Mumbai — Gaming talent management agency 8Bit Creatives has announced its expansion into the lifestyle creator segment with the onboarding of content creator Nishu Tiwari.
The move marks a shift for the agency, which has primarily focused on gaming talent. Its existing roster includes creators such as Naman Mathur, Payal Dhare, Raj Varma, Parv Singh, Krutika Ojha and Gulrez Khan. According to the company, it has executed campaigns for more than 100 brands across over 20 industries.
Founder and CEO Animesh Agarwal said the expansion reflects changing audience behavior and brand collaboration strategies. “Today’s audiences do not consume content in silos,” he said, adding that the move into lifestyle content aligns with broader trends in youth culture and digital storytelling.
Tiwari, based in Delhi, produces lifestyle content including challenges, food, travel and social experiments. She has more than 4.37 million subscribers on YouTube and 1.6 million followers on Instagram. Her past collaborations include brands such as Nykaa Fashion, Duolingo, realme, Himalaya Facecare, Red Label Tea and Samsung.
“I’m really excited to join 8Bit Creatives,” Tiwari said, noting her interest in exploring new formats and brand partnerships.
The company said the expansion comes amid growth in India’s influencer market. Citing a Qoruz report, it noted that lifestyle creators increased from 128,000 in 2023 to 295,000 in 2024, while gaming creators grew to 467,000 in the same period.
8Bit Creatives said it aims to build integrated campaigns across gaming and lifestyle categories through its expanded creator network.
