Loots is aiming to be the streaming platform of choice for the TikTok generation.
If you wanna get into streaming, there are basically three choices. The first is Twitch, by far the largest by viewership. The second is Mixer, the new streaming platform from Microsoft that Ninja famously left for. And then there's YouTube Gaming, the streaming platform that nobody seems to like due to YouTube's monetization practices.
And now there's a fourth platform: Loots. They're not looking to grab the next Ninja, oh no. They've got their eyes set on a much younger audience.
We'll get to that in a minute, but first a brief on Loots. The company started out as a marketing solution for the existing streaming platforms. Basically, it's a way of inserting professional looking ads into a livestream and then getting paid for it.
Loots currently has 200,000 streamers signed on for their "Sponsored Message" solution across all the big streaming sites. But no longer satisfied with merely doing advertising, Loots is now jumping into the ring as its very own streaming platform.
"At the end of last year it became clear that you need to own the platform to become more creative in how to monetize live content," Loots CEO Marc Fuehnen told GamesIndustry.biz. "We did a few prototypes and now, six months later, we have our own live-streaming platform. We now have the playing field to be more creative with these content creators."
One of those creative monetization solutions is to have subscriber-only live video streams. Another is to request personal messages from content creators for $10 to use as cell phone away messages, or just to get a simple "happy birthday" from their favorite streamer.
The most noteworthy aspect of Loots seems to be the demographic they're targeting for their service. Fuehnen mentioned that new content creators are coming in as young as nine years old, and that's a huge demographic change.
It's also a challenge. Online bullying and abuse is a real problem for people of that age, and there are some questions as to how Loots will go about preventing that from happening. Fuehnen said that successful streamers will be able to assign moderators to keep it clean, but how exactly is a 9-year-old supposed to get moderators?
You can read the full interview and get more of Loots' future plans over at GamesIndustry.biz.