Stadia Games & Entertainment presents: Creating for content creators (Google Games Dev Summit)

[Music] [Applause] my name is Kim Swift I am a game design director for stadia games and entertainment and this is creating for creators so as part of my job I'm actually working in the publishing side of things in stadia and I get questions all the time about how do we actually create compelling games that appeal to content creators so I decided to put together this deck so if you have ever wanted to know more about game live-streaming and videos on demand want to understand more about the culture and community around gaming outside the content of games are interested in creating games that will appeal to content creators in general and are also curious about creating games that will engage live streaming audiences and ask for participation this talk is for you so the goals of this presentation is to provide first off a base level understanding of live streams and vods what are the difference and get into the minds of content creators and their audiences why do content creators create why do people watch so if we understand more about the contexts and motivations of creators and their audiences we can better make informed decisions about our games so I'm going to cover four categories of topics content creation 101 live stream and vaud audiences designing for content creators and finally covering some stadia exclusive features that were really excited about so when I talk about content we tend to in our minds as devs think about content is just the game content itself like hey these are the skins and mods and models for our game but really the definition of content has expanded over the last several years so in the context of this presentation when I refer to content I'm really talking about live streams and fonts so let's go into some basics here this might seem kind of patently obvious but hey I've got any questions on it so I'll cover this really quickly so what are live streams in live streams people are playing your video game live and putting it on various platforms like Twitter or YouTube live professionally or for fun streaming has grown immensely as a business over the last decade or so it originally got its start in early 2007 with justin.tv which later became twitch and now there are several streaming platforms and millions of broadcasters on the flip side however you have video on-demand or pods which is pre-recorded content that's uploaded to platforms like YouTube and Vimeo the democratization of video on-demand started with YouTube in 2005 and though uploaded gaming content began almost immediately as soon as YouTube went up what we really consider as video game content on YouTube really kind of got rolling in 2008 with Call of Duty 4 so as I previously talked about you know with live streams and vods some code names for what you might hear content creators in each of these formats are as follows live streams you're looking at live streamers streamers broadcasters and then for vod's youtube creators youtubers that's basically what you're going to hear so here's some interesting data so when you look at live stream platforms overall here's the breakdown of popularity of each so right now twitch for live stream is leading the pack followed by youtube now in contrast however if you take a look at all of the gaming hours consumed on live stream versus vodka tent this is sort of where we're at so 17% of that content across all platforms is live and 83% is vaad so you're looking at 15 point 3 billion for live stream and 74 point seven billion for vods so vods is a huge business I know we focus a lot on live stream as game developers because it makes I guess the most sense to us right we are used to in putting something into our games and getting a live response and so I think we grok live stream better but at the end of the day thought is a bigger business so if I am a content creator here are some of the types of services that I'm going to use basically outside of my platform and some of the things that I'm going to be paying attention to so for both a live stream and vaad a community is really important using Twitter discord as means to communicate when you're going live or what types of things you're going to see in terms of content from that creator and also just keeping in touch with community those are really important tools and then additionally branding is also very important to all content creators they very frequently will work with other services to do their emojis emotes and other art assets for their streams and videos so for streaming specifically when they are trying to get ready for a stream OBS is kind of the go-to software here or stream labs OBS which is another version of that it's free so if you're ever curious about getting into live streaming I would actually recommend downloading it and playing around with it and then also as well for live stream you're worried about creating alerts too as well so you want to create these custom alerts and pop-ups when people make donations or follow the stream then for votes editing obviously is very important so using tools like iMovie premier and Final Cut to create these videos and then posting them to YouTube and then again for both live stream and vaad monetization is important being able to accept donations through things like PayPal and patreon to received direct payment from their viewers and then on the platform specifically there are things like paid memberships premium currencies like twitch bits or paid chat functions like YouTube super chat and stickers so why do content creators create content I've found that it tends to fall into six buckets and sometimes these buckets overlap so for some it's wanting to improve their personal skills and be more entertaining overall hey sometimes people are scary right and so being able to talk to a monitor instead of directly to a person so it kind of obfuscates some of that insecurity for folks and so they actually find that either live streaming or vod's or great way for them