YouTube star KreekCraft was recently reported to have inked a deal with UTA, one of the top talent agencies globally. This marks yet another move within the live-streaming industry following the recent departure of influencers from exclusive contracts with YouTube into multistreaming across platforms, including Twitch.
Variety quoted UTA as saying that KreekCraft's move to the agency highlights its 'commitment to representing the most influential and dynamic talents in the digital space.' While more details about this deal are yet to be announced, the American company added:
"UTA was first among the major talent agencies to have a dedicated gaming and esports division and now dominates the space, representing more than 140 of the world's top streamers, creators, esports athletes, developers, organizations, and brands, with a collective fanbase of over 500 million followers."
Considering his profile and the following he enjoys, KreekCraft — the first proper Roblox creator in its books — would be a great fit for UTA. It remains one of the most renowned talent agencies on Twitch, ending as the sixth-most-watched team last year and taking up the eighth spot so far in 2024.
Reflecting its label as one of the most influential companies in global entertainment, some of UTA's top creators include Kai Cenat, Maximilian_DOOD, Markiplier, xChocoBars, Fuslie, Kyedae, ImperialHal, and Fanum. It also represents gaming organizations like AMP, FaZe Clan, and RDCWorld, helping it attract a sizeable audience base every month.
These names have also played a key role in helping the talent agency rank so highly on the purple platform this year. The most watched of all the influencers on UTA's books is Maximilian_DOOD, the fighting games creator who has registered over 12.5M Hours Watched so far in 2024.
KreekCraft, meanwhile, is one of the biggest content creators in the Roblox community, having attained bona fide celebrity status through his content. He rose to prominence while regularly playing Jailbreak — one of the gaming platform's top titles — between 2017 and 2020. Through the lockdown and post-pandemic era, he has continued to stick to the game, making him a superstar among fans.
On YouTube, the American has 10.30M subscribers and averages 100M monthly views, with his July live streams including a series of challenges to help him reach the former mark. His Twitch handle has a more modest 26K followers, but one constant is that the game creation system remains his most played and watched title on both services.
He is also the most-watched Roblox creator this year across platforms, with his 4.7M Hours Watched being at least 1.7M more than any other streamer. The 27-year-old is also one of the most-watched North American streamers, regularly appearing in monthly, quarterly, and yearly rankings.
Among YouTube Gaming personalities from America, he finished sixth on the watch time leaderboard for 2023. He has maintained that ranking so far this year, placing ahead of prominent names like Sykkuno, DrLupo, SypherPK, and CouRage despite Roblox not being as fancied as some of the games that these other names tend to play when they are on air.
Moreover, KreekCraft's fame is also not just limited to Roblox, with fans aware that he plays a lot of Fortnite and Minecraft as well. He is known for his alternate gameplay channel on the builder shooter while also participating in numerous editions of the sandbox game's popular tournament, the MC Championship.
Roblox in live streaming
Roblox Corporation's offering has seen a recent spike in popularity, witnessing its best months on Twitch by watch time since October 2021 in July (6.27M HW) and August 2024 (7.56M HW). With new games and a fresh event attracting the attention of top streamers like CaseOh, the game saw a surge in its viewership figures.
Roblox has also been among the purple platform's top 20 games since 2020 (by peak viewership), with the COVID-19 lockdown era helping it gain a renewed wave of fame. Among the titles it has outperformed by this metric in these four years are renowned titles like World of Warcraft, Diablo IV, Call of Duty: Modern Warfare, and Elden Ring.
Intriguingly, the game has had a better time on YouTube, where it hit its highest monthly watch time figure in July 2024 (12.4M HW). Roblox also touched 219.8K Peak Viewers in August 2024, the most it has hit in a month since October 2023 and the third-highest ever on the red platform. it is also one of the 15 most-watched games on the Google service, ahead of renowned names like Dota 2, Call of Duty: Warzone, and Rust.
The likes of KreekCraft have been vital to this recent revival, and the success he has earned by creating content on the game has earned him a deserved move to UTA. As the game and its top creators continue to grow, they are bound to get more exposure, and perhaps even go ahead of other agencies like VShojo, it will be exciting to see how things go in the rest of 2024 and beyond.
