Miela News
Australia’s Proposed Social Media Rules Reshape Creator Discovery for Brands
New Australian legislation would let users opt out of algorithmic social feeds, shifting discovery dynamics for gaming, esports and entertainment brands partnering with creators.
Miela Named Top Content Marketing Company in Chile for 2026 by Clutch
Clutch has named Miela a Top Content Marketing Company in Chile for 2026, recognizing our creator-led content campaigns for gaming and iGaming brands across Latin America, Europe and Asia.
How Miela Selects Influencers for iGaming Campaigns in Regulated Markets
Inside Miela's vetting process for iGaming creators: audience authenticity, GEO and age fit, compliance awareness and FTD quality. What operators should demand before any campaign goes live.
CPA vs RevShare in iGaming: How to Choose the Right Deal Model
CPA or RevShare? The two dominant deal models in iGaming acquisition explained: when each wins, hybrid structures, and how creators and operators align incentives.
What Is an FTD in iGaming and How to Optimize It: The Operator's Guide
FTD (First Time Deposit) is the metric that defines iGaming acquisition economics. What it is, how to measure it per channel and creator, and how to systematically lower its cost.
The Platform-Agnostic Play: Betting on Creators as Standalone Media Businesses
A platform-agnostic creator model positions top influencers as independent media businesses, reducing brand reliance on volatile social platform algorithms. Insights for gaming and entertainment CMOs.
YouTube Gaming Creator Rates Surpass Twitch by 23% for Comparable Deals
New data shows YouTube Gaming creators command 23% higher rates than Twitch streamers for comparable brand deals, signaling a shift in gaming creator marketing value.
OpenAI Launches ChatGPT Images 2.5: Sharper Detail, Precise Editing and 50% Faster Generation
OpenAI's ChatGPT Images 2.5 brings sharper detail, multi-turn precision editing, Sketch, templates and two new API models (Flare and Sunburst). Full breakdown of every feature.
Compliance in iGaming Influencer Marketing: What Operators in LATAM Must Get Right
Gambling promotion by creators sits at the intersection of country regulation, platform rules and ad disclosure. A practical compliance guide for iGaming operators in LATAM.
iGaming Influencer Marketing Agency in Chile, Peru, Mexico and Argentina: What Operators Should Demand
How to choose an iGaming influencer marketing agency in Chile, Peru, Mexico and Argentina: creator vetting, anti-fraud, GEO-native teams and measurement on FTDs, retention and LTV.
What Is Brandformance? The Approach Uniting Brand Building and Performance Marketing
A Forbes Agency Council piece by Taktical Digital's Ilan Nass defines brandformance: integrating brand building and performance marketing for measurable, multi-channel results.
Henkel's Oriol Marín: Technology Doesn't Replace Marketing, It Elevates It
Henkel Consumer Brands Ibérica's marketing director explains how the 150-year-old company uses data, AI and automation to elevate brand building, not replace it.
Gen Alpha Targeting Shift Reshapes Strategy for Gaming, Toy and D2C Marketers
New analysis finds Gen Alpha targeting is moving away from behavioural data, putting gaming, toy and D2C sectors at the forefront of required strategy shifts for CMOs.
GPT-6 Astra Is Here: OpenAI's Biggest Leap in Agentic AI — and the Hardest to Supervise
OpenAI launches GPT-6 Astra, its most intelligent model to date: state-of-the-art in computer use, coding and science, but with reasoning that is harder to monitor. What it means for brands, marketers and creators.
Roblox Creator Economic Impact Reaches $752M U.S. GDP in 2025, Up 69% YoY
New 2025 study finds Roblox creator activity generated $752M in U.S. GDP, a 69% jump from 2024, highlighting the platform’s rising creator economy value for gaming and entertainment brands.
Roblox’s $1.5B 2025 Creator Payout Underscores Creator Economy Maturity
Roblox paid creators $1.5B in 2025, with U.S. creators generating $752M in GDP impact and 7,525 equivalent full-time jobs. Key insights for gaming and entertainment CMOs.
Netflix’s Creator Push, Dude Perfect Leadership Shift and Viral Gaming Moments Redefine Industry Trends
Latest creator industry updates for gaming and entertainment brands: Netflix signs travel vlogger Drew Binsky, Dude Perfect appoints new CEO, and a viral Eve Online cow gamer moment highlights cross-audience creator opportunities.
