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Since gameplay streams involve intense real-time interaction, video and audio components, and large groups of returning participants, it is likely that these even further resemble offline interaction rituals, such as concerts or sporting events. These studies demonstrate how shared symbols and norms of interaction can produce social motivation to revisit interactions. Anker Nexø & Strandell, 2020 Boyns & Loprieno, 2013 DiMaggio et al., 2018 Ling, 2008 Maloney, 2013). In the last decade, it has also been applied to online interactions, such as text messaging, special-interest forums, and online dating (c.f. Viewer engagement is especially important on Twitch, as the platform enables viewers to donate money in real time to ‘cheer’ on content they enjoy.Ĭollins’s ( 2004) Interaction Ritual – model has been used to show how social motivation is produced through interaciton in a range of groups, subcultures and movements. Successful streamers make good use of technical affordances for interaction, such as appearing on-screen via a web camera or having a separate monitor dedicated to the viewer chat. This challenge is offset, however, by the primary advantage of livestreaming: It enables direct interaction with the audience. A central challenge is for the streamer to create and maintain viewer engagement by keeping the uncut stream entertaining between eventful or action-packed moments. 1 Compared to pre-recorded and edited content, live streaming presents unique integration opportunities and challenges. The situation is different on – the second biggest platform for gameplay videos – where content is primarily livestreamed. However, in the case of YouTube, which mainly houses pre-recorded videos, the ability to interact with viewers is limited. Undoubtedly, the ability to generate viewer engagement is critical for their success. On YouTube, the biggest channels have many millions of subscribers and their owners have become world-famous influencers expanding into other forms of content.

Many consumers now watch gameplay videos, where content creators play games while sharing their perspectives and commenting on the games.

Esports events have been recorded to draw more viewers than the Super Bowl (Genova, 2018) and in the 2019 world champion in Fortnite won nearly six times as much as the winner of Tour de France (Nicolaou, 2019). New forms of consumption have evolved a sizable audience now consumes gaming by watching others play.

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Gaming has quickly become one of the largest entertainment industries on the planet, surpassing the movie and music industries combined. Newzoo ( 2020) estimates that 2.7 billion people play games and that gaming industry revenue will reach 159.3 billion USD during 2020.