Bungie recently announced that Destiny 2's live service ends June 9th. After nine years and ten expansions, one of the most dedicated gaming communities on the internet is figuring out what comes next. For thousands of creators, their livelihood is at stake.
Content creators of every format built entire channels around Destiny. More than just their content, Destiny became their community, their income source, and their identity. That doesn't have an easy off-ramp.
Being a variety creator is incredibly difficult, and especially so in a sudden transition. Building a following off a single game works great, until it doesn't. Burnout, a dwindling player base, or a game shuttering its doors are all risks these Destiny creators have faced over the years. Creators who haven't yet taken time to diversify are now faced with a scary reality of the unknown.
Some creators saw this coming and started expanding their content offering years ago. Gladd, a creator who went from Destiny-focused to full variety 6 years ago, recently shared some advice on this: “Expect a huge decrease in all metrics. It’s just… part of the reality of the game. You need to plan for this. You need to know it’s gonna happen. Don’t look at it as failing. It’s a transition.”
Despite taking a hit in viewership and revenue, diversifying content lessens the impact of having all your content eggs in a single basket when things come to a head like this. That's why it's important for creators to diversify slowly, strengthen the ties and personal connection to their community. Make it so that even though viewers came for the game, they stay for the creator.
For Single-Game Creators
Niching into a game is a proven way to grow. It also carries risks that are mostly outside of your control. Burnout, a dwindling player base, or a game shuttering its doors can put your career on the line.
Build variety in slowly and intentionally, not all at once. Start with similar games that are likely to resonate. Pull in some community-interactive content. The viewership will be lower for those streams, but those are the streams that strengthen your community and your floor. It’s a long-term investment in making your channel bigger than one game.
This dynamic matters beyond individual creators too. For gaming communities that run a creator program, it's important to understand a creator's relationship with game choice. Requirements on how often they need to stream the game or make content for it can force creators out of the ecosystem. If community or growth opportunities aren't there, they have to experiment with other avenues. Sometimes they'll burn out and need a break. Instead of trying to trap creators into only existing in a single game's ecosystem, encouraging them to explore, grow from other communities, and bring the audience back is a healthier dynamic for both the game and the creator's ability to succeed.
The Lowdown
Creators who built their entire identity around one game are the most exposed right now. The studios and brands that understand this, and build creator programs that encourage growth beyond a single title, are the ones that end up with loyal ecosystems with returning creators.