A recent study reveals that 92.7% of gaming content creators operate independently,

An impressive 92.7% of gaming content creators manage their channels either on their own or without agency representation. A significant portion of these creators balance content creation with other commitments, such as full-time jobs or schooling.

These insights are part of the Gaming Content Creator Report 2025 by Yrs Truly, providing guidance for those in games marketing on forging connections with creators across digital platforms.

The report obtained insights from over 100 creators globally, predominantly from regions like the UK, Ireland, and Europe, regarding their partnerships with gaming companies, ranging from initial pitches to sponsored content.

A noteworthy observation is that nearly half of the creators juggle their online presence with full-time roles, whereas only 30.3% are devoted solely to content creation.

The report emphasizes the reality that only the most recognized creators can afford to engage in content creation as their primary occupation, prompting brands to adopt clearer and more efficient communication strategies.

To attract influencer interest in new projects, creators emphasized looking at games parallel to those they've engaged with before but are also open to novel entries if these fit their audience's expectations.

Platform wise, a significant 68% are active on YouTube and Twitch, while a larger 89% extend their presence through short-form mediums like Instagram, TikTok, and YouTube Shorts.

Yrs Truly observes that creators leverage multiple platforms for short videos, finding it effective to boost visibility with minimal extra effort by cross-posting on TikTok, YouTube Shorts, and Instagram Reels.

In terms of event participation, a compelling 36% of creators express the need for financial support, including travel and lodging, to consider attending gaming events.

Regarding brand sponsorship discussions, all surveyed creators expressed openness to negotiating fees, and 65.9% mentioned distinct rates for indie endeavors.

Importantly, creators prioritized their audience’s perspective on partnerships, with 70.7% highlighting community opinion as a major concern.

The report remarks, "Creators value their audience's trust above financial gain – if a sponsorship doesn't resonate with their followers' values, it's likely to be declined or carry a premium charge."

Sponsorships contribute 29.6% to the total income for these content creators.

"Although there are many articles on creator marketing, they seldom contain firsthand insights from the creators themselves," stated MJ Widomska, the founder and director of Yrs Truly. "We aimed to address that gap."

Widomska added that creators shared both unfavorable past experiences and preferred treatment practices for brand collaborations during the survey.