The fourth season of State Farm's reality-competition series "Gamerhood" will launch on August 1, presenting new talents and enhanced production quality. This iteration allows consumers to participate more actively. The program is part of State Farm's extensive investment in gaming over the past decade. Key streamer Kai Cenat will engage viewers alongside returning team captains and popular streamers. The show will air on both State Farm's and competitors' streaming platforms, aiming to expand the platform for gamers and make gaming more accessible to the public.
"Our entire category used to just do logo sponsorships at the bottom corner of the game... we've got intellectual property now," said State Farm Head of Marketing Alyson Griffin about the evolution of gaming marketing.
"[Creators] don't want to be boxed in and be fake, and I don't think a brand is doing itself any favors if you're boxing creators in," Griffin explained.
"Gaming is huge - it's not the NFL - but it's huge, and we need to broaden the platform for gamers, democratize access to these gamers," Griffin said.
"We have people who know - without prompting - that State Farm does 'that Gamerhood challenge' every year."
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