New Study Reveals Most Gaming Content Creators Are Independent

A staggering 92.7% of gaming content creators operate without the representation of an agency, with the majority juggling content creation alongside full-time employment or education, according to the findings of Yrs Truly's Gaming Content Creator Report 2025. The report aims to assist games marketing professionals in establishing relationships with content creators across social media platforms. Data collected from over 100 creators worldwide, primarily from the UK, Ireland, and Europe, highlights their experiences with gaming brands, from pitching to securing paid sponsorships. The study found that nearly half of content creators work part-time, with only 30.3% focusing exclusively on content production. This challenges the common perception that content creation is a full-time occupation, with the report stating, "This challenges common misconceptions about content creators, showing that only the most prominent can afford to pursue content creation as a full-time occupation." The report emphasizes the importance of clear and efficient communication between brands and creators, given the limited time creators can dedicate to content. In terms of capturing influencers' attention, respondents suggested that while they prefer games similar to those they've previously played, they are open to less familiar titles if the game aligns well with their audience. The majority of creators use YouTube and Twitch, with 68% preferring these platforms, while 89% also produce short-form content on Instagram, TikTok, and YouTube Shorts. The report notes that creators are diversifying across multiple platforms for short-form content, allowing them to increase their reach without significant extra effort. Respondents also expressed that attending events is a major incentive for their involvement in covering games, with 36% expecting financial compensation for attendance. For brands seeking sponsorship deals, 100% of surveyed creators were willing to negotiate rates, with 65.9% offering different rates for indie projects. The survey found that creators' primary concern when taking on sponsorships is their community's reaction, with 70.7% rating their concern as seven or higher out of ten. The report concludes that income from sponsorships accounts for 29.6% of a content creator's overall earnings. Yrs Truly founder and director MJ Widomska stated, "Many opinion pieces have been written about the state of creator marketing in games, but very few include direct insight from content creators. We wanted to correct that." The report highlights the transparency of content creators in sharing their past negative experiences and their preferences for working with brands.