DQ Canada's DQTwitch Expedition Bridges Digital Gaming and Real-World Engagement
dentsuX's DQTwitch Expedition for DQ Canada merges Twitch gaming culture with real-world brand activations, a case study in cross-channel creator marketing for CPG and gaming brands.
Creators Now Rival Search Engines as Gen Z's Product Discovery Channel
New YouGov data shows 41% of Gen Z discover products through influencers, level with search engines and more than double TV. Why trust now beats reach, how creators move young adults from discovery to decision, and what it means for gaming and iGaming brands.
Publicis Nabs PepsiCo Account, Minecraft Launches AI Creator Partnership
New account wins and creator-focused AI moves from Publicis and Minecraft signal shifting brand-creator partnership trends for gaming, entertainment and esports leaders.
Blocked Betting Sites Are Already Back Online in Chile Through Mirror Domains
Hours after Chile's Subtel ordered ISPs to block 42 unlicensed betting sites, at least a dozen platforms migrated to mirror domains and notified their players directly. The full mapping of old and new URLs, the authority's 'permanent and cyclical' response, and what the cat-and-mouse game means for the industry.
SanDisk’s Anonymous ‘OP’ Twitch Campaign Redefines Esports Creator Marketing
SanDisk’s new OP Twitch campaign pairs an anonymous masked gamer with top esports creators to promote its Optimus SSD line, blending authentic gameplay with community-focused brand marketing.
Chile Orders ISPs to Block 42 Online Betting Sites Within 48 Hours
Chile's Subtel instructed the country's ISPs to block 42 unlicensed betting sites by DNS within 48 hours, in strict compliance with a Supreme Court ruling. What the order says, how it works, and what it signals for the iGaming industry in Latin America.
Hank Green’s ClockwiseTV Aims to Put Families in Control of Kids’ STEAM Content
Hank Green’s new ClockwiseTV app delivers curated, ad-free STEAM content for 8-12 year olds, prioritizing family control and child privacy over algorithm-driven doomscrolling.
GTA 6 vs GTA 5: The Side-by-Side Comparison That Proves Your Memory Is Lying to You
Many players think GTA 6 is just "GTA 5 but prettier". Comparing it side by side with GTA 5's original trailers proves the generational leap is far bigger than memory suggests.
Christopher Judge’s Bucharest Gaming Week Appearance Signals Mainstream Talent Demand for Gaming Events
God of War star Christopher Judge’s Bucharest Gaming Week appearance highlights growing demand for A-list talent at gaming and esports events for brand activations.
Nagaland’s 2-Day Tech X Gaming Expo Concludes, Highlighting Regional Creator Market Growth
The inaugural 2-day Tech X Gaming Expo in Kohima, Nagaland, closed with strong creator and brand attendance, signaling untapped regional opportunity for gaming and entertainment brands.
BBC’s New Senior Creator Role Signals Mainstream Shift to Youth-First Platform Strategy
The BBC’s new senior role focused on building youth audiences across YouTube, TikTok and Roblox offers key lessons for gaming and entertainment brand CMOs.
Smart Money Club Founders Quit 100K-Sub YouTube Channel to Scale Fintech Venture
Two 100,000-subscriber finance YouTube founders quit content to scale fintech startup Smart Money Club, a key case for creator economy brand marketers.
Gaming Brands Deploy Advanced SEO Tactics to Reach High-Intent Player Audiences
A new Nerdbot analysis breaks down how leading gaming, esports and entertainment brands use tailored SEO strategies to reach high-intent players amid rising acquisition costs.
Games Market to Hit $213.9 Billion in 2026 as Growth Shifts to Retention
Newzoo's Global Games Market Report 2026 projects $213.9 billion in revenue, up 6.1% — mobile leads, GTA 6 boosts console and growth shifts to retention.
Diva Agency, Fourth Floor Forge Tech-Powered Games Marketing Partnership
Diva Agency and Fourth Floor’s new tech-enabled partnership merges human talent management with proprietary tech to streamline gaming and esports brand-creator collaborations. Insights for CMOs.
From Casino to Cart: E-Commerce Is Adopting the iGaming Playbook
Streaks, prize wheels, daily missions and tiered rewards: e-commerce is adopting the retention playbook that iGaming spent twenty years perfecting.
