Media coverage around influencer marketing companies has changed noticeably in recent years. Previous coverage tended to treat the online creators as part of Internet culture and youth entertainment news. However, this trend changed as games increased in popularity and online content creators became more associated with marketing and publishing. Previous companies that worked discreetly on campaigns began to make appearances in business news, marketing interviews, and even technology reports.
In Latin America, creator-driven entertainment grew especially fast through livestreaming, mobile gaming, and short-form video platforms.
Inside that environment, companies focused on gaming creators became more visible, particularly across Spanish-speaking markets where publishers increasingly relied on influencers to reach younger audiences.
That wider trend forms the background behind the media coverage surrounding Sergi Cerrato and MCR Agency over the last several years.
Cerrato, who co-founded MCR Agency in 2019 alongside Inés Alexandre, became associated with discussions around gaming influencer marketing as the company expanded across Spain and Latin America. Coverage connected to the agency appeared in publications focused on business, communication, advertising, gaming, and digital culture.
One of the more detailed profiles appeared in La Vanguardia during 2025. The article focused on creator communities, audience behavior, and the growth of gaming-focused influencer marketing in Spanish-speaking markets. Rather than presenting creator marketing as a temporary digital trend, the reporting framed it as part of a broader transformation in how brands communicate online.
The interview also reflected changes happening inside the marketing industry itself. Earlier forms of digital advertising relied heavily on broad visibility and large-scale reach. Creator ecosystems shifted attention toward ongoing engagement and community interaction. Gaming environments accelerated that transition because audiences often spend long periods of time interacting with creators rather than passively consuming content.
That same theme appeared in coverage from El Publicista, where discussions around MCR Agency focused more directly on digital communities and audience trust. The publication approached influencer marketing from an advertising industry perspective, particularly the growing importance of creators within commercial communication strategies.
In interviews connected to that coverage, Cerrato often discussed how audience attention behaves differently inside gaming communities compared to traditional advertising environments. Visibility alone was no longer treated as the main objective. Audience connection and repeated engagement became more important metrics across creator-led campaigns.
The design of gaming platforms accounts for some reasons for this increased occurrence. Twitch, Discord, YouTube, and TikTok provide spaces that foster constant audience engagement as opposed to occasional interaction. Gaming-related research from Latin America has found a considerable rise in the consumption of streaming content and entertainment that emphasizes creators.
As gaming culture became more commercially significant, publications outside advertising media also started covering creator economy businesses more closely.
Líderes Mexicanos focused on MCR Agency’s development within Latin America and the broader growth of gaming influencer systems across the region. The interview discussed creator economies not simply as entertainment culture, but as part of changing communication models connected to younger digital audiences.
Rock Culture approached the topic differently. Its reporting focused more on creators themselves and how management structures around online talent had evolved. Rather than framing influencer marketing only through campaigns and metrics, the publication described a wider ecosystem involving creators, agencies, platforms, and online communities operating simultaneously.
That ecosystem also became more visible through publisher-related campaigns.
In 2025, Infobae mentioned that MCR Agency would be responsible for the influencer marketing and PR activities tied to PUBG Mobile in Latin America. This move was consistent with a trend that was becoming more prominent in the game industry, with publishers creating communication plans based on regional influencers rather than traditional media types.
The same tendency appeared across other regional business reporting. Europa Press published coverage connected to the expansion of MCR Agency and its positioning in gaming communication markets. While some reports focused directly on the agency’s growth, they also reflected how creator-focused advertising became more integrated into mainstream business discussions.
Over time, recognition from the marketing and business sectors followed.
In 2026, MCR Agency received recognition as Best Gaming Influencer Marketing Agency in Spain and Latin America through regional business awards coverage. The reporting connected the recognition to the company’s work within gaming and digital entertainment campaigns across Spanish-speaking markets.
The award itself reflected something larger happening inside the industry. Gaming influencer marketing has moved beyond a niche category and become part of broader communication strategies used by publishers, entertainment companies, and consumer brands. Agencies specializing in creators were no longer operating on the edge of advertising discussions. They had become part of the commercial structure shaping how younger audiences were reached online.
Across much of the reporting connected to Cerrato and MCR Agency, the focus remained tied to industry development rather than personality-driven branding. Coverage usually centered on creator ecosystems, digital audiences, gaming communities, and changing communication habits rather than personal narratives.
That distinction matters because the creator economy continues to change rapidly. Platform algorithms evolve constantly. Audience behavior shifts quickly. Trends inside gaming communities often spread outward into mainstream digital culture within short periods of time.
The media attention surrounding gaming influencer agencies reflects that instability as much as their success. Publications covering the sector often document an industry still defining its own structure while it expands commercially across multiple regions.
In many ways, the coverage connected to MCR Agency mirrors the growth of gaming communication itself across Spain and Latin America. Starting out as creator culture on the internet, it soon evolved to be part of marketing dialogues, business journalism, and entertainment strategies.
Different publications like La Vanguardia, El Publicista, Líderes Mexicanos, Rock Culture, Infobae, and Europa Press covered the topic in their own ways; however, altogether, they illustrated the same overarching change: Gaming groups become economically important, creators acquired power over audience conduct, and agencies working within those systems were brought into the limelight.
Sergi Cerrato Recasens’ growing media presence reflects that wider period of change, where gaming culture, influencer marketing, and digital communication increasingly merged into the same business landscape.
