An exec who manages millionaire gamers like Ninja and Shroud outlines how to build an influencer career and what she looks for in clients
- The top professional gamers earn millions each year through a mix of exclusive streaming deals, broadcast sponsorships, paid appearances, product partnerships, and ad revenue.
- The firm Loaded manages some of the industry's most successful stars - clients such as Tyler "Ninja" Blevins, Michael "Shroud" Grzesiek, and Timothy "TimTheTatman" Vetar made Forbes' list of the 10 top-earning professional gamers in 2019.
- In an interview with Business Insider, Loaded's vice president of talent explained what the management firm looks for in clients and how gamers could set themselves apart to build a career.
- Visit Business Insider's homepage for more stories.
Professional streamers who broadcast video games like "Fortnite" on a daily basis have drawn in millions of dedicated followers, but their appeal extends beyond their in-game skills. The leading professional gamers have become cultural icons, earning millions of dollars through a mix of exclusive streaming deals, broadcast sponsorships, paid appearances, product partnerships, and ad revenue.
The firm Loaded manages some of the biggest names in the video-game-streaming business - clients like Tyler "Ninja" Blevins, Michael "Shroud" Grzesiek, and Timothy "TimTheTatman" Vetar made Forbes' list of the 10 top-earning professional gamers in 2019. Forbes estimated that Ninja earned $17 million in 2019, which included a multiyear agreement to stream video games exclusively on Microsoft's Mixer platform, an apparel deal with Adidas, and a partnership with Red Bull.
In an interview with Business Insider, Bridget Davidson, Loaded's vice president of talent, said gaming was no longer niche and that the company wanted to show that its clients represent more than just the video-game industry.
Building a career as a streamer takes more than gaming skills
"These guys are building brands; they're building properties," Davidson said. "They have so many interesting projects going on. They're bleeding into other industries and different audiences. They're these well-rounded interesting individuals that have dynamic lives and other interests and passions. We want to help showcase that and make all of those pieces of their lives successful."
While competitive gaming, or esports, is increasingly lucrative for top players, the most successful professional gamers generate more value as entertainers and hosts. Fans get to know their favorite gaming personalities through hundreds of hours of live interactive broadcasts. Ninja and many of the top gamers broadcast live for more than 40 hours per week, on top of other obligations.
Loaded isn't interested in working with people who are streaming only part time or don't have a consistent schedule for creating content, Davidson said. The company wants to support self-motivated creators who have the time to engage with both their audience and their brand sponsors as they build their names.
"These are people who are dedicating their life to gaming," Davidson said. "We like to see that they're consistently creating content, or streaming to an audience, and that they're looking to grow, that this is really a career choice for them."
Loaded's roster totals about 40 clients, including a number of the most well-known faces in the popular first-person-shooter genre, like Jack "CouRageJD" Dunlop and Ben "DrLupo" Lupo. Even though Loaded works with many of the industry's top personalities, the agency is always looking to diversify its talent with people in different genres to reach new audiences, Davidson said.
Gamers need to distinguish themselves from the crowd to build a successful career
"There are people who have a strong esports background, and they want hosting to be their thing," Davidson said. "Or if you're really funny, you might want to do a variety stream or podcast with colorful commentary. Or you can get into really hardcore niche or indie games."
According to Davidson, a massive follower base isn't mandatory for creators to start building a career, as long as they can reach a specific passionate audience. People who can incorporate other artistic talents and hobbies alongside their gaming content to differentiate themselves from other streamers are particularly desirable. Loaded also vets prospective clients to make sure they don't engage in hateful or toxic behavior online.
One example of creators using other talents that Davidson mentioned was Jordan Fisher, a 25-year-old actor and singer who joined Loaded in September after playing a role in "Hamilton" on Broadway and winning "Dancing With the Stars" in 2017. Fisher uses his creative skills to promote his Twitch streams, during which he plays games like "Fortnite" and "Overwatch." Last year, Fisher hosted the Fortnite World Cup, a $30 million esports event in New York City.
"He has this background where he's musically gifted; he's an actor," Davidson said. "He's grown up as an entertainment-industry gem. But instead of trying to separate that, he's like, 'I'm a gamer, and that's one part of my life, but I'm really like an actor, singer, and performer.' I think he found a cool way to make all of that his identity."
Creators should be thoughtful about how they engage their audience online
"When brands reach out to us, they're also looking for people who can really engage and capture an audience, and be a positive role model," Davidson said. "We generally look for people who we would consider to be brand-safe. People who are really thoughtful about how they speak to their audience and how they present themselves."
Though Loaded is constantly turning down new clients to prioritize its current roster, Davidson said the company had a list of up-and-coming talent that it would consider working with. Once a creator gets on Loaded's radar, the company will reach out to understand more about their style, career aspirations, and personality.
But Davidson also said gamers who are trying to build a career shouldn't be afraid to reach out to managers to see if they're ready for representation.
"Put yourself out there, treat this like a job, and recognize that you might need some guidance, you might need some mentorship, and you might need some critical feedback," Davidson said. "You might not hear something you want to hear right now, but if that gives you the information you need to be more prepared in the future, or to be seen as someone to watch and pay attention to, I think that that's going to set you apart."