to improve their interpersonal skills some folks want to teach and make sure that people are having fun with their favorite games content creators are super aware that if people don't play and love the games that they love those games might go away especially if they're games of the service game then also hey earning money playing video games is the dream right I've seen some how much some broadcasters make and man it makes me question my life choices then some folks want to show off their skills to an audience they love to peacock and be able to to show off that they can do this particular jump trickshot better than anyone else can and and a lot of times that actually combines with the the joy of wanting to teach people how to do these things too as well and then some folks want to make friends doing the same thing that they love to do and so they got into streaming or creating YouTube videos to find people that love their common interests and then finally some folks just really love to build a strong community sort of where they're at the center and bringing other folks together around the content that they create so when you're taking a look at the types of content creators out there at the end of the day it really comes down into two extremely broad categories right one is personality and one is skill and obviously for many content creators out there this particular categories overlap so when you think of a content creator with personality you can think of someone that maybe does a lot of videos where there's jump scares and they scream really loud and it's really easy to get in to them and watch them emote and then for skill a lot of these folks are eSports players how creators select games is a really important factor when thinking about what types of content you're going to be creating for creators I'm gonna go over a few broad categories of how content creators think about what games that they want to play either on livestream write vods so first off audience profile is a really important thing to pay attention to especially if you've got a game and you're like I want you know live streamers to take a look at this game pay attention to what types of games they normally stream or what types of vods they create because these folks very carefully curate the audience to be in tune with what they want to make so for instance someone that is used to creating vods for say a first-person shooter if all of a sudden out of the blue they start playing games like say journey that are really peaceful and serene um their audience is gonna be really confused and they might potentially turn off an audience member in the future and hey for content creators their audience is how they create money so another factor is strategic timing so additionally choosing a game to play at the absolute right moment can be a major slingshot to a career looking at games that are projected to have a potential huge following in the future or have a specific entertainment draw are things that a content creator is going to look at so an example of this we all know ninja right ninja got his career initially as a professional gamer in eSports playing Halo 3 actually and so for him he kind of got started on YouTube and twitch really going and being a creator in 2011 and he would did pretty good and mostly got into playing battle royale games after his time with Halo 3 and so he really emerged with h1z1 king of the kill and then super made his big break with fortnight as we're all aware of so he skyrocketed to fame in 2018 going from 500 hey followers to over 2 million in just 6 months on Twitch and over 22 million subscribers on YouTube so that was finding a game and getting on to that game at the exact right moment to ride the crest of a wave so another motivation is wanting to pick games that are high-energy imperative this tends to play super well in live stream games that are competitive and scale paced allow a content creator to peacock those skills and then really get into the gameplay and a mote and it's easy to kind of get into the content and create exciting entertainment another category is looking at games that provide shock and awe again things with surprises and jump scares like horror games make for interesting reactions that's easy for an audience member to get into folks that tune into that type of thing want to see hilarious and over-the-top reactions an example of this is markiplier so he primarily is on YouTube got started in 2012 he's a huge YouTube creator got going playing games like amnesia and other horror games and his popularity really grew with this genre of game and in particular 5 nights at Freddy's in 2014 his extreme reactions and jump scares in the game what really sort of started his following a few years later his videos went from just like a handful of views to millions he's even gotten into actually creating his own style of games too as well with content like the heist so another is community builders a lot of content creators are gonna look at games that are something that they can play with their community and so what you need for that is a game that has a broad variety of things to do and is accessible so someone that maybe isn't as good at a first-person shooter can still maybe get into the co-op content of a game like say destiny 2 then there's hypetrain content creators are obviously going to select popular titles that either exist already like Wow and dota or try to launch their viewership again you know spotting that opportunity and get into games that are up-and-coming so for instance the Pokemon games that came out in 2019 were incredibly popular on twitch and YouTube when they first came out an example of this for overwatch is this guy Moon Moon he is primarily on Twitch got started exactly in 2016 because he was a big Blizzard fanboy and saw overwatch got really really excited about overwatch and actually started streaming because of this game so when he was one of the first players that really got good at the game he was fun and interesting to watch and it basically skyrocket