In 2024, brands are increasingly leveraging gaming influencers and creators through deeper, more integrated sponsorships. This shift reflects a departure from traditional in-game advertisements towards partnerships that resonate more authentically with the gaming community.
Recognizing the influence of “cultural gamers” — individuals who engage primarily through social media and digital content — brands are extending their reach beyond gaming platforms.
These new sponsorships are characterized by their longevity and integration within creators’ content and communities. Unlike brief, one-off activations, brands now opt for extended partnerships that span months, allowing creators like Cody “Clix” Conrod to organically introduce products to their substantial followings.
Conrod’s collaboration with Hugo, which included a sponsored trip and VIP event, exemplifies this trend of immersive, community-centered marketing.
Brands in 2024 Embrace Deeper Gaming Influencer Partnerships for Authentic Community Engagement
At organizations like XSET, influencers are encouraged to authentically integrate brands into their content, ensuring that endorsements resonate genuinely with their audiences. CEO Greg Selkoe emphasizes the importance of authenticity, asserting that brands must support creators in ways that align with their identities and values to effectively engage their communities.
Moreover, as brands embed themselves directly into gaming platforms such as Fortnite and Roblox, creators benefit from more immersive integrations that enhance both their content and the branded experiences they promote. This approach not only fosters community participation but also allows for continuous feedback and refinement, ensuring that marketing strategies evolve in line with player preferences and behaviors.
The evolution towards more integrated sponsorships in gaming is driven by brands’ recognition of the unique relationships’ creators have with their audiences. Damon Lau of United Talent Agency underscores the importance of authenticity in messaging, noting that brands are increasingly empowering creators to shape how products are presented to ensure genuine engagement and resonance.
The trend towards deeper, longer-term partnerships between brands and gaming creators in 2024 represents a strategic shift towards more authentic engagement within digital communities. By embracing creators’ insights and allowing for flexible, integrated campaigns, brands are not only enhancing their visibility but also fostering stronger connections with culturally influential audiences in the gaming space.
