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Strategy October 18, 2018

New Promo Niche: Streamer Merch

Streamers are cultivating massive fanbases that want to buy branded swag from the video game-playing stars.

By  Christopher Ruvo

Video game streamers are becoming celebrities, amassing huge followings. Those fans are eager for branded merchandise from their favorite streamers -- individuals who livestream their videogame play online for fun and/or pay. And now, the savviest streamers are starting to capitalize on the demand.

Case-in-point? Tyler “Ninja” Blevins.

Popular streamer Tyler “Ninja” Blevins

A wildly popular Fortnite streamer with 3.52 million followers on Twitter and more than 19 million subscribers on YouTube, Blevins recently launched a branded merchandise store to promote his #TeamNinja brand. The online shop features hooded sweatshirts, posters, and long and short sleeve T-Shirts that bear Blevins’ “ninja” branding and personal logo – a spiky-haired character based on his likeness.

As The Esports Observer reported, Blevins isn’t the first streamer to sell branded merchandise, but his store is the “highest-profile such move” into promotional products by a streamer to date. As such, it could represent a watershed moment – a kind of ice-breaking that compels other streamers to seriously consider launching their own merch lines. In that interest, there could be opportunity for promotional product distributors. Plus, turning streamers into customers could potentially open other doors. Some of the most popular have advertising relationships in place with bigtime brands. Blevins, for example, has partnerships with Red Bull and UberEats, to name a few.

So, start doing your research. That Esports Observer article is a good place to start. If you’re in a certain stage of life, you might also want to ask your kids for tips on streamers to pursue. They might have a few ideas. Of course, before you begin prospecting, make sure you have the ability to provide a good web store.

Before you go, here’s some of Ninja’s merch. Game on.  

#TeamNinja Vertical Logo Tee available here ($28)

#TeamNinja Katana Hoodie available here ($55)

#TeamNinja Logo Poster available here ($20)