The Impact of Social Media on the Gaming Industry

Abstract

The intersection of social media and gaming has evolved into a powerful nexus within the digital entertainment ecosystem, reshaping how games are marketed, consumed, and experienced. This study explores the historical development, current dynamics, and future trajectories of the relationship between social media and the gaming industry, with a focus on the Turkish context. Grounded in a mixed-methods research design, the study draws on a combination of literature review, online surveys (N=450), expert interviews, focus groups, and social media content analysis to investigate the multi-faceted integration of these two industries. Findings highlight that platforms such as YouTube, TikTok, and Twitch have become dominant channels for game discovery and community engagement, with influencers and user-generated content playing a critical role in shaping gamer behavior and preferences. The data indicates a generational shift toward short-form content and social-first gaming experiences, especially among Gen Z and Millennials. Additionally, emerging technologies like virtual reality (VR), augmented reality (AR), and AI-generated content are influencing both gameplay and marketing strategies. The research identifies significant trends, including the rise of mobile gaming, the importance of digital communities (Discord, Reddit), and the growing impact of influencer-driven marketing.