Influencing the influencers: Exploring the creator economy in esports

This article defines the lines between influencer marketing and the creator economy, why one is about pay and post and the other is a long-term content and engagement strategy.

Brands and the creator economy

This article is part of a series of articles from the WARC Guide to brands and the creator economy. Read more.


The creator economy is focused on content creation in live collaboration with a deep community engagement. When done effectively this can include an organic integration of brands,and can provide localisation on a global scale. Being at the forefront of connecting communities, the gaming and esports landscape is collaborating with brands in a way which ignites long term loyalty. The creators are often the ones who influence the influencers, they are the...

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