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GGWP Academy raises $1,125 million for influencer marketing for games and eSports


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GGWP Academy raised $1.125 million in funding to help change the way influencer marketing is handled in games and e-sports.

GGWP Academy is an e-learning platform that helps players earn and learn, while more than 50 global brands harness top talent. And now it is pushing hard into the US market.

Founded by Jacqueline Garrett in Melbourne, Australia, the company is giving content creators and streamers the opportunity to invest in their own future with a crowdfunding campaign.

“We teach content creators how to be the best content creators in their class. And then we give them the opportunity to work with brands from around the world. So we’re basically saying that smarter influencers will equate to a higher ROI for the brands that already engage them,” Garrett said in an interview with GamesBeat. “A lot of influencers or content creators get there by luck or being there in the first place, or collaborating with the right people, but they don’t necessarily know how to grow a brand professionally. to engage audiences and deliver ROI on marketing campaigns. “

The company will run its campaign on Equitise throughout September, giving more than 11,000 existing users the opportunity to be both a monetizer and an owner of the platform.

Investors include the family of founders Adi Dassler of Adidas, Flying Fox Ventures, Scale Investors and Euphemia as well as accelerators leAD Sports and Startmate. Garrett founded the company in 2018 to support her 9-year-old (then) son Max, who is the youngest YouTube professional and content creator on YouTube in Australia.

After Max competed in three world championships, worked on national television, signed with two professional e-sports teams, and earned $15,000 from brand contracts in his first year as a creator, his mother learned how fragmented the creator ecosystem is and set out to change it.

Since its launch, GGWP Academy has been a success, teaching thousands of influencers globally how to be the best creators and giving them the opportunity to work with the biggest brands. world. GGWP Academy has won contracts with brands including Electronic Arts, Logitech, Casio, Cheezels, Indomie, Pushas and 2K.

Now, the company is expanding into the US with the launch of GGWP Academy’s automated marketplace, which it believes will help thousands of creators build their following and monetize content through appropriate brand sponsorship.

The global influencer marketing industry is predicted to hit $16.4 billion by 2022, but top brands still struggle to find the right influencer talent for campaigns, measure return on investment for marketing efforts as well as tax and payments management.

Garrett believes GGWP Academy technology will be a game changer for both sides of the market, identifying and connecting emerging macro and micro influencers with brands for the best ROI.
for campaigns and provide a brand dashboard with customizable features including Tested Training Programs, Creator Mentoring Built-in, Proprietary Matching Technology, and Self-Reports. post-campaign action.

Key stats

GGWP Academy helps streamers run their businesses.

The company is used by more than 11,000 creators around the world as well as 50 brands. Garrett says that 83% of creators are using more training videos to get more brand deals and provide low-cost user acquisition channels for growth.

“Our mission is to help content creators emulate the success of streaming greats like Ninja and Shroud,” said Cassie Puah, marketing director at GGWP Academy. “Smaller creators barely have any visibility online, so we created an educational roadmap to level the playing field and help them get funding and lead opportunities.” full-time career in the creator economy.”

Finding the right influencer has been seen as a challenge for 73% of brands. Next is attribution or finding out if the influencer is generating revenue. GGWP’s Matching and Reporting Tool focuses on identifying the right influencers for each brand and accurately measuring
return on investment for each campaign.

Good timing as the game industry has seen a significant increase in creators since the pandemic
to hit. This category has seen 30% growth in the number of accounts made between 2020 and 2021. With more creators entering the market, small influencers have grown in popularity. growing to 91% of the total number of creators in the market, providing the opportunity to serve 77% of brands looking to work with micro-influencers.

“I’ve been streaming for a few months and it’s grown pretty fast,” said the Warship influencer. TELEVISION. “Thanks to that, I was looking for opportunities to grow and reach out. All were successful from small to unsuccessful. One of my moderators found GGWP, and from the first interaction I knew there was something special. Since then, I was able to secure my first brand contract.”

Influencers earn XP on the platform based on the amount of educational videos they use on it. Content creators can also educate themselves on how to band. About 60% of users are already in the US

A lot of the work is still manual. The goal is to enable crowdfunding and automate more matchmaking. It takes about five or six weeks to find a fit.

GGWP Academy has regular instructors.

“You will be able to negotiate, pay, measure and all post-campaign reporting will be transparent through the platform,” says Garrett. “We have a lot of big brands that want to be a part of this space.”

The team consists of about half a dozen people, mainly in Sydney.

“We work with small creators. We really care about the other 99%. We don’t care about the top 1%,” Garrett said. “We want to work with someone who has 2,000 followers.”

Garrett says that success or failure depends on the individual health and mental well-being of the streamers, how long they’ve been trying to succeed, and what actions have been taken.

“Before we were founded, it took five to seven years to build a personal brand that you could monetize,” says Garrett. “We want them to make money in about a year or two.”

His son Garrett’s streamer career has been disrupted by the pandemic. As for the GGWP Academy, Garrett said she doesn’t think gaming has been affected by the pandemic yet.

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