According to the Entertainment Software Association, around 214 million Americans play video games for at least an hour a week. As video games become more and more popular, the landscape of the industry continues to change, a topic that was the subject of multiple talks at South by Southwest (SXSW) Online 2021.

SXSW’s Gaming Expo, where attendees could try games and participate in various tournaments, was not a part of this year’s event. However, SXSW Online 2021 had components that pertained to gaming, including the Gaming Awards, which spotlighted exemplary games of the past year, and multiple conferences that highlighted new technology, change in the gaming community, and how gaming can be used for good. 

From the idea of a “gamer” to celebrities entering the world of streaming, SXSW emphasized the pop culture impact of video games and gaming in general. Cherie Hu, a journalist in the industry, noted how the growth of the video game industry is having a large effect on gaming’s perception in pop culture. 

“Zooming out and looking at the gaming industry generally, we’re at a really big inflection point,” Hu said. “Games have always been popular, but in terms of celebrities really leading gaming across different genres and really embracing it as part of their marketing strategy and personalities, it really is truly part of pop culture.”

Jack Dunlop, a prominent content creator on YouTube commonly known by his channel name, CouRage, also noted the gaming industry’s growth. He started his channel in 2013 and said that it has been interesting to watch gaming grow.

“I’ve seen it go from what feels like the grassroots — kind of everyone throwing pieces together to make the puzzle work — to really a sustainable and growing business that has eyes on it from across the world,” Dunlop said.

Like all industries at present, the video gaming industry has been affected by COVID-19. Unlike other industries, Dunlop said video gaming seems to have benefited from the millions of people stuck at home.

“I think the pandemic has affected so many different industries in many different ways,” Dunlop said. “Gaming has thrived from the pandemic. When the pandemic happened, and everyone was stuck at home, the best thing to do when you’re at home is to play video games.”

The video gaming industry, however, isn’t a monolith. According to Hu, it is interconnected with the music industry in many ways.

“The scope of music and gaming partnerships is not just about original soundtracks, it’s not just about sync licenses in FIFA or Madden, NBA 2k, Grand Theft Auto, etc.,” Hu said. “It really now touches literally every part of the music business. It encompasses in-game concerts in games like Fortnite. It encompasses artists investing in esports teams, it encompasses artists using games as lifestyle branding outlets. There really is so much to explore.”

The idea of video games being used as lifestyle platforms is evolving apace with the rest of the industry. More recently, video games and streaming have attracted bigger names and new attention, including congresswoman Alexandria Ocasio-Cortez, whose stream of the popular game “Among Us” ranks in the 20 most viewed streams on Twitch. Joost van Dreunen, a professor at NYU and gaming industry strategic analyst, keeps watch on these trends.

“In 2020, we see an almost doubling of viewership, so we have an incredible number of eyeballs,” van Dreunen said. “It’s no longer only gamers; it’s all these other categories as well. In particular, political candidates. I thought it was very interesting to see AOC fumble around with a microphone recently and trying to come to terms with a larger conversation.”

Regardless of what happens in the future, the video gaming industry will continue to be one to watch.