Gamers & Experts Drive Brand Growth in the Creator Economy
▼ Summary
– Havas Play targets Gen Z consumers by leveraging gaming platforms, esports, and fandom communities for brand partnerships.
– Angelique Hernandez and Jarell Thompson emphasize the importance of aligning brands with the right gaming creators while ensuring brand safety.
– Creators now have multiple revenue options beyond brand partnerships, thanks to platforms like TikTok and Instagram.
– Shab Azma highlights the appeal of digital ownership for influencers, who prioritize control over their content and explore diverse opportunities like podcasts and live events.
– The Cannes Lions festival will focus on the growing role of influencers and creators in connecting brands with young, hard-to-reach audiences.
Gaming platforms and digital creators are reshaping how brands engage with Gen Z audiences, offering authentic connections through esports and social communities. Advertising leaders at Havas Play reveal how they strategically align companies with gaming influencers while navigating the complexities of brand safety in this rapidly evolving space.
The rise of creator-driven marketing has given gamers and content producers unprecedented leverage. Unlike traditional media partnerships, today’s influencers no longer rely solely on brand deals—platforms like TikTok and Twitch empower them to monetize independently. “Creators aren’t just audience experts; they’ve mastered the algorithms and nuances of each social network,” notes Angelique Hernandez, VP at Havas Play. This dual expertise makes them invaluable for campaigns targeting younger demographics.
Brand safety remains a top priority in these collaborations. Jarell Thompson, Havas Play’s gaming VP, emphasizes rigorous vetting processes: “We analyze creators’ content history, audience alignment, and brand compatibility before forging partnerships.” While some brands embrace edgier personalities, others, particularly in finance, require stricter filters to maintain credibility.
The shift toward creator ownership is equally transformative. Shab Azma, CEO of ARC Collective, highlights how digital natives prioritize control over their content. “Traditional media can’t match the creative freedom or revenue potential of platforms where influencers retain ownership,” Azma explains. This autonomy fuels diverse ventures, from podcasts to product lines, without sacrificing creative direction.
As the lines between entertainment and marketing blur, gaming communities and social creators dominate audience attention. Brands that tap into these ecosystems authentically—rather than treating them as mere ad space, stand to build lasting loyalty with Gen Z.
Variety’s “Strictly Business” podcast delves deeper into these trends, featuring weekly insights from industry leaders. Episodes are available across major streaming platforms.
(Source: Variety)
