* . *
  • About
  • Advertise
  • Privacy & Policy
  • Contact
Wednesday, October 1, 2025
Earth-News
  • Home
  • Business
  • Entertainment
    Penn State-Themed Restaurant and Entertainment Spot Happy Valley Live Set to Open in State College – StateCollege.com

    Penn State-Themed Restaurant and Entertainment Spot Happy Valley Live Set to Open in State College – StateCollege.com

    The Police Made Chart History With This 1979 Hit Nearly 50 Years Ago – Yahoo

    How The Police Changed Music Forever with Their Iconic 1979 Hit Nearly 50 Years Ago

    Good Deed Entertainment Acquires Worldwide Rights To Liza Mandelup’s Documentary ‘Caterpillar’ – Deadline

    Good Deed Entertainment Lands Global Rights to Liza Mandelup’s Captivating Documentary ‘Caterpillar

    Danielle Fishel Explains Why Being on “DWTS” Makes Her Feel ‘Like It’s 1994 Again’ Filming “Boy Meets World” (Exclusive) – Yahoo

    Danielle Fishel Explains Why Being on “DWTS” Makes Her Feel ‘Like It’s 1994 Again’ Filming “Boy Meets World” (Exclusive) – Yahoo

    Jussie Smollett Claims He Was ‘Disrespected’ on the ‘Special Forces’ Season Premiere – Yahoo

    Jussie Smollett Opens Up About Feeling ‘Disrespected’ During the ‘Special Forces’ Season Premiere

    TicketSmarter Fall Entertainment Guide – Eastern Illinois University Athletics

    TicketSmarter Fall Entertainment Guide – Eastern Illinois University Athletics

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    STELLA Automotive AI Appoints Fred Seidelman as Chief Technology Officer – Yahoo Finance

    STELLA Automotive AI Appoints Fred Seidelman as New Chief Technology Officer

    Saving Energy and Money with Smart Technology – Terms of Service with Clare Duffy – Podcast on CNN Podcasts – CNN

    Saving Energy and Money with Smart Technology – Terms of Service with Clare Duffy – Podcast on CNN Podcasts – CNN

    Four Strategic Signals Technology Leaders Are Tuning In To – SPONSOR CONTENT FROM ARM – Harvard Business Review

    Four Essential Strategic Signals Every Technology Leader Should Watch

    Virginia Tech hosts annual New Music + Technology Festival this week – Cardinal News

    Virginia Tech Kicks Off Exciting Annual New Music and Technology Festival This Week

    Why I gave the world wide web away for free | Tim Berners-Lee – The Guardian

    Why I Decided to Make the World Wide Web Free for Everyone | Tim Berners-Lee

    From shale to steam: Fossil fuel technology boosts clean geothermal energy – Washington Examiner

    From Shale to Steam: How Fossil Fuel Technology is Powering a Clean Geothermal Energy Revolution

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
  • Home
  • Business
  • Entertainment
    Penn State-Themed Restaurant and Entertainment Spot Happy Valley Live Set to Open in State College – StateCollege.com

    Penn State-Themed Restaurant and Entertainment Spot Happy Valley Live Set to Open in State College – StateCollege.com

    The Police Made Chart History With This 1979 Hit Nearly 50 Years Ago – Yahoo

    How The Police Changed Music Forever with Their Iconic 1979 Hit Nearly 50 Years Ago

    Good Deed Entertainment Acquires Worldwide Rights To Liza Mandelup’s Documentary ‘Caterpillar’ – Deadline

    Good Deed Entertainment Lands Global Rights to Liza Mandelup’s Captivating Documentary ‘Caterpillar

    Danielle Fishel Explains Why Being on “DWTS” Makes Her Feel ‘Like It’s 1994 Again’ Filming “Boy Meets World” (Exclusive) – Yahoo

    Danielle Fishel Explains Why Being on “DWTS” Makes Her Feel ‘Like It’s 1994 Again’ Filming “Boy Meets World” (Exclusive) – Yahoo

    Jussie Smollett Claims He Was ‘Disrespected’ on the ‘Special Forces’ Season Premiere – Yahoo

    Jussie Smollett Opens Up About Feeling ‘Disrespected’ During the ‘Special Forces’ Season Premiere

