Gambling content helps close competitive gap with Twitch
While Twitch remains far ahead in the streaming space, the race to beat the Amazon giant is heating up. As the streaming wars continue, Rival Kick is making headway, in part because of its support for gaming content.
After launching earlier this year, the equity-backed company has slowly gained traction in the streaming industry. Its success has been fueled by the signings of top Twitch streamers such as xQc and Amouranth.
In terms of monthly data, August marked the first time since launch that Kick topped 100 million hours watched, according to StreamCharts.com. Slot machines and game content are an important part of this.
Kick Up
Watch time on the platform is increasing month over month, with average concurrent viewers increasing by 13%. However, peak ratings, which had risen steadily between May and July, fell 25% in August.
Progress may not be as obvious as it was in the spring, but there are still enough signs that the Kick is making progress. Bot activity surged in July, with new data from StreamCharts.com showing a significant increase in the average number of online viewers compared to the previous month.
The No. 1 category on the list is Kick’s Just Chatting category, which grew 33% compared to July with 34 million hours watched. However, at the same time, peak concurrent viewership has declined considerably, indicating that audience retention is an ongoing challenge.
The Slots & Casino category came in second, growing 57% compared to July. Nearly every metric is up this month, a strong sign that Kick's focus on the gaming space is paying off.
The slot machine designed specifically for Grand Theft Auto (GTA) V has become extremely popular and has recorded the largest monthly growth. A 700% increase, primarily due to recent updates and news about the video game, as well as increasing engagement with GTA streaming on Kick.
Game anchors should be careful
Gambling content is lucrative and important for streaming platforms, but content providers across the spectrum need to prepare for change. With everything from Kick to TikTok under increasing scrutiny from lawmakers and regulators, the days of free, mostly unfettered reign over online content won't last long.
France and other countries have taken a tough stance against influencer-driven gambling content. The EU may consider a similar position.
Danish gambling regulator Spillemyndigheden has just fined a streamer for promoting an online gaming platform that does not have a license in the country. The unknown internet celebrity was ordered to pay 1,340 euros ($1,446), with regulators warning that more fines would follow.
It's not just Europe that's cracking down - the United States may also be complicit in Twitch's move to change its stance on gambling content.Last September it was announced that certain gambling content would not be allowed unless it represented an operator licensed in the United States or other major jurisdictions.
The Philippines may also take a tougher stance. There is currently a campaign underway to force influencers not to promote unlicensed gaming platforms. Although this is not a government-led initiative, current legislative attitudes toward online gambling could change quickly.
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Source: www.casino.org
