Ibai Llanos is not represented by an agency in the traditional sense today: he is co-owner of his own ecosystem, which includes the esports club KOI (merged with MAD Lions E.C. as MAD Lions KOI), events like La Velada del Año and the IbaiLand creation center. Early in his career he was represented by Vizz, the Spanish creator agency founded by Jordi Homs and Xavi Verdaguer, which El Español described as the creator representation agency with the largest audience in Spain.

The question makes sense because most creators at his level work with an agency or a manager. Ibai went through that stage and outgrew it: understanding his path explains how top streamer management actually works.

From represented to owner

Ibai started as an esports commentator and grew inside the structure of others. At the peak of his early growth he was part of the roster of Vizz, the agency that represented the biggest Spanish YouTube and Twitch names of that era, according to El Español. The turning point came when he stopped selling his time and started owning the product: in 2021 he co-founded the esports club KOI with Gerard Piqué, and after the split with Kosmos, KOI merged with MAD Lions E.C., where he remains a co-owner. In 2022 he launched IbaiLand, a creation center developed with Webedia Spain, which the group itself presented as a full content production facility.

How top streamers are actually managed

There are three models, and the biggest names move between them as they grow:

The agency model. A representation agency handles contracts, brand deals and calendar in exchange for a share. It is the right model for creators who are growing and do not want to build a company yet. Most professional streamers in Spain and LATAM operate this way.

The personal manager model. A single trusted manager runs the business with a small team. It offers more control and more work: the creator becomes the employer.

The ownership model. The creator stops being talent for hire and becomes the owner of the product: clubs, events, production companies. Ibai is the clearest case in Spanish, and the reason his events break audience records is that he owns the entire value chain.

What brands should take from this

Working with a creator of this level no longer means calling an agency: it means negotiating with a company. The practical lesson for brands is that mid-tier creators with professional representation often deliver better returns than top names, because their teams are built to serve campaigns rather than to fill arenas. For campaigns with creators at every level, see how we work or our page on gaming influencer marketing.

Frequently asked questions

What agency represents Ibai Llanos? None today in the traditional sense: he co-owns his ecosystem (KOI, events, IbaiLand). Early in his career he was represented by the Vizz agency, according to El Español.

Does Ibai own KOI? He co-founded KOI in 2021 with Gerard Piqué and remains a co-owner after the club merged with MAD Lions E.C. to form MAD Lions KOI.

How much does a top streamer like Ibai earn? No verified public figure exists. Estimates vary widely and combine Twitch revenue, sponsorships, events and club ownership, so any specific number you read online is a guess rather than a declared figure.