GGWP Academy raises $1.125M for gaming and esports influencer marketing

Interested in knowing what’s next for the gaming industry? Join gaming executives to discuss the emerging parts of the industry this October at GamesBeat Summit Next. Sign up today.


GGWP Academy has raised $1.125 million in funding to help change the way influencer marketing is handled in gaming and esports.

GGWP Academy is an e-learning platform that helps gamers win and learn, and 50+ global brands harness top talent. And now it is entering the US market.

Founded by Jacqueline Garrett in Melbourne, Australia, the company offers content creators and streamers the opportunity to invest in their own futures with an equity crowdfunding campaign.

“We teach content creators how to become best-in-class content creators. And then we give them the opportunity to work with brands from all over the world. Basically, we’re saying that smarter influencers equate to higher ROI for the brands that have hired them,” Garrett said in an interview with GamesBeat. “There are a lot of influencers or content creators who got there by luck or by being there from the beginning, or by collaborating with the right person, but they didn’t necessarily know how to professionally grow a brand to engage their audience and deliver ROI on campaigns. of marketing.”

The company will run its campaign on Equitise throughout September, giving its 11,000+ existing users the opportunity to become both winners and owners of the platform.

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

After Max competed in three world championships, appeared on national television, signed with two professional esports teams, and earned $15,000 in brand deals in his first year as a creator, his mother realized just how fragmented the game was. ecosystem of creators and set out to change it.

Since its launch, GGWP Academy has taken off, teaching thousands of global influencers how to become best-in-class content creators and giving them opportunities to work with the world’s biggest brands. GGWP Academy has won contracts with brands like Electronic Arts, Logitech, Casio, Cheezels, Indomie, Pushas, ​​and 2K.

Now the company is expanding into the US with the launch of the GGWP Academy automated marketplace, which it believes will help thousands of creators build a following and monetize content through matching brand sponsorships.

The global influencer marketing industry is projected to reach $16.4 billion by 2022, but major brands are still struggling to find the right influencer talent for campaigns, measure return on investment for marketing efforts, and manage taxes and payments.

Garrett believes that GGWP Academy’s technology will be a game changer for both sides of the market, identifying and connecting emerging micro and macro influencers with brands to achieve the best return on investment.
for campaigns, and provides branded dashboards with custom features including vetted training curriculum, built-in creator mentorship, proprietary matchmaking technology, and automated post-campaign reporting.

key stats

GGWP Academy helps streamers run their businesses.

The company is already used by more than 11,000 creators around the world, as well as 50 brands. Garrett said that 83% of creators are consuming more training videos to get more brand offers 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, director of marketing for GGWP Academy. “Smaller creators hardly have any visibility online, so we have created an educational pathway to level the playing field and help them gain sponsorship and opportunities that will lead to a full-time career in the creator economy.”

Finding the right influencer has been mentioned as a challenge for 73% of brands. This is followed by attribution, or finding out if an influencer is generating revenue. GGWP’s matching and reporting engine is focused on identifying the right influencers for each brand and accurately measuring engagement.
return on investment for each campaign.

The timing is good because the gaming industry has seen a huge increase in creators since the pandemic.
paste. The category saw 30% growth in accounts created between 2020 and 2021. With more creators entering the market, micro-influencers grew to 91% of all content creators in the market, providing an opportunity to serve the 77% of the brands that want to work with micro-influencers.

“I had been streaming for a few months and had grown pretty quickly,” influencer Warship said. TV. “Because of this, I had been looking for opportunities to grow and gain exposure. All with little or no success. 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 deal.”

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

Much of the work is still manual. The goal is to enable crowdfunding and further automate matchmaking. It takes about five or six weeks to find a match.

The GGWP Academy has regular instructors.

“You will be able to trade, pay, meter and all post-campaign reporting will be transparent through the platform, something that is not available right now,” Garrett said. “We have so many great brands that want to be a part of this space.”

The team has about half a dozen people, most of them in Sydney.

“We work with small creators. We are really interested in the other 99%. We are not interested in the top 1%,” Garrett said. “We want to work with the person who has 2,000 followers.”

Garrett says success or failure depends on the mental and personal health of the streamer, how long they’ve been trying to succeed, and what actions have been taken.

“Before we came along, it took five to seven years to build a personal brand that you could monetize,” Garrett said. “We want them to monetize in about a year or two.”

Garrett’s own son’s career as a streamer was cut short by the pandemic. For GGWP Academy, Garrett said that he doesn’t think gaming has been affected by the pandemic yet.

The GamesBeat Creed covering the games industry is “where passion meets business.” What does this mean? We want to tell you how news matters to you, not only as a decision maker at a game studio, but also as a gamer. Whether you’re reading our articles, listening to our podcasts, or watching our videos, GamesBeat will help you learn about the industry and enjoy being involved. Discover our informative sessions.

Leave a Comment