By: Jay Feldman
There has been a noticeable shift in how brands create content and market to consumers. Whereas celebrity endorsements once dominated advertising, today, creator and gaming culture appear to be taking on a larger role compared to the recommendations of Hollywood stars or well-known sports figures. Gen Z consumers are increasingly turning to game streams and the social media accounts of gaming influencers for advice on everything from the latest games to lifestyle tips, prompting brands to explore these influential gamers for brand activations and targeted marketing strategies.
Few understand Gen Z’s gaming and buying habits as well as John Higgins and his team at OS Studios. Describing themselves as “culture vultures,” these experts help brands leverage gaming culture to build communities and engage consumers effectively.
“Unlike celebrities, who can often seem distant, gaming influencers provide a glimpse into their personal lives,” says Higgins. A recent study by Cloutboost found that nearly 50% of Gen Z views the gaming industry as a key connection to their social circle and a significant means of self-expression.
It’s clear that gaming influencers have a significant impact on Gen Z consumers. Here’s an exploration of why this shift is happening and how companies like OS Studios are helping brands connect with this younger generation.
The Rise of Gaming Creators
Gen Z, as digital natives, have a deep understanding of technology and have witnessed the evolution of gaming culture firsthand. Many grew up with early gaming creators like Mike Craddock, who gained prominence through “Call of Duty” and went on to carve out a career in esports.
The debut of YouTube in 2005 marked the beginning of a shift in influence. By the time many Gen Zers were young, YouTube had given almost anyone with an internet connection the chance to build a platform. Gamers with strong personalities and skills began to find more visibility, reaching audiences in ways that were different from traditional celebrities.
“Gaming creators spend hours authentically streaming themselves. They feel like friends to their viewers. Celebrity, on the other hand, often presents a curated image, while gaming creators are typically seen as more authentic,” says Higgins.
Gaming influencers tend to share not just gameplay, but their daily lives, which gives fans an insider perspective. Additionally, the chat feature on platforms like Twitch allows fans to interact with creators in real time, even influencing decisions during live streams.
Simply put, gaming influencers provide Gen Z with a sense of connection and familiarity that celebrities often cannot replicate. The extended interaction and face-time between creators and followers foster strong fan communities and allow creators to wield considerable influence.
Leveraging Trust in Marketing
Once brands recognized that Gen Z was increasingly trusting gaming creators more than traditional celebrities, they began to focus on incorporating gaming culture into their marketing efforts. This is where OS Studios plays a key role.
“We are audience experts because we are Gen Z,” explains Higgins. “We understand that when a creator communicates a message, it tends to be trusted.” His team has helped companies integrate gaming culture into product launches, organize events around major game releases, and even host streams with some of the most prominent gaming influencers. For example, the recent launch of “Call of Duty: Black Ops 6” led to the largest “Call of Duty” beta launch, setting new records for pre-orders.
Their success is largely due to the team’s deep understanding of Gen Z’s gaming culture. This insider knowledge has allowed them to help brands create events, activations, and influencer partnerships that resonate with Gen Z, producing strong consumer engagement. They also understand that influencer marketing often provides a more favorable return on investment than traditional celebrity endorsements.
“Gen Z is looking for community and credibility,” says Higgins. When Gen Z sees someone with a large social media following and high stream engagement make a recommendation, it holds significant weight. “Brands come to us to help them tap into the trust and loyalty that Gen Z has with these influencers.”
Growth in the Gaming Industry
The influence of popular gaming influencers is expected to continue to grow. With live streaming platforms like Twitch gaining mainstream attention, more individuals are entering the gaming content creation field, creating new opportunities for influencers that Gen Z will follow and trust for recommendations.
OS Studios is keeping pace with this growth, helping brands find ways to monetize content while maintaining audience engagement. They also assist with creating in-game branding and advertising opportunities that feel authentic and trustworthy.
The days of traditional celebrity endorsements may be fading. Gaming influencers have redefined authenticity, brand loyalty, and consumer trust. With their relatable style and direct engagement, gaming influencers are gaining further influence with Gen Z, and Higgins and his team are helping guide this societal shift.
“We’re moving into a new era of marketing,” says Higgins. “Trust is no longer something that can simply be bought. Gen Z, the savvy, digital-native generation, is redefining how products and brands are promoted.”
Published by Art B.
