Gamescom 2023: 4 Livestreaming Trends in East Asia

Gamescom 2023 was back in full force with over 320 000 visitors from over 100 countries. With a unique atmosphere characterized by enthusiasm, passion, and creativity, it was only obvious that we would bring home new learnings and fresh ideas. Read on to see what we got up to!?

The world of East Asian video game streaming continues to evolve at an exhilarating pace, and the first half of 2023 has brought forth some fascinating trends that highlight the region's passion for gaming. From the unwavering prominence of esports to the pivotal role played by KOLs in shaping gaming culture, these trends underscore the vibrant and dynamic landscape of video game streaming in East Asia.?

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Esports leading the charts?

Esports have firmly entrenched themselves as a cornerstone of the gaming experience in East Asia. Competitive gaming continues to be a potent motivator for gamers in the region, with over half of the top streamed games falling under the esports category. Popular esports genres, including MOBAs, FPS, and Battle Royale, dominate the streaming landscape.?

League of Legends, a game that has become synonymous with esports, stands out as the only title consistently appearing on the top 10 lists of streamed games across East Asia. Its ongoing relevance demonstrates that the esports phenomenon is not just a passing trend but a vital and enduring part of the gaming culture in Asia.?

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KOLs: The trailblazers of gaming culture?

?Key Opinion Leaders (KOLs) wield significant influence over the gaming community in East Asia. These influential streamers have the power to shape trends, and their channels account for a substantial portion of the viewership for specific titles. Across markets in Korea, Japan, and China, KOLs regularly capture between 2% to 15% of total viewership for their chosen games.?

An illustrative example of this phenomenon can be seen in the rise of VTubers and Broadcast Jockeys, who played a pivotal role in propelling Minecraft into the top-10 rankings in both Japan and Korea during the first half of 2023. This highlights how KOLs hold the keys to driving the popularity of games, making them indispensable to the industry's ecosystem.?

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The challenge of breaking in?

The gaming industry is highly competitive, and it takes something extraordinary to break into the upper echelons of the streaming world. In the first half of 2023, only three titles released that year managed to secure a spot in the top 10 rankings. These titles are Diablo IV in Korea, Honkai: Star Rail in China, and Street Fighter 6 in Japan. Their ascent demonstrates that viewership trends take time to change, but blockbuster releases still have the power to make waves in the gaming world.?

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Titles to keep an eye on?

Certain titles have proven to be consistently popular across the East Asian markets, transcending national boundaries and language barriers. PUBG and Apex Legends, both Battle Royale titles, have garnered strong followings in all three markets, cementing their positions as favorites among East Asian gamers. Genshin Impact, a multi-platform MMO game, has captivated the gaming communities in both China and Japan, showcasing its global appeal. VALORANT, a leading title in Japan and Korea, made its official debut in China during the second half of 2023, and it is rapidly climbing the ranks, reinforcing its status as a prominent esports game. Escape From Tarkov, a tactical multiplayer FPS, has witnessed explosive growth in popularity in Korea and Japan. This phenomenon reflects the diverse and evolving tastes of gamers in the region, as they gravitate toward games that offer unique experiences and challenges.?

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In conclusion, the video game streaming landscape in East Asia is marked by its unwavering commitment to esports, the profound influence of Key Opinion Leaders, the challenge of breaking into the top rankings, and the emergence of titles that transcend national borders. These trends not only reflect the dynamic nature of gaming culture in the region but also offer valuable insights into the evolving preferences and behaviors of East Asian gamers. As we move forward into the second half of 2023 and beyond, it will be intriguing to see how these trends continue to shape the video game streaming scene in this vibrant part of the world.?

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