Nahato, REJECT Join To Expand Esports Creator Income

Japanese marketing company Nahato has formed a business alliance with esports group REJECT to create new income opportunities for its players, streamers and VTubers, or online personalities who use animated avatars.

Nahato will use its social media advertising, social commerce and influencer marketing services to connect people affiliated with REJECT with companies in different industries. It will also help them develop public profiles that fit their personalities and streaming styles.

The partnership will cover brand collaborations, original products and fan events. Nahato will support direct-to-consumer sales, in which companies sell directly to customers, and creator-to-consumer sales, in which individuals sell products to their fans.

The companies intend to reduce creators’ reliance on streaming income, tournament prize money and one-off promotional campaigns. Many professional players depend on competition winnings, while streamers can have irregular income from sponsorships and advertising. Some creators also have limited experience negotiating with companies or building a personal brand.

Nahato has worked with streamers and creators on video platforms, including Twitch, and has supported their promotional activities. The companies said advertising deals alone do not provide a long-term business model. Their plan includes increasing the commercial value of individual players and creators and helping them develop income sources that can continue over time.

The alliance will also offer marketing services to game developers. Publishers promoting new titles will be able to combine REJECT’s community with Nahato’s data-based social media marketing. The companies said the arrangement could help publishers use promotional budgets more efficiently and build audiences for their games.

REJECT has been adding revenue sources for its organisation. It recently launched a paid official fan club, giving supporters a way to contribute directly while creating a new income stream for the group.

In August 2026, REJECT announced a partnership with AnyMind Group, a Japan-based technology company. Several months earlier, it renewed its sponsorship agreement with Rohto Pharmaceutical, a Japanese healthcare company known for its eye-care products.

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Reviewed and fact-checked by Alex Panasenko on November 5.