As brands grow more comfortable in the gaming space, they’re handing the reins over to creators for longer and deeper sponsorships that are inherently integrated with their content and communities.
Brands’ romance with gaming influencers and creators has blossomed in 2024. Marketers have moved beyond in-game ads as they realize the spending power of “cultural gamers” — or self-identified gamers who primarily engage with the medium through social media and digital content rather than the games themselves.
To reach gamers outside of video games, brands have moved beyond one-off activations based on specific intellectual properties toward more fully integrated programs that span across all aspects of a creator’s community and fandom. Brands’ creator sponsorships are longer, too, with creators signing on for more open-ended campaigns lasting months rather than committing to a specific list of deliverables. These longer partnerships can provide creators with the comfort and freedom to introduce brands to their audiences however they feel is best.
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The original post is at Marketing Archives – Digiday
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