Professional video game streamers are becoming brand influencers in the US.Esports players represent an untapped influencer category that is notable for its directness and accessibility. Customers can interact directly with these influencers in a way that is not always possible with celebrity influencers or even regular influencers who use more traditional social channels like Instagram. Esports players tap into a growing youth culture movement and have unprecedented influence among their fans. Players in this space are set to become fashion icons. They have a huge influence on the people who watch their streams. Athletic brands in particular are beginning to ink partnerships with esports players and teams in the same way they sponsor basketball or football teams. Teamwear can also be incredibly lucrative for brands, especially when the teams they work with perform well.

The esports industry is a fruitful one for sponsors and brands of all sorts. The esports community is fertile ground for brands. More than 60 per cent of esports fans are between 18 and 34 and most of these have a favorable view of brands coming into the esports space. While traditionally male-dominated, female viewership of esports has risen to make up 30 per cent of the total audience.