him almost immediately on the back of overwatch so about a year or so ago he actually went from being full-time overwatch streamer to switching to variety as I said before you know broadcasters and vodkas need to be careful about losing their audience members and so for him he felt like he had reached a point in his livestream career where he could take that risk and broaden his scope to variety of games and he's still doing very well so another interesting one to pay attention to is just like us content creators play together with their friends and a lot of times those happen to be other content creators right so they frequently migrate through games as a group here's an example of that I call this the great battle royale migration of 2017 so let's take a look at h1z1 king of the kill I'm in early 2016 of the game is created by daybreak as a riff on the dayz mod and they basically split it into two types of games one of which was a battle royale game everyone who was playing things like csgo took a look at it as a fresh and exciting interesting thing to go and play so this picture right here is actually something I took while I was helping to run an event while I was working on the twitch prime team called king of the Kappa so all of these streamers actually went through this migration themselves so the next game on that list is pub G again early 2017 h1z1 king of the kill this is something to pay attention to his devs we're not responding sort of fast enough to the content creators needs and wants even just in terms of fixing bugs and so when they saw another competitor on the Rison with pub G everybody sort of switched over and then again the same thing happened with fortnight in late 2017 attracted by the twist of the building that fortnight has people jumped from pub G to fortnight and one of the reasons why a fortnight has sort of been hanging on for quite a while in comparison to some of these other games in terms of popularity is because of how fast they respond to community feedback and constantly having interesting events and things to do and then the new hotness now seems to be escape from tarkov and people are kind of migrating from 4:00 at night slowly but surely to this game which this sort of kind of took place in late 2019 even though the game has been around for a few years again people were looking for something new and fresh that was still sort of in the boundaries of this genre and if you take a look at escape from tarkov and fortnight they're basically polar opposite games so again looking for something fresh and different and they all kind of go together and then finally sponsor title hey I got paid to do this right most larger titles are gonna contract streamers or bod creators to play during their launch windows it's pretty common key note that if you are looking to do this making sure that you have clearance on that this is a sponsored title so having somewhere in the video or in the title of the video or livestream is super important so you don't get in trouble with the law so uh let's talk create our economics first off what are the KPIs key performance indicators for all you acronym fans out there for vodka a ters first off subscriptions this is the amount of people that are following and tracking a vodkas channel I'm talking specifically about YouTube here these are free for this service then there's views so views of the number of folks that have watched a particular video a successful number of views is let's say it's about 14% so if they have a hundred thousand followers then success is maybe about twelve to fifteen thousand views on each one of these videos then there's engagement so viewer comments are important things to pay attention to the expectation is that content creators should maybe have like about a point five percent engagement rate so again for that hundred thousand followers about five hundred comments on that video is considered sort of like this is a baseline I'm doing pretty good then finally paid memberships viewers can pay a monthly fee to their favorite creator the service takes a cut of this revenue a YouTube gamer game YouTube gaming I believe requires about 1,000 followers in order to activate this particular monetization and I could be wrong and I might get in trouble but hey we'll find out and then on the flip side for streaming KPIs for people that are live streaming followers and subs are very important okay so here is an interesting detail on YouTube subscriptions are free on twitch subscriptions are actually a paid membership so being able to track again people following for free this particular live content creator is a good way to start then concurrence ease for live streams so the number of viewers that are watching a broadcaster at any given amount of time so generally you're going to look at the peak and average concurrence ease of people watching that live stream and then finally paid memberships viewers can pay a monthly fee on all the streaming services to their favorite broadcasters it's a major indicator of how a broadcaster is doing and is a way for them to determine whether or not this could maybe be something they can do for their you know first in primary job right again the service takes a cut of this revenue for YouTube the benefits are for their entire channel both bought in life so how do creators make money knowing that these are the KPIs so obviously from viewers depending on the platform viewers can contribute to a creators revenue in a number of ways paid memberships tips or premium currencies then there's ad revenue creators can run ads or banner displays in both our stream and video videos pre and mid roll and get a small amount for their impressions there and then finally sponsorships content creators can be paid to stream or create videos for particular titles or products and creators are also paid for going to sponsored events so we've talked a bit about the creators themselves let's talk about the audience's that watch this content so why do folks watch vod's and live streams of their favorite games