The next generation of influencers and content creators may not come from social media — instead, expect them on gaming platforms, from Roblox and Fortnite to the adjacent communities on Twitch and YouTube.
Media agencies have recognized gaming’s potential to reach younger audiences, with holding companies and independent agencies alike investing in gaming partnerships and exploring augmented and virtual reality opportunities in recent years. Increasingly, agencies also see the gaming space as a way to tap into younger audiences and build different social spaces on other channels.
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