Good Good Golf Ad Controversy: A Critical Brand-Creator Alignment Lesson
The Good Good Golf ad backlash over a violent visual highlights critical brand-creator alignment and crisis response risks for gaming, esports and entertainment leaders.
Minecraft’s 17-Year Creator Economy Boom: Lessons for Gaming CMOs
New data shows Minecraft’s creator economy has grown steadily for 17 years. Learn key takeaways for gaming, esports and entertainment CMOs looking to build long-term creator partnerships.
SaySo Bets Creator-Led News Feeds Can Reverse Decades of Reader Drop-Off
SaySo’s new creator-curated news app aims to fix long-standing reader engagement gaps in digital news, offering key lessons for brand content strategy in gaming and entertainment.
Kick Founders Launch Club, a Creator-Centric Superfan Monetization Platform
Kick's co-founders have launched Club, a superfan community platform that unifies subscriptions, tipping and merch. What it means for creators and brands.
YouTube Offers Creators Millions to Bypass Netflix in Exclusivity Push
YouTube is offering top creators multi-million dollar deals to avoid working with Netflix, a move that redefines creator leverage in the streaming wars. Key insights for gaming and entertainment brand leaders.
US iGaming Operators Adopt a Joint Marketing and Advertising Code
The Responsible Online Gaming Association has released a Marketing and Advertising Code adopted by all its members. What it changes for iGaming marketing.
Business of Esports 2026: What the New Commercial Report Tells Brands
The Business of Esports 2026 report maps viewership, sponsorship and commercial trends. What CMOs should take from it for next year's budgets.
YouTube Redefines the Public View, Sparking a Measurement Debate
From August 24, YouTube will count a public view from the first frame of every video. Why the industry is split on whether bigger numbers mean better measurement.
GTA 6 Leaks Put Rockstar in Takedown Mode Days Before Its Netflix Showcase
Leaked GTA 6 gameplay is circulating online and Rockstar is issuing copyright takedowns. What the Cyberleek hack means for gaming brands and creators.
First U.S. Bachelor’s in Content Creation Launches: Brand and Creator Implications
A U.S. university has launched the first bachelor’s degree focused on content creation and influencing. We break down implications for gaming, esports and entertainment brand partnerships.
Folding iPhones Enter the Creator Economy: Brand Implications for Gaming and Entertainment
Mshale's latest coverage explores folding iPhones' entry into the creator economy, with key implications for gaming, esports and entertainment brand marketing strategies.
Game Streaming Creator Economy Projections Reveal Evolving Brand Opportunity Through 2026
New 2018-2026 game streaming creator economy data highlights growing audience reach and shifting brand partnership opportunities for gaming, esports and entertainment leaders.
SEGA, Larian Studios, Double Fine Headline Expanded PAX West 2026 Creator & Fan Lineup
Top game publishers SEGA, Larian Studios and Double Fine are confirmed for PAX West 2026, expanding fan and creator engagement opportunities for gaming brands.
OpenAI Brings ChatGPT Ads to Mexico and Beyond
ChatGPT Ads are now live in Mexico, the UK, Brazil, Japan and South Korea. Where OpenAI operates ads and how the conversational format works.
YouTube’s 2027 Monetisation Threshold Hike: What It Means for Gaming & Entertainment Brands
YouTube is doubling its new creator monetisation threshold from 2027. We break down the shift’s implications for gaming, esports and entertainment brand partnerships.
Top 5 Roblox Marketing Agency Rankings Underscore Maturing Creator-Brand Ecosystem
Top 5 Roblox marketing agency rankings for 2026: how brands choose specialized partners for immersive, creator-led campaigns on the platform.
The End of Streamers? Twitch and Amazon Are Betting on Generative AI
Twitch and Amazon reportedly plan to train generative AI on live streams, with an opt-out for creators. What the Twitch AI training plan means for streamers and brands.
Nagaland’s First Tech & Gaming Expo Opens New Frontier for South Asian Gaming Creator Markets
Nagaland’s first Tech & Gaming Expo in Kohima highlights fast-growing regional gaming and creator ecosystems across South Asia, with new brand partnership opportunities.
