Brands spent 2021 making inroads in gaming, testing virtual goods in worlds like Roblox and sponsoring esports leagues. And moving into the New Year there's a continued desire for brands to align themselves with some of the biggest personalities in gaming.
That's because gaming’s popularity shows no signs of slowing down, especially with COVID-19 cases rising due to the omicron variant. The pandemic has been a boon for the gaming industry. In 2020, Americans spent $44 billion on gaming software and services, according to eMarketer. That number rose to $47 billion in 2021. Gaming has become an outlet to pass the time amid lockdowns or connect with friends in an era of social distancing and virtual living.
This has led to an increase in video game streamers and influencers, some of whom have gained millions of followers.
Ad Age surveyed several gaming agencies and brands asking which streamers and gamers to keep an eye on in 2022.