• by Steve Ellwanger , May 19, 2023

State Farm is doubling down on connecting with Gen Z and Millennial consumers in the gaming world as the insurer expands The Gamerhood Challenge beyond Twitch to YouTube.

Last year’s inaugural The Gamerhood Challenge featured eight prominent gamers and influencers in a live-stream, trivia-question competition in which viewers could participate.

Set for every Thursday in June, the second season will pit four two-person teams against each other, vying for a $100,000 prize that will benefit either Habitat for Humanity, Feeding America, Junior Achievement or American Red Cross.

Live-streamed last year on Twitch and engaging with roughly 52,000 at-home participants, each of this year’s two-hour competitions also can be experienced on YouTube.

Described as an “all things gaming tournament,” this year’s competition will include yard and online games—with an in-game obstacle course designed to educate people about common insurance claims.

The action takes place on a 50,000-square-foot set containing “built-in missteps” that will be triggered by such things as hydraulics, catapult systems and air vacuums.

“One of the things that excites us most about Gamerhood is that it’s more than a sponsorship or activation,” State Farm vice president of marketing Alyson Griffin tells Marketing Daily.

“We have created an interactive entertainment experience that allows us to show our good neighbor values, weave in insurance related topics, and ultimately engage with key audiences in new ways—and we own that.”

Charities represented by the three losing teams will each receive $10,000.