PlayStation’s new creator strategy is tapping LeBron James. Fans of the basketball star know LeBron is an avid gamer—over on his Twitter account (@KingJames) he’s constantly discussing his love of gaming with his 52.8M followers. LeBron’s love of PlayStation runs deep (there’s a picture of him carrying around a PS2 back in 2003) and now he’s teaming up with Sony for their new creator initiative “Playmakers.” The Playmakers consist of a group of gaming fans, creators, artists, and entertainers “who have partnered with PlayStation to share previews and behind-the-scenes access and unique experiences with their own fan base.” Plus, PlayStation is releasing a limited-edition set of accessories that LeBron helped design. YPulse’s Celebrities and Influencers report data shows that BIPOC Gen Z and Millennials follow gamers (40%) just as much as they follow athletes online (41%)—and 20% say they’d like to see an athlete as a spokesperson for a brand. (Adweek)
