Game On: How the Intersection of Gaming and Social Media is Transforming the Entertainment Landscape

TheSoul Publishing
4 min readJun 8, 2023


At TheSoul Publishing, we are at the forefront of the increasingly intertwined sectors of the gaming industry and social media platforms. They have evolved rapidly in recent years as gaming continues to grow as a mainstream form of entertainment. Alongside this growth, social media has taken on a critical role in the promotion and discovery of games. This intersection between gaming and social media is shaping the future of both industries, creating new opportunities for gaming companies, content creators, and consumers.

The Power of Social Media in Gaming

The rise of gaming influencers and content creators on platforms like YouTube and Twitch has been a driving force behind the integration of gaming and social media. Virtual influencers like Polar, created by TheSoul Publishing, are starting to build a following in the gaming world, generating more social media content than music videos. These influencers not only promote games and related products but also serve as creative forces in their own right.

Social media plays a crucial role in game discovery and promotion, with platforms like YouTube being essential for many gamers to learn about new releases or receive recommendations. Gaming companies can leverage social media to create awareness, recognition, and distinction for their titles. Familiarity is a key factor in driving game discovery, and by using social media to engage with players and create immersive experiences, gaming companies can foster a sense of familiarity with their products.

Gaming as Social Media Content

A wide variety of gaming content exists on social media platforms, ranging from how-to-play videos and live streams to unboxing videos and hardware reviews. Another emerging format is fan-based storylines using game assets from popular titles like Roblox, Among Us, and Minecraft. These story-driven videos are not focused on competitive gameplay but rather on creative storytelling and world-building using game elements.

Gaming companies like Mojang, the creators of Minecraft, have a significant opportunity to tap into social media content creation. With a strong YouTube and movie presence, Mojang can capture and monetize a portion of the views generated by Minecraft-related content. Other companies, like Outfit7 and Subway Surfers, are also pushing their social media presence, recognizing the potential for growth in this market.

Successful Collaborations and Partnerships

One of the ways gaming companies are embracing the intersection between gaming and social media is through collaborations and partnerships with TV and streaming platforms. Scopely’s Wheel of Fortune game and JamCity’s Family Feud tie-in are examples of game companies creating dedicated user experiences that go beyond simple co-branding.

Furthermore, partnerships between creators and gaming companies are becoming more common as audiences move from TV to digital platforms. Ninja, one of the world’s most famous Twitch streamers, will soon be a playable character in Plarium’s RAID. This type of collaboration exemplifies how the line between gaming and social media continues to blur.

The Future of Gaming and Social Media Integration

As the integration of gaming and social media becomes more pronounced, several emerging trends and opportunities are taking shape. One notable trend is the increasing popularity of virtual influencers, like Polar, who, in partnership with Avakin Life, are making waves in the gaming and social media landscape. According to a Virtual Influencers Survey by the Influencer Marketing Factory, 58 percent of respondents already follow at least one virtual influencer, and 35 percent have purchased a product or service promoted by them.

Another opportunity lies in the potential for gaming and social media platforms to become even more intertwined. With more people taking part in in-game events and out-of-game activities, gaming companies have the chance to engage audiences through a variety of social media collaborations and in-game experiences. This creates a constant beat in marketing strategies, allowing companies to join conversations where gaming communities are gathering and keep their audiences engaged.


The intersection between gaming and social media is shaping the future of both industries, creating exciting possibilities and opportunities for companies, content creators, and consumers alike. As the line between gaming and social media continues to blur, we can expect to see even more innovative collaborations, partnerships, and immersive experiences in the years to come.

TheSoul is at the forefront of this integration, creating unique experiences like Polar, who has made a significant impact in the gaming and social media landscape.

Through Polar’s involvement in the web3 game ByteCity, Avakin Life, and collaborations with gaming studios, TheSoul exemplifies the potential for success in this rapidly evolving space.

As gaming and social media continue to grow and intersect, companies that embrace these changes and adapt their strategies will be better positioned to succeed in the future. For example, La La Life Games, which offers funny YouTube Shorts videos through the lens of famous video game plots, shows how the integration of gaming and social media can create engaging and popular content.

By leveraging the power of social media and recognizing the importance of collaboration and innovation, the gaming industry has the potential to reach even greater heights.



TheSoul Publishing

The award-winning digital studio that produces entertaining, positive and original content for a global audience.