According to a recent study, 92.7% of individuals who create gaming content operate independently

A substantial 92.7% of those creating gaming content operate independently, without representation from agencies, with most producing content while balancing full-time jobs or educational commitments.

This insight comes from Yrs Truly's Gaming Content Creator Report 2025, which aims to assist marketing professionals in establishing connections with content creators on social media platforms.

Data was gathered from over 100 creators worldwide, mainly from the UK, Ireland, and Europe, who shared their interactions with gaming brands, from proposals to sponsored partnerships.

The report reveals that nearly 50% of these creators juggle part-time content production alongside other full-time duties, with just 30.3% of them concentrating entirely on content creation.

The findings challenge the assumption that many can make a living exclusively from content creation, with only the top creators managing to do so. It underscores the need for brands to maintain clear and effective communication.

Creators expressed interest in games similar to their past experiences but are also open to new titles, provided they resonate with their audience.

Regarding preferred platforms, most creators favor YouTube and Twitch (68%); however, 89% also create short-form videos on Instagram, TikTok, and YouTube Shorts.

The report from Yrs Truly observes that "creators are expanding across multiple platforms for short-form content," allowing them to broaden their audience with minimal additional work by sharing TikTok videos on YouTube Shorts and Instagram Reels.

Creators voiced that attending gaming events is a key motivator for their participation, with 36% expecting financial support for such occasions, covering expenses like travel and accommodation.

All surveyed creators expressed willingness to discuss compensation terms, and 65.9% offer varied rates for independent projects.

Concerns about their community's reaction top the creators' considerations in partnerships, with 70.7% rating this concern highly, at seven or above on a ten-point scale.

The report mentions that creators are selective about collaborations, as they value their audience's trust. Matches that do not align with audience interests may be declined or priced higher.

According to the data, sponsorship deals contribute 29.6% to a creator's total income.

"There's been considerable commentary on the state of creator marketing in the gaming sector, yet direct insights from creators are often missing," stated MJ Widomska, founder and director of Yrs Truly. "This report aims to fill that gap."

"Content creators were candid, discussing previous challenges and ways they prefer to engage with brands," Widomska added.