The Australian Influencer Marketing Council (AiMCO) has welcomed Click Media Group as its newest member, marking the first major Australian gaming marketing agency to join the council.

Click Media Group, a digital creator and creative agency, has worked with high-profile brands such as McDonald’s, Coca Cola, and UberEats. The agency represents some of Australia's and the world's largest influencers, including The Boys entertainment group, Aussie Antics, and EYStream.

"We’re thrilled to be leading the way for Australia’s influencer community with our partnership with AiMCO. We know that gaming has a powerful cultural impact that transcends the category, particularly with younger audiences – that’s why it’s important for influencers and agencies to understand and adhere to best practice standards within their content," said Jess Wood, Head of Brand Partnerships at Click Media Group.

According to PwC, Australian brands are set to spend more than $1 billion on advertising in gaming environments this year, surpassing the combined advertising spend on digital and print media for the first time. By 2028, PwC predicts Australia’s in-game ad market will be worth $2 billion. NewZoo data shows 77% of Australia’s online population engaged with video games in the past six months, and almost half of the nation’s online population enjoys viewing gaming video content.

"It’s wonderful to have a leading gaming marketing agency like Click Media Group as part of our AiMCO membership base. Gaming has a huge global audience because modern gamers are so much more than just a player or reviewer – they’re part of an active, engaged, online community, interacting with content producers across multiple sites and touchpoints. This shift has given rise to the gamer influencer marketing industry, connecting audiences and brands in the gaming space," said Patrick Whitnall, Managing Director at AiMCO.

"While the sector is still in its infancy in Australia, it’s starting to gain real ground, with gaming influencers garnering large fan bases and brand partnerships. It’s a huge growth area - like traditional influencers, gaming influencers bring that level of authenticity to content and drives strong engagement with a highly tuned-in audience."

AiMCO’s now has more than 100 members.