Each week, we here at Tubefilter track all the companies paying to sponsor videos on YouTube. Some brands partner with just one or two creators a week; others partner with dozens, or even hundreds.
Online culture energy/bev Gamer Supps is in the latter category. This past week, it sponsored 69 videos, all from well-known gaming creators. That number makes it one of the most prominent sponsoring companies on the entire platform.
But who runs it?
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That’s a secret–at least for now. Gamer Supps’ ownership, investment, and executive structures are all kept under wraps. We’ve known former OTK co-owner jschlatt has at leatst part ownership, but he’s not an executive. We also know there are a number of other creators involved as owners, investors, and operators, but Gamer Supps prefers to keep their names under wraps, telling us that it “choose[s] to let our Creator Partners be the voice of our brand instead of using a company spokesperson.”
Today, however, Gamer Supps made a rare move and announced that YouTuber/Twitch streamer/all around gamer SMii7Y is joining as an investor and equity partner.
This builds on the duo’s longtime partnership. Gamer Supps has sponsored SMii7Y for years, and in return, he’s helped drive over eight figures in sales with offiical SMii7Y x Gamer Supps collab releases, the company says. Right now, Gamer Supps is selling his “Good” line of products, including his own energy supplement beverage mix, a soup, and an instant noodle.
“Gamer Supps, to me, was a fresh breath of air. Not just because the product itself works, but because the team behind it understands what it’s like to work with creators. That’s such a large part of how I do business,” SMii7Y said in a statement. “So yeah, getting more involved was of huge interest to me. I’m not just putting my name on the products we put out–I’m putting my money where my mouth is. I’m so excited to be a direct influence for the future of this company. This is just the beginning.”
The Gamer Supps team added, “Our partners are the brand. They shape the drops, the voice, the culture—everything. SMii7Y’s been a huge part of that from day one, so making him an owner was the most natural move ever.”
As part of the deal, Gamer Supps buyers can expect more SMii7Y flavors, merch, and “chaotic content drops” in the coming months, Gamer Supps said.
It also buried some bigger product news down at the bottom of its press release: It’s getting into canned energy drinks, putting it in even more direct competition with brands like Red Bull and Monster. To date, it’s always released products DTC, as powder that consumers have to mix into drinkables themselves. But going canned signals Gamer Supps is ready for more market share–and might be making a retail play?
