YouTube Gaming did not have sufficient audience since it launched in 2015. Thus, YouTube is killing it. However, all is not lost as the company is providing a dedicated home for it — in the main YouTube site.
Google introduced YouTube gaming to provide video game enthusiasts a dedicated place where they could watch games while engaging with other game streamers. The app allowed users to follow game pages. It was also a home for game-specific video content.
It is true that videos related to games are popular on YouTube. But the app did not have the right followers. Thus, Google decided to bring the most vital functions of the app to its YouTube web platform. In March 2019, the company will permanently close the app.
When you go to YouTube today, you will find that it has a Gaming tab on its sidebar. Clicking the tab will lead you to YouTube.com/Gaming.
“That’s why in 2015, we launched YouTube Gaming, a standalone app for gamers where we tested new features like Game Pages for better discoverability, Super Chat and Channel Memberships to help fans show support for their favorite creators, Dark Theme and even a new live streaming platform based on the gaming community’s feedback. The response to these features has been so positive that we brought them over from the YouTube Gaming app to the main YouTube experience. Today, we’re launching a new Gaming destination to give gamers a home on YouTube! You can find the new YouTube Gaming destination at youtube.com/gaming.” – YouTube
The new place will become a home page that comes with rows of recommended videos related to gaming. It also provides a list of popular live streams and content from your current subscriptions. You will have a choice to pick specific games as your favorites. Doing so will help YouTube’s algorithm to give you recommendations. Furthermore, the page has a section for “On the Rise” creators.
YouTube is not only a place to find Vlogs but it also features live streams, just like Twitch. However, the new page does not have enough features that could surely challenge the monopoly of Twitch when it comes to providing live gaming content.
In addition to the YouTube gaming getting a new home, the company also announced that it is introducing a new vertical video ad format. YouTube acknowledges that over 70 percent of YouTube users are watching videos on mobile devices. For that reason, it is adapting to its users’ viewing behaviors. That said, brands can now upload vertical videos. They can also promote video ads that conform to the viewer’s mobile screen.
When YouTube announced it, it featured a Hyundai vertical video ad. The vertical vide ad can run in a campaign together with traditional horizontal video ads. Hyundai’s campaign experience an increase of 33% in brand awareness and a 12% boost in consideration. It seems like vertical video ads will surely make advertisers happy.
With this new format, it simply indicates that vertical video is going to stay.
What do you think of the new YouTube gaming page? Please let us know your thoughts.