Video game streaming has become a cultural phenomenon, with viewership that rivals and exceeds major entertainment platforms. Gaming naturally emerged as one of YouTube's largest content categories, with the platform hosting significant streaming activity despite not being originally designed for it.
YouTube recognized an opportunity to better serve this community. While streamers were using the platform primarily as an archive for edited content, there was clear demand for enhanced live-streaming capabilities. The challenge: how to differentiate in a space with an established category leader.
Rather than following the conventional playbook, we identified an underserved opportunity in the creator ecosystem. Our research revealed compelling dynamics around community engagement and creator aspirations that suggested a different path forward.
We developed a brand strategy and design system that positioned YouTube Gaming around empowerment and accessibility – putting creative control in more hands. The visual identity reflects this democratic approach, celebrating the diverse community of creators rather than just the biggest names.
The results have validated this approach. Since launch, the platform has seen meaningful growth in engagement metrics, with live gaming becoming an increasingly important part of the overall viewing experience. YouTube continues to evolve its creator tools and support systems, building on the foundation we helped establish.
The work demonstrates how understanding authentic community needs – rather than simply competing on existing terms – can unlock new value in established categories.
- COLLINS
- Kelly KraftL.A. CorrallEmily SneddonSharon ParkFarbod KokabiTomas MarkeviciusDaniel FerroDarius WangMariah BushSterling ThomasJade KuzakDev ValladaresRejane Dal BelloMichael Di LeoAlex AthanasiouNick Ace
- YouTube Creative Studio
- YouTube Art Department
- Collaborators
- Michiel StenderWaneellaJeron Braxton