well here are six reasons first wanting to make friends that have the same tastes as them I actually have a friend of mine who is in his late 50s and none of his other friends play video games and so when he wants to talk about the new game that he's playing he actually turns to twitching YouTube audiences and following along with his favorite content creators and talking with their communities when he wants to say how much he loves this thing right another reason is love being a part of a community I know this is what really got me into watching twitch and YouTube I love feeling like I'm a part of things and I think we tend to underestimate just how important internet friendships are to people and that they're just as important to our audiences as their real-life friendships and then another reason is wanting to learn more about the games that they don't necessarily have time to play but they want to keep up with what's going on cuz FOMO right I do this all the time sometimes there's a game where I'm like yeah I don't really have time to hit my head against the wall on this really really hard game so I'm gonna watch someone better than me play it another reason is wanting to learn and improve skills by observing this is really popular with eSports games so I'm going to watch this dota streamer or youtuber to find out what's happening with the latest meta and what are the strats that people are playing around with right now I want to check out games before I invest in buying this is incredibly common a lot of our gaming audience members are feeling a little disenfranchised when we put up these really beautifully rendered videos that don't necessarily reflect the game content that they're gonna play through and so they turn to somebody actually playing the game to see what it's like and then finally I really identify with this broadcaster or vodka because I love their personality even though I know they're not my friend I feel like they're my friend or maybe they could be my friend and so I'm gonna get really really into this creator another thing to think about too as well so this is how YouTube actually thinks about their vodka and the types of categories and things that people like to watch so first off there's competitive obviously skill based so people are going to get into this type of content again because they want to learn by watching another category is let's play and folks like to tune in to these types of I'm gonna play from the beginning to the end of this particular game because they want to know how to accomplish something or just sort of to see the length and breadth of the game then there's sandbox which is you know things like say roblox or minecraft they say that it's narrative based but really what that means is that I want to be immersed in a world with a person I love to watch and sort of see what types of stories that are going to come out by this person interacting with the game and then finally reaction these tend to be humor and horror games so people are gonna get into watching these types of content because they're just fun and funny and you know they want to get into the lulls right so that's why audiences watch so why do audiences pay money for this type of content first off being supportive viewers look at paying their favorite creators like paying for service like say Netflix the way they see it contents content right and they should support the content that they like so that way it'll continue then there's community so things like gifting is actually extremely popular in vaad stream culture people want to share and grow the community around their favorite content creators again because they love this content they love the creator and so they want to be supportive and bring more people into the fold and then finally this is more important than you would think but exclusive features is a way for people to really get into a content creator so collecting emotes emojis special features believe it or not super important it's a huge part of the culture people love to show off that ones that they have that maybe someone else hasn't seen I liken this to being a little kid and loving stickers and sticker books and you would just want to like collect and fill them up and then like trade them with other people and I don't know it has the same feeling me so now that we set the ground level of understanding of content creators and their audiences how do we design for these creators and their audiences so one important success indicator is rehabilitate and to be honest this is a really important success feature for a lot of us creating games so in a game scene it's particularly important to livestream I would say so folks that are just tuning in should be able to quickly understand at a glance what's going on at least at the highest level and then hopefully the game has depth that if the audience members want to ask more about hey how did you do this one thing or hey what's that over there it doesn't make it so the the broadcaster has to kind of explain what the game is over and over and over again so a really great example of this is football / soccer depending on where you're at so let's pretend you are an alien and you came to earth and you watched a soccer game for the first time and you're like oh hey um I think I actually kind of know what's going on you've got like two sort of teams in these costumes and they're wearing the same costume so yeah they must be on the same team together and they seem to be kicking this ball around and oh hey it looks like there's like two goals here that they're trying to get the ball and cool I get the base understanding of how this game works and obviously the game has depths you know there's all of the different players there's the different positions there's all of the stats going on and so this allows again people to get into the game understand what's going on if they're in a soccer game and they can get into the action and then provides depth to think about how the game operates later on another important success indicator is