Esports and Twitch deepen ties to beauty

“Niche creator partnerships will thrive in 2025 as brands prioritize quality, storytelling, and shared values over follower counts,” said Julia Baker, senior executive producer at Stagwell agency Instrument.

In 2019, we saw the streaming wars between Twitch, YouTube, Facebook, and Mixer heat up for individual creators. I expect there to be a shift in strategy towards structuring deals around leagues, tournaments, and teams.

The impact of a well-thought out campaign involving live-streamers compared with a more traditional approach is tangible, as Electronic Arts discovered in 2019. Despite putting most of its weight behind building momentum for the release of its new sci-fi shooter, Anthem, another one of its own titles, free-to-play Battle Royale shooter Apex Legends

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Witness the rise of a new class of influencer: the lifestyle streamer. This category encompasses a broad variety of interests, from travel to fitness to finance. The growing pantheon includes celebrities like Drake, who hosts battle rap shows on Caffeine; environmental conservationist Maya Higa, who showcases falconry and endangered animals on Twit... See more

If people are spending billions of dollars per year to look different in a game where you mostly shoot each other, how much will they spend to look different in a game where you also get to show off how healthy of a person you’re being?