Over half of games journalists see a future co-existing with influencers

Around 15% view influencers as a "significant threat" to games journalism

Over half of traditional games journalists believe that they can co-exist with the rise of influencers, according to a report from PR firm Big Games Machine.

The report, Overworked, underpaid and passionate: a survey of games journalists, found that 66% of the 217 respondents felt influencers would not completely supplant traditional journalists.

Despite the meteoric rise of YouTube and Twitch stars in recent years, the vast majority of games journalists considered the fact that many influencers are paid to review or endorse a product as a "clear line in the sand".

The distinction, the respondents believed, is an important one as it gives traditional journalists an edge over their influencer counterparts.

"I think the concept of influencers is an interesting one, but with marketing budgets now being directed towards them, they're becoming more like advertorial than editorial," said one survey respondent.

However, there is a minority of around 15% who believe influencers are "a significant threat" to games journalism.

"People like myself are likely fighting a losing battle in trying to maintain a place for traditional hand-written journalism, be it daily news, reviews, opinion pieces etc," commented another.

"I despise the 'influencer' culture through and through and grow increasingly disappointed with the way developers/publishers seem to be doubling-down more and more on inviting these kind of people, at times, in favour of journalists."

Related stories

Very limited tickets available for the UK Marketing Summit

Speakers include 20th Century Fox, BBC, McLaren and more set to appear

By Christopher Dring

Casual Connect acquired by Greenlit Content

Event founder Jessica Tams joins media network with events team

By Rebekah Valentine

Latest comments

Sign in to contribute

Need an account? Register now.