excitement moments of surprise and excitement not only to let your players but the folks that are watching - as well viewers are going to want to root for their favorite creator when they're doing really well and then maybe like have a little bit of schadenfreude oh when they're not doing so well or empathize and be like oh man that's that sucks but these exciting in-game moments make it for easy for content creators to really be entertaining right like we're doing some of the work for them and so they don't have to try to like really make up or card about how to make this particular stream or wad exciting a good example of this are most multiplayer first-person shooters or other competitive games watching a content creator play a super-intense match of say csgo is entertaining with lots of PvP and these dynamic moments that are coming about from the interactions between the players and the mechanics of the game another important one where that sort of excitement is super super important for livestream I would say creativity is more important for vaad and it's a high priority for vodka aters allowing creators to express themselves within the game is not only rewarding for them but it's something that the audience can get engaged and chat about either in comments or in a live stream chat creating something and trying new experimental things is an easy way to create content for an audience a great perfect example of this is minecraft its evergreen in the realm of creativity and expression its broad sandbox capabilities allow folks to really express themselves in multiple ways the game has remained steadily in the top 15 on both twitch and YouTube after a decade which if you think about internet time is a really really long time another important factor is pacing so just as excitement is really really important downtime is actually equally as important particularly if you're talking about livestream so when a streamer is playing a particularly intense moment they're not really going to be checking or reading chat and so they're not going to be responding when a game has a break in the action and really this can be as simple as like a lobby in a multiplayer game they have a chance to take a minute look at chat talk about hey this is maybe what I'm going to do next in the game respond to questions and shout out to new donations or followers an example of this is say GTA online or Red Dead online there good example of pacing because if you watch say a session of about four hours of someone playing red then online you can see all these sort of high and low moments so high moments when you come across another player and you have a PPP shootout and then lower moments when you're just sort of like riding around on your horse and talking to your audience having this sort of ebb and flow of pacing is really important and something to keep in mind for live stream two's well is these folks are talking for four hours basically at the minimum and are doing sort of multiple four hour sessions throughout their day and so if they're always unlike high level excitement it's gonna get tiring pretty quickly right another important factor is variety just like players sometimes viewers get a little bored of seeing the same thing over and over and over again having variety of things that a content creator can do within the scope of one game will likely keep them engaged in your game for longer creators tend to pick maybe one or two games to play predominantly sort of as their staple games you increase the likelihood of being one of these staples if you there's lots of different modalities that you can play with in your game so a clear example of this are mmo's so I'm using Elder Scrolls online because I play that some times but any massively multiplayer on game online game really are great examples because you know you've got things like crafting or housing you can go experience of single-player storyline or have an exciting PvP match so I talked about these staple games right so how do I create a game that is not just a five-minute wonder of something that people play once and then you know maybe not stream it or create vods for it anymore and to become a Content staple so I'm actually taking this slide from one of Raph coasters blogposts which I think kind of demonstrates it really well and it's easy to crack so first off steady content trickle is there a reason for players to want to come back and check to see if there's something new in your game something to note here is that content doesn't necessarily have to be made by us as dense this could also be UGC content too as well then there's persistent profile investment so I feel personally invested in this game because I've spent money I've spent time I've built friendships I don't just want to stop playing this game because I really feel like I've put a piece of myself into it then there's in-world investment so this is like persistent profile investment but with other players so think of this as we've put a lot of effort as a community in to say this minecraft server and so I'm less likely to walk away because here I've created this landmark and something that I can go to within the game with my friends then there's social connections it should be fairly obvious my friends play this game I want to keep playing this game because that's how I get to hang out with my friends then there's economic play so this can be real-world currency or not so real-world currency like gold or silver or whatever we sort of make up as a code name for our in-game currencies then there's extreme game depth so think of this as games like say again you know MOBAs or card games where the meta is sort of changing all the time there's lots of characters and stats to memorize and sort of lots of permutations to play around with for success then PvP competition fairly obvious and again user creativity again I think this really plays well into vodka ssin then there's story I want to keep playing this game because I want to find out what's going to happen to the characters next again within