Streamers aren’t just gamers—they’re influencers, community builders, and pop culture personalities all rolled into one. They create digital hangout spaces where young people can get immersed in their favorite games, interact with other gamers through chats, and be entertained for hours. And for many young people, these creators hold the same level of influence as traditional celebrities—if not more—because they’re relatable, accessible, and engaging on a personal level. This makes them an incredibly powerful bridge for brands looking to connect with Gen Z, who are increasingly tuning out traditional ads in favor of authentic, creator-driven content. YPulse’s Gaming Marketing Playbook trend report shows 74% of 13-39-year-olds agree, “Brands that want to get involved in video gaming should partner with streamers,” which means there’s a major opening to reach young consumers where they already are. For years, we’ve been saying the future of marketing lies inside video games—and that includes the creators streaming them. In YPulse’s Gaming Marketing Playbook trend survey, we ask 13-39-year-olds how they think brands should interact...
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