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Twitter Shares New Data on the Evolving Gaming Conversation via Tweet

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Twitter Shares New Data on the Evolving Gaming Conversation via Tweet


Gaming chatter continues to rise on Twitter, and with gaming becoming a key pillar of modern online culture – arguably now even more influential than ever, after two years of lockdowns which forced youngsters to find alternative means of social connection – it’s a key aspect for Twitter’s ongoing growth and development.

Today, Twitter’s Head of Creator & Gaming Content Partnerships Rishi Chadha has shared some new insights into the evolving gaming conversation via tweet, including new data on the most popular games, gaming teams, players and more.

First off, Chandha notes that there were almost 800 million gaming related tweets in Q1, 2022.

That puts Twitter on track to break last year’s record for gaming tweets, with 2.4 billion for the full year. At 800m in a quarter, Twitter looks set to break 3 billion total gaming tweets in 2022, which underlines the growing momentum in the sector, and the role that Twitter is playing in facilitating that engagement.

As you can see from the above chart, Elden Ring and Fortnite were among the top games mentioned, though one of the most tweeted games is not a traditional gaming focus, as such.

Twitter Q1 2022 Gaming Insights

That’s right, Wordle, the viral word game that’s captured everyone’s attention this year, and ended up being sold for ‘low seven figures’, ranked second in total gaming mentions within the period.

Though classifying Wordle in the ‘gaming’ category feels like cheating a little bit. I mean, it is a game, I guess, but I would also suggest that the people that are playing Wordle are not ‘gamers’ as such, at least from a generalized perspective.

If you were a marketer looking to target your ads about a new video game, would you want to reach Wordle players? There are probably some specifics to clarify there, but overall, I would say that this is not the same as the traditional gaming audience, and as such, it seems like Twitter might have juiced its ‘gaming’ data a little bit by including Josh Wardle’s simple puzzle app.

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In terms of gaming creators, Twitter has also provided a listing of the most mentioned gaming teams:

Twitter Q1 2022 Gaming Insights

And the most mentioned pro players, who have now become major stars in their own right:

Twitter Q1 2022 Gaming Insights

Remember when your parents used to be like ‘get outside and get some fresh air’, noting that sports stars and other inspirational figures didn’t spend their days locked in their room, staring at a screen?

Now, they kind of do, and kids can snap back by noting that FalleNCS earns millions just by playing video games.

Not sure that’ll do much for household harmony, nor to improve generational understanding – and it is worth noting that only a fraction of a fraction of the best video game players ever earn any money from doing so.

But that’s pretty much the same as top sports stars, and there is a case to be made that practicing a game for eight hours a day could be just as valuable, as a future career prospect, as running around outside shooting hoops.

Maybe not as healthy, in a physical sense, but…

Either way, the gaming conversation continues to evolve on Twitter, and while I do think these numbers have been inflated a little by the inclusion of Wordle, it’s still a key growth element to watch, and to note in your marketing efforts.





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Instagram Expands NFT Display Options to More Than 100 Regions

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Instagram Expands NFT Display Options to More Than 100 Regions

While NFT sales continue to decline, and interest in the first wave of digital collectibles appears to be waning, Meta is expanding its support of digital collectibles, by making its NFT display option on Instagram available in more than 100 countries, meaning that the vast majority of IG users will now have the option to display their owned works in the app.

Meta CEO Mark Zuckerberg has posted his own signed baseball card, which will soon become an NFT, to announce the expansion.

Originally launched to selected creators in the US back in May, Instagram’s NFT display option enables users to showcase their NFTs within the main IG feed, in Stories or in Direct Messages.

As you can see in this example, NFTs on Instagram will be shown with a ‘digital collectibles’ tag, which, when tapped, will display information about the creator of the work, and the ownership of that digital item.

There’ll also be a new NFT tab added to participating accounts, with a tick in a hexagon to indicate verified NFTs.

Instagram NFTs

Instagram’s NFT process supports a range of connections to the top crypto payment tools, including Coinbase, Dapper, Ethereum, Polygon, and Flow. NFT owners are also able to connect their Rainbow, Trust Wallet and MetaMask accounts to verify NFT ownership.

The expansion could see NFTs become a bigger part of the Instagram eco-system, which, on one hand, seems a little ill-timed – because as noted, NFT sales are seeing a significant decline at the moment. But on the other, the integration will provide another way to support artists, with Meta specifically highlighting the benefits for creators from underrepresented communities to monetize their work.

If people keep buying them. According to a recent report from CoinTelegraph, NFT sales declined to their lowest levels in a year in June, bringing them back to, essentially, pre-NFT hype cycle levels.

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NFT sales in 2022

Of course, the broader downturn in the crypto market would also play a big role in this, but the overall consensus is that the air is coming out of the NFT market, as buyers continue to lose money – either to scams or market shifts – and the perceived value of NFT projects becomes less and less clear.

But still, this is likely only the first wave of digital collectibles.

A lot of Web3 folk like to talk about how ‘early’ they are to these trends, as if that’s a good thing, but the fact of the matter is that these early adopters are going to lose out, repeatedly, because these early projects will largely be worthless in the long run, while NFTs, as an offering, will change and morph into new areas that could see them hold value.

Just not as expensive cartoons that look like they’ve been stolen from the walls of an elementary school corridor.

The longer-term view for NFTs is that they’ll enable the trading of digital items in the metaverse, like clothing for your avatar or in-world items. This type of marketplace is already generating millions within game worlds, like Fortnite and Roblox, and Meta’s view is that NFTs are the first step towards facilitating the same on a broader scale.

As per Meta:

We’re exploring a wide range of web3 technologies because we believe they will expand access, reduce costs, and accelerate innovation, empowering people and creators around the world. We are excited to continue listening to feedback from creators and collectors as we continue to build in this space.”

Whether crypto remains a central peg in this, or it reverts to fiat currency, the potential is there for the NFT framework to facilitate this type of cross-platform trading. But not yet.

So, yes, current Web3 folk are early. But it may not be the flex that they think.

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On another front, Meta also notes that it’s working to reduce the emissions impact associated with the display of digital collectibles by purchasing renewable energy

There are various moving parts here, but the broader view is that this is not about displaying your monkey pictures within Instagram as the end, but it’s more of a stepping stone to enable Meta to integrate the trading of digital goods into its tools, in a way that aligns with current usage trends, and doesn’t feel as intrusive as, say, Meta building its own crytocurrency.

That would raise more questions, and open the door to increased regulation. But by integrating similar tools, and aligning with popular trends, that could be a more organic way to merge in digital items and payments, without raising as many eyebrows in the process.



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