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Why Gamers Are the New Influencers (And You Should Be Paying Attention)
From Roblox fashion collabs to Twitch-fueled fundraising, gaming is no longer a niche—it's the new engine of culture, commerce, and creator power.
Shira Lazar
June 09, 2025
I’m definitely not the go-to person for gaming, but I’ve been noticing just how many creators are deeply plugged into that world and how much influence they actually have in shaping the industry.
Gamers have actually become central to the creator and influencer economy. Platforms like Twitch, YouTube, and TikTok have many of their creators evolving from casual players to popular content creators and entrepreneurs.
Gaming content now makes up a large share of digital media.
According to Influencer.com, the state of influencer marketing in gaming in 2024:
Currently, 9% of consumers follow a gaming creator; this figure rises to 17% among those aged 18-34. For men in this age group, the percentage jumps to 23%, making gaming creators the most popular type of influencer, followed by males aged 18-34 globally.
In the US, gaming creators rank as the second most popular type of creator among teens, with 36% of teens following them, just behind music creators at 38%. The growing influence of gaming creators is reflected in the market’s rapid expansion—gaming influencer marketing was valued at $4.4 billion in 2022, up from $2.5 billion in 2021.
Twitch alone had over 31 million daily active users in 2024, showing gaming's broad appeal. This popularity attracts brands seeking authentic connections with engaged audiences, especially during live streams.
Some of today’s biggest stars—like Kai Cenat, who broke records with 327,000 paid subscribers during his Mafiathon 2 stream and ended with 728,535 total subscribers, the most ever on Twitch—are proof of gaming’s massive reach. Then there’s MrBeast, who recently revived his Twitch channel to host a live watch party for Beast Games, Amazon Prime Video’s most-watched unscripted debut. Both are powerful examples of how gaming platforms are shaping the future of entertainment.
Even a creator like Tyler Oakley, who rose to fame on YouTube, saw the writing on the wall. As monetization became more difficult—especially for LGBTQ+ creators—he pivoted toward Twitch and gaming, where audience support and platform tools offered more sustainable ways to connect and earn.
And then there’s Roblox, the original underdog in creator-led gaming. With over 85 million daily active users, Roblox empowers developers through its creator economy. In 2024 alone, the community earned $923 million, and since 2018, creators have cashed out over $3.3 billion via the Developer Exchange. A few hundred top developers now earn seven figures annually.
It’s also become a go-to platform for brand collaborations. From Walmart and Nike to Gucci, major brands are partnering with Roblox creators to launch branded experiences, promote products, and build immersive campaigns. Roblox creators aren’t just making games—they’re building businesses, IP, and entire virtual economies.
At Variety's Entertainment Marketing Summit, Havas Play executives Angelique Hernandez and Jarell Thompson highlighted gamers' growing independence. Hernandez said, "Creators have options now—they don't necessarily need brand partnerships; they're thriving independently." She pointed to monetization tools like Patreon and Twitch subscriptions.
On Twitch, creators can earn through monthly subscriptions, viewer donations, virtual currency called Bits, ad revenue, and integrated merch sales. Many fans support their favorite streamers directly, allowing creators to generate consistent income without outside deals.
Thompson described how Havas Play carefully matches creators with suitable brands. "We carefully vet creators to ensure they align with brand values," he explained, emphasizing authenticity and safety.
New technologies, like Nintendo's upcoming Switch 2 with built-in streaming features, help gamers share content easily. This attracts more casual gamers to content creation. These innovations boost gamers' roles in the creator economy.
Medal.TV has built a whole company on this, allowing users to record their live gaming and share it to social media almost instantly.
Platforms like Tiltify are another example of how gaming is evolving beyond entertainment into purpose-driven movements. Tiltify enables creators and streamers to raise money for causes in real time, turning livestreams into fundraising engines. Whether it’s for disaster relief, mental health awareness, or social justice, this model reflects how gaming communities aren’t just engaged—they’re mobilized.
Shab Azma, CEO of ARC Collective, highlighted the importance that creators place on owning their content across various platforms in the Variety article. Gamers increasingly earn money through merchandise, podcasts, and live events.
🔥 My hot take: Gaming isn’t just a category anymore—it’s a cultural channel. From Roblox fashion drops and film campaigns to Twitch streams replacing talk shows, we’re watching gaming collide with pop culture, lifestyle, and commerce in real time. If you want to know where the trends are heading, follow the money, follow the communities, and most importantly, follow the next generation.
Other headlines to check out:
AI
Duolingo CEO on going AI-first: ‘I did not expect the blowback’ - Financial Times
Scariest AI reality: Companies don't fully understand their models - Axios
Disrupted or displaced? How AI is shaking up jobs - Financial Times
Beyond The Burnout: How AI Agents Can Help Solve Healthcare’s Labor Crunch - Forbes
The ‘death of creativity’? AI job fears stalk advertising industry - The Guardian
Meta Set to Throw Billions at Startup That Leads AI Data Market - Bloomberg
Creator Economy
North America Creator Economy Market Size | CAGR of 19% - Market
Content creators can now speak directly to Congress. What will that accomplish? - Tubefilter
New Creator Economy Platform Announced by Jesse Pollak: Impact on Crypto Tokenization and Digital Assets - Blockchain
Creators Caucus launches in Congress with support from Patreon, YouTube - Techcrunch
Here’s why Kenyan creatives struggle to earn on Facebook, Instagram - Business Insider
Web3
🎧 New Episode of The AI Download: Inside Coca-Cola’s Viral AI Ad: Can Machines Create Culture?
This week’s episode is sponsored by PRophet award-winning AI and services for marketing and PR leaders looking to make better, faster brand decisions.
This week on The AI Download, I sat down with Eric W. Shamlin, CEO of AI-native studio Secret Level, to discuss how AI is transforming everything from high-budget campaigns to our emotional connection with content—and even machines. Eric shared why resistance to AI often reflects human bias and how tools like generative media and automated workflows are unlocking new creative possibilities, especially for smaller brands.
We explored how AI is reshaping documentary filmmaking, what attachment theory tells us about our bond with machines, and why regulation is key to keeping AI ethical and fair. From job loss to global competition, this conversation dove into the real risks—and real power—of AI in media.
🎙️ Listen now to get caught up on the AI headlines you need to know plus insights on future of life, creativity and culture. |
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