Gamertube: PewDiePie and the YouTube commentary revolution

Though older gamers might look up to figures like Valve's Gabe Newell, Penny Arcade's Jerry Holkins or 22Cans' Peter Molyneux, those role models are not as dedicated to interacting with the community as the new generation of YouTube gaming stars. Although not (yet) in the business of making games, PewDiePie et al are more indicative of Generation C, meaning those passionate about "connection, curation, creation and community," and from whose ranks many future developers and game makers will derive. It's a generation that is arguably already redefining the hardware landscape, and you need only look at the concessions Sony and Microsoft have made (the Share button on the PS4 controller and the backtracking on DRM issues respectively) to understand how.

Lawson might not be so involved in charity drives, but she champions a different kind of authenticity. Appearing in her recent, informal news vlog "Coffeh Time," she complains about feeling "unprofessional" compared to her appearance on a more slick, Polaris-produced news show. One proud commentator pleads for her retain the authenticity: "A lot of people stop watching TV and traditional media in general and turn to the internet, because TV looks 'fake.'"

"I think one of the biggest challenges YouTubers have is trusting themselves," Lawson says. "You're constantly getting opinions from viewers, friends, family, etc. about your content and how to make it better but in the end, you have to be making something that feels fulfilling and fun. It's good to take advice but if something doesn't feel right, it's OK to trust that."

Yet for all this, such channels and their creators still meet plenty of skepticism. On one forum the comments range from, "Just watched PewDiePie's channel for the first time. If that's what it takes to get the hits, I'm out" to "He's forced to tell people how 'wacky' and 'random' he is — as if [people] couldn't figure it out for themselves." Despite his number of fans, PewDiePie's also become a scapegoat for some, with forum posts claiming that "he has ruined some of wider (sic) society's perception of gaming, because of his ridiculous popularity on YouTube."

Regardless, PewDiePie refuses to justify his popularity: "I just want my videos to be something that hopefully lightens up someone's day. I usually keep a positive attitude in my videos and I think people are drawn to that."

Lawson is similarly and unapologetically unconcerned about her place and reputation in the mainstream gaming industry.

"I have no idea when it comes to press," she says. "I rarely deal with companies directly or with article websites and press pages but I think I come across as an average person with an optimistic attitude and I am perfectly happy with that. I'm not amazing at games but I love them and I think that applies to most of us in the community."

Turner's sense of perspective seems similar.

"I've made a lot of videos I'm proud of at E3 — I love doing interviews and dancing like a crazy person," he says. "I think people see me as a guy who sucks at video games. But that's OK. I've come to terms with it."

Another consideration is that commenters' fans don't just clamor for the next episode, but for increasing transparency and intimacy. PewDiePie often includes his girlfriend and fellow YouTuber/blogger Marzia (aka CutiePie) in his Let's Plays, and regularly discusses living arrangements in vlogs. So too does Lawson, whose bedroom is often therefore on display.

"If I think something I say will infringe on the privacy of a friend or family member, I don't say it," Lawson says. "I'm willing to offer up information about myself but I have no intention of making the people in my life uncomfortable about what I do. This is usually the reason I won't talk about my dating life!

"Overall my friends and family have been extremely supportive and understanding when I suddenly say, 'Oh, sorry, I have to go record a vlog; I'll be back in a few minutes.' They get it and my viewers have always been very respectful about omitted information."

Turner feels similarly. "It's a delicate dance," he says. "Part of me wants to be completely honest and open about my relationships, but I also don't want to shove them into the spotlight to be trampled by the trolls. I have a lot of love in here though, and I would like to be loud about it when I'm ready. Also I'm getting old; I gotta make some babies or my mom is going to punch me in the throat."

It's symptomatic of the social media zeitgeist. "I think the idea of privacy has been changing for everyone, not just celebrities. A lot of my fans have their own channels and vlogs — even my dog Gryphon was thinking about starting a YouTube channel but he doesn't have opposable thumbs, so he's found filling out the online forms to be too difficult."

YouTube creators are changing the gaming vernacular, from Let's Plays, vlogging and casting to the individual channels and episode names themselves. Relatively speaking, it's early days for all of them, too; and as awareness and budgets grow, there are numerous possibilities for evolution and growth.

However, wary of hubris and of pigeonholing themselves, Lawson and Turner respectively cite their biggest assets as "my cat," and "my sideburns, definitely," while PewDiePie earnestly claims, "You'll have to ask my fans what they see in me. I honestly have no clue."

It's perhaps by being so self-effacing that these personalities are so trusted. To open yourself up to dialogue and the criticism of millions every day as they do takes courage, more so to admit you don't have all the answers.

Unlike game publishers, which which often put up professional appearances, PewDiePie says YouTube commenters don't often compete for attention: "I don't really see YouTube as a competitive thing, and I don't think many gamers on YouTube do either. I mean we play video games for a living; that's enough to keep us satisfied. I like to see it more of a community where we help each other out with cross-promotion. It's a 'You scratch my back and I'll scratch yours' thing."

Dodger, too, seems totally contented with her lot. "Neither [gaining new or engaging more with current fans] is more important. My content is always going to be whatever I enjoy making and whatever makes me happy, so if it reaches more people, that's fantastic! If it doesn't, that's also perfectly fine because the people I have in my community now are amazing ... I don't plan on changing how I'm received."

"At some point I learned that I have to be true to myself in my content and my attitude," says Turner. "If someone stumbles onto my page and dislikes me, that's OK. I try to keep my content appropriate — I want parents to be able to watch my stuff with their kids. Also, it's more of a challenge for me to make a joke without going the obscenity route. Saying a silly word angrily is funnier to me. Like, 'AAHHH BUCKET!' I love that one. 'AAAHHH FUUUNN.' If I have to resort to swearing at some point, though, I'll be all right. I'm good at it."

What does the future hold in store? "I use a Magic 8 ball. It says the outlook is good," Turner says, after his popularity soared 15 percent between June and July. With a new console generation on the horizon and with Forbes reporting from E3 that "we live in a social-media world with a social-media market," it's possible that the line between fan, creator and celebrity will soon blur even further.