The Go-To Power Drink for Players and n00bs (HBBIP #129)

Every week, we’ll convey you choose insights from our publication, The best way to Construct Manufacturers and Affect Folks (HBBIP). To have all of those insights delivered on to your inbox, subscribe at the moment! 

Whats up and welcome to The best way to Construct Manufacturers and Affect Folks, your paradigmatic entity for the creator financial system. My title is Alex Rawitz, Director of Analysis & Insights at CreatorIQ, and should you learn final week’s publication on Dutch Bros, you’ll know that I’m all about bringing the power! (For those who’ve met me, you would possibly discover this difficult to consider, however I digress.)

Whereas my newfound love of caffeine could be supercharging my content material creation efforts, it additionally poses a little bit of a conundrum. You see, as soon as I set a brand new baseline for my power degree, it turns into more durable to really feel the jolt I’m chasing. Sugary espresso drinks are all effectively and good, however what if I would like one thing extra concentrated, extra highly effective? One thing to gasoline me additional, and maintain the thrill going even longer?

Thankfully, there’s room in a nutritious diet for a lot of totally different sorts of power drinks (observe: I’m not a medical skilled). Whereas the neon-colored, customizable potions favored by Dutch Bros are common with the ‘younger girls in huge vehicles’ demographic on TikTok, the power drink market is saturated sufficient that many various manufacturers enchantment to area of interest client teams.

This week, in my ongoing quest to seek out my physique’s correct steadiness of guarana, taurine, and ginseng, I’m trying into an power drink model that’s cornered a decidedly totally different sector of the creator market. So strap your self into your comfiest chair, make sure that your headset is working correctly, and go surfing with me as we examine…

The High Model of All Time (of the Week): Gamer Supps

For those who’re not a gamer, or a giant fan of power drinks basically, you might need by no means heard of this week’s spotlightee. However should you’re energetic within the creator advertising business—and given that you just’re studying this text, I feel that could be the case—you owe it to your self to study extra in regards to the work that Gamer Supps is doing.

What Is Gamer Supps?

Let this description from the model’s About Us web page communicate for itself:

Sorry, what?

They’re an power drink model catering to individuals who like video video games. That’s what Gamer Supps does.

And so they do it effectively! I’m not attempting to knock the model simply because their copywriter went loopy with the thesaurus. Apart from, along with this write-up, Gamer Supps additionally has one of many coolest options I’ve seen on a model’s web site: a partnerships web page that demonstrates Gamer Supps’ expert-level understanding of creator advertising.

You really couldn’t write a greater four-sentence summation of a successful creator partnership coverage. All the details about robust creator partnerships are there:

• Lengthy-term
• Mutual profit
• Full inventive management
• Devoted workers
• Unconditional assist

What follows from there’s a type by which creators fill out their channel and follower depend particulars, in addition to their future content material plans, alongside an FAQ dealing with matters like affiliate packages (Gamer Supps has the equal of 1) and minimal follower counts (Gamer Supps doesn’t have the equal of 1).

How Is Gamer Supps Performing?

It’s clear that Gamer Supps prides itself on robust creator relationships, and acknowledges the worth that these relationships can convey for social-first manufacturers. So what have these creators achieved for Gamer Supps in return?

Gamer Supps Creator Depend, 2020 – 2025

How a couple of 19x improve in whole inhabitants from 2020 to 2025? Not too shabby, however should you suppose that’s one thing, simply anticipate among the different progress numbers we’re going to see for Gamer Supps…

Gamer Supps Publish Depend, 2020 – 2025

…Numbers like Gamer Supps’ improve in put up depend, which noticed an unbelievable 54x surge. To place that in perspective: in 2020, Gamer Supps earned 396 mentions from creators. In 2025? 21.4k. In simply six years, the model’s whole content material quantity turned its rounding error.

Additionally, it’s price noting simply how few creators managed to spark this turnaround: at 463 creators in 2025, this can be a fairly unique, tight-knit neighborhood we’re speaking about. It’s additionally a prolific one: 21.4k posts from 463 creators signifies that these creators had been averaging 46 posts every.

You’d be exhausting pressed to discover a model with a post-per-creator common that top. Additional proof that it pays to have a partnerships part in your web site!