    TicketSmarter Fall Entertainment Guide – Eastern Illinois University Athletics

    TicketSmarter Fall Entertainment Guide – Eastern Illinois University Athletics

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    STELLA Automotive AI Appoints Fred Seidelman as Chief Technology Officer – Yahoo Finance

    STELLA Automotive AI Appoints Fred Seidelman as New Chief Technology Officer

    Saving Energy and Money with Smart Technology – Terms of Service with Clare Duffy – Podcast on CNN Podcasts – CNN

    Saving Energy and Money with Smart Technology – Terms of Service with Clare Duffy – Podcast on CNN Podcasts – CNN

    Four Strategic Signals Technology Leaders Are Tuning In To – SPONSOR CONTENT FROM ARM – Harvard Business Review

    Four Essential Strategic Signals Every Technology Leader Should Watch

    Virginia Tech hosts annual New Music + Technology Festival this week – Cardinal News

    Virginia Tech Kicks Off Exciting Annual New Music and Technology Festival This Week

    Why I gave the world wide web away for free | Tim Berners-Lee – The Guardian

    Why I Decided to Make the World Wide Web Free for Everyone | Tim Berners-Lee

    From shale to steam: Fossil fuel technology boosts clean geothermal energy – Washington Examiner

    From Shale to Steam: How Fossil Fuel Technology is Powering a Clean Geothermal Energy Revolution

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
Earth-News
No Result
View All Result
Home Technology

The era of the in-depth brand and gaming creator partnership has arrived

July 12, 2024
in Technology
The era of the in-depth brand and gaming creator partnership has arrived
Share on FacebookShare on Twitter

By Alexander Lee  •  July 12, 2024  •

Ivy Liu

As brands grow more comfortable in the gaming space, they’re handing the reins over to creators for longer and deeper sponsorships that are inherently integrated with their content and communities.

Brands’ romance with gaming influencers and creators has blossomed in 2024. Marketers have moved beyond in-game ads as they realize the spending power of “cultural gamers” — or self-identified gamers who primarily engage with the medium through social media and digital content rather than the games themselves.

To reach gamers outside of video games, brands have moved beyond one-off activations based on specific intellectual properties toward more fully integrated programs that span across all aspects of a creator’s community and fandom. Brands’ creator sponsorships are longer, too, with creators signing on for more open-ended campaigns lasting months rather than committing to a specific list of deliverables. These longer partnerships can provide creators with the comfort and freedom to introduce brands to their audiences however they feel is best.

One creator who has embraced a more integrated approach to sponsorships is the YouTuber and professional “Fortnite” player Cody “Clix” Conrod. Conrod’s recent partnership with apparel brand Hugo, for example, included a sponsored trip to Berlin and a VIP fan event, in addition to the usual promotion across Conrod’s social feeds, which, collectively, boast millions of followers.

“I’m not sure what all brands are doing or how they’re thinking,” Conrod said. “But, the way my team and I see my brand opportunities are definitely with a longer-term and more in-depth view. The only way that a brand can really become a member of my comm[unity] is if they show up over a longer period of time and add some sort of value to them.”

Conrod is far from the only influencer to feel this way in 2024. It’s an approach taken by many creators at his esports organization, XSET, whose leaders actively encourage their sponsors to let team members activate as they please instead of following prescriptive instructions or guidelines.

“This is critically important. I think brands are starting to understand more that if you don’t let the creators be themselves and support them in an authentic way, the message falls flat and doesn’t effectively market the brand or product to the creator’s audience in a way that feels organic,” said XSET CEO Greg Selkoe. “I would take it one step further: If the creator doesn’t generally like the brand or product, we don’t do it.”

As brands deepen their presence directly inside gaming platforms such as Fortnite and Roblox, creators are reaping the rewards, too. Although immersive integrations are winning the battle for brands’ in-game advertising dollars, marketers still rely on creators to promote their branded experiences and otherwise help drive traffic to them.

Working with creators for longer, more integrated partnerships allows brands to develop a natural presence inside community spaces such as creators’ Discord channels, making their fans more likely to actually participate in branded experiences when they happen.

