The 10th edition of The Game Awards is right around the corner, and with it comes a lot to look forward to. Who’s going to win Game of the Year? What exciting new games will be announced? And, of course, who’s taking home Content Creator of the Year this time?
The Content Creator of the Year category has become one of the most talked-about parts of the show, and for good reason. As content creation in the gaming world has exploded, more and more people are paying attention to this award. It wasn’t too long ago that gaming creators were pretty niche, but now they’re some of the biggest influencers in the world. In this article, we’ll look at how content creators became so big and why they’re now essential for brands to partner with. We’ll also highlight some of the most notable winners and nominees in this category over the years.
Why did content creators become so popular?
A lot of why gaming content creation has become so popular has to do with a few key games and some pretty unexpected circumstances.
Take Fortnite, for example. It wasn’t the first battle royale on the market, but it did become something pretty special. In fact, when it landed in 2017, it pretty much took over everything. Suddenly, everyone was streaming it, from the top influencers like Ninja to casual gamers looking to have fun. The game’s free-to-play model made it easy for anyone to jump in, and its constant updates, celebrity collabs, and big in-game events kept people coming back. Fortnite wasn’t just a game; it was the game everyone was talking about. For content creators, it was an endless source of material.
Then, in 2020, Among Us came out of nowhere. Released in 2018, the game sat under the radar until its huge surge in popularity during the pandemic. It became the perfect game for streamers to play with friends, causing some hilarious (and chaotic) moments that made it ideal for viral content. Thanks to it’s format, it was all about the personalities behind the streams. Creators like Pokimane, Corpse Husband, and Valkyrae turned Among Us into a content goldmine, drawing huge audiences.
And speaking of the pandemic – COVID-19 played a massive role in taking gaming and streaming mainstream. With everyone stuck at home, gaming became a primary way to pass the time. Twitch saw its viewership jump by 83% in 2020. More people than ever tuned into their favorite creators, from big-name streamers to rising stars. The sudden shift to virtual entertainment meant more eyes on gaming content, and for creators, that meant more followers, more subscribers, and more opportunities to turn streaming into a full-time career.
All of this came together to make gaming content creation what it is today: a booming, mainstream industry.
How brands work with content creators
Brands are increasingly looking to team up with content creators to reach younger, highly engaged audiences. The way to do this? Working with the very creators that Millennials and Gen Z are enjoying. This could mean anything from sponsored streams to product placements, or even collaborating on exclusive content and events.
For example, Epic Games has partnered with top influencers like Ninja and Tfue to promote Fortnite. These creators were instrumental in bringing the game to a massive audience, and in exchange, they’ve received in-game skins, special events, and sponsorship deals. It’s a win-win, with creators getting content to engage their followers and Epic Games getting exposure from some of the most influential names in gaming.
Another great example is G Fuel, the gaming energy drink company, which has built a whole marketing ecosystem around content creators. They’ve worked with creators like PewDiePie, AngryJoe, and Faze Rug among others to push limited-edition flavors, creating a sense of exclusivity and offering something unique to fans. G Fuel’s partnership strategy has helped them stand out in a crowded market by tapping into the communities that these creators have already built.
Then there’s Logitech, which has consistently worked with some of the biggest names in gaming like Shroud and TimTheTatman. These creators endorse Logitech’s gaming peripherals, from high-performance mice to gaming headsets, giving the brand credibility in the gaming space. Their partnerships often feel seamless since these creators genuinely use the products in their own setups, making the ads feel less like ads and more like trusted recommendations.
These examples show just how powerful content creators can be in helping brands reach their target audience. Instead of your run-of-the-mill ads, srreamers create fresh, fun content that feels organic, which is why they’re are so valuable to brands looking to enter the world of gaming and streaming.
So, what is The Game Awards?
As gaming content creation continues to rise in prominence, The Game Awards has become the ultimate celebration of the industry. Launched in 2014 by Geoff Keighley, as somewhat of a successor to the previous Spike Video Game Awards, the event honors the best games, developers, and individuals across the gaming world, offering a stage for both mainstream titles and indie darlings. The awards ceremony has become a mainstay on gamers’ schedules, drawing millions of viewers who tune in not just to see who takes home the coveted Game of the Year trophy, but also for performances, announcements, and world premier game reveals.
First introduced in 2018, the Content Creator of the Year category recognizes the influencer or streamer who has left the most significant mark on the gaming community, celebrating their ability to entertain, connect with audiences, and shape the culture around gaming. As gaming content has evolved, these creators have become key figures, influencing everything from gaming trends to brand partnerships. Winning this award necessitates more than just a high view or sub count – rather, it’s about impact, community-building, and being a voice that resonates across the gaming world.
Content Creator of the Year nominees and winners
While we’ll need to wait a little longer to see who takes the win this time round, let’s recap all of the nominees and winners across the years.
