Fandom runs some of the biggest communities on the web. Can CEO Perkins Miller keep them happy?
Aug 22, 2023
auto_awesome
Perkins Miller, CEO of Fandom, dives into the world of fan communities, discussing how they balance ad revenues with user experience. He highlights the evolving dynamics of user-generated content and the unique challenges of content moderation and community engagement. Miller also addresses AI's impact on online platforms and the importance of authentic user experiences. With insights on industry trends and Fandom's future initiatives, he reveals exciting plans for enhancing user interactions and content personalization in a rapidly changing media landscape.
Fandom prioritizes community and fan engagement in celebrating imagined worlds and fostering inclusive discussions.
Fandom recognizes the enduring value of vertical communities and authentic engagement amid the rise of AI-driven search.
Fandom generates revenue through game sales and advertising, focusing on balancing user engagement with economic sustainability and improving ad effectiveness.
Deep dives
What is Fandom and its History
Fandom started as a company called Wikia and was created as a profit-driven sister company to Wikipedia. It evolved into a platform that celebrates imagined worlds across gaming, movies, and TV, with dedicated communities contributing to over 200,000 blogs or wikis. Fandom has grown by acquiring businesses like Fanatical, Metacritic, TV Guide, and GameSpot, which provide tools for people to navigate and enjoy various forms of entertainment. Fandom focuses on fan identity and providing a space for passionate individuals to explore and discuss their favorite IPs.
The Value of Community and Celebrating IPs
Fandom recognizes the importance of community in supporting and celebrating intellectual properties. They work closely with IP holders and have official relationships with hundreds of IPs to provide accurate and reliable information to fans. Fandom's focus is on supporting the communities and allowing them to create and engage with content related to their favorite IPs. They believe that having authentic and passionate communities is valuable, especially as AI-driven search continues to evolve. Fandom aims to provide a deep verticalization experience that AI algorithms may struggle to replicate.
Navigating the Future with Vertical Communities
Fandom acknowledges the potential impact of AI-driven search and the challenges it may pose in terms of content discovery. While recognizing the possibility of more transactional queries being addressed by AI, Fandom emphasizes the enduring value of vertical communities focused on specific IP fandoms. They believe that the sense of community, authentic engagement, and sharing of expertise within these communities will remain important, given the passion and curiosity fans have for their favorite IPs. Fandom's focus on celebrating fans' identities and enabling discussions around IP lore sets them apart from traditional social platforms, positioning them as a durable destination for meaningful engagement.
Platform's focus on celebrating imagined worlds and promoting inclusivity
The podcast episode highlights the platform's dedication to celebrating imagined worlds and fostering inclusivity. The speaker emphasizes the importance of creating a safe and supportive community where people can express their love for various franchises. They stress the platform's strong policy of inclusion and zero tolerance for toxic behavior. The goal is to ensure that people's voices are heard across the world, while also maintaining a focus on the imagined worlds and the community that celebrates them.
Revenue streams and advertising strategies
The episode discusses the platform's revenue streams, which primarily come from selling games and advertising. The platform acts as a reseller of games, offering bundles and packages for users to purchase. They also generate revenue through advertising and brand campaigns. The focus is on striking the right balance between satisfying user engagement and driving the platform's economics. The platform leverages insights and patterns of user behavior to enhance ad relevancy and better connect brands with fans. The speaker acknowledges the challenges of advertising on mobile platforms and expresses the commitment to improving the user experience and maximizing ad effectiveness.
Perkins Miller is the CEO of Fandom, which both hosts thousands of wikis for everything from Disney to Grand Theft Auto and also runs several publications. Millions of people contribute millions of pieces of content to the platform, and Fandom surrounds all that content with ads and uses all that data to generate insights about how fans think about their favorite games, TV shows, and movies.
While you might enjoy the content, a lot of people have complaints — especially about the sheer number of ads. We talked about what it means to host user-generated content in 2023; content moderation; and the general state of media, especially games media, which is pretty rocky right now. I’m also gearing up to host the Code Conference in September (apply to attend here), and I’ve been thinking a lot about AI, search, and the web — all very much big challenges on the horizon for Fandom.