“Long-term collaborations allow for ongoing feedback and improvements, as players get more insight from player interactions as well,” said Matt Zanazzo, head of Fortnite at the metaverse development studio Gamefam. “You can fine-tune it, or enhance the brand’s presence. You really have time to see what players are enjoying or not, and then make those adjustments. That continuous interaction leads to higher-quality content and generally more effective marketing strategies, and ultimately drives better results.”

The more integrated nature of gaming creators’ sponsorships in 2024 is not the result of a hard strategic pivot by brands or marketers, but rather the natural result of advertisers’ push into gaming in recent years. Marketers are finally doing away with lingering misconceptions about the difficulty of reaching gamers authentically — and they’re doing it by working more closely with creators who have their fingers on the pulse of the space.

“Brands are understanding that creators have a unique relationship with their audiences. What you say and how you say it is such a crucial component to people seeing content as authentic versus being simply an ad,” said Damon Lau, head of gaming and esports at United Talent Agency. “I think brands recognize this, and have empowered creators more and more to take control of how that message is deployed because they simply know their audiences so well.”

https://digiday.com/?p=549763

>>> Read full article>>>
Copyright for syndicated content belongs to the linked Source : DigiDay – https://digiday.com/marketing/the-era-of-the-in-depth-creator-partnership-has-arrived/?utm_campaign=digidaydis&utm_medium=rss&utm_source=general-rss

Tags: BrandIN-DEPTHtechnology
Previous Post

Break-in at ‘third-party cloud platform’ leaked 110M customer records, says AT&T

Next Post

Companies seem determined to make everything a retail media network. How did we get here?

PFAS in East Selah drinking water – Washington State Department of Ecology (.gov)

Alarming PFAS Contamination Discovered in East Selah Drinking Water

October 1, 2025
Science Expo – Northern Public Radio

Discover the Wonders of Science at the Exciting Expo!

October 1, 2025
Science and artificial intelligence could help personalize brain stimulation for smokers – News-Medical

How Science and AI Are Transforming Personalized Brain Stimulation to Help Smokers Quit

October 1, 2025
Review: What’s good at new prime-cuts steakhouse in Virginia Beach – Yahoo

Review: What’s good at new prime-cuts steakhouse in Virginia Beach – Yahoo

October 1, 2025
STELLA Automotive AI Appoints Fred Seidelman as Chief Technology Officer – Yahoo Finance

STELLA Automotive AI Appoints Fred Seidelman as New Chief Technology Officer

October 1, 2025
Sports Illustrated’s Men’s College Basketball Preseason Top 25 – Sports Illustrated

Sports Illustrated’s Men’s College Basketball Preseason Top 25 – Sports Illustrated

October 1, 2025
Milan Fashion Week Asks the Question: Is It the Best-Dressed City in The World? – The New York Times

Milan Fashion Week Asks the Question: Is It the Best-Dressed City in The World? – The New York Times

October 1, 2025
How a government shutdown would impact the economy – CBS News

How a Government Shutdown Could Impact the Economy

October 1, 2025
Penn State-Themed Restaurant and Entertainment Spot Happy Valley Live Set to Open in State College – StateCollege.com

Penn State-Themed Restaurant and Entertainment Spot Happy Valley Live Set to Open in State College – StateCollege.com

October 1, 2025

Teresa Nicholson Celebrated as Pardee Hospital’s Teammate of the Year

September 30, 2025

Categories

Archives

October 2025
M T W T F S S
 12345
6789101112
13141516171819
20212223242526
2728293031  
« Sep    
Earth-News.info

The Earth News is an independent English-language daily published Website from all around the World News

Browse by Category

  • Business (20,132)
  • Ecology (845)
  • Economy (865)
  • Entertainment (21,740)
  • General (17,342)
  • Health (9,909)
  • Lifestyle (879)
  • News (22,149)
  • People (868)
  • Politics (876)
  • Science (16,076)
  • Sports (21,366)
  • Technology (15,849)
  • World (848)

Recent News

PFAS in East Selah drinking water – Washington State Department of Ecology (.gov)

Alarming PFAS Contamination Discovered in East Selah Drinking Water

October 1, 2025
Science Expo – Northern Public Radio

Discover the Wonders of Science at the Exciting Expo!

October 1, 2025
  • About
  • Advertise
  • Privacy & Policy
  • Contact

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

Go to mobile version