Gamefluencers: The superpowers that brands can leverage

Mainstream platforms are giving way to niche social spaces and the “gamefluencers” who are popular there, and We Are Social’s Klaudia Puah and James Honda-Pinder look at how brands can tap the cachet of these new streamers.

Social is in more flux today than it has ever been. It is de-centring from the individual profile and is now fuelled more by community-centric mindsets as people desire genuine connection and authenticity.

This shift was accelerated by the pandemic as we saw a rise in micro-communities online – people stuck indoors at home sought comfort in finding new connections online, where curated bubbles of values and interests thrive. As cultural attention moved further away from traditional, mainstream platforms to emerging niche social spaces, we have seen the rise of a new breed of digital celebrity. Enter the “gamefluencer”.


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