Gamer Supps EMV, 2020 – 2025

Now the expansion begins to get even crazier. Sure, there’s a bar on the graph for 2020, when Gamer Supps netted $3.2M EMV. By the point 2025 ended, the model had posted an annual whole of $424.9M EMV—a 134x enchancment. Provided that Earned Media Worth (EMV) displays virality and buzz throughout social media conversations, it’s secure to say that Gamer Supps began turning some heads on-line.

Gamer Supps Impressions, 2020 – 2025

Right here’s one more reason why it’s secure to say that: the model going from 23.6M impressions in 2020 (not zero, as it might seem) to 7B on the dot in 2025. For these conserving rating at house, that’s a 297x enchancment.

Gamer Supps requested creators to get them in entrance of extra eyes on social media, and boy did creators ship.

Gamer Supps Engagements, 2020 – 2025

And it wasn’t only a matter of extra individuals seeing content material about Gamer Supps: it was a matter of extra individuals partaking with that content material—which means that content material managed to resonate with its meant audiences.

This one was ‘solely’ a 203x enchancment from 2020 (924.3k) to 2025 (187.5M). However in a local weather the place we’re seeing many high manufacturers lose engagement from 2024 to 2025, Gamer Supps simply stored climbing larger and better.

And the place did all this momentum come from? Typically this can be a sophisticated query to reply. This isn’t a type of occasions.

Gamer Supps Share of Impressions by Platform, 2025

I suppose YouTube performed an vital function right here. Not optimistic, only a hunch. Possibly Gamer Supps’ engagements got here from someplace else?

Gamer Supps Share of Engagements by Platform, 2025

Nope, okay, that’s overwhelmingly YouTube additionally. Go determine.

I virtually by no means see a single channel being so accountable for a model’s content material and related metrics, however given how YouTube corners the market on gaming content material (disclaimer: we don’t monitor Twitch…but), it is smart. All of the extra cause why Gamer Supps, being the savvy creator entrepreneurs they’re, specified on their web site questionnaire that creators can nonetheless accomplice with them even when they’re primarily energetic on Instagram and TikTok.

Simply going off the numbers, I don’t know whether or not any creators took them up on that, however hey, a minimum of they provided.

Who Are Gamer Supps’ Creators?

So who’re the YouTubers fueling this unbelievable groundswell for Gamer Supps? And what does their content material appear like?

Nicely, as you might need guessed, Gamer Supps’ high creators from an earned media standpoint are usually, uh, avid gamers. A few of them have been with the model for some time, however a notable contingent had been recent to the Gamer Supps neighborhood in 2025. This incoming cohort included DarkViperAU, who impressed $50.3M EMV through a whopping 1.5k posts—roughly 4 per day!

However the fantastic thing about Gamer Supps is that regardless of the title, it’s not only for avid gamers. In spite of everything, like several up to date social media viewers, avid gamers are likely to unfold their consideration throughout different interrelated genres. That’s how powerhouse YouTuber Caleb Hammer, who focuses on monetary and geopolitical content material, emerged as one of many model’s high EMV-drivers in 2025. After not mentioning Gamer Supps in 2024, Caleb generated $32.5M EMV through 333 mentions.

Past any particular person style, Gamer Supps is constructing an archetype, reflecting the model’s pitch-perfect understanding of its audience. As a result of whereas content material from these creators won’t all the time point out Gamer Supps in nice element, sometimes plugging low cost codes and signature flavors within the description textual content of every video, the broader creator inhabitants is an ideal illustration of Gamer Supps’ preferrred client: extraordinarily on-line, into gaming, but in addition deeply embedded in YouTube tradition itself.

It’s as becoming a synthesis of creator technique and model id as I’ve ever seen—and as efficient an instance as any of how highly effective that synthesis may be when it’s achieved proper.

So actually I solely have one query: how does these things style?

Okay, another query: does Gamer Supps settle for newsletters as their creator companions’ sole social channel? Asking for a pal…

*All information, except in any other case specified, stems from CreatorIQ’s public-facing model leaderboards. We’ll by no means share efficiency metrics from a buyer’s CreatorIQ profile, or any model’s personal info.

To get all of those tales, plus rather more, delivered to your inbox weekly, you should definitely subscribe to our publication.