieces said hype with post release reviews …
I give you “The Influencer Wars”!
Gavin Mannion
August 19, 2016 at 15:16
Did you mispell No Mans Sky there?
Sageville
August 19, 2016 at 16:37
…
Gavin Mannion
August 19, 2016 at 20:01
yeah… suck it fiber boy
CongoKyle
August 19, 2016 at 13:24
My only foreseeable issue with influencers is that it makes the marketing companies lazy. Instead of involving people who have a clue, they’d rather involve an influencer where it becomes a buddy system.
There are hard working individuals who can offer way more, but because they don’t have the social media reach they’re not considered.
The Order of the Banana
August 20, 2016 at 10:40
But can you really call game “journalists” journalists? I always thought that the enthusiast press was merely an extension of the marketing/PR arm.
Hehehe! Trololololololololool
https://67.media.tumblr.com/0077d03c2806b7749b84968544290f65/tumblr_nm3a9vrHa41tv4cyio1_400.gif