How Smosh Games’ Success Is Really an Alloy Digital Story

/ Sep 26, 2013


Smosh Games, a YouTube channel from Smosh and Alloy Digital, officially launched on September 26, 2012. Since then, the channel has managed to grab 3.2 million subscribers on YouTube; landed partnerships with major game developers like EA and Sony; and become one of the leading destinations online for game-related content.

How did Smosh do it? Within the YouTube landscape, gaming channels make up the largest portion of content providers. Reaching 3.2 million subscribers in a year shows tremendous growth, especially in the oversaturated gaming niche. What makes Smosh Games special?

The obvious answers — the ones creators and networks like Smosh and Alloy would give — are quality of content and the creators’ ability to connect with their audience.

Sure. That certainly helps. But what’s more interesting is how Alloy is acquiring and building multiple new-media brands within its portfolio of websites and mini YouTube channel networks.

Since acquiring Smosh in June of 2012, Alloy has launched a variety of Smosh-related channels and shows. In addition to the main Smosh channel, four other channels exist among the Alloy-owned brand. With the main Smosh channel boasting 12+ million subscribers, Smosh Games — which offers daily content including gaming industry news, exclusive trailers and reviews, game walk-throughs, and weekly gamer debates — had access to a built-in fanbase.

Another Alloy property,ClevverMedia, which it bought in June 2012, features seven channels with more than 1.3 million subscribers and over 2.1 billion total views.

Alloy Digital is known to extensively cross-promote content across its on- and off-YouTube media network. For Smosh Games, Alloy has promoted across the other Smosh channels as well as on its gaming site, The Escapist. Alloy has taken the readership of The Escapist, which we can safely say are gamers, and attempted to funnel them into familiar content across its multiple properties. Visiting The Escapist, one can find at least one Smosh-related video on the homepage without fail.

In terms of Smosh Games’ daily programming, the channel has featured other YouTubers like PewDiePie, Felicia Day, and The Warp Zone. As anyone would tell you, one of the keys to YouTube is collaboration, giving creators and channels access to each other’s audience.

Beyond video, Alloy has worked with Smosh to venture into other content formats, including a mobile gaming app launched earlier this year. Smosh also recently finished a $250,000 round of Kickstarter funding for the upcoming multi-platform video game “Smosh Food Battle: The Game.”

Going forward, Alloy says Smosh Games plans to ramp up its original programming. This includes new shows like gaming-competition series “Cage Match Challenge.” It’s likely that you’ll hear more about this in the coming months. If you regularly watch stuff on Smosh or The Escapist, you’ll definitely hear about it.

Additional analysis contributed by  Sahil Patel 

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