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- 👨🎨 Gamers & Category Experts Shaping the Creator Economy
👨🎨 Gamers & Category Experts Shaping the Creator Economy
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💡 Today’s Insight
Gamers & Category Experts Shaping the Creator Economy
Brands are turning to gaming platforms and expert niche creators to reach Gen Z authentically. Companies like Havas Play are building teams to connect with gaming communities, while talent managers and category experts are driving brand collaborations in esports and beyond.
Key Takeaways
Gaming as a media channel: Brands now invest in Twitch, Discord, and other gaming platforms to align with Gen Z’s habits.
Niche creators matter: Collaborating with specialized experts or “category authorities” builds credibility and deep engagement.
Creator autonomy boosts performance: Allowing creators to take the lead in campaigns results in more genuine and effective content.
Community-first marketing: Engagement is peak when brand messaging resonates within trusted fan communities in an organic way.
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