'Explosive': Why esports companies are leveraging Snapchat to reach mobile gamers – Digiday

Like other popular social media platforms, Snapchat has boomed during the COVID-19 pandemic. With mobile gaming and esports on the rise, esports media companies are taking notice and producing more Snapchat-native content to reach this growing audience.In 2021, Snapchat boasts an average of 293 million daily active users and reaches 90% of all 13-24-year-olds in the United States, United Kingdom, France, Australia and the Netherlands, according to a Snap Inc. spokesperson. Many of these users are gamers. In addition to the 30 million monthly users who play games on the app via Snap Games, gaming content is a constant presence on Snapchat’s Discover page. The platform has launched almost 60 new gaming and esports shows on Discover this year. “Snapchat offers gaming and esports brands a powerful way to reach and engage with our valuable, mobile-native Gen-Z and millennial audience,” said Clayton Peters, head of U.S. verticals at Snap. Upcomer, an esports news site that launched in April 2021, has experienced the benefits of Snapchat’s increasing gaming audience firsthand. The company’s video department produces two Discover-native series: “Livestream Fails” and “Rage Quit,” both round-ups of amusing or noteworthy clips taken from Twitch or YouTube streams.  Following its release in May,…
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