Addison Rae’s Fortnite Drop & Haaland’s Creator Playbook Signal Cross-Industry Talent Shifts
New creator-brand collabs, from Addison Rae’s Fortnite skin to Erling Haaland’s creator success, reveal key shifts for gaming and entertainment brand marketing.
Reddit’s In-House Play: Reclaiming Viral Reddit Stories From Shorts & TikTok
Reddit is piloting in-house video versions of viral Reddit stories, aiming to capture traffic currently flowing to Shorts and TikTok. Key takeaways for creator and brand strategy.
Raptor PR Launches Early Gaming Growth Platform for Startup B2B Communications
Raptor PR’s new Early Gaming Growth platform fills a critical gap for early-stage gaming startups navigating B2B communications. Key insights for gaming and entertainment brand leaders.
Gaming Brands Shift From Creator Platforms To Full-Fledged Ecosystems
New industry analysis shows most gaming companies are prioritizing creator ecosystems over standalone platforms. Learn what this shift means for brand partnership strategy.
Why Gaming Creators Are Becoming Long-Term Brand Partners
Gaming brands are moving beyond one-off sponsorships to build long-term creator partnerships that drive trust, retention, and sustainable business growth.
Dentsu’s Roblox Egg Hunt 2026 Signals Mainstream Brand Play in Immersive Gaming Spaces
Dentsu’s upcoming Roblox RPG Egg Hunt 2026 highlights growing brand investment in immersive, creator-friendly gaming platforms for youth audience engagement.
Cinna’s Bang Energy Subathon Tie-In Marks A Shift In Creator Brand Partnerships
Twitch streamer Cinna’s Bang Energy partnership during his record-breaking subathon offers key insights for gaming and entertainment brands building creator collaboration strategies.
Razer Acquires StreamElements: What the Creator Platform Deal Means for Gaming Brands
Razer’s acquisition of StreamElements, a leading streamer tool platform, signals a shift toward brand-owned creator infrastructure. Gaming and entertainment CMOs weigh strategic implications.
Chess.com Hires Ex-Riot Esports Vet to Elevate Competitive Chess to Mainstream Esport Status
Chess.com’s hire of former Riot Games esports executive Chris Roberts signals a strategic push to formalize chess as a mainstream competitive esport, with major implications for gaming and creator marketing.
What Xbox's Restructuring Means for the Future of Game Marketing
Xbox's recent restructuring offers valuable lessons for publishers and marketers, highlighting why efficiency, player retention, and sustainable growth are reshaping the future of game marketing.
REJECT x AnyMind Partnership Elevates Esports Creator-Brand Synergy Standards
The new partnership between Japanese esports brand REJECT and AnyMind Group highlights growing demand for streamlined, tech-enabled creator-brand collaborations in competitive gaming.
Qatar Airways’ Instagram Strategy: Why Engagement Beats Volume for Travel Brands
New analysis finds Qatar Airways outperformed higher-volume travel competitors on Instagram by prioritizing engagement over frequent content output. Key insights for gaming and entertainment brand leaders.
The New Rules of Game Launches: Communities First, Advertising Second
Modern game launches are no longer driven by advertising alone. Discover why communities, creators, and long-term engagement have become the foundation of successful game marketing.
AI Is Changing Influencer Marketing, But Human Talent Still Wins
Artificial intelligence is transforming influencer marketing through automation and analytics, but human creativity, trust, and authentic relationships remain the foundation of successful campaigns.
The FIFA World Cup Is Already Underway: Why Influencers Are Key for Brands
The FIFA World Cup 2026 is already underway, and influencers are turning each match into a shared streaming experience, creating strong visibility opportunities for brands.
How to Identify Creators Who Generate High-Value Users
The best creator is not necessarily the one who generates the most registrations, but the one who attracts the highest-value users. Learn how to identify them.
Why Clips Go Viral and How to Position Your Brand in Them
Short-form clips have become one of the most powerful tools for both creators and brands. Learn how to position your brand within viral moments before they happen.
The Second Screen Effect: How Gaming and Sports Audiences Changed the Way They Watch Live Content
Gaming and sports audiences now experience live content across multiple screens, combining broadcasts, chats, clips, memes, real-time stats, and social conversations.
Miela runs campaigns featuring unique content to connect brands with real audiences
In a digital landscape where audiences are constantly exposed to traditional advertising formats, Miela continues to strengthen its focus on campaigns built around unique content, designed together with creators and adapted to the language of each community.
