Music isn’t the only industry having problems with YouTube, especially when it comes to dismal conversion and payout levels. According to details just blogged by one of the biggest gaming developers, conversions from YouTube are just above zero. “The idea that video reviewers on YouTube or TwitchTV are the future way of selling in the video game industry may be correct, but the evidence is not here yet,” explained John Ardussi, president of Game Mechanics.
“My argument is that these gameplay videos are more like content than commercials. There’s a big difference between getting the word out and sales.”
Observed conversion rates, according to Ardussi’s numbers, are about 0.2 percent (on a good day). But getting people from YouTube to the purchase page introduces another difficult conversion hurdle. “When page visits are high enough that we have seen a bounce, visits to purchases have been 1.5-3.4%,” Ardussi continued. “We are still in beta so this may change after we release. I will post an update after we go live. But for now –
“150,000 views will generate 300 page visits and 4-10 sales. <– Did you see that? 150,000 views = 4-10 sales.”
For Ardussi, the question is whether YouTube is worth the trouble. “I never would have guessed that. Even if you stretch that out to the 4-5 million views of a PewDiePie, that is 120-300ish. That is the brass ring of sales from the top guy. Not very impressive.”