Virtual avatars become brand marketing accelerators

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Brands are pivoting to VTubers—animated streaming personas—to tap Gen-Z engagement and unlock creative flexibility at scale.

A growing number of brands—from sports franchises to food and beverage players—are diving into VTuber collaborations as virtual influencers gain traction in 2025. VTubers, or content creators who stream as animated avatars using motion-capture technology, allow marketers to engage younger, digital-native audiences with novelty and intimacy. 

Cover Corporation, one of the leading VTuber agencies, reported that licensing and brand partnership revenue rose by around 30 percent year-over-year in 2025, signaling rising advertiser demand in both Japan and the U.S. 

High-profile partnerships are multiplying: Hololive inked deals with McDonald’s and Kura Sushi, while gaming-PC brand iBuyPower launched a licensing collaboration. The Los Angeles Dodgers even sponsored VTuber appearances at an official game-day event—demonstrating how traditional brands are embracing virtual personas for real-world engagement. 

“VTubers are inherently digital,” says Sami Barnett, senior director of gaming at agency TMA. “Brands can experiment with creative concepts without the high costs and logistics of traditional influencer marketing.” For Gen-Z and gaming or anime-centric audiences, the blend of digital authenticity and flexible storytelling is particularly compelling.