Influencer Marketing for Australian Gaming and Esports Brands

Gaming creators and streamers have some of the most engaged audiences on any platform, and many of their viewers are young. In Australia, that combination now runs into two sets of rules: the social media minimum age, which covers Twitch, Kick and YouTube as well as the main social platforms, and classification rules for games with paid loot boxes and simulated gambling. This guide covers both, plus disclosure on streams and measurement.

Quick answer

Check the creator's audience age before anything else. Since 10 December 2025, age-restricted platforms including Twitch, Kick, YouTube, TikTok, Instagram and Reddit must take reasonable steps to stop under-16s holding accounts. Games classified from 22 September 2024 with paid chance-based items (such as loot boxes) get at least an M rating, and those with simulated gambling are R18+. Don't target children with M or R18+ games or gambling-like features, disclose sponsorship clearly and repeatedly on streams, and keep gambling sponsorships out of scope without specialist advice.

Platforms and the under-16 rules

eSafety's view is that Facebook, Instagram, Snapchat, Threads, TikTok, Twitch, X, YouTube, Kick and Reddit are age-restricted platforms; YouTube Kids is not. The obligation is on platforms, not brands or creators, but it changes who is logged in, which features they see and what audience data means. eSafety's list of age-restricted platforms can change.

• Ask for audience age splits, dated, and treat under-18 shares carefully
• Expect audience data and reach to have shifted since December 2025
• Logged-out viewing is still possible on some platforms, so young people may still see content
• Don't design campaigns that encourage under-16s to create accounts

The full explanation is in Australia's under-16 social media restrictions.

Loot boxes and simulated gambling

From 22 September 2024, computer games classified in Australia with in-game purchases linked to chance (such as paid loot boxes) receive a minimum M rating, and games containing simulated gambling receive a minimum R18+ rating, which is legally restricted to adults. The changes apply to games classified after that date. Read the government's announcement on mandatory minimum classifications.

• Know your game's classification before choosing creators
• For M games, avoid creators whose audience is mostly children
• For R18+ games, use creators with adult audiences and avoid youth-skewed platforms and formats
• Don't present loot box openings as a way to win value
• Don't promote real-money gambling through gaming creators without specialist legal advice

Disclosure on streams

• Use the platform's paid partnership or sponsorship setting
• Say it out loud at the start and repeat it during long streams, as viewers join late
• Keep an on-screen label or overlay for sponsored segments
• Disclose game keys, early access and hardware given for free
• Disclose affiliate and creator codes, including in-game creator codes

General disclosure rules are in Australian influencer advertising rules.

Choosing creators and formats

Common mistakes

• Booking streamers by follower count without age data
• Promoting M or R18+ games to young audiences
• Disclosure only in the stream title or description
• Gambling-adjacent sponsorships without legal advice
• Measuring only peak viewers instead of results

Conclusion

Gaming creators can deliver real launches and loyal communities, but audience age now shapes the whole plan. Check ages and classifications first, disclose clearly on streams, and stay away from gambling-like promotion to young audiences. This guide is general information for marketers, not legal advice. Rules change, so check the current guidance from the regulators linked here, and take legal or compliance advice before running campaigns in this category.