For those wondering, a virtual YouTuber is exactly what it sounds like: a YouTuber who only exists as a string of ones and zeroes. In a way, they aren’t all that different from creators who adopt new personas in order to appeal to a wider audience, although there is one big difference. Thesevirtual YouTubers are typically created by computer software, meaning that they always look pristine and can be tweaked and changed with the flick of a wrist and the click of a button. It’s perhaps for this reason that Microsoft decided to partner with two of them to promote its Game Pass in Japan.
RELATED:Rumor: Battlefield 6 May Be Coming to Xbox Game Pass on Day One
Microsoft has been trying and failing to gain a sturdy foothold in the Japanese market since the days of the original Xbox. With traditional marketing having been unsuccessful in the past, it’s perhaps not too surprising to now see the company taking a different approach to how it operates in the east. Given the reports thatSony diverted PS5 stock away from Japanin order to focus on meeting demand in the west, decision makers at Microsoft may now feel that they’re currently well placed to capitalize on the situation.
While this may be one of Microsoft’s first experiences with virtual YouTubers though, it’s a tactic that its rivals have been utilizing for quite a while now. Last year,Sony sent out PS5s to a selection of influencersone month before the console’s official release; several of whom were virtual YouTubers. Whether or not they were paid for this remains unclear, however, as there’s certainly an argument to be made that all of the parties involved benefited from the early access.
