The latest study by Yrs Truly’s Gaming Content Creator Report 2025 reveals that most gaming content creators operate independently. A staggering 92.7% lack agency representation, and for the majority, creating content is a secondary commitment, often balanced with full-time work or school.
The report surveyed over 100 global creators (mostly from the UK, Ireland, and Europe) to provide insights for game marketers on building authentic influencer relationships. It found that only 30.3% of creators focus solely on content production. This challenges the common perception that content creation is easily viable as a full-time job.
The study emphasizes that because the majority of creators have limited time, brands must communicate clearly and efficiently when seeking collaborations. When pitching a game, creators look for titles similar to what they’ve played previously, but they are also “open to more unfamiliar titles, provided the game aligns well with their audience.”
Creators prioritize audience values above all else. The survey showed that when taking sponsorships, a creator’s biggest concern is their community’s reaction: 70.7% of respondents rated this concern seven or higher out of ten. “Creator’s won’t risk the trust of their followers just for a paycheck – if an opportunity doesn’t align with their audience’s values and interests, influencers are likely to reject it,” the report stated.
The data shows that income from sponsorships makes up an average of 29.6% of a content creator’s overall earnings. While 100% of surveyed creators said they were willing to negotiate rates, a significant 65.9% offer different, likely reduced, rates specifically for indie projects. Furthermore, while covering games, 36% of creators said they would expect financial compensation for attending events, such as covering travel and lodging costs.
The majority of creators (68%) use YouTube and Twitch. However, an even larger number (89%) also produce short-form content across Instagram, TikTok, and YouTube Shorts. Yrs Truly noted that this diversification is happening because cross-posting short videos allows creators to “increase their reach without much extra work.”
Yrs Truly founder and director MJ Widomska summarized the report’s goal: “We wanted to correct the lack of insight… Content creators were very transparent, sharing past negative experiences and highlighting how they’d like to be treated when working with brands.”
