Loco's collaborative evolution: Gaming creators thrive & define 2023

It’s time to review the most significant industry developments as the year 2023 draws to a close. Adgully is reviewing the year 2023 for M&E, Advertising, Digital, Marketing, PR, and communications, along with leading names in the industry as part of its annual Rewind series.

Recapping the year 2023, Ashwin Suresh: Founder, Loco and Creator BrightFox speaks at length about the dynamic changes seen in the esports ecosystem in India in 2023; gaming industry trends this year, and much more…

Gaming creators have evolved on Loco

At Loco, our partnership with creators is immersive, involving active collaboration to shape content and strategy, playing a central role in content curation. The platform's gaming-centric user base has significantly accelerated audience growth, streamlining discoverability for creators to seamlessly connect with their target audience.

Loco goes beyond simply providing a platform. The team actively collaborates with each creator, offering personalized support and guidance. This includes helping shape content strategy, curating engaging formats, and identifying areas for improvement. This tailored approach empowers creators to refine their content and maximize their reach.

For instance, taking the case of BravoGaming as a user case. In a span of 12 months, BravoGaming was able to gather 7.2 million views. Notably, this surge in popularity extended to other social media platforms. This serves as a compelling testament to the cross-platform impact achieved through effective collaboration between creators and the Loco platform. Loco's support not only helped creators refine their gameplay and commentary but also provided valuable insights into content creation and audience engagement.

Journey of Loco so far and the plans for 2024

The year 2023 stood out as an exceptional year for the entire esports and gaming industry. For Loco, the growth in the user base in 2023 was propelled not only by BGMI's return but also by the development of newer categories, notably GTA V, strengthening the gaming community and encouraging role-playing formats.

We introduced innovative monetization models, like the Loco VIP program launched in November, aimed at benefiting streamers and offering them more opportunities to thrive while pursuing their passion. This program caters to the most dedicated users, offering them enhanced engagement features and ad-free viewing. This initiative demonstrates Loco's commitment to providing a premium experience while unlocking new monetization opportunities.

Looking forward to 2024, Loco is committed to delivering a best-in-class viewing and streaming experience for our users. Our focus continues to be on striking a balance between advertiser partnerships and direct revenue from our engaged viewer base. We are keen on leveraging the dynamic eSports landscape as we continue to evolve and meet the changing preferences of our audience.

Marketing strategy of Loco and the marketing campaigns launched by it this year

Loco employs a multifaceted marketing strategy that capitalizes on creator-led marketing and a compelling social media approach. By showcasing the success stories of its creators like Brightfox, BravoGaming, Thoppi, and S8ul Sid, Loco attracts new streamers eager to replicate their growth. Personalized support and collaborative efforts further empower creators, fostering a thriving community.

Loco's social media strategy delves beyond showcasing gameplay, focusing instead on the unique stories and personalities of its creators. Short-form content grabs viewers' attention, while targeted campaigns ensure Loco reaches its ideal audience. This powerful synergy creates a win-win situation: creators flourish, viewers connect deeply, and Loco continues to conquer the Indian eSports landscape.

The emphasis on creator-led marketing is noteworthy. By showcasing the growth and success of existing Loco streamers, the platform motivates other content creators to join Loco, capitalizing on the appeal of a thriving community.

By focusing on creators and their stories, Loco has established itself as a leading player in the Indian eSports landscape. This unique marketing strategy empowers creators, engages viewers, and positions Loco for continued growth in the competitive and dynamic world of eSports.

Gaming creator BrightFox on world of gaming

How did you step into the world of gaming?

My journey started on the onset of COVID, I created a YouTube channel focused on tech and series reviews. Here began my story of choosing my username- BrightFox, as it conveys the idea of providing valuable tech information, with a primary focus on gaming content, similar to enlightening information. However, a pivotal moment occurred during one of my live streams discussing the top mobile games in India, where I forgot to mention one game i.e. Free Fire. In that particular video, I received many negative comments for excluding Free Fire. It was then I realized Free Fire had a substantial fan base in India, and many people loved the game.

The turning point came when a prominent content creator named Avenger Gaming from Kerala shared my video with his audience, resulting in a significant influx of viewers to my channel when I had around 2,000 subscribers. The response was overwhelming, with one video garnering over 10,000 views in a single day. I owe this success in part to Avenger Gaming’s support. I began playing Free Fire and became deeply engrossed in it. Inspired by this newfound passion, I began live-streaming Free Fire, which marked the beginning of my streaming journey.

I have been working with Loco for the last year, and as a streamer, I learned a lot from Loco, and they helped me grow. So there aren't many female streamers in our gaming community, but the way Loco's fans support us is fantastic. I'm from South India, and Loco has a large user base there, which helps me connect with audiences.

Because Loco has a lot of South Indian audiences on their platform and the platform is very user-friendly. So it’s kind that the support team out there would help us out in case of the chances when we did not stream for a particular day or a particular hour. This kind of platform support is extremely encouraging for streamers. Furthermore, I appreciate the platform's ability to monetize streaming while also connecting with our local community.

How do you manage a 9-5 job and a streaming schedule simultaneously?

With the support of my husband, balancing a 9-5 job and a streaming schedule has been feasible. Working at a startup in Bangalore presents its challenges, but my understanding manager has allowed me to work from home due to YouTube commitments. My team is aware and encourages me to find a balance. The crucial roles played by my family, especially my husband, and my supportive manager are instrumental in managing my responsibilities as a finance and operations manager and a streamer concurrently. Their support is essential for making this dual commitment possible.