2024
Nominees:
CaseOh
Illo Juan
Typical Gamer
Techno Gamerz
Usada Pekora
2023
Nominees:
Winner: Ironmouse
PeopleMakeGames
Quackity
Spreen
SypherPK
2022
Nominees:
Winner: Ludwig Ahgren
Karl Jacobs
Nobru
Nibellion
QTCinderella
2021
Nominees:
Winner: Dream
Fuslie
Gaules
Ibai
TheGrefg
2020
Nominees:
Winner: Valkyrae (Rachell Hofstetter)
Alanah Pearce
Jay-Ann Lopez
NickMercs
TimTheTatman
2019
Nominees:
Winner: Shroud (Michael Grzesiek)
CourageJD
Ewok
Grefg
DrLupo
2018
Nominees:
Winner: Ninja (Tyler Blevins)
DrLupo
Myth
Pokimane
Willyrex
Noteworthy nominees
Ninja (Tyler Blevins)
Ninja is a professional gamer and streamer who gained fame through Fortnite. He is one of the most recognized figures in the gaming industry, with mainstream appeal.
Set a Twitch record with 635,000 concurrent viewers in 2018 during a stream with Drake.
Became the most-followed streamer on Twitch at the time, with over 14 million followers.
Signed an exclusive deal with Mixer in 2019, reportedly worth between $20-$30 million.
Valkyrae (Rachell Hofstetter)
Valkyrae is a top-tier YouTube Gaming streamer and co-owner and founder of multiple businesses, making her a leading figure in the gaming scene.
Became the most-watched female streamer in 2020 with over 23 million watch hours.
Signed an exclusive streaming deal with YouTube Gaming, becoming one of its leading faces.
Co-owner of esports organization 100 Thieves, breaking barriers for women in esports and gaming management.
Pokimane (Imane Anys)
Pokimane is a prominent Twitch streamer who has been around for many years, known for her variety gaming streams and community-focused initiatives.
Gained over 9 million followers on Twitch, making her one of the platform's most-followed female creators.
Co-founded RTS, a management agency and consulting firm, to support creators' long-term growth.
Expanded into collaborations with mainstream brands like HBO and Twitch’s ambassador programs.
Ludwig Ahgren
Ludwig is a content creator known for his creative streams and large-scale events that blend gaming and traditional entertainment.
Set a Twitch record with 282,000 subscribers during his 31-day subathon in 2021.
Signed an exclusive streaming deal with YouTube Gaming later in 2021.
Organized and hosted massive gaming and entertainment events, including chess tournaments and variety game shows.
Dream
Dream is a Minecraft creator known for his Dream SMP server and speedrunning content, achieving global fame in the Minecraft community.
Built a subscriber base of over 31 million on YouTube, with videos garnering hundreds of millions of views.
Created the Dream SMP, a collaborative Minecraft server that became a cultural phenomenon.
His face reveal in 2022 drew over 45 million views, making it one of the platform’s most anticipated moments.
TimTheTatman (Timothy Betar)
TimTheTatman is a streamer and content creator known for his humorous personality and engaging gaming streams across platforms.
Amassed over 7 million followers on Twitch before transitioning to YouTube Gaming in an exclusive deal.
Became a viral sensation during the Fall Guys craze with his quest for his first win, captivating audiences worldwide.
Regularly collaborates with Call of Duty League and other gaming organizations.
Ironmouse
Ironmouse is a VTuber and streamer who blends gaming, music, and engaging virtual performances, becoming one of the most prominent VTubers globally.
Broke the record for subcribers on Twitch with over 312,000 subs in 2023
A leading member of VShojo, a VTuber talent agency that has redefined virtual streaming.
Became the first VTuber to win Content Creator of the Year at The Game Awards
Tips for brands on finding content creators
When collaborating with gaming influencers, picking the right fit is key. The right influencer can elevate your brand and drive results, while the wrong fit can feel awkward and fall flat. Here’s how to find the perfect gaming influencer to work with:
1. Know your objectives
Before reaching out to influencers, think about what you want from the partnership. Are you looking to boost brand awareness, launch a new product, or engage with a specific community? Defining clear goals will help you narrow down the list of influencers that will deliver the impact you’re looking for.
2. Consider metrics other than followers
While large follower numbers are often attractive, engagement is more important, especially with streamers and video creators. A creator with a smaller, highly engaged audience can sometimes deliver better results than someone with a massive but passive following. Check the engagement rate and make sure the influencer’s audience is genuinely interacting with their content.
3. Check their content and past collaborations
Video games are much like movies or music in that there is a huge number of genres and sub-communities involved. You’ll need to make sure the creator fits the audience you’re interested in. Review an influencer’s content and see how they’ve worked with brands in the past. Are their brand partnerships natural and aligned with their usual content? If they’ve worked with similar brands to yours, it’s a good sign they’ll be a good fit for your campaign too.
4. Use tailored solutions
Finding the right influencer can be tricky, but HypeAuditor’s Influencer Discovery Tool makes it a lot easier. You can filter influencers by various metrics, such as industry, engagement, audience demographics, and even authenticity scores. This helps you find gaming creators who not only match your brand’s needs but also have genuine influence over their audience, making your partnership more impactful.
5. Start small
If you’re unsure about an influencer, start with a smaller collaboration to see how it performs. This allows you to test how well they’re clicking with your audience before committing to a larger campaign. It also gives you the chance to measure results, such as engagement and conversions, without making a big investment upfront.
Conclusion
The Content Creator of the Year category at The Game Awards shows just how much gaming influencers have become a driving force in the industry. These creators are trendsetters, community-builders, and, crucially, key partners for brands. With gaming content reaching massive audiences, brands have a unique opportunity to connect with younger, highly engaged fans in a way that feels natural to them. Whether it’s through sponsored streams, product placements, or exclusive events, teaming up with the right gaming influencer can give your brand the edge.
