Streaming video games has become big business just take a look at how far Twitch has come over the past few years and now Mobcrush wants to get a piece of the action with its recent beta launch of its Android game streaming service.

With strong support across the board for several games, along with picture-in-picture camera viewing and the ability to chat with others in real time, the service certainly has a lot going for it. But, of course, further progress can be made as it proceeds through its beta.

“We continue to refine and build upon the great beta experiences we have for Android and iOS but there s a lot more we would like to do,” said co-heads of business development Greg Essig and Koh Kim, alongside director of community and content partnerships Eric Doty, Sr. “We are definitely getting closer to removing the beta tag from our apps and will make an announcement once we are ready. Our marketing plan will be multichannel in approach but one of the key tenants of that is working with our passionate community to share their experiences and evangelize Mobcrush.”

The group also indicated the importance of influencers in the early days of the service. “It s tough to beat the enthusiasm of current Mobcrush members and content partners who have been using the service every day through the alpha and beta stages of the product,” they said. “Our community grows larger each week as we continue to roll out new features for them. So, if it wasn t clear already, influencers are a huge part of our strategy.

“I like to think that the service is as much theirs as it is ours. We re extremely thankful for everyone that is using Mobcrush through the beta. I make sure that comes through in our messaging and investment in supporting them. In today s social media-driven world, word of mouth is extremely powerful, especially when it s homegrown mobile game players who grew a fan base on your platform. It s amazing what happens when you build the right tools for an audience who has been mostly ignored up until this point.”

As for the approach when it comes to engaging a mobile community (compared, to, say, PC gaming), the group stated that “humor and brevity” play a big part. “This is an audience that tends to be younger than other platforms,” they explained. “You need to reach them on the services that they re already on. Twitter, Facebook, Instagram, and Snapchat are just the beginning. You have to understand the strengths of each platform and speak the language of each. I consider certain games as platforms unto their own. Each has their own community, language, and influencers. Learning how to engage each of those audiences in a way that shows them that we re building something special for them is vital to build a relationship with our users.”

As for the importance of streaming, the group added, “Streaming is important to gamers now more than ever. It has been growing for the last couple of years; however, streaming mobile games required complicated setups with expensive PC rigs or capture cards. Now anyone with a mobile phone or consumer PC has the tools needed to share his or her voice and build a community around it. Video on demand will continue to have a place, but you can t overestimate the power of interacting with your favorite gamers in real time while they re playing. The act of spectating can be seen as a form of playing along.”

And once the service takes off, Mobcrush intends to modify the experience so that users get the most out of it. “We ll continue to evolve the service in a way that best serves the expectations of the Mobcrush community. Even in beta we ve earned a lot of trust by listening to their requests through watching streams, interacting in chat, and reading every email and tweet that comes our way,” said the group.

To learn more about mobile streaming, be sure to check out our earlier interview with CEO Royce Disini, which can be found here.