Since 2025, GMG has been invited to TikTok's London headquarters four times. Twice, TikTok asked us to present to prospective creator network owners as their case study — their example of what a successful gaming creator network looks like. Once, we were brought in to advise on gaming LIVE strategy. And most recently, we were invited to deliver TikTok's Fireside Chat — a keynote-style session for incoming agency partners, hosted alongside TikTok's own Agency Growth & Onboarding team.
Most creator networks describe themselves as "official TikTok partners." Very few have been invited into TikTok's offices to present their approach as the standard other networks should follow. We're sharing this because we believe creators deserve to see evidence of the relationships their management claims to have — not just words on a website.
TikTok's Case Study: What They Wanted to Showcase
TikTok doesn't invite every network to their offices. When they're onboarding new agency partners — people looking to start their own creator networks — they need a real-world example to show them what success looks like. That's the context for two of our visits: TikTok chose GMG as the network they wanted to put in front of prospective partners.
What they asked us to talk about was specific. Not generic marketing. Not "how big our roster is." They wanted to understand — and for their prospects to hear — how we'd built a creator network that actually works. That meant covering our approach to talent management, how we take Film and TV production principles and apply them to long-form LIVE content, and why gaming requires a fundamentally different management style to other verticals.
When TikTok introduces GMG to prospective network partners, they're not just saying "here's a network that exists." They're saying "here's the benchmark."
The sessions were structured as open discussions — we walked through the challenges of building a gaming-first network, how we solve problems other networks don't even recognise as problems, and what makes gaming creator management a specialised skillset. Not just knowing the games, but understanding the viewers, the community dynamics, and the nuances that separate a gaming stream from any other kind of LIVE content.
The Fireside Chat: Gaming at TikTok HQ
The most recent visit was the Fireside Chat — TikTok's format for bringing expert voices into their new partner onboarding sessions. We were invited to sit alongside TikTok's Agency Growth & Onboarding team and speak to a room full of incoming agency partners about what it takes to build and run a serious creator network.
The conversation covered the areas where we've built specific expertise:
- Professional experience in talent management — how a background in managing talent translates into managing creators who are, in many ways, building their own media careers
- Film and TV production skills applied to LIVE — long-form LIVE content shares more DNA with television production than most people realise. Pacing, audience retention, narrative structure during a stream — these are production skills
- What makes gaming a niche vertical — gaming LIVE isn't the same as lifestyle, music, or general entertainment streaming. The audience expectations, content rhythms, and community dynamics are fundamentally different
- The challenges of gaming creator management — and the specific ways we tackle them. From account protection on a platform where gaming content sits in a moderation grey area, to building growth strategies that work for gaming audiences specifically
- Why it's a specialised skillset — both the management side (understanding what a gaming creator needs versus a general content creator) and the audience side (understanding what gaming viewers want, how they engage, and what drives them to support a streamer financially)
Why Gaming Is Different — And Why That Matters
One of the core themes of our conversations at TikTok HQ was something we talk about constantly at GMG: gaming is not a generic content category. It's a specialised vertical that requires specific expertise to manage well.
Most creator networks treat gaming streamers the same way they treat lifestyle creators, chatters, or music streamers. The same coaching templates, the same growth advice, the same one-size-fits-all approach. But gaming LIVE has its own rules:
- The content is unpredictable. A gaming stream's best moments — clutch plays, rage reactions, plot twists — happen organically. You can't script them. A good manager needs to understand the games well enough to recognise what's working and what isn't
- The audience is discerning. Gaming viewers know when someone doesn't understand their world. Generic coaching that ignores the nuances of game selection, competitive culture, and community etiquette falls flat
- The moderation landscape is unique. Gaming content sits in a grey area on TikTok — violent game content, copyrighted in-game music, and heated competitive moments all create moderation risks that don't exist for other verticals
- Growth mechanics differ. What drives viewers to a gaming stream is different from what drives them to a music or lifestyle stream. Game selection, streaming schedule, and the clip-to-LIVE flywheel all need gaming-specific strategy
This is exactly what TikTok wanted their incoming partners to hear — that building a creator network isn't just about signing up streamers. It's about understanding the vertical you operate in deeply enough to provide genuine value.
What This Means for Our Creators
We're not sharing this to brag. We're sharing it because it directly impacts the creators we manage:
- Direct relationship with TikTok's team. When issues arise — account restrictions, policy changes, feature rollouts — we're not submitting a support ticket and hoping for the best. We have a direct line to the people who can actually help
- Early insight into TikTok's priorities. Being in the room at TikTok HQ means understanding what the platform is prioritising for gaming and LIVE content. That translates into better, more informed coaching for our creators
- Credibility that protects you. When TikTok knows your network by name — when they've invited your founder to present multiple times — that relationship carries weight when your creators need support
- Proof over promises. Every creator network says they're "official partners." We can show you the stage we presented on, the audience we spoke to, and the team we work with
Why We're Transparent About This
The creator network space has a credibility problem. It's easy to claim partnerships, flash official badges, and describe yourself as "the leading" anything. It's harder to prove it.
We believe creators deserve to see evidence. Not just a logo on a website, but tangible proof that the management they're trusting with their career has earned the relationship they claim to have. Four visits to TikTok's London headquarters. Fireside Chat speakers. Their chosen case study.
That's not every network's story. It's ours.