[en] The rise of digital innovation has caused consumers to become highly dependent on the use of electronic devices of all kinds. From smartphones to smart fridges, we are surrounded by technology that keeps us connected at all times. Social networks are full of ads, so it is impossible for the human being to capture all that information. That is why today's customer needs content that is capable of capturing their attention, that generates some kind of concern or expectation in them. This is possible today thanks to influencer marketing. The pandemic has changed the consumption habits and behaviour of individuals, migrating to the digital world. Although it is true that normality is recovering, the restrictions have caused companies to opt for remote work as a new form of team management, which has become a preference for many people (telework), which has led them to learn to produce in a decentralized way. On the other hand, certain existing professions that were not so booming have been consolidated: streamers and influencers. In addition, the speed with which advances occur throughout the industry forces the usual empires, such as the big fashion brands, to look at the worlds that break into society. In recent years there has been a great evolution in the gaming sector, which has not left other areas indifferent, such as the fashion industry. Starting with the rise of eSports, going through in-game collaborations, merchandising, and even dressing great reference teams in the gaming world, there are many of the points that connect both industries today. The exponential growth of the video game industry that increases over the years and its vision of the future make it the focus of attention for the rest of the sectors that have been in the market for a longer time, since they not only see in it a door to a great economy, but it is the direct path to the new generations and to the future of companies. It is important to add that today's generation of consumers, who have changed their habits after confinement, are prepared to filter information that does not interest them. That is why brands need to use tools that could get their attention and connect with them, that is, both capturing and retaining them. The figure that can achieve this is the gamer influencers, content creators who move masses and are capable of developing united and loyal communities. That's why the gamer-influenced personality figure is so important to capturing a booming segment that just wants to hear what they're going to say.

[gl] O auxe da innovación dixital provocou que os consumidores dependesen moito do uso de dispositivos electrónicos de todo tipo. Desde teléfonos intelixentes ata frigoríficos intelixentes, estamos rodeados de tecnoloxía que nos mantén conectados en todo momento. As redes sociais están cheas de anuncios, polo que é imposible que o ser humano capte toda esa información. Por iso o consumidor actual necesita contidos capaces de captar a súa atención, que xeren neles algún tipo de preocupación ou expectativa. Isto é posible hoxe grazas ao Márketing de influencia. A pandemia cambiou os hábitos de consumo e o comportamento dos individuos, migrando ao mundo dixital. Aínda que é certo que a normalidade se está recuperando, as restricións provocaron que as empresas optasen polo traballo a distancia como unha nova forma de xestión de equipos, que se converteu nunha preferencia de moitas persoas (tele traballo), o que lles levou a aprender a producir nun xeito descentralizado. Por outra banda, consolidáronse certas profesións existentes que non estaban tan en auxe: streamers e influencers. Ademais, a rapidez coa que se producen os avances en toda a industria obriga aos imperios habituais, como as grandes marcas de moda, a mirar os mundos que irrompen na sociedade. Nos últimos anos produciuse unha gran evolución no sector do xogo, que non deixou indiferentes a outros ámbitos, como o da moda. Comezando polo auxe dos eSports, pasando por colaboracións dentro do xogo, merchandising e mesmo vestindo a grandes equipos de referencia no mundo dos xogos, hai moitos dos puntos que conectan a ambas as industrias na actualidade. O crecemento exponencial da industria do videoxogo que se incrementa co paso dos anos e a súa visión de futuro fan que sexa o foco de atención do resto de sectores que levan máis tempo no mercado, xa que non só ven nel un porta a unha gran economía, pero é o camiño directo ás novas xeracións e ao futuro das empresas. É importante engadir que a xeración actual de consumidores, que cambiou os seus hábitos tras o confinamento, está disposta a filtrar información que non lles interesa. É por iso que as marcas necesitan utilizar ferramentas que chamen a súa atención e conecten con elas, é dicir, que as capten e reteñan. A figura que pode conseguilo son os gamer influencers, creadores de contidos que moven masas e que son capaces de crear comunidades unidas e leais. É por iso que a figura da personalidade influenciada polos xogadores é tan importante para capturar un segmento en auxe que só quere escoitar o que van dicir.