Mumbai: Gaming talent management agency, 8Bit Creatives, has announced its strategic expansion into the lifestyle creator economy with the onboarding of popular content creator Nishu Tiwari. This move marks a significant milestone for the agency as it evolves from gaming to building a more holistic creator ecosystem, in line with the rapid growth of lifestyle content in India.
Over the years, 8Bit Creatives has built a formidable roster of India’s top gaming creators, including Naman Mathur (Mortal), Payal Dhare (Payal Gaming), Raj Varma (Snax), Parv Singh (Regaltos), Krutika Ojha (Krutika Plays), and Gulrez Khan (Joker Ki Haveli), among others. With a proven track record of executing campaigns for over 100 brands across more than 20 industries, including apparel, FMCG, personal care, HORECA, and entertainment, the agency has consistently set new benchmarks in influencer marketing by crafting customised, high-impact campaign experiences.
With Nishu’s addition, 8Bit Creatives takes a significant step toward diversifying into mainstream lifestyle content, further strengthening its ability to deliver integrated, cross-category campaigns powered by some of the country’s most influential digital creators.
Speaking about the expansion, Animesh Agarwal, founder, CEO, 8Bit Creatives said, “Gaming has been the foundation of what we’ve built at 8Bit Creatives, and over time we’ve seen how deeply it connects with broader youth culture, including lifestyle, fashion, food and travel. Today’s audiences do not consume content in silos. They follow creators for their personality and storytelling across formats, and that shift is also influencing how brands approach collaborations. Our expansion into lifestyle is a strategic step in that direction, and Nishu coming on board strongly reflects this vision. As we continue to grow and expand across industries, our focus remains on creating long-term value for both creators and brands by enabling meaningful collaborations rooted in culture, community and creativity.”
Tiwari brings with her a digital community of over 4.37 million subscribers on YouTube and 1.6 million followers on Instagram. She creates high-engagement, concept-driven lifestyle content spanning challenges, food explorations, travel, and social experiments, combining relatable storytelling with mass appeal for a young, digitally native audience.
Tiwari has collaborated with leading brands such as Nykaa Fashion, Duolingo, realme, Himalaya Facecare, Red Label Tea, and Samsung, making her a strong addition to the agency’s growing portfolio. Her versatility across formats and categories allows brands to tap into a wide spectrum of audiences, complementing 8Bit Creatives’ deep-rooted expertise in gaming and youth culture.
“I’m really excited to join 8Bit Creatives. What stood out to me is their approach to working closely with creators while building impactful brand collaborations. I’m looking forward to exploring new formats, working with a wider set of brands, and creating content that continues to connect with my audience in a meaningful way,” commented Tiwari.
The expansion comes at a time when India’s influencer ecosystem is witnessing exponential growth. According to a report by Qoruz, the country is now home to over 4 million influencers, with the lifestyle category emerging as the largest and fastest-growing segment, growing from 1.28 lakh influencers in 2023 to 2.95 lakh in 2024. At the same time, gaming continues its strong upward trajectory, scaling from just over 1 lakh influencers in 2020 to 4.67 lakh by the end of 2024, reinforcing the convergence of gaming and mainstream digital content.
By expanding into lifestyle, 8Bit Creatives is strategically positioned to bridge these two high-growth ecosystems, enabling brands to unlock deeper and more diverse audience engagement.
