Thata Gamer is a streamer of the e-Sports team GoDolt Hummer, which signed a sponsorship with Ikesaki – Disclosure
At the end of February, the retailer Ikesaki, specialized in perfumes and cosmetics, closed a sponsorship agreement with GoDolt Hummer, an e-Sports team that is relatively new and is on the rise in the national competitive scene. The ad was also a way to connect and support Hummer streamer Thata Gamer.
Born in Santos, Thamires Coninck, known as Thata, is 31 years old. She graduated in Law, but never practiced the profession. With 41,000 subscribers on Twitch and 10,000 followers on Instagram, the young woman is part of a select group of Fifa Football content creators, the EA Creator Network. At the invitation of Electronic Arts (EA), she participated in events such as the Women’s Football Summit Fifa 23, in London (England), aimed at the inclusion of women in the female scenario of FIFA.
The numbers, although considered as niche metrics, justify the approach of the cosmetics company with the streamer.
“She represents women in a segment that is still very male. We are very happy to have her with us”, explained Edilaine Godoi, head of marketing at Ikesaki.
If the action is focused on representativeness, the strategy is not left behind. The idea is to carry out actions with female gamers, establishing partnerships and giving voice to female empowerment through beauty.
That’s because Ikesaki sees the sector as one of the most promising on the market. That’s because the gaming and electronic sports scene, valued at US$ 163.1 billion, is responsible for more than half of the world’s entertainment market value, according to data from TechNET Immersive. In Brazil, according to PwC Brasil’s Global Entertainment and Media Survey, total revenue from video games and electronic sports should reach US$ 2.8 billion in 2026.
Creator says that scenario is “tiny”, but should grow
In an exclusive interview with Sport MachineThata Gamer highlighted the importance of bringing brands like Ikesaki closer to the e-Sports scene, especially for female creators.
“The set [como o] FIFA needs this kind of encouragement. Few companies invest to improve and make things grow as in other modalities. Ikesaki is doing that, supporting FIFA, supporting women in a predominantly male niche,” said the streamer.
Although she has been preparing to compete for a spot at the London World Cup, Thata identifies herself more as a content producer and streamer than as a pro-player, since her main objective is to spread the culture so that more women can get to know and compete in the game.
“To be honest, today the women’s FIFA competition is minuscule. We will only be able to increase the female audience competitively in Fifa with more opportunities and publicity”, she pondered.
However, Thata has reported a significant increase in new female players over the past two years. With the interest and entry of brands such as Ikesaki as team partners and competitors on the rise, such as the GoDolt Hummer, the trend is for this graph to continue rising.
/origin-imgresizer.eurosport.com/2024/04/28/3957323-80360168-2560-1440.jpg?fit=300%2C300&ssl=1)