"Have you ever been to the Gamerhood? Part game show, part reality series, it recently wrapped its fourth season in August. Over five weekly episodes on Twitch and YouTube, the show pitted gaming creators like Kai Cenat, Ludwig, Mark Phillips, and Berleezy, against each other in a combination of gaming and IRL challenges. The third season from last summer attracted more than 23 million views."
"In September, the show went mainstream when season four landed on Prime Video. Even before that, just on YouTube and Twitch, season four was getting about 20 million views for each episode. Not too shabby for a show created by a brand. That's right, Gamerhood is fully owned by State Farm, and it's a key part of the brand's marketing strategy."
"Some brands make funny ads. Some brands invest in entertainment IP. Some brands go deep into major sports sponsorships. State Farm utilizes all of these- and Jake of course -to firmly embed the brand in culture. It's a flywheel of culturally relevant content across many different audiences, which has helped the company boost its net worth to $145.2 billion in 2024, up from $134.8 billion in 2023."
Gamerhood is a hybrid game-show and reality series that completed a fourth season with five weekly episodes across Twitch and YouTube, later landing on Prime Video. The show featured high-profile gaming creators competing in gaming and IRL challenges and attracted tens of millions of views per episode. Gamerhood is fully owned by State Farm and serves as a strategic marketing asset alongside ads and sports sponsorships. State Farm leverages culturally relevant content and creator unpredictability to extend reach, accept brand risk, and drive long-term brand embedding and measurable corporate value growth.
Read at Fast Company
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