Brands are playing to win with gaming livestreamers

Hawk-eyed fans would have spotted a familiar face among the A-listers in the front row at Gucci’s Fall/Winter 2024 show in Milan: streamer Valkyrae. Valkyrae, whose real name is Rachell Marie Hofstetter, is part of the growing raft of gaming livestreamers (content creators who broadcast themselves playing video games in real-time), making waves on online platforms like Twitch, YouTube, Kick, and Douyin (China’s TikTok). Initially rising to fame in 2018 after streaming herself playing Fortnite, today, Hofstetter is co-founder of the gaming organization 100 Thieves, and founder, co-owner, and CEO of media company Hihi Studios. She has also since 2020 been YouTube’s most-watched female streamer. Mega bucks Video game livestreaming has taken the entertainment world by storm in recent years, as millions tune in daily to watch the live content. According to research from e-sports analytics company Stream Hatchet, livestreaming experienced a growth spurt in Q2 of this year, with a 10% YoY increase in viewership. The most-watched event of the quarter was the League of Legends’ (a multiplayer online battle arena video game) 2024 Mid-Season Invitational, which clocked up almost 70 million hours of views. Nine of social channel Twitch’s 10 most viewed livestreaming categories last year were gaming-related, including League of Legends, Fortnite, Apex Legends and Grand Theft Auto V. Data from Gen Z and millennial market research agency YPulse also shows that 32% of 13- to 39-year-olds watch livestreams – including gaming content – weekly. Huge followings While brands have ventured into the gaming sphere, gaming livestreamers remain new territory. The numbers underscore these influencers’ cultural impact. For example, superstreamer Kai Cenat’s 100-plus hour Elden Ring marathon stream brought in 2.8 million hours watched earlier this year. The 22-year-old creator, whose fans include Kardashian scion North West, won Streamer of the Year at the 2024 Streamer Awards. He has over 14 million followers on Twitch and 11.2 million on Instagram. Gaules (Alexandre Borba Chiqueta), a Brazilian gaming livestreamer who specializes in first-person shooter video game Counter-Strike, garnered 13.3 million hours of audience viewership across all platforms in Q2 of 2024, per Stream Hatchet data. Meanwhile, Valkyrae, whose content focused mainly on GTA V, Valorant, and Elden Ring amassed 3.9 million hours of viewership. Pulling in hefty viewerships, these livestreamers are becoming just as influential as celebrities, says Harrison Gutteridge, senior account manager at Geeiq. “Creators such as Kai Cenat, KSI and Valkyrae are the perfect example of this,” he adds. Getting in early These livestreamers’ power has caught luxury’s attention. “Gamers were considered outsiders until a few years ago, but today they are the new trendsetters, and more influential than most social media talents or major athletes,” Stefano Rosso, founder and CEO of fashion gaming platform D-Cave, told Jing Daily last year. Enthusiasm among brands is picking up. In 2019, Louis Vuitton and Adidas teamed up with Fortnite streamer Tyler “Ninja” Blevins, a megastar creator who touts almost 30 million followers across X, TikTok, and Instagram. In 2021, Gucci collaborated with Valkyrae’s 100 Thieves on a capsule collection, before launching the Gucci Gaming Academy to support emerging e-sports talent. Gaming streamer Pokimane has also been spotted at Gucci's runway events alongside Valkyrae, while Prada invited internet personality and gamer Noen Eubanks to its Spring/Summer 24 show in Milan (Eubanks is also a frequent fixture on the Miu Miu runway). Meanwhile, earlier this year, Cenat inked a landmark deal with Nike to become the brand’s first-ever streamer ambassador. “These creators are already branching out of gaming, reaching new audiences and becoming influential in the luxury fashion space,” says Gutteridge, pointing to the recent 2024 Streamer Awards, where Dolce & Gabbana dressed five streaming influencers. Philip Driver, CEO of The Game Marketer agency agrees. “[Gaming influencers] are helping luxury brands connect with these younger, highly-engaged and tech-savvy audiences who thrive on community-driven experiences,” he says. New platforms, new opportunities As gaming livestreaming booms, monetization options are multiplying. Amazon-owned Twitch pulls in an average of 30 million to 35 million daily viewers and remains the industry leader. But competition is heating up: Kick, launched in 2022, has quickly gained traction. YouTube also maintains a solid base of dedicated viewers, despite new rivals. Viewership in these platforms is also on the rise. According to Stream Hatchet’s Q1 2024 Live streaming trends report, streaming viewership in the first quarter of this year was 128% and 61% greater than in the same period in 2019 and 2020, respectively. Gaming platforms present a rare opportunity in the attention economy. Livestreamers can engage viewers for hours at a time, giving brands larger bandwidth to capture interest compared to a seconds-long TikTok or Reel. This extended format also allows for a more diverse integration of partnerships, such as unboxings and product placements. Getting to grips with the intricacies of each platform is tantamount, says Driver, noting that “each platform’s unique culture requires careful adaptation to ensure campaigns resonate authentically.” Approach with caution Known for their fervent communities that extend beyond online chats, this unique loyalty makes fans highly receptive to streamer-endorsed products – but there’s a fine line between genuine recommendations and blatant cash-grabs. “Forced collaborations risk alienating gamers who value authenticity and relevance,” says Driver. Then there’s the creators themselves. While streamers add a new edge to traditional influencer marketing, their unpredictability makes them a high-risk play. In 2017, popular streamer Felix “PewDiePie” Kjellberg faced backlash for anti-Semitic jokes and racial slurs during livestreams, leading Disney’s Maker Studios and YouTube to cut ties. British YouTuber KSI also came under fire after making a racial slur in a YouTube video last year. With streamers valued for their relatability, a lack of transparency can also backfire. China’s hit title Black Myth: Wukong recently sparked controversy after gaming influencers who were given early access were told not to mention news and politics, Covid-19, or “feminist propaganda” while publicly discussing the game. Metrics of success Despite the higher stakes, brands are willing to take the gamble to elevate their profile, though careful vetting is essential, says Gutteridge. How is the success of a brand-streamer partnership measured? The metrics depend on objectives, Gutteridge says, but typically include awareness (views, impressions), consideration (unique chatters, message volume), conversion (sales, code redemptions), and retention (CRM sign-ups). “When working with Tommy Hilfiger, (Geeiq) worked with F1 Twitch streamers Matt Gallagher and Tom Bellingham (MattP1Tommy) to encourage their audience to join the brand’s CRM for the opportunity to win exclusive prizes and experiences,” Gutteridge says. “The success of the activation was measured by the number of people who signed up for Tommy Hilfiger’s loyalty program. Because many viewers signed up, it was deemed a huge win.”

Sectors

Insights

Company

Brands are playing to win with gaming livestreamers