Gaming won't grow unless it attracts new viewers – thankfully there is a KPI for that
Social media can still drive real growth in gaming - if - brands prioritize attracting new viewers explains Superdigital’s Liv Burke.
When asked to think of a gamer, many still picture a white millennial man, shouting at his TV, fueled by energy drinks and chips. It’s an unfortunate gaming stereotype that’s been ingrained in pop culture for decades now.
But here’s the reality: nearly half of all gamers in the US are women. The gaming community is becoming increasingly diverse, with a growing number of gamers from communities of color and a vibrant, outspoken presence of LGBTQ+ players. What’s more, the majority of adults in the US – 55%, to be exact – are gamers, with most playing mobile games at least once a week. And yes, mobile gamers are gamers too.
The reality is that gaming demographics have been evolving for years. Yet, mainstream culture still clings to a stereotype that’s far from reflective of today’s gaming community. In truth, gaming is more diverse than ever. Thanks in part to community building on social media, gamers have built communities within their favorite gaming sub-genres. Whether you’re a “cozy gamer,” a mobile gaming enthusiast, a first-person shooter fan, or just someone who plays whatever’s available - there’s a thriving gaming community for you. But even with these diverse communities, breaking free from outdated gamer perceptions is easier said than done.
Marketing, particularly on social media, is partly to blame. Too often, gaming brands churn out content that plays into familiar stereotypes, targeting the same old demographics with safe, predictable messaging. It’s an easy path to take, especially given how current analytics tools are set up to track and reward these narrow approaches. But the harder—and far more impactful—route is for brands to create social content that reflects the true diversity of the gaming community.
This is where the new viewers metric comes into play. By focusing on this data point, gaming brands can connect with new and diverse audiences. It’s also an opportunity to innovate and craft content that speaks both to the core gaming community and a wider range of players. Shifting focus in this way allows brands to not only grow their following but also redefine the narrative around gaming, helping build a more inclusive culture that truly represents the diversity of today’s gaming community.
The metric that matters
While the new viewers metric isn’t a novel concept, it’s one that’s often overlooked in favor of more familiar KPIs like engagement, views, or followers gained. But when it comes to truly expanding your audience and driving growth, new viewers is the key to unlocking untapped potential.
So, what exactly is the new viewers metric?
At its core, it tracks the number of users who’ve encountered your content for the first time. On TikTok, new viewers are users who are watching your content for the first time ever, or in the past year. On YouTube and YouTube Shorts, new viewers are people who watched something on your channel for the first time in the selected timeframe. This gives gaming brands a clear snapshot of how effectively they’re reaching fresh eyes. While metrics like views from followers offer insights into your core audience, new viewers reveals your brand’s ability to connect with a broader segment of gamers beyond your existing community.
For gaming brands with a strong core following that are struggling to connect with the diverse gamers of today, this metric is critical. It’s an indicator of true growth, showing not just who’s watching, but who’s discovering you for the first time. By paying attention to this data, brands can identify which game titles or content types are resonating with new viewers, and which trends are emerging across diverse demographics. This enables marketers to tailor their content strategy to better appeal to broader, more varied groups, increasing the likelihood of deeper engagement from outside the core fanbase.
When evaluating your content, keep in mind that growth isn’t just a numbers game. It’s about forging deeper connections with today’s players and tomorrow’s audiences, creating content that truly resonates with them. This approach is what will ultimately fuel sustainable growth and set your brand up for long-term success.
Broader appeal, more inclusive content
When aiming to attract new viewers, the key is to step outside the box of niche targeting and focus on universal gaming experiences that resonate across the board. Rather than creating content that speaks only to hardcore fans of specific genres, gaming brands should craft content that highlights emotions and moments all players can relate to, whether it’s the joy of unlocking a new achievement, the excitement of a surprise game drop, or the universal thrill of connecting with friends through play.
It’s also key to tap into platform trends and popular audios as these often perform well with new viewers. Trending sounds or formats are inherently shareable, which increases their chances of spreading across a diverse gaming audience.
By aligning with these cultural touchpoints, brands can break free from traditional gaming circles and engage users who might not have otherwise discovered their content. Take, for example, a recent TikTok promoting a Deadpool-themed Xbox controller. The post saw a notable increase in new viewers because it capitalized on the cultural buzz surrounding the Deadpool and Wolverine movie release. By aligning with this highly anticipated event, the content managed to engage both core gamers and the wider gaming community, drawing in a wider, more diverse audience.
On the flip side, another TikTok video reached a high % of new viewers by leveraging trending “Demure” audio by the viral TikTok creator Jools Lebron. This post was deliberately broad in its appeal, avoiding any overt references to specific gaming titles and just focusing on the Xbox hardware. By jumping on a widespread platform trend, Xbox was able to attract an impressive number from outside its core audience.
Future-ready strategy
Gaming is no longer just about the players you know; it’s about the players who have yet to discover the joy of gaming. By intentionally focusing on new viewers, brands can position themselves at the forefront of the industry’s next chapter. This is where growth is happening—by reaching outside of the traditional gaming circles and embracing the diverse range of players who are redefining what it means to be a gamer.
The future of gaming growth depends on breaking down the walls that have kept the community fragmented. Fostering an inclusive environment where all gamers feel represented and welcomed isn’t just the right thing to do—it’s the smart thing to do. Brands that can tap into new audiences will unlock new layers of growth, turning fresh audiences into passionate, long-term supporters who are deeply invested in the brand’s evolution.