the context of content creation the story can be my own personal story as a content creator going through this game and having these experiences and then finally emergent play so this is having lots of different mechanics that are permeable with one another to create things that maybe players might not expect so you want to make a game that appeals to content creators I'm asking you to do this first and foremost make a good game which is hard enough as it is right so content creators are just gamers that make money playing games if your game is not fun engaging and interesting content creators will play and before designing features just for content creators or their audiences make sure the game is good for all of your players first so it's easy to get caught up wanting to focus on just the content creators right because they have millions of followers and they're able to get data out about your game and hey this is great marketing and and we can kind of get in our own heads about it right but you have to take a look at your overall player funnel first right so you start off with a particular funnel for your game depending on you know what genre you have who your target demographic is etc so you've already you know shrunk your funnel at least a little bit from everyone - specifically for this game right and then the more you specialize for creators you know for the vaad creators and live streamers there the more you're gonna prematurely shrink that funnel there's more players out there than content creators and so you want to make sure that with the features that you're creating for content creators you're not going to turn off a potential rest of your audience as well another thing to keep in mind is latency particularly for a live stream so there's actually a delay between the streamer broadcasting their experience and the viewer watching it so folks responding in chat or to like an interaction prompt so let's say I'm a content creator I'm live-streaming I'm playing a game and I ask for chat input hey what should I go and do next it's gonna be a few seconds before that's actually gonna get back to me because first off the me saying that into the screen has to then go to the service and then from the service it then has to go to my audience then audience members are gonna chat back and that takes some time that's gonna go back through the service and then again to me as a streamer and if I wasn't really like watching at that exact moment right you're gonna get some amount of delay so if you're looking to do livestream facing features making sure that you have Waze built into your game to account for this latency is really important another thing to keep in mind with livestream audience participation is the breakdown of what a livestream audience is actually doing at any given time so first off lurkers that's the bulk of an audience of a livestream about 75% or so they're gonna be viewing on PC or mobile maybe their console though that slice is really small they're probably busy so they are probably having this as background noise for themselves they're passively consuming this content I actually heard of a guy that I was a long-haul trucker and he actually turned twitch on while he was driving across the United States he would obviously not play the video part and he would just have the audio going so that way you know he didn't crash his truck but that type of person is obviously gonna stay a lurker right then you're looking at active chat that's about a quarter of the audience so folks that are active in chat are generally consuming their live stream again sort of while they're multitasking or doing other things but they're at a computer or on their phone where they're able to type into chat maybe like take a minute to say hi to folks and then finally active player so these are players that are stream viewers they're probably already playing a video game and also have their favorite twitching youtuber up like on a second screen or on their phone and so they're just sort of like listening again as background noise and so if a streamer said hey I'd love to play with anybody in my audience who's up for it realistically you're only going to be looking at about maybe 1 to 2% of that audience that can jump on right then and there to participate so another thing to keep in mind as a design constraint our pain points actually for a content creator because obviously this is a part of their motivations so opportunity acquiring viewers is an issue for the majority of content creators lower and mid tier creators getting exposure is a huge huge priority and finding an audience is really difficult and so I would actually recommend that if you are looking to get content creators to help support your game looking at low and mid tier streamers or vodka ators because they're gonna work really hard for you because they're they want those opportunities then there's balance having a reliable revenue stream is really difficult because there's so many variables that go into it every day that a creator doesn't make content they might lose a significant chunk of their audience and therefore their revenue so finding a work/life balance is really important if you are coming to content creators and you're like hey I would really love it if you did this thing for me for free and like take a day off from streaming or creating vods to like come out to my studio and do stuff like keep in mind that they're losing money by coming to help you out and so think about maybe paying them a day wage then there's safety security obviously becomes a huge issue for people that are on the internet if you're a public figure issues like swatting daxing hacked accounts are still very frequent occurrences if it's a game that encourages playing with the Creator something to keep in mind is consider how they will want to control who when and where they're playing with folks so the likelihood that a creator is going to play with you is on this spectrum so first off there are friends and mods so that's a really highly likelihood that a