Gaming Ambassadors
Over four years ago, I wrote a blog post discussing the concept of “Digital Ambassadors” and how they can be an invaluable source of goodwill and promotion that compliments the traditional marketing departments and PR associated with leisure industries. A smart business sees the value of fans and the contribution they make in getting "the message" across. I recently sent in a question to the Massively OP Podcast which specifically raised this issue with regard to the the MMORPG community. There was a time when key bloggers and podcasters became integral to the promotion of specific games and that they became an unofficial form of community management. In my question I also suggested that this has waned due to the rise of Twitch TV and YouTube and that the personalities that arise from these platforms are free agents who tend to follow the latest trends. They are not so tied to one specific community. Justin and Bree kindly addressed my question on the show and it made for a very interesting discussion. Many of the points they raised had crossed my mind as well.
I believe there is still a role for “Gaming Ambassadors” although the way that role presents itself has changed. In some ways, the Massively OP Podcast provides the service that some prominent game blogs or shows used to. The only difference is Justin and Bree advocate on behalf of multiple games instead of just one. But the enthusiasm and willingness to help is there and the show is happy to provide a platform for players, devs and pundits alike. There are other shows that are associated with particular games but a lot seem to have become quasi-official. Take the Priority One Podcast for STO for example. Often when gaining access to those that actually create and run a game, there is a degree of editorial compromise required. Hence some content creators find themselves as “poacher turned gamekeeper” to coin an old phrase. Editorial independence is not something to give up lightly but it is often the price of admission such inner circles. This is something that Massively OP Podcast has not done.
Fandom per se, has certainly become more mainstream over the last two decades. Conventions are now seen as lucrative, wide reaching marketing opportunities. They are no longer seen as niche nerd social activities. But I feel that the “commercialisation and commodification” of fandom has also made it more ephemeral. Yes, there still are fan sites dedicated to just one game who invest heavily in their community but the main focus is now on other platforms and “influencers”. The major difference is that contemporary internet personalities that gain traction are usually not exclusively wedded to just one community. A game will be played and its virtuals extolled until it ceases to be popular. When that occurs, it’s onto the next big thing and there’s nothing wrong with this approach. Ultimately, the games that popular YouTubers and Streamers play are secondary to their “personality”, which is often the key to their following.
In my lifetime fandom has evolved. In the seventies, we hand crafted fanzines. We typed the content, cut it out and inserted pictures, then took them to the printers and had as many copies produced for as cheap a price as possible. Then along came the home PC and self publishing became easier and more professional. The internet then put content online and its reach became far bigger. And then along came social media and the focus changed very quickly from blogs and podcasts, to videos, streams and subreddits. And like any other leisure market, its widening reach and increasing diversity has also led to smaller, more insular communities.
I do not doubt that there’s a specific place that’s the community focus of Black Desert Online and that in the months to come, they’ll be a similar space for the MMO New World. But I think that these communal focal points will be far more targeted than those we’ve previously seen and will be more specific to their player base, using more immediate social media platforms. They may also come and go more quickly as gamers consume and then move on. Hence I am beginning to think my nostalgic affection for the LOTRO podcast, A Casual Stroll to Mordor, is just that. The show existed and thrived within the internet and fan context of the time. And times change and that specific era I remember has gone and been replaced with something similar and different. “It is change, continuing change, inevitable change, that is the dominant factor in society today. No sensible decision can be made any longer without taking into account not only the world as it is, but the world as it will be”. Isaac Asimov.
