YouTube Gaming set out to evolve from a content category into a cultural hub. The team shaped a voice that felt both fluent and familiar—part expert, part fan—designed to celebrate gaming culture in all its forms. From breaking down game lore to spotlighting creators across genres, the tone championed the community behind the content.

The account quickly became a go-to space for fans and creators alike, amplifying everything from nostalgic throwbacks to indie gems. During the campaign period, @YouTubeGaming saw a 40% YoY increase in engagement, with top-performing posts delivering 300% above benchmark interaction rates. It wasn’t just about gaming—it was about belonging.

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Role: Director of Brand Social
Client: YouTibe