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How Full Squad Gaming’s influencer-powered approach reflects the future of gaming and esports media


The media model Full Squad Gaming launched in late 2020, centered on gamer-oriented video content material on platforms corresponding to YouTube and TikTok. Since then, the corporate has expanded quickly, hiring distinguished expertise corresponding to gaming influencer Jake Fortunate to create content material — all whereas (actually) hitting the highway on a multi-state promotional bus tour final month.

Full Squad’s social-first, influencer-powered imaginative and prescient for gaming and esports journalism displays the altering preferences of the gaming viewers, however it comes with distinctive sensible and moral challenges.

Full Squad Gaming is owned by Laborious Carry Gaming, the mum or dad firm of distinguished esports group NRG Esports. It operates a studio inside NRG’s headquarters in Los Angeles, although FSG co-founder and COO Benji Gallagher careworn that his firm is an impartial operation “fully impartial of the higher NRG.”

One instance of FSG’s editorial independence got here in the course of the bus tour, when Full Squad Gaming interviewed Shaquille O’Neal (and went viral with a TikTok from the dialog). O’Neal is a prominent investor in NRG — however to safe the interview, Gallagher contacted the athlete by a relationship along with his agent, as a substitute of asking NRG to drag strings. “We have now full artistic management,” mentioned FSG managing editor Brandon Brathwaite. “We’re probably not advised by NRG, like, ‘that is what it’s a must to cowl.’”

Full Squad’s protection is actually not restricted to esports. “We view ourselves as a capital-G gaming media firm — so our focus is each on, like, Submit Malone dropping into Apex [Legends] with [gaming influencer] Timmy, in addition to when [Call of Duty pro] Clayster came visiting final evening, and we talked about his background and his entire historical past,” Gallagher mentioned. “Full Squad’s mission is extra to take gaming as a subculture and put it on a pedestal as one of many top-tier classes in media.”

FSG will not be the one gaming-endemic media firm to assert to attach gaming with standard tradition at giant. What really units it other than different endemic information operations is its unabashedly influencer-powered technique. The present face of the model is Lucky, who is thought extra as a content material creator than as a journalist, although he lower his tooth making esports information movies for Esports Discuss, one other endemic operation. 

When FSG employed Fortunate in March, the corporate provided him partial possession, which Gallagher mentioned was “a mirrored image of the worth that he has represented locally up up to now.” Different observers in esports media had a extra pragmatic view: “Jake is a type of folks which are constructing a very substantial following and rising into one thing else,” mentioned Mike Murphy O’Reilly, head of enterprise growth for the endemic publication Dexerto. “And you’ll at all times take that danger that individual may depart.” The possession stake, he mentioned, could have been to maintain Fortunate’s eyes from wandering. Neither social gathering divulged how a lot he was given.

Watching FSG’s content material can typically really feel extra like watching a typical Twitch streamer than consuming journalism; Fortunate usually stories on severe information in a single breath, then reacts emphatically to a sport trailer within the subsequent. Whereas some conventional journalists may elevate an eyebrow at this strategy, it’s been tremendously profitable among the many gaming viewers, whose consideration (and spending cash) is more and more monopolized by highly effective particular person influencers. Full Squad Gaming covers a lot of the identical gaming and esports information as each endemic and non-endemic journalistic retailers, however it does so in a method that’s extra palatable to avid gamers used to watching Dr Disrespect or xQc for hours on finish.

“For me, it’s been an evolution in how I view esports and gaming tradition content material, the place a variety of the time I feel we cowl it from a perspective of, ‘OK, we have to write an article and hit the who, what, the place and why,’” Brathwaite mentioned. “And typically we miss out on with the ability to have real conversations with individuals who use sure platforms, like TikTok, Twitter, Instagram.”

Full Squad’s influencer focus brings it nearer to Dexerto, which has change into one of many few worthwhile journalism operations within the house by its give attention to the influencer aspect of the gaming neighborhood and growing income streams corresponding to a model consultancy. (Per Gallagher, Full Squad is “independently worthwhile off of our digital media enterprise mannequin,” although he declined to elaborate on the corporate’s particular income streams. Final 12 months, NRG president Brett Lautenbach told Sports Business Journal that the corporate would initially lean on advert gross sales and sponsorships.)

Though Dexerto has expanded its video choices considerably lately, the corporate’s core product continues to be written editorial content material that lives on Dexerto’s web site. Dexerto CEO Josh Nino mentioned that written editorial supplies viewership and engagement in a fashion that’s doubtlessly extra constant than third-party platforms. “We all know that YouTube might be as capricious as Google; you might be all the things, and from in a single day, nothing, simply from a change of an algorithm,” he mentioned. “Is it sustainable? Is there a core enterprise by video journalism alone? My private opinion is, not but. You possibly can’t simply skip that half.”

There are moral concerns, too. Up to now, Fortunate has been criticized for posting screenshots out-of-context or sensationalizing information tales. Full Squad’s part-content-creator, part-journalist ethos will get eyes, however it may be a supply of frustration for conventional reporters who strategy their tales in a extra vital or composed method. The hiring of Brathwaite, a veteran esports journalist, as managing editor in March represented a much-needed injection of bona fide journalistic expertise.

Regardless of these challenges, Full Squad Gaming has grown exponentially (not less than in keeping with the corporate): throughout channels, viewership of FSG has elevated 71% year-over-year, in keeping with inside firm figures, with FSG accounts averaging over 105 million views per 30 days. The model’s attain on Twitter has elevated by 772%, and its total social following stands at 6.3 million throughout platforms. If this progress continues, Full Squad Gaming’s social-first mannequin may change into a brand new normal in gaming and esports journalism.

“We view ourselves as extra of a life-style model, with gaming as a spotlight,” Gallagher mentioned. “So we predict that we will ultimately cowl something, simply so long as it’s by the lens of the gamer.”





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