Bretman Rock: The Beauty Gamer

During the early days of the pandemic, Nintendo sold more than 12 million Switch systems. People flocked to the game as western Europe and the US headed into lockdown, as a means to escape from reality. With things beginning to return to “normal” Nintendo needs to focus on how they keep up this momentum of sales, especially with rumors of the release of the Switch 2. This is where the need for influencers comes in and the best influencer for this release would be Bretman Rock.

Who is Bretman Rock?

Bretman Rock is one of the biggest stars of the internet. Rising to fame as a teenager, the vlogger is famous for his beauty videos. Bretman has been actively vlogging and sharing his life on YouTube for the past 5 years. Beauty and makeup tips were his go-to genre from the start but he occasionally mixes in muckbangs and cooking videos to allow his followers to get to know him, and his family, in a more intimate way.

Bretman currently has 15.6 Million followers on Instagram, 8.9 followers on Tik Tok, and 8.3 Million YouTube subscribers. On average Bretman receives at least 2 million views on both his YouTube and Tik Tok videos.

So Why Bretman?

Two words: Among Us. The popular mobile game by InnerSloth was a big hit during the second half of 2020. While the game was initially released in 2018 it wasn’t until around September that the game grew in popularity. The mobile game was downloaded some 42 million times between August 1 and September 14, 2020, accounting for around 70 percent of its lifetime downloads. Some of that success can be attributed to Bretman who played on live streams with popular gamers like Sykkuno and Corpse Husband.

Bretman’s hilariously sassy personality captivated Twitch streamers. Clips of Bretman flirting with Corpse and savagely killing off others when he is the imposter has gone viral on Tik Tok. Bretman’s presence on the platform helps push the narrative that “gamers” don’t fall into this one stereotype anymore. It shows companies that they need to break free from the archaic targeting parameters and broaden their approach. The boom in sales for the Switch didn’t just come from “standard gamers” and working with Bretman can be used as an angle to continue to pull in “non-traditional users”. By tapping into Bretman and his platform Nintendo can expand their reach into a segment they normally don’t communicate with.

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