Between the brands and the audience are the influencers. In the gaming and esports world, they are more than producers or content distributors. They can be the voice of a brand, the channel to get up close and personal to the audience, and sometimes the path to know what’s coming up next in the industry.
The influencers power comes from the time spent talking to followers, experimenting formats, and discovering trends. That’s why they are such a huge investment and target for brands interested in reaching out to the huge audience of games and esport fans.
On the other hand, audiences and trends are so volatile that sometimes not even the influencers can keep up with so many changes.
Symbol of the gaming community in Brazil, Patife is in the business for almost a decade now and was part of the major changes that took place in the gaming ecosystem during the past years. He began his career as a streamer, started to post non-live videos (VODs) and now found himself between formats and discovering the world of mobile games–while being the face of many international brands in Brazil.
In this interview, he talks about the changes happening in the market, the difference between Latin America and other countries, and what are the next steps for creators and brands interested in investing in this business in the following years.
LABS – You have changed a lot and have also experimented many different things in your career as a creator. How did your relationship with the audience change and what was the major challenge you had to face?
Patife – Since my first video, I’ve noticed that the relationship with the audience is completely different when you do a live stream. This kind of content makes a lot more sense because I’m in contact with followers in a more direct way and I have feedback immediately. It also gives me more freedom to decide themes, because I usually don’t talk only about the game itself. This diversity of followers and themes that streaming allows, gave me the possibility to expand my own audience–since there are a lot of people that don’t like streaming, so for them it is hard to watch games in real time. I believe that my greatest challenge is to please these two kinds of audiences: the one that lives for the stream, and the other one that wants a VOD made specially for them. And they are equally big.
LABS – A lot of platforms tried to stick to the streaming business, but almost no one was successful–even giants such as Facebook are struggling. What do you think happened to the market and what is the key for a platform to thrive in the business?
Patife – The user experience is the key, since that is what will keep people online. The platforms must also understand where the limit is when it comes to content creation. There are those who don’t allow swearing or any kind of bad language–sometimes this could limit the creation or even the relationship with the audience. On one hand, it’s a good thing, because it makes our segment a lot more professional; but someone could say that this kind of freedom is key for a streamer to be on a platform.
LABS – Monetization came as a blessing but started to become a curse as the years went by. Challenges grew a lot and the ways to make money through platforms changed a lot as well. What do you think about the monetizing formats and the regulation being used nowadays, and how will it be possible to make money from streaming in the future?
Patife – Most Brazilians still think that everything online is for free. So the monetization that comes directly from the creator/streamer is relatively new for us. Fortunately, it is growing fast, really fast, thanks to our audience who are really engaged in everything that we do and everything that we promote. A couple of weeks ago, I did merchandising for a monitor and all of a sudden, someone made up a story about the product and the ad became the theme of a stream without any kind of planning. It was a really good example of how live streaming can be a great tool for creative advertising and brand engagement. In my opinion, all brands should focus on streaming because the results are fast and really personalized.
LABS – What are the main differences between the US and the Brazilian markets when it comes to streaming and gaming content?
Patife – The difference is huge. Our audience is passionate and really dedicated to the creator. They really love who makes the content and the game is not as important.
Another big difference is the size of the niches. In the US, for example, the audience devoted to RPG or fighting games is huge and loyal to that kind of content. You can be a really successful streamer inside those niches; something that is almost impossible in Brazil, where you need to adapt to new trends every other month.
LABS – What about content creation? What do you think will be the next hit? Mobile? MOBA? RPG? Another Battle Royale?
Patife – The next big thing is mobile. The audience, the games, and the platforms are noticing this and I think that Free Fire, for example, is just the first step. In my opinion, strategy games and triple AAA mobile games will dominate the market. At the same time, I think that there is a movement that will increase the interest in FPS on PC, adventure consoles and so on.