SAN FRANCISCO – To imagine how YouTube might one day become a money-spinner for content producers, consider the power of the irreverent video gamer and online star PewDiePie over his young, free-spending audience.
Each time the wildly popular YouTube impresario has donned Razer headphones in one of the many zany videos that feature him playing games, the product has sold out.
PewDiePie, who is not paid to endorse the brand, “really helped us in terms of getting traction on a much larger audience,” said Min-Liang Tan, chief executive of San Diego-based Razer, which makes gaming hardware. “It’s incredible that YouTube personalities are coming up … and I think it can only grow.”
PewDiePie’s uncanny trendsetting talent highlights the potential that content related to video games holds for Google Inc as it looks for ways to build its YouTube video platform into a powerful new revenue stream.
Advertisers and media companies are indeed already placing big bets on the likes of PewDiePie and others creating gaming-related content in a bid for the prime but underserved audience of 18- to 34-year-olds that devour video games.
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