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.