Gaming Creator Report 2025: Independence Dominates, Brands Must Adapt
YRS Truly's upcoming Gaming Content Creator Report 2025, due on October 2nd, reveals a shift in the gaming creator landscape. The report, based on over 100 creators mainly from the UK, Ireland, and Europe, with a combined reach of 12 million followers, highlights the dominance of independent creators and their impact on brand partnerships.
The report finds that a staggering 92.7% of gaming creators work independently, without agencies or management. This independence offers both flexibility and fragility in creator-brand partnerships. While creators value control over their brand identity, audience, and collaborations, their limited availability due to balancing content production with jobs or education can pose challenges.
To navigate this landscape, brands must rethink their approach. The high number of independent creators necessitates a re-evaluation of outreach, negotiations, and long-term partnerships. Gaming creators post on multiple platforms to extend reach, making platform-agnostic brand campaigns crucial. YouTube, Twitch, TikTok, and Instagram Reels are the most popular platforms among creators.
Sponsorships contribute to just under a third of gaming creators' earnings. Despite this, creators prioritise audience trust over short-term revenue, indicating a focus on long-term partnerships and authentic collaborations.
The YRS Truly Gaming Content Creator Report 2025 underscores the importance of understanding and adapting to the independent nature of gaming creators. Brands must evolve their strategies to foster successful, long-term partnerships in this dynamic landscape.
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