content creator won't will want to play with you I feel like friends are maybe something self-explanatory that hopefully you know what a friend is and then what a mod is is it's somebody with admin permissions on that particular channel that can edit chat and it's really important for a live stream to have super good mods that you trust that can basically filter out like say racial slurs or some mirando coming out of nowhere you're telling you you're fat like it's good to have somebody you trust on your side to filter out of this negative content then our regular so what's regular you come to the stream or a youtube channel comment frequently people sort of see you all the time and they're like okay you're a known quantity then descending in terms of trust ability there's paid member a lot of times regular and paid member tend to overlap but somebody that has paid for specific content from a content creator like say access to a discord channel or those emotes or emojis that I was talking about previously and then finally there are R and O's these are completely unknown quantities the content creator has absolutely no idea who this person is they just sort of like came out of nowhere and are now saying oh I want to play with you the likelihood is pretty slim there because at the end of the day the questions that creators are going to have about the audience features that you're interested in are will involving the audience be more of a mental load for me well involving that audience add entertainment value or will it be annoying because even if I say wanted to play with a friend that I trust maybe they're not the most an entertaining person on that stream right so like I don't know if I really want to play with them then there is how much power will audience members or new players have over my experience and then can audience members be heard on my stream if so can I trust them to not shout out like horrible racial slurs and get my channel banned then there's why will people being heard on my stream be entertaining even if I trust them and then finally will these features help or hurt my bottom line at the end of the day audience is how content creators make money right and so the way that content creators think about their content is it's the same as any other content you consume whether it's a video game whether it's something on Netflix etc and so if I am saying hey go play my game or go off the platform making sure that those people come back and aren't hurting a content creators bottom line is super important so finally I'm going to talk a little bit about stadia exclusive features these are things that we are really excited to be bringing to our platform as ways to interact with live streamers hopefully folks will like them so first off there's click to play this is pretty simple essentially we are allowing people to create these deep links that they can post on social media or discord or wherever that will then link back into stadia as the platform and allow people to directly buy or play a game then there is crowd play so we want to enable YouTube creators to let folks play with them on their channel obviously we want to have filtering mechanics you know talking about safety and security earlier we're really concerned here as well and making sure that our content creators feel safe so the way that works is essentially a streamer on YouTube can turn on Crowd play to help populate their games so we see this as being some I'm really really exciting for things like battle royale games actually because you want to fill that game with all of your friends on your channel then there's crowd choice again something we're really excited about which is allowing a streamer on YouTube to create these live voting polls that will either allow you folks on the Devon to create hooks to change gameplay to maybe do polling on a narrative driven game about you know whether or not it should be the good guy or bad guy in this particular scenario we think there's all sorts of really fun things that we can do as mechanics here then there's state share so content creators can share specific experiences and items again determined by you as the developers with their particular audience so players will be able to create a 30-second capture video of something and then share that link out on YouTube with these associated states that are determined developer side viewers can then click that thing and then it'll launch the game within that snapshot so this could be really interesting for games with random seeds of like hey I played a game say like a roguelike with this particular random seed and I want to share this as a challenge with all of my audience members to see if you can beat this better or faster than myself so we've actually reached the end of the presentation I hope that you learned something today and that you maybe had a little fun so here are some takeaways at the end here good content creators are experts in curating their brands and making strategic choices on what they play how they play it to attract specific audiences audiences place monetary value on the content that they enjoy and will happily pay to support their favorite creators content creators are gamers first that happen to play games for a living so focus on creating a gate great game first again harder than I say it right and keep constraints on potential content creator features in the periphery so focus on your game making it for the audience demographic that you're going after and the things that I spoke of earlier just sort of like keep it on the sides and think about it and check in from time to time you know is my game readable you know are we looking to index more on creators and so hey like let's go take a look at some vodka eaters that creates a minecraft content and then finally be careful to not alienate potential players by tailoring too closely to the content creator market again pay attention to your player funnel that's it for me thank you so very much for watching and I hope you have a great day [Music] [Applause] [Music]