With Rising polarization, Agencies Struggle to Find Brand-safe Gaming Influencers
March 4, 2025
In the year 2025, content creators are becoming more and more outspoken about their political opinions, which poses significant challenges for brands as they navigate the realm of influencer marketing while striving to avoid any potential controversies.
2025 , content creators are becoming more vocal about their political views , creating challenges for brands to manage influencer marketing without controversy . Political discussions that take place on the internet have been a longstanding phenomenon, yet the significant disruptions that unfolded throughout the year 2024 and the initial months of 2025 have served as a catalyst for an increased number of content creators—particularly within the realm of gaming—to express their viewpoints and engage in discourse. politics online are not new , but the turmoil of 2024 and early 2025 has encouraged more creators — mostly in the tech sector — to speak out . Last week, the popular content creator known as Kaitlyn “Amouranth” Siragusa faced significant criticism and public outrage following the circulation of a video clip in which she was seen making derogatory remarks towards members of the LGBTQ community who advocate for their rights and equality. streamer Kaitlyn “ Amouranth ” Siragusa sparked controversy following a viral video that showed her humiliating LGBTQ activists . Her team, at this moment, has chosen not to provide any comments or statements regarding the matter.
Siragusa Siragusa’s comments are indicative of a more widespread pattern that has been emerging in recent times. of a broader trend . Over the course of the previous year, FaZe Clan publicly supported Donald Trump, whereas prominent streamers in the gaming community such as Zack “Asmongold” Hoyt and Steven “Destiny” Bonnell have progressively transitioned towards creating political content, engaging in in-depth conversations regarding the United States election and the ongoing conflict in Gaza. “ Asmongold ” Hoyt and Steven “ Destiny ” Bonnell have often moved into political content , including discussions about the US election and the war in Gaza . (Hoyt and Bonnell did not respond to multiple comment requests from various media outlets.)
The audiences appear to be quite open and accepting of this change in direction. In January. January. The 2025 study by A survey conducted in 2025 by the influencer marketing agency Billion Dollar Boy revealed that a majority, specifically 52%, of consumers in the United States expressed their support for content creators engaging in discussions related to politics.
“The exponential growth of social media platforms in recent years has significantly heightened the demand for genuine content creators, thereby complicating the search for individuals who remain entirely detached from political discourse,” remarked Sami Barnett, a seasoned professional holding the esteemed position of senior director overseeing the gaming division at TMA. it difficult to find completely apolitical creators , ” said Sami Barnett , senior director of gaming at TMA . “ Rather Instead of completely avoiding politics, we choose to refrain from engaging with content creators whose entire online presence is centered around political topics.
we distance ourselves from creators whose platforms are built on it .” Despite Despite facing these challenges, influencer marketing is continuing to thrive and grow exponentially. is thriving . According to the latest data from HubSpot, a leading marketing research firm, a significant 75% of brands made the strategic decision to boost their financial investments during the year 2024. Additionally, eMarketer, a renowned authority in forecasting market trends, anticipates that the lucrative U.S. influencer marketing sector is poised to reach an impressive $9.29 billion by the conclusion of the calendar year 2025.
eMarketer anticipates that influencer marketing in the US will reach $ 9.29 billion by the end of 2025. Nevertheless, for well-established brands with a strong reputation, collaborating with influencers who are known for being vocal about political issues can still pose a potential risk to their image and public perception. influencers with strong political stances remain risky . Most choose to avoid controversy , making it difficult to find potential collaborators , according to three executives .The majority of individuals tend to steer clear of contentious issues, which can complicate the process of identifying compatible collaborators, as highlighted by insights shared by three senior executives from leading agencies in a recent interview conducted by Digiday. As more and more creators decide to openly engage with political issues, the pool of influencers available for brand campaigns is gradually diminishing.
“It’s been a lot more difficult to find brand-safe influencers now than it was even just two years ago,” said Dario Raciti, managing director of Omnicom’s gaming and esports group Zero Code. “Some of those influencers feel free now to speak up more often than they used to in the past. People like them because they are very true to themselves, but with that also comes a risk that some brands just don’t want to take.”
“My revenue after that for ads dropped off by half,” said Twitch streamer Kruzadar, who requested to keep her real name private to protect her personal information. “That’s a loss of two or three grand a month.”
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