Edge Online

Video gaming YouTube stars’ rise to fame may be less random than you think

Video gaming YouTube stars’ rise to fame may be less random than you think

What's most interesting to me here is that the major boost for many famous UK YouTube stars seems to be the moment that a corporation jumped in and essentially hired them.

All of them had some success prior to that, but it seems to have been the likes of Machinima and Base79 who offered them their real shot at monetary reward. It's interesting to see that as a common thread running through these individuals, and I'm wondering how often this is the case. Do we consider this an independent movement if it takes major backing to make something out of your audience?

YouTube has been something of a visibility gold rush for performers, and it's getting increasingly crowded. The reality is that it's going to get harder and harder for talented young people to make it in the business and get the attention of the companies that can give them the final shove over the fence.

This is an emerging market, but it's not the Wild West anymore. The rules and processes are becoming clearer, and soon YouTube stars will likely be a settled collection of influencers when it comes to gaming coverage. It'll be up to young innovators to find new ways into the business.