SiGMA Magazine: Chile's online gambling market awaits its turning point
SiGMA Magazine interviews Felipe Pastenes, CEO of Miela, on Chile's path toward iGaming regulation and what a licensing framework could mean for operators and brands in the region.
Influencer marketing in gaming outperforms paid media in ROI: a structural shift in the industry
Influencer marketing in gaming is outperforming paid media in ROI, driving real conversions and high-value users.
The future of gaming marketing isn't about more traffic, it's about better traffic
Twitch has consolidated itself as one of the most effective channels in gaming marketing, combining real-time engagement with high conversion rates and LTV. Here's why brands are shifting budgets toward streaming strategies.
Human Insight Marketing: Why Technology Alone Doesn't Convert in Influencer Marketing
Influencer marketing has evolved rapidly in recent years. More platforms, more creators, more budgets, and more brands betting on this channel as an acquisition driver. However, many strategies still make the same mistake: believing that technology alone guarantees results.
iGaming and Influencer Marketing: How the Industry Really Works and Why Professional Content Makes the Difference
The iGaming industry is one of the most competitive digital verticals in the world. In this context, influencer marketing has become one of the most effective channels to connect with relevant audiences. But it is also one of the most misunderstood.
The Journey from Creator to Content Professional Begins at Miela
Stop doing promos and start building a professional career. Miela transforms influencer marketing from an irregular terrain into a structured path where creators understand what works, why it works, and how to improve.
When Influencer Campaigns Have to Prove Real Impact
For a long time, influencer marketing was evaluated with a different standard than other digital channels. While paid media, affiliates, or SEO had to justify every euro invested with clear return metrics, influencer campaigns were defended from the realm of visibility and branding. That scenario is rapidly changing.
Miela at ICE Barcelona 2026: A Strategic Market Analysis
While major providers and platforms showcased their physical innovations, in ICE Barcelona's networking spaces an important conversation was unfolding about the sector's strategic future. Miela played a central role in these discussions, acting as the nexus between international operators and next-generation providers.
How Twitch's Sponsorship Ecosystem Works in 2026
Following the initial announcement in February 2025 and the recent definitive integration in December, the platform consolidates its new monetization model based on the 'Creator Profile' and 'Open Invites'.
Beyond Conversion: Why LTV is the Real Metric in Influencer Marketing
In the era of information overload, brands can no longer afford to measure the success of an influencer campaign based solely on likes, impressions, or even conversions. The true winning KPI is not who gets the most clicks, but who attracts users with high LTV.
Miela at SiGMA South Asia 2025: Driving the Future of iGaming from Colombo
Recently, Miela had a notable participation at SiGMA South Asia 2025, held in Colombo, Sri Lanka. At this edition, our CEO, Felipe Pastenes, represented the agency at one of the most influential events for leaders shaping the future of the global iGaming industry.
Miela Confirms Participation at SBC Summit Lisbon 2025
Lisbon, Portugal – September 2025 – Miela has confirmed its participation at the upcoming SBC Summit Lisbon 2025, a leading international event for the iGaming industry. The conference will gather operators, affiliates, technology providers, and regulators to discuss the future of the sector.
Miela CEO Felipe Pastenes Spoke at SiGMA Asia 2025
Manila, Philippines – June 2025 – Miela participated in SiGMA Asia 2025, where CEO Felipe Pastenes joined a featured panel discussion on "Why Gamification Strategies Fail." The panel brought together industry leaders to examine the challenges behind gamification in iGaming, addressing issues of design, player expectations, and market execution.
Miela Joined SBC Summit Americas 2025 Panel on Sports Talents
Miami, USA – May 2025 – Miela participated in SBC Summit Americas 2025, where CEO Felipe Pastenes was invited to join the panel "Sports Ambassadors and Influencers in the Industry in Latin America." The discussion explored how partnerships with athletes and influencers are reshaping iGaming engagement strategies across the region.
Miela Participated in SiGMA Americas 2025
São Paulo, Brazil – April 2025 – Miela participated in SiGMA Americas 2025, one of the region's most influential gatherings for the iGaming and sports betting industry. The event brought together operators, affiliates, regulators, and technology providers to discuss the opportunities and challenges shaping Latin America's fast-evolving markets.