Three years after YouTube launched its potential Twitch competitor YouTube Gaming, the company has decided to shut down its separate app. Instead, the feature set from YouTube Gaming will now be accessible through a new portal within the main YouTube website.
Meant to be a platform to connect with personalities in gaming culture, Ryan Wyatt, YouTube’s director of gaming content and partnerships, would later concede to The Verge that “there was confusion with the YouTube gaming app.”
Wyatt expands on this:
“When we launched the YouTube gaming app, I think there was a lot of brand confusion in the market of like, ‘Well, is this just a live gaming app and experience? What’s gonna happen to gaming on YouTube versus YouTube gaming app?’ And so we’re hoping that this time around, with us moving it to YouTube [proper], it’s a clear signal to the community that we care very much about gaming, that we want gaming on YouTube … to continue to thrive and be a big part. I think we had a big misstep and confusion there.”
According to the same interview, the adoption rate for the unique app, which featured its own design and layout, was low. By shifting to the main website, YouTube is hoping that these gaming-specific features, such as easy access to live streams, popular videos, and recommendations, will be viewed more by the general public.
The landing page will also highlight content from newer “On the Rise” channels. In addition to these features, the new YouTube Gaming webpage will host separate pages for individual games, which users can subscribe to on their own. The new YouTube Gaming page is accessible right here.