From Niche Entertainers To Brand Ambassadors

Sergi Cerrato is a Spanish lawyer and CEO of MCR-Agency, a leading gaming influencer marketing firm.

Once considered niche entertainers, gaming influencers have become central figures in many brands’ marketing strategies. The global games market generated $177.9 billion in 2024, making gaming a dominant force in the entertainment industry. This underscores the enduring engagement of the gaming community and the potential for gaming influencers to be invaluable partners for brands aiming to connect with diverse audiences.

Understanding The Ascent Of Gamers

Historically, playing video games was perceived as a solitary activity with limited appeal to mainstream audiences. However, the growth of platforms such as Twitch and YouTube has transformed gaming into a communal experience, fostering vibrant communities around influential creators. For instance, in 2024, Twitch had an average of 2.38 million concurrent viewers.

Many brands have recognized this shift, leading to collaborations that seamlessly integrate products into gaming ecosystems. A notable example is Nike’s partnership with Epic Games in 2019, which introduced Jordan-brand sneakers into Fortnite. This collaboration not only enhanced the gaming experience but also bridged the gap between virtual and physical products, showcasing an innovative marketing strategy.

Brands are also collaborating directly with gamers themselves. One prime example is Tyler “Ninja” Blevins, who partnered with Red Bull in 2018. This collaboration included attending events and launching contests and limited-edition products, amplifying Red Bull’s presence within the gaming community. And then there’s Kai Cenat, who partnered with Nike in 2024. Such partnerships underscore the potential of gaming influencers to elevate brand visibility and engagement.​

The ascent of gaming influencers is deeply rooted in their ability to cultivate authentic personal brands. Unlike traditional celebrities, gamers engage in real-time interactions with their audiences, fostering genuine connections. This authenticity translates into significant influence over their followers’ preferences and purchasing decisions.​

Measuring Gamers’ ROI

Despite the evident opportunities, some brands remain hesitant to invest in gaming influencers, often due to misconceptions about measuring return on investment. Traditional advertising metrics—such as impressions and click-through rates—often fail to capture the depth of engagement that gaming creators generate. Unlike conventional ads, these partnerships rely heavily on authenticity, community interaction and narrative integration.

To address this, we’re seeing forward-thinking brands adopt multidimensional measurement frameworks that evaluate story-driven engagement beyond simple exposure. They’re focusing instead on conversation quality and emotional resonance.

Advanced influencer marketing platforms are also evolving. They’re leveraging AI-driven analytics to track performance across metrics like viewer retention, brand sentiment and conversions. These technologies allow brands to tie creator content to concrete outcomes—such as product awareness, loyalty or even direct sales—while also adjusting campaigns in real time.

The key takeaway is that ROI is measurable, but only when you align your expectations with the unique dynamics of creator-driven ecosystems.

Developing Authentic, Enduring Partnerships

As the gaming space matures, we’re also seeing leading brands moving away from short-term activations toward deeper, more strategic partnerships with creators. This mirrors the sponsorship model seen in sports and entertainment, where consistency and co-branding build stronger equity over time. Rather than involving transactional campaigns, collaborations are now structured around long-term mutual value: equipping players, supporting development and enhancing community engagement.

Logitech G’s recent alliance with esports and gaming organization Gen.G exemplifies this approach. By providing high-quality gaming equipment and fostering an optimal environment for professional play, Logitech G demonstrates a commitment to the gaming community that transcends transactional relationships. ​

This shift benefits both sides. Brands gain sustained visibility within tight-knit gaming communities, while gamers secure stable support to grow their content and business ventures. The resulting collaborations are not just more effective—they’re more authentic.

To build such partnerships yourself, start by choosing creators whose audiences and values genuinely resonate with your brand. Involve creators early—invite them to brainstorming sessions for everything from in-game mashups to co-hosted streams or on-site events—so they feel like true co-creators rather than hired hands. Roll out your initiatives in stages, whether it’s a product reveal, a tournament sponsorship or a community meetup, to keep the energy high and the story unfolding naturally. And touch base with creators regularly to celebrate wins, tweak your approach and set fresh goals so you can keep both sides invested and watch the collaboration deepen with every campaign.

Recognizing And Respecting The Role Gamers Play

Gaming is no longer an emerging trend—it’s a cultural mainstay, and creators within this space are shaping digital conversations at scale. Their influence stretches far beyond gameplay. Yet many marketers still underestimate gamers’ strategic potential. The misconception that gaming talent is unmeasurable or too informal is fading, but not fast enough. Brands that embrace this reality today will have a first-mover advantage tomorrow.

As marketers plan for the next wave of digital transformation, one thing is clear: Gaming creators should be treated not just as influencers, but as co-creators of brand equity. They are entrepreneurs, media entities and cultural ambassadors. The brands and investors that recognize—and respect—that role will lead the way in a media landscape increasingly defined by authenticity